Winia Electronics Signs Contract to Supply 210,000 Microwaves in Mexico

Winia Electronics 'Chef Mexico' Product Photo

[Asia Economy Reporter Dongwoo Lee] Winia Electronics announced on the 27th that it has signed a supply contract for 210,000 microwave ovens, fueled by local popularity such as the 'Buen Fin' special event, known as Mexico's Black Friday.

Winia, the overseas premium home appliance brand of Daeyu Winia Group, plans to actively respond to the increasing local demand around the 'Buen Fin' period, which is known as the largest promotional festival locally. By December, a total of 210,000 units will be supplied through major distribution channels in Mexico, including large marts Walmart, Coppel, Elektra, as well as all discount stores, department stores, and retail stores nationwide.

Since achieving a 59% market share in the Mexican microwave oven market in June last year, Winia Electronics has led the market as the number one brand. As of September, the cumulative market share for this year is also recorded at around 57%, and in September alone, it captured over 70% of the market.

The reason Winia succeeded amid fierce competition with global and local brands lies in thorough localization. The key contributor to market share, 'Chef Mexico,' is a product optimized for cooking traditional Mexican dishes such as tortillas and picadillo. It offers 31 region-specific recipe functions called 'Chef Mexico 31' and an automatic cooking function called 'Auto Cook.'

Along with Chef Mexico, Winia plans to supply a total of 22 microwave oven lineups, including main products with grill functions and commercial-use products.

Jang Sehun, head of Winia Electronics' Mexico branch, said, “We are maintaining the number one market position steadily with localized products achieved through thorough market research and continuous technology development,” and added, “We will elevate the reputation of Winia, made in Korea, in Mexico, the representative market of Latin America, and based on this, expand our market share throughout Latin America.”

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