SEOUL, Feb.16 (Korea Bizwire) – Despite the sluggish economy, consumers are opening their wallets for their children, pushing the electronics industry to focus on ‘child marketing’.
According to industry watchers, 13 businesses including Coway, Winix and Hanil Electronics have rented booths at the BeFe Baby Fair, which will be held at COEX from February 18 to 21. Products such as dehumidifiers, food dehydrators, baby bottle sterilizers, and aspirators for runny noses are expected to be introduced.
The latest trend in the childcare industry is reflected in baby fairs. Event officials comment that the increase in households with a single child pushed electronics companies to expand their marketing to children.
Only 4.3 percent of the vendors at the baby fair last year were electronics companies, but that has increased to 7.3 percent this year, with growth expected to continue and result in a double-digit share next year.
New releases of home electronic appliances have been attracting attention.
Chungho NAIS launched a water purifier called ‘Baby’s Water-Tiny’, which is targeting children of a younger age. The product earned a certificate from the Korea Environment & Water Works Institute (KEWI) for its ability to rid water of 142 different types of harmful substances.
Gyowon Wells launched ‘Wells Pot Smart’, which is a water heater that heats water to four different temperatures (40, 50, 70 and100℃). Since 40℃ is the most suitable temperature of water to mix baby formula, Wells officials commented that they came up with the feature to reduce the time and effort needed to boil water and then cool it before feeding.
Industry watchers explain that the prolonged economic downturn is shifting household spending to ‘products that can be used together with the baby’, and pushing the industry to focus on the ‘baby market’.
Officials comment that the number of parents looking for electric appliances to help them with childcare is increasing. “Air purifiers, dehumidifiers, sterilizers and products that enhance health have become popular since last summer,” an official said.
By Lina Jang (firstname.lastname@example.org)