Home Wellness Appliances Business
Our Home Wellness Appliances Business has grown from the idea that ‘leasing expensive water purifiers at low cost allows many people access to clean water every day.' As the world’s first water purifier rental service provider we have driven innovation and led the market by expanding our rental business and coordinator service(called Cody service) to cover air purifiers, bidets, water softeners and mattresses.
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Water Care
- Water Purifier
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Air Care
- Air Purifier
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Body Care
- Bidet
- Water Softener/Clean Washer
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Sleep Care
- Mattress/Frame
- Mattress Care
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Living Care
- FWSS(Fresh Wear Styling System)
- Health Equipment
- Electric Range
- Juicer
Overseas Business
We set our sights on the overseas market based on our world best water and air R&D infrastructure. Our main products are home wellness appliances, including air purifiers, water purifiers, bidets and juicers. Based on our internationally integrated brand Woongjin Coway, we are accelerating our overseas business through active cooperation for sales with global home appliances manufacturers.
Global Network
- Expand markets based on technological expertise
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- Japan & U.S.: Launch “AIRMEGA” brand
- China: Launch "Premium RO Water Purifier"
- Malaysia: Develop "Ice water purifier" specific to Asian market
- Drive growth through localization
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- Malaysia: Secure 1 million customers and release localized products
- Thailand: Launch Cody service organization
- U.S. & Thailand: Expand strategic sales hub and localize service
- Develop new target markets
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- Secure key sales channels in Taiwan and Saudi Arabia
- China & Taiwan: Develop brand sales channels
- Launch new channels e.g. online
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Business Case
Reached 1 Million Malaysian Customers
In January 2019, Woongjin Coway celebrated hitting one million customer accounts under the theme of "1 Goal, 1 Heart, 1 Million Coway" in Malaysia. Our overseas subsidiaries saw sales growth of 56% and operating profit growth of 270% year-over-year, driving the growth in overseas business. Since entering the Malaysian market in 2006, we have maintained the No. 1 position in the water purifier market with a 40% market share and reached one million customer accounts as of the end of 2018.
Introducing the rental Cody system for the first time in the market, we have built our brand reputation through marketing campaigns including donation of products to public places such as the National Assembly and the airport. In 2019, we launched the “Live Pure” campaign to drive growth in the air purifier market by building on the reputation we generated with water purifiers. Based on our success in Malaysia, we plan to further strengthen our leadership position with the aim to hit 2 million customers in the Southeast Asian market by 2020.
Cosmetics Business
After we established the Cosmetics Research Lab in 2003, we entered the cosmetics market in full force in 2010 focusing on premium products for a healthy and beautiful lifestyle. Based on the customer base we built from the home wellness appliances line, we started with door-to-door sales and expanded our distribution channels to the home shopping network, department stores, duty-free shops, and online malls, driving continuous growth in the sector. In 2018, in particular, we launched the “Refresh by Re:NK” brand.
