Bodyfriend launches Medical Phantom... Spine medical device market heats up

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Bodyfriend, which experienced 'negative growth' for the first time since its founding last year, has launched a medical chair after three years. The product was released abruptly ahead of the 'Family Month,' the peak season for the massage chair industry. It is expected that the so-called 'spinal medical device' market, led by Ceragem, will ignite.

On the 19th, Bodyfriend introduced its new product, 'Medical Phantom,' at the 'Medical Phantom Launch Show' held at its headquarters in Dogok Tower. This is Bodyfriend's second product to receive medical device certification from the Ministry of Food and Drug Safety, following the 'Phantom Medical' released in 2020. Phantom Medical was a 'bestseller' with sales exceeding 60,000 units. Its cumulative sales also surpassed 250 billion KRW. Medical Phantom also appeared at a special pop-up event currently underway at Hyundai Department Store Apgujeong Main Branch.

The biggest feature of Medical Phantom is its assistance in treating lumbar and cervical disc issues and degenerative stenosis. It is an upgraded version from the 'previous model,' which was specialized only for cervical disc treatment. It operates on the principle of inflating and deflating airbags supporting the neck and waist, thereby widening the space between vertebrae to alleviate disc symptoms. The 'XD-Flex massage module,' which provides medical pulse electromagnetic fields according to the user's body pressure, and the 'thermal massage function' that relieves muscle pain, are also main features. It also offers massage programs with 19 medical modes linked to medical functions.

Bodyfriend, which opened in 2007, experienced 'negative growth' for the first time last year. Its sales were 522 billion KRW, down 11.7% from 591.3 billion KRW in 2021. Meanwhile, Ceragem recorded its highest-ever sales (750.1 billion KRW) during the same period, maintaining its position as the number one home healthcare company for two consecutive years. The 'Master Series,' specialized in spinal treatment, drove this growth. Bodyfriend, which once led the global massage chair market share for four years from 2017, has been pushed down to second place in the industry. It has also been suffering from recent management disputes.

The launch of Medical Phantom has created a competitive landscape with Ceragem's latest product. Ceragem released its flagship product, 'Master V7 Meditech,' on the 9th. Both products share the commonality of being medical devices rather than general massage chairs classified as consumer goods. Functionally, both focus on spinal treatment. Ceragem's product is bed-type, while Bodyfriend's is chair-type, marking a difference.

The spinal medical device market, which Ceragem has almost monopolized, is gradually becoming more competitive. Winia Aid also launched 'me Doctor Massage' in February. It is a bed-type spinal specialized medical device similar to Ceragem's product. It is sold at over 300 stores nationwide and operates experience zones in major department stores and other locations.