When it comes to safe drinking water, more power to the consumer as there is a new player in the water purifier market. South Korean conglomerate SK Group, through its home appliance arm SK Magic, recently made its debut in Malaysia.
“We are very excited to enter the Malaysian market,” said SK Network Retails Malaysia managing director Nam Su Park who defied the odds and naysayers to launch the product in a span of only four months.
“Four months ago, I came to Malaysia with a mission to expand the SK Network global rental business. Many people said that it is impossible to open a new business here within a short time because the culture in Malaysia is completely different.
“Besides, there are already many South Korean competitors, but this has never discouraged me,” said Nam at the official launch of SK Magic at the Shangri-La Hotel in Kuala Lumpur.
Noting that there are similarities between Malaysia and South Korea in terms of water and air quality, Nam is convinced that SK Magic can position itself as the leader in water purifier in Malaysia.
Offering eight water purifier models and three air purifier models, SK Magic employs the advanced Jik.Soo technology.
“Unlike competitors that use the tank-type water purifiers where the water is stagnant and incubates bacteria, what we are offering is different because ours use a direct water purifier system where the water goes straight from the pipe to your drinking glass – ensuring that the water is clean and still retain its minerals,” said Nam.
Price-wise, the rental cost for the basic water purifier model comes at RM70 per month whereas the top range model costs about RM130 per month. “This is the price that is similar to our competitors,” Nam noted, adding that such pricing “will not be too much of a burden to customers.”
He added that while the rental price may be similar with other competitors, SK Magic products offer a lot more in terms of technology and functions. As an introduction, SK Magic is offering a RM200 promotional discount off the registration fee on top of free service for the first year.
The launch event was attended by over 500 SK Magic consultants from central, northern and southern region of Peninsular Malaysia, who act as the product sales advisers for the company.
“Since we just started, we’re focusing more on KL, Ipoh, Penang and the Johor market,” said Nam, adding that next year there will be expansion to the east coast of the peninsula as well as Sabah and Sarawak.
With the launch, SK Magic plans to have over 2,000 active consultants next year and be present in over half a million homes within the next five years.
Established in 1985, SK Magic was the first business in South Korea to produce gas ovens and has been a trendsetter in the country’s home appliance industry. SK Magic Inc has the world’s top three design awards – the IDEA Design Award of the United States, the Red Dot Design Award of Germany, and the IF Design Award.
Besides Malaysia, SK Magic is available in 20 other countries including Iran and Saudi Arabia.