Coway’s ICON water air purifier with ice-maker operate / Courtesy of Coway
By Ko Dong-hwan
Coway is focusing on younger shoppers with its new water purifiers and therapeutic massage chairs as an rising variety of single-person and two-person households within the nation are demanding smaller house home equipment and furnishings, in line with the main house equipment producer, Monday.
The corporate’s key merchandise have primarily been fashionable amongst bigger households, resulting in the impression that smaller households don’t require them. Nonetheless, with demographic adjustments exhibiting that 66 % of the nation’s complete households — roughly 15 million — are both people residing alone or married {couples} with out youngsters, the corporate has begun to give attention to their rising wants. The important thing was designing smaller merchandise to higher match the compact residing areas typically occupied by younger shoppers.
At the moment, Coway’s hottest water purifiers are characterised by their slim designs. By eliminating varied auxiliary capabilities, these units give attention to offering clear, wholesome consuming water whereas sustaining a compact type. A mini water air purifier, for instance, runs on no energy, making it attainable to be positioned anyplace in a small compact house and producing zero energy price. This product’s gross sales this yr have jumped over 70 % in comparison with the earlier yr.
Coway’s Berex Pebble Chair / Courtesy of Coway
In 2021, the corporate launched a well-liked water air purifier with a slim design. The Icon collection, which mixes water purifiers and ice makers, bought over 1 million items — marking the primary time since 2012 that the corporate’s slim water air purifier gross sales reached this milestone.
Therapeutic massage chairs have historically been fashionable amongst middle-aged and older shoppers. Nonetheless, Coway challenged this notion by creating a brand new pattern that features therapeutic massage chairs for youthful shoppers as effectively.
Berex Masasge Chair Mine has decreased its quantity by 49 % from its earlier mannequin and nonetheless retains the identical energy for efficient massaging capabilities and ergonomic options. Berex Pebble Chair, one other mannequin, boasts a compact and curvy design that didn’t exist in older fashions, making it look extra like a lounge chair that enhances any inside area.
“We wished to upend the assumption that water purifiers and therapeutic massage chairs are solely in households with a big household or an enormous, luxurious inside area,” an organization official mentioned.
“As a substitute we targeted on making them smaller and designing them sleeker.”
