|SK Magic Korea began as a kitchen appliances company, introducing the gas oven to the domestic market in 1985. Since then, it has successfully expanded into microwaves, dishwashers, water and air purifiers, bidets and more. Despite many external challenges along the way, SK Magic Korea has built the business over a long period of time with its home appliances sector forming a stable pillar. It is now actively working to develop the rental sector as a future growth engine based on the strong performance of water purifiers. SK Magic Korea will develop innovative new products using IoT and expand into overseas markets to create synergy and new customer value as a central member of SK Networks in south Korea
Water Filter Rental
The rental business is growing rapidly based on SK Magic Super Water Purifier, a new entry in the tankless water purifier market as well as rolling out such products as air purifier, bidet, etc. In 2016, SK Magic Korea expanded the lineup of the Super series, including Super-S Water Purifier, Super Air Cleaner, and Super Bidet. It also introduced new customer services based on an IoT platform, and effectively utilized a variety of sales channels to attract new customers. Based on this success, the company is seeking a new business model for Life Care services.
SK Magic’s brand power in the home appliances sector continues to hold strong as the 2016 Korea Brand Power Index (K-BPI) ranked the company’s dishwashers, multi ovens, gas and electronic ranges, microwaves, and dishwashers no. 1 in their categories. In fact, it was the fifteenth consecutive year for dishwashers and the tenth consecutive year for multi ovens to receive the top ranking. Meanwhile, Super Cook Gas Range with IoT functions, Hybrid Electric Range which combines induction and hi-light methods, and other innovative products have helped strengthen the company’s position in the market. Flexible responses to distribution conditions and proactive strategies targeting a built-in market further enable SK Magic to lead the home appliances market.
SK Magic Korea’s localized products are beloved in some 20 countries worldwide, especially in Malaysia, Iran, Saudi Arabia and other countries in the Middle East. Thanks to strategic partnerships with major agents in each country, the company is widely recognized as a premium brand with guaranteed after sales services