Dishwashers in South Korea

PROSPECTS

Deep clean function spells new era in dishwashers

Major manufacturers such as SK Magic and LG Electronics are endeavouring to boost growth in dishwashers sales. Both players are developing a cleaning function that uses less water.

Growing share for built-in dishwashers

Customised kitchen furniture has become a mainstream trend in South Korea due to the increasing need for efficient space usage and demand for high-quality design. Built-in dishwashers can be fitted in a unified design with kitchen furniture in a variety of colours.

Construction and electronics and appliance specialist retailers remain the main channels

Construction remains a major distribution channel because business-to-business are enjoying a steady flow. Dishwashers were not considered a staple home appliance in the past though this is now changing with modern couples requesting that dishwashers are included in new house builds before moving into their new homes.

COMPETITIVE LANDSCAPE

Domestic players characterise dishwashers

SK Magic retained its leading position in 2019 thanks to its strong brand identity and solid distribution channels. The company introduced various types of products, such as table top dishwashers for two to three people, a slim design for two to four people and full size for over five people.

Installation services stimulate demand for built-in dishwashers

For consumers who order built-in systems, industry players, such as SK Magic provide installation services, which provides consumers with convenience. Ongoing maintenance contracts also prolong the life of dishwashers meaning many can stay in place for over 10 years before needing to be replaced.

Miele invests heavily in new premium launches and an experience centre

During 2019, Miele introduced dishwashers that cater to as many as 14 people while it also opened its Miele experience centre in Chungdam. The company also introduced a new dishwashing powder during the year that contains a rinse aid and salt ingredient and can clean sensitive goods, such as wine glasses even dissolving with cold water.

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