Boiler Companies Target Heating Mats Amid Early Winter Cold... Carbon vs. Hot Water Mats Clash

Early Winter Cold Drives 54% Increase in Heating Product Sales in Second Week of October
Gidulami Launches '2023 Carbon Mat'... Expected to Account for 30% of Total Sales
Kyungdong Navien Introduces 'Navien Mate' Hot Water Mat with Precise Temperature Control

Kiturami '2023 Carbon Mat'.
Photo by Kiturami

[Asia Economy Reporter Kwak Min-jae] Due to the early arrival of cold weather compared to previous years, consumer interest in heating products is increasing. The two major boiler companies, Guiturami and Kyungdong Navien, are targeting the rapidly growing heating mat market by consecutively launching new products.

According to the price comparison site Danawa on the 18th, the average sales volume of major heating products in the second week of October (10th-16th) increased by 54% compared to the same period last year. In particular, sales of electric mats, including carbon mats, rose by 80% compared to the same period last year. Carbon mats are classified as premium products using carbon fiber heating wires, a futuristic new material that is 10 times stronger than steel and weighs about 25% of steel. As the sales proportion of carbon mats increases, the average purchase price of electric mats also rose by 24%, from 95,184 KRW last year to 118,255 KRW this year.

To target the growing heating mat market, Guiturami launched the ‘3rd Generation Carbon Mat Ondol’ last month, equipped with features such as a smart remote control and carbon heating wires. This product uses the patented ‘Aramid Carbon Heating Wire,’ which is five times stronger than steel and can withstand high temperatures up to 500 degrees Celsius, addressing issues such as leakage and bacterial growth found in existing water-heated mats. In fact, sales of Guiturami carbon mats are rapidly increasing. A Guiturami official stated, “During the 10 TV home shopping broadcasts held this year, carbon mats have sold between 150% to 200% of the sales target, indicating strong sales,” and added, “Following last year, carbon mat sales in October alone are expected to account for more than 30% of total sales this year as well.”

Kyungdong Navien Hot Water Mat 'Navien Mate'. [Photo by Kyungdong Navien]

Kyungdong Navien, a strong player in water-heated mats, plans to defend its position in the heating mat market by launching upgraded new products. Having entered the water-heated mat market in 2015 and consecutively introduced premium products that solved safety and temperature control issues, the company is confident in its water-heated mat technology. Recently, Kyungdong Navien released a new product called ‘Navien Mate,’ which allows precise sleep temperature control. While existing products adjust temperature in 1-degree increments, the new product can adjust in 0.5-degree increments, providing an optimal sleep environment tailored to sensitive body temperatures, according to the company. A Kyungdong Navien official said, “We believe water-heated mats are competitive because they maintain a consistent temperature while providing warmth,” and added, “We will expand the new water-heated mat products launched this year to target overseas markets, including North America.”

Competition is expected to intensify as small and medium-sized enterprises also newly enter the heating mat market. Shinil Electronics introduced the ‘Premium Carbon Carpet Mat’ for the first time this year. It has obtained patents for non-electromagnetic heating wires and embedded heating wires, acquired electromagnetic field environment certification (EMF), and completed radon non-detection tests. During the launch broadcasts on GS Home Shopping and CJ OnStyle on the 9th and 11th, sales of the Premium Carbon Carpet Mat reached about 1,400 units, with orders totaling 400 million KRW, showing a positive market response. A Shinil official said, “Due to the recent rise in prices, consumers are increasingly looking for electric mats that reduce gas costs amid the burden of heating expenses,” and added, “We plan to expand sales by combining online and offline channels along with home shopping.”

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