Bidet COVID-19 Boom...Mid-sized Companies' Sales Flourish

Coway, Cheongho Nais, Kyowon Group, SK Magic, Wonbong
Rising Domestic and International Hygiene Demand... Annual Volume Expected to Increase

Coway 'Bidet Mega Series'

[Asia Economy Reporter Kim Daeseop] Sales of bidets by mid-sized home appliance companies are increasing due to the impact of the novel coronavirus disease (COVID-19). As consumers' interest in hygiene has risen amid the COVID-19 pandemic, domestic and international bidet sales have grown. In particular, demand in the U.S. market has significantly increased.

According to the industry on the 11th, Cheongho Nice set its annual export target for the U.S. market at 10,000 units this year as overseas bidet exports increased. Although the exact volume was not disclosed, the number of Cheongho Nice bidets sold in the U.S. from March to May this year increased by about 100% compared to the same period last year. The U.S. sales account for more than 80% of Cheongho Nice's total overseas exports.

The main product sold in the U.S. is the 'Cheongho Kwebyun Bidet.' It features a self-cleaning function that automatically cleans the front part of the nozzle before and after washing, bidet, and bowel movement operations, enhancing the hygiene of the bidet.

Coway also reported that its U.S. bidet exports in the first half of this year increased by about 100% compared to the same period last year. Although sales figures were not disclosed, the company expects annual export volumes to increase by at least 50% compared to the previous year.

Source=Each Company

Coway sells three types of the 'Bidet Mega Series' in the U.S. market. They are targeting the market with economy, premium, and high-end models. The company explained that this year, due to the COVID-19 impact and the toilet paper hoarding crisis experienced by Americans, interest shifted to bidets as an alternative to toilet paper, leading to increased sales.

Jung Daegil, head of Coway's Americas Business Team, said, "We plan to increase sales by conducting marketing activities using various channels such as social networking services (SNS) to raise awareness of Bidet Mega in the U.S. market."

Domestic bidet sales by mid-sized home appliance companies are also increasing. Bidets are usually sold more in the winter season, but due to the surge in interest in hygiene caused by COVID-19, sales have increased even during the off-season.

Kyowon Group's health appliance brand 'Wells' saw domestic bidet sales from March to May this year increase by about 68% compared to the same period last year. Kyowon Group's Wells bidets are sold through a rental system with a total of four product types. The main product is the 'Wells Bidet Sterilization Plus,' which features a sterilization module that removes harmful bacteria through electrolysis.

SK Magic also expects annual bidet sales this year to increase by about 20% compared to last year. In particular, through increased interest and sales of clean hygiene appliances, the domestic bidet market is expected to grow by about 5-6%. Since the COVID-19 outbreak, non-face-to-face promotions and services have been strengthened, leading to increased bidet sales through online channels.

Kyowon Group 'Wells Bidet Sterilization Plus'

SK Magic is mainly selling the 'Ultraviolet (UV) Sterilization Ceramic Bubble Bidet.' It sterilizes the water tank, waterway, nozzle, and ceramic with electrolyzed water, and the nozzle and ceramic, which are prone to contamination, are additionally sterilized anytime with UV lamps and bubbles. Since its launch in March 2018, more than 50,000 units of this product have been sold.

Wonbong also raised its domestic bidet sales target this year through the 'Luhens' brand. It expects sales to increase by more than 40% compared to last year. The 'Luhens Economy Bidet,' launched in October last year, is sold as an online-only lump-sum payment product amid difficulties in face-to-face sales due to COVID-19.

Lee Deokwoo, director of the Domestic Business Headquarters, said, "Due to the COVID-19 issue, personal hygiene and infection prevention have become major concerns, increasing the importance of hygienic bathroom culture. We plan to expand customer benefits by applying special care services and package discount promotions in line with consumer trends."

This content was produced with the assistance of AI translation services.