Increase in Single-Person Households and Home Drinkers... Emart Launches 'Electroman 150L Refrigerator'

Emart Electroman 150L Refrigerator (Photo by Emart)

[Asia Economy Reporter Seungjin Lee] Emart announced that it will newly launch the Electromen Retro Refrigerator with a capacity of 150ℓ on the 17th, which can be used not only for single-person households but also as a ‘Suljanggo (refrigerator dedicated to alcohol)’ for home drinking enthusiasts.

Emart, which introduced three types of Electromen compact refrigerators (46ℓ, 79ℓ, 124ℓ) in May 2019, has now expanded the lineup to a total of four by adding the 150ℓ model.

The newly introduced ‘Electromen Retro Refrigerator 150ℓ’ features separate compartments for refrigeration and freezing. This reflects customer feedback requesting a compact refrigerator with freezing capability, with capacities of 98ℓ for the refrigerator and 52ℓ for the freezer, making it suitable for single-person households.

In particular, the frequently used refrigerator compartment is placed at the top for convenience, and electronic temperature control and simple cooling control functions prevent frost formation. After-sales service is conveniently available through more than 70 Winia Daewoo service centers nationwide.

The price of the ‘Electromen Retro Refrigerator 150ℓ’ is 449,000 KRW, and to commemorate its launch, customers can purchase it for 399,000 KRW with a 50,000 KRW discount when using promotional cards (Samsung, KB cards) until September 30.

The Electromen compact refrigerators have received positive responses from single-person households and home drinking enthusiasts, selling a total of about 10,000 units since launch, driving overall compact refrigerator sales.

Looking at Emart’s refrigerator sales volume, the share of compact refrigerators under 300ℓ in the total refrigerator market was only 2.9% before the launch of Electromen refrigerators in 2018, but rose to 9.5% after the launch (May 2019 to August 2020).

The popularity of Electromen compact refrigerators is analyzed to be due to their alignment with the needs of single-person households who mainly live in small studio apartments, prefer delivery food, and store only minimal food.

Additionally, the recent increase in home drinking enthusiasts enjoying alcohol at home due to the COVID-19 pandemic has also contributed to the rising demand for ‘Suljanggo’ refrigerators.

In fact, demand for refrigerators dedicated to alcohol has exploded this year. The beer-dedicated refrigerator ‘Beertender,’ exclusively sold by Emart, has sold 9,200 units since its launch in April this year, and the wine-dedicated refrigerator ‘The Wine Cellar,’ sold at Traders, has sold about 2,000 units since its launch in February.

Riding this trend, sales of Electromen compact refrigerators, which are suitable for use as ‘Suljanggo’ for home drinking enthusiasts with their small size and trendy design, are also increasing.

Park Hyeri, Emart’s home appliance buyer, said, “In a market dominated by large refrigerators equipped with cutting-edge technology, we launched the Electromen compact refrigerator to target the niche market for single-person households,” adding, “We plan to continue developing and introducing various products that lead trends.”

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