Samsung Electronics Co.’s Air Dresser garment care system (Yonhap)
SEOUL, May 4 (Korea Bizwire) — The home appliance industry is engaged in fierce marketing competition, targeting customers staying at home amid the outbreak the novel coronavirus.
The recent marketing blitz is part of efforts to make up for the decline in demand in the home appliance market by targeting consumers who want to enjoy home schooling, home training and home coffee during the so-called ‘golden holiday’ period.
South Korea’s top two electronics giants — Samsung Electronics Co. and LG Electronics Inc. — are offering special promotions in line with growing demand for “at home” online lectures.
Samsung is bundling Bluetooth earphones and wireless keyboards with purchases of certain QLED 4K TV models. LG is also holding an event to give wireless keyboards to customers who purchase its 4K OLED AI ThinQ TV at stores across the country.
Meanwhile, with more families eating together at home on a regular basis, competition to grab demand for items such as microwave ovens, air fryers and dishwashers is also brisk.
Winia Daewoo, another local home appliances maker, launched a large-capacity microwave oven – big enough to fit a pizza – last month, and is touting the devices size in a new marketing push.
The company explained its large volume microwave oven was designed to meet growing demand in the home meal replacement (HMR) market.
Last month, LG Electronics unveiled the results of a test of the DIOS dishwasher’s water stain reduction performance, followed by Samsung Electronics’ launch of a Korean-style dishwasher.
In the first quarter, sales of dishwashers jumped 448 percent from last year while sales of air fryers rose 42 percent, according to ETLand, a multimedia retail park in Seoul.
Competition is also fierce in the sanitary home appliance market, where demand is high as people are spending more time inside, seeking a clean and pleasant environment.
Sales of Samsung’ clothing cleaner, Air Dresser, rose 50 percent in the first quarter of this year from the same period last year, while sales of washing machines rose 60 percent.
LG also said washing machines were making up for a drop in air conditioner sales in April.
Kevin Lee (kevinlee@koreabizwire.com)
