Surge in June Ice Water Dispenser Sales Due to Early Heat
Factory Running at Full Capacity... Strengthened Marketing with Discounts and Promotions
[Asia Economy Reporter Donghyun Choi] As the heatwave intensifies, the rental industry is ramping up sales and marketing of 'ice water purifiers,' which enjoy seasonal demand.
According to the rental industry on the 11th, Coway's ice water purifier sales in June increased by 20% compared to the previous year. It is said that sales surged as the heatwave arrived earlier than usual between May and June. Last month, one out of three customers who rented a water purifier from Coway chose an ice water purifier. To meet the soaring demand, Coway is currently conducting overtime work at its Yugu factory in Gongju, Chungnam Province, to maximize production.
They are also focusing on marketing. Around mid-last month, Coway launched a new product, the 'Ultra-Compact Icon Ice Water Purifier.' This is the successor to the 'Icon Ice Water Purifier,' which was released in October 2020 and became the company's flagship ice water purifier. The new product measures 24cm in width and 47.3cm in depth, making it about 40% smaller than existing ice water purifiers. It is the smallest ice water purifier in Korea. Along with the product launch, Coway released new advertisements and three teaser videos featuring BTS as models last month. The cumulative views of these videos currently stand at 3.67 million. A Coway representative said, "Even though it has been less than a month since the launch of the Ultra-Compact Icon Ice Water Purifier, orders have surged due to the new product effect," adding, "We plan to actively carry out various marketing activities related to ice water purifiers throughout this summer."
Chungho Nais has seen ice water purifier sales recover to pre-COVID-19 levels this year. The proportion of ice water purifiers in Chungho Nais's total sales was 46% in 2019 but dropped to 43% in 2020 when the pandemic began. However, it rebounded to 45% in 2021 and rose further to 47% from January to May this year. In the first half of this year, Chungho Nais's ice water purifier sales increased by about 18% compared to the same period last year.
The product Chungho Nais is prominently promoting is the 'Chungho Esprecafe.' This product combines the ice water purifier technology that Chungho Nais first launched worldwide in 2003 with a coffee machine function. The advertising model is Lim Young-woong, who has recently formed a strong fandom among the senior demographic. Thanks to Lim Young-woong's popularity, sales of the 'Chungho Esprecafe' more than tripled in the first half of this year compared to the same period last year. Chungho Nais also renewed its advertising contract with Lim Young-woong last month. A Chungho Nais representative said, "The sales growth rate of ice water purifiers is increasing more than other water purifiers," adding, "There is a growing preference for premium products including ice water purifiers, so we are focusing on related marketing."
Kyowon Wells' representative ice water purifier is the 'Wells Ice Water Purifier UV Plus' (UV+). This product was introduced in May last year as Wells re-entered the ice water purifier market after about nine years. With increased interest in hygiene and sterilization due to COVID-19, ultraviolet (UV-C LED) sterilization functions were applied to the water faucet, ice storage room, and ice outlet. Sales last month increased by 18% compared to the previous month. A Wells representative said, "With the ongoing scorching heat from early this month, the performance of ice water purifiers will improve further," adding, "We plan to actively carry out marketing targeting the summer peak season with discounts and promotions."
SK Magic is targeting the summer peak market with its 'All-in-One Plus Direct Water Ice Purifier.' It features a large-capacity ice room (750g) capable of producing up to 500 ice cubes per day. Unlike tank-type models that store purified water, it applies a direct water system for cold, hot, purified water, and ice. Stainless steel, which is resistant to contamination, corrosion, and bacteria, is used from the direct water pipe to the ice-making rod. An SK Magic representative said, "Sales of ice water purifiers last month increased by as much as 40% compared to the same period last year," emphasizing, "We plan to lead the market with continuous launches of premium new products going forward."
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