Kiturami Focuses on Third-Generation Carbon Mats
Kyungdong Navien Highlights AI "Sleep" Technology
As the weather has become noticeably colder in the mornings and evenings, heating mat companies have simultaneously ramped up their sales efforts. In particular, Kyungdong Navien and Kiturami, who have long competed in the boiler sector, are now aiming to seize leadership in this growing market with differentiated products and strategies. Sales of heating mats typically increase significantly from October, and Kiturami has launched its campaign by focusing on carbon mats, while Kyungdong Navien is emphasizing its sleep technology.
On October 16, Kiturami announced that its sales have more than tripled since it fully transitioned its heating mat lineup to carbon mats. According to Kiturami, heating mats have evolved from first-generation electric mats to second-generation water mats, and now to third-generation carbon mats. Kiturami entered the market in 2011 with the launch of its water mat, but in 2020, the company discontinued its water mat business to concentrate solely on carbon mats.
Kiturami explains that carbon mats address the harmful electromagnetic waves associated with first-generation electric mats, as well as the leakage, bacteria, water refilling, and washing inconveniences of second-generation water mats. The company claims its products convert the standard 220V household voltage to a lower voltage for operation, and have received Electromagnetic Field (EMF) certification to ensure safety from harmful electromagnetic waves. In addition, the products have passed washable tests, radon and thoron tests, and tests for children's textile products, allowing consumers to use them without concerns about washing or hazardous substances.
Kyungdong Navien, on the other hand, is highlighting its sleep technology. By offering both water mats and carbon mats, the company broadens consumer choice, and has incorporated artificial intelligence (AI) technology into its products to help users achieve restful sleep. The core feature of the Navien Four-Season Air Sleep Mat, "AI Sleep Mode," analyzes sleep stages by detecting breathing sounds via smartphone and automatically adjusts the mat's temperature accordingly. For example, during the REM sleep stage, when people become more sensitive to temperature changes, the mat lowers the temperature to prevent overheating. A Kyungdong Navien representative stated, "Using AI Sleep Mode can increase both deep sleep and REM sleep durations, thereby improving sleep efficiency."
As a result, the product has received the "Good Sleep Gold Mark" from the Korea Sleep Industry Association, which certifies products suitable for sleep purposes. Kyungdong Navien's new lineup for this year includes three models: the "Sleep Mat Water," which supports Bluetooth remote control; the "Sleep Mat Carbon," which is fire-safe; and the "Sleep Mat Carbon With Pet," tailored for households with pets.
The reason both companies are focusing on heating mat demand is the growth potential of this market. Industry estimates suggest that the domestic heating mat market has expanded from approximately 50 billion won in 2012 to over 500 billion won in just ten years, with an annual growth rate exceeding 15%. An industry insider commented, "While the domestic boiler market has stagnated, the heating mat market continues to grow, leading to fierce competition among companies seeking to make it their new growth engine."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
