Massage Chair and Home Appliance Industries Revitalize Through Cross-Industry Collaboration
Win-Win Through Partnerships with Brands Sharing Customer Base
[Asia Economy Reporter Kim Cheol-hyun] Massage chair and home appliance companies are seeking new opportunities through cross-industry collaborations and partnerships. They are leveraging the characteristics of their customer base to create synergies in broad and diverse forms.
The massage chair brand HuTech focused on the customer characteristics of the luxury sedan K9 and planned a promotion with Kia Motors where customers who purchase the car can simultaneously try out a massage chair. This decision was based on the alignment between the main customer base of Kia’s sedan K9 and the brand philosophy of HuTech’s flagship line KAI. They also believed that both the K9 and KAI massage chairs share the commonality that the difference in technology and true value can only be appreciated through direct experience.
Hankyunghee Life Science, aiming to expand its business areas, signed a strategic partnership last year with KT’s webtoon platform service 'Ktoon' to devise effective marketing strategies across various business fields beyond home appliances. The goal is to develop Hankyunghee Life Science’s products into lifestyle items by incorporating fun elements such as KT’s familiar webtoon characters and stories. In January, they held an event promoting 'pet appliances' needed in households with pets, offering webtoon coupons and other benefits.
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Woowa Brothers, the operator of Baedal Minjok, partnered with Philips Korea. They provide benefits allowing self-employed individuals registered on the 'Baemin Boss Plaza' site to purchase small kitchen and home appliances such as air fryers, dishwashers, blenders, and cordless vacuum cleaners at discounts of up to 60.6%. Philips Korea focuses on selling its products intensively on 'Baemin Boss Plaza,' which has over 200,000 registered stores, while Baedal Minjok reduces the economic burden on self-employed people who need small appliances through this partnership.
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