Corona: The businesses that managed to rise following the crisis

A year ago, the first corona patients were diagnosed in Israel. At that time no one had yet guessed how much this unknown virus would affect our lives. The impact is noticeable, and still is noticeable, in many areas: health, economic, social, mental and also consumer. On the one hand the corona has collapsed many businesses. On the other hand it has also created new needs that have propelled many companies forward and greatly increased their revenues.


Do not stop sinning


In August 2019 he established Yaki Lake In Ramat Yishai, the Clean Beat company for institutional and home disinfection, and he did not imagine how much the field would gain momentum following the epidemic that would spread six months later. “Our activity has jumped in the past year by thousands of percent thanks to Corona,” says Agam, the company’s owner and CEO. “The company was established for the purpose of eradicating and preventing resistant bacteria and viruses in hospitals and food factories. When the company was founded, it had three employees – me, the company’s scientist Dr. Yotam Popovich and a sales manager. Today we have 42 employees. “

The corona comes to you on time.
“Since we founded the company until January 2020 we have been doing insane marketing in hospitals. In early February I arrived To Prof. Gili Regev From the Sheba Tel Hashomer Medical Center, I told her about our technology, and she immediately understood that it was something special. At that time, rumors had already begun about the Chinese virus that was supposed to reach the country. Prof. Regev asked that we help them volunteer in the isolated compound they set up in Sheba for Corona patients who were supposed to arrive in Israel. “Because throughout my business life I contribute a lot to the community, I immediately agreed.”

Yaki Agam, CEO and owner of Clean Beat (Photo: Avia Mualem)

What has happened since then?
“The Israeli guys from the ship Diamond Princess landed in the country on the night of February 20-21, 2020. As the plane landed, we disinfected it. Then we disinfected the ambulances that took the people to the isolated compound. We volunteered and loved for two weeks. It was amazing. No one else. Knew nothing about the corona, while we worked 24 hours.We were of course protected and equipped with all the necessary protective equipment.On the tenth of the two weeks we worked there, he arrived at the owner of the Red Pirate toy store that was infected in the corona.His friend, who wanted to help him, called me. He asked us to disinfect the store so that it could return to operation soon. We got three crews to the store. All the TV crews were there, and for us it was very simple – from zero to 100 km / h.

What do you mean?
“In one day we became famous in Israel and all over the world. We were on all the TV networks, and we started receiving requests for disinfections all over the country. At our peak, we reached 200 employees. It was something crazy, a real military force. We jumped in cycles by 5,000% compared to the period before the corona. Today we provide service to many places, including 28 hospitals across the country. All our devices are being upgraded these days to deal with the various mutations as well. “
Lake notes that recently they have also started providing service to the private consumer. “We launched MyCleanBit in Israel, a revolutionary product in the field of home cleaning and disinfection, which produces ozone water – the most powerful disinfectant in nature – using simple tap water,” he describes. “It’s a small personal device, like a spritzer, that destroys 99.99% of bacteria, without the use of chemicals or hazardous substances. Just spray the material in the home space and on surfaces. We already have franchises for this product in England, France, Cyprus, Greece and Thailand. Revolutionary, which make the coating of any surface antibacterial for 365 days. “

Awareness, not to mention hysteria, when it comes to the issue of disinfection and sterility, has risen in the past year not only among institutional bodies, but also among each of us. “We have seen a dramatic effect of the corona epidemic on the demand for antibacterial products,” she says. Anat Ballali, Marketing Director of the Nicole brand from Kimberly Clark Israel. “Sterncast data also shows significant growth in this category. In 2020, the category grew by 22.4%, and sales of antibacterial products increased fivefold compared to 2019. The various companies launched new products to meet the new needs created by the epidemic. For example, According to Sterncast data, in 2019 the category included about 17 antibacterial products, while in 2020 it already listed 40 different products. “

Anat Ballali, Nicole Marketing Manager (Photo: Moshe Cohen)Anat Ballali, Nicole Marketing Manager (Photo: Moshe Cohen)


To the house


Another need that has greatly increased in the past year, both because of the closures and because of the fear of being in mass places and getting infected, God forbid, is deliveries to the doorstep. Many businesses in a variety of fields have started making deliveries, many of them have even set up an online website for this purpose. There were also those who changed the nature of their shipments to adapt to the corona era. Before the corona, the site “The Shin” – a first-hand farmer (hashuka.co.il) sold fresh fruits, vegetables, fish and meat, mainly to high-tech offices. Following the epidemic he changed the concept.

“When Corona arrived, my business was pretty closed because the closures started and there were no offices,” the owner says Idan Natan. “Then I thought of a new market segment: the private consumer. I decided to bring home all the fresh goods in a very high quality way, first hand from a farmer. The customers wanted a fresher, packaged, clean product in Corona. We also recognized that people are very reluctant to goods that everyone touches, and the markets. We were closed for a long time. We set up a control room, where several people work who taste the products every day, test them, pack them. We also put a very important emphasis on taste. We also developed a very sophisticated distribution system, through which we manage to reach the periphery every day. “We are in the middle of the process of opening a line to the south. As soon as we cover the south, we will already be all over the country. All the deliveries with us are from today to tomorrow, because we do not have stock at all.”

Idan Natan, owner of the Shin brand (Photo: courtesy of the company)Idan Natan, owner of the Shin brand (Photo: courtesy of the company)

How do you sum up the corona year?
“Like I started a new business. Because the offices were closed, it boosted my sales from zero by thousands of percent. In March 2020, deliveries to private consumers began, and it took four months to set up the entire operation. From September to the end of the year we grew by 63%. Tumor “.

In addition to the regular service of deliveries, the check gave in November a companion product – Cook Box – a series of packages of fresh vegetables with recipes for preparation at home. “In Corona people were more at home, cooked more. People prepare the recipe with the children and it is a family experience,” he says, noting that the secret to success depends on being able to identify the existing need and also know how to give the right answer. “I defined that in my business, even if I bring only a cucumber to the customer, I will bring the highest quality cucumber I can. We see that 65% of our customers are repeat customers. We are also constantly growing and adding more products.”

Deliveries in general became very popular among Israelis in the Corona era. Israelis stormed Walt and Give Bite to order food from restaurants, and the surge in demand for deliveries caused Gett Delivery’s platform to expand its delivery service beyond the Dan Bloc and expand nationwide.

The closures, isolations, work, and learning from home have meant that since the Corona broke into our lives, we have all been in homes much longer. This fact also caused the need to find employment, especially for children. There were businesses that enjoyed it, and one of them is the Hobbix brand (hobbix.co.il), which offers creative materials for culture, leisure and DIY. The brand sells about 2,000 different products, including a variety of materials and art kits, both for adults and children, most of which are imported from Europe. “Our jump in sales was sudden, and in the first closure it was reflected in a growth of 1,000%,” says Roy Chen, Brand manager. “People were at home, and art materials in closure were a much-needed product because it employs children positively. The adults were also looking for employment. The corona caused demand for art materials in a way that even caused us a crisis. The system itself had a very hard time dealing with the flood of orders. We ourselves are operating an operational crisis: how do we collect and send all this demand quickly? We did not have the ability to predict such demand. “

Roi Chen, CEO of Hobbics (Photo: Private Photography)Roi Chen, CEO of Hobbics (Photo: Private Photography)

How did you deal with the new reality?
“On the one hand we had to coordinate expectations with customers, and on the other hand we started to adopt new technologies to improve the logistics process. We did it very well. We set ourselves a goal of at least 80% satisfied customers. We managed to meet expectations, and even more. We explained to customers that there was load and package. Can arrive even two weeks after ordering, and they realized that.In the third closure, for example, we also had a load, but customers received packages already within three days.This indicates that over the past year we have been able to adopt new work rules based on technologies that allow us to deal “A much larger number of orders at the same time. Sales increased by hundreds of percent on an annual basis, we gained a new customer base, and we also had a lot of repeat customers who bought in the first block and we saw them in the second and third block as well.”


Every home needs a balcony


Following the corona there has been an increase in demand for apartments with balconies and houses that have access to gardens, and many have been very interested in adding a balcony to their apartment. “The corona and the closures that left us indoors for many days meant that we received full applications for the construction of balconies, an increase of about 60% in demand compared to the period before the corona,” says Amir Shanbur, owner of Retig Engineering from Ganun Metal, which specializes in manufacturing and installing hanging balconies. “People called under real pressure, saying they went crazy in houses and wanted balconies. There were cases of people living in buildings where some tenants have balconies, while other tenants – who once did not want to participate in installing a balcony – suddenly felt in Corona the intense need to sit on the balcony “.

Amir Shenbor, owner of Retig Engineering (Photo: PR Limor Crescenti)Amir Shenbor, owner of Retig Engineering (Photo: PR Limor Crescenti)

Were you surprised by the demand?
“At the beginning of the Corona I expected it, but I did not imagine it would be at such a level. We recruited more people for marketing and the logistics field to meet the demand. By the way, we also provide renovation services, and in this area there was an increase in demand. People sat at home, and many took time to renovate “Upgrade and adapt it to a situation where everyone is in it all the time.”

It is too short to list all the products and areas in which the Corona has increased its consumption. At the beginning of the epidemic we lined up on the doors of the retail chains, hoarding toilet paper, canning and more. As time went on, the fear of infection, closures and the economic situation also affected the mental state of many of us and there was a sharp increase in the consumption of sedatives, anxiety and sleep. Also, according to Mutti Burton, CEO of the Shlomo Group’s private-operational leasing, The global corona crisis has also greatly affected the consumption habits of the Israeli consumer in the automotive industry.

Moti Burton, CEO of Private Operating Leasing at the Shlomo Group (Photo: Ezra Levy)Moti Burton, CEO of Private Operating Leasing at the Shlomo Group (Photo: Ezra Levy)

Shlomo Group reports a 35% increase in private-operating leasing transactions in 2020 compared to 2019. According to Burton, “Demand for private vehicles increased during the epidemic. The Israeli consumer changed perception following the corona, and we see a very significant and surprising trend of sharp increase in demand for vehicles. Leasing among private customers In view of the fact that public transportation does not provide an adequate solution and may even endanger health, now more than ever the Israeli consumer is looking to travel in a new vehicle made of nylon, but realizes that purchasing it is a waste of unnecessary money.

In fact, the Corona Age consumer is in financial uncertainty on the one hand, and on the other hand, out of necessity, does not spend money he used to spend this year on expensive trips and vacations abroad. This makes him want to upgrade his vehicle, while understanding the huge advantage of private-operational leasing. Discovers that it is appropriate for him not to take unnecessary risks in owning a car in self-purchase, not to bear the ongoing maintenance costs and depreciation. There is a clear understanding that a new car is a product that needs everything and better to pay for its use, easily and conveniently, without having to buy it. It used to be thought that it was a solution that was only available to huge companies and car fleets, and had already become a solution for tens of thousands of Israelis. “

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