"With the Morning Chill in the Air" Kiturami and KyungDong Navien Face Off in the Boiler Market

[Financial News] As the temperature difference between day and night widens after Chuseok, the two major players in the boiler market, Kiturami and KyungDong Navien, have ramped up their marketing activities. Both companies are focusing their efforts on promoting their boiler rental (subscription) services, which they have fully launched this year through advertising campaigns and other initiatives. In addition to boilers, they are also actively marketing heating mats.
According to industry sources on the 14th, Kiturami is making a strong push to expand its home boiler rental service, 'Ttasoom Care.' Through Ttasoom Care, customers can rent Kiturami boilers for either five or eight years. The service emphasizes benefits such as up to eight years of free after-sales service, annual performance inspections, and repairs within 24 hours, providing regular maintenance throughout the rental period.
For example, the premium 'Kiturami Upside-down ECO Condensing L20 Gas Boiler' is available through Ttasoom Care at 27,900 won per month for five years or 18,900 won per month for eight years. If customers set up automatic payments with a Hyundai Rental Care affiliated credit card, the monthly fee can be reduced to 25,000 won for a five-year term.
Kiturami is also actively marketing its '3rd Generation Carbon Mat Ondol' in addition to boilers. The 3rd Generation Carbon Mat offers precise temperature control in one-degree increments from 25 to 45 degrees Celsius, allowing for customized heating tailored to individual sleep habits.
A Kiturami representative stated, "The Ttasoom Care service allows customers to receive maintenance for up to eight years without a large upfront payment," adding, "We plan to expand our lineup so that various heating appliances, including carbon mats, can be used through the rental service."
KyungDong Navien is also intensifying its efforts to promote its 'Boiler Subscription Service' this fall. The company highlights its unique approach of handling rental contracts and maintenance directly, without partnering with external rental agencies. During the rental period, employees visit homes annually to inspect flues and alarms for safety, and they also replace the heating water filter to ensure clean operation.
KyungDong Navien has expanded its rental services to include not only boilers but also ventilation air purifiers, Sleep Mats, and kitchen appliances such as 'Navien Magic.' To strengthen its expertise in rental management services, the company established its wholly owned subsidiary, Kyungdong C&S, which now oversees these operations.
A KyungDong Navien representative explained, "Through regular professional maintenance services, we aim to prevent boiler malfunctions or performance degradation in advance and improve energy efficiency. We are also running the 'Dadaikseon Package Promotion,' which offers discounts when customers purchase a boiler together with a Sleep Mat or kitchen appliance, creating synergy among various heating devices."
Meanwhile, both Kiturami and KyungDong Navien have launched advertising campaigns featuring actors Ji Jin-hee and Ma Dong-seok, respectively. Kiturami's campaign with Ji Jin-hee highlights the company's 60 years of heating and cooling technology, while KyungDong Navien's campaign with Ma Dong-seok actively promotes products such as the 'Sleep Mat Four Seasons' and 'Sleep Mat Carbon.'
butter@fnnews.com Kang Kyung-rae Reporter