Samsung-LG TV, Marketing War to Overcome COVID-19

Advance Sales and Online Platforms like YouTube Utilized
QLED 8K Advance Sales with 5-Year Free Warranty Extension
OLED TV Cashback and Streaming Service

Samsung Electronics' 2020 QLED 8K TV (left) featuring an Infinity Screen and LG Electronics' 2020 new OLED TV (right) with Gallery Design.

[Asia Economy Reporter Dongwoo Lee] Samsung Electronics and LG Electronics have lined up at the starting line to dominate the global TV market in 2020. Following last year, the two companies have announced an intense second round of competition to seize the lead in premium 8K TVs. In particular, they plan to strengthen unique marketing strategies to prepare for sluggish sales caused by the spread of the novel coronavirus disease (COVID-19) this year.

According to the electronics industry on the 11th, Samsung Electronics will officially launch the 2020 QLED (Quantum Dot Light Emitting Diode) 8K TV around the 20th of this month. They plan to first introduce two models of QLED 8K TVs, 85-inch and 75-inch, within this month. The new TV features an 'Infinity Screen' that minimizes the screen bezel to secure 99% of the display area. Another new technology is the 'Artificial Intelligence (AI) Quantum Processor,' which uses deep learning to enhance video quality to 8K resolution.

Samsung Electronics began pre-sales until the 16th ahead of the new product launch. Considering that pre-sales have not been conducted for TV new products, which are their main white goods, this is viewed by the industry as an unusual marketing strategy.

Through this marketing, Samsung Electronics has significantly extended the free warranty period from the existing 1 year to 5 years. They also support a 10-year burn-in warranty and 'Q Care Service' for premium installation. Following teaser advertisements in newspapers and on TV last week, they have prepared diversified online marketing. Samsung Electronics is considering strengthening viral marketing using major social network services (SNS), including their official YouTube account.

LG Electronics also launched the 2020 TV new product 'LG OLED AI ThinQ' on the same day and began full-scale global market penetration. The new 'LG OLED AI ThinQ' was awarded the 'Best of Innovation' in the TV category at the International Consumer Electronics Show (CES) earlier this year and was quickly recognized overseas for its excellent performance relative to price.

It features the AI processor 'Alpha9 3rd Generation,' which utilizes deep learning technology analyzing over 1 million video data and more than 17 million audio data. This technology automatically distinguishes video genres such as movies, sports, and animation to provide optimal picture quality.

At the end of this month, LG Electronics will introduce its flagship product of the year, the 'Gallery Design' TV, in Korea and the United States. The Gallery Design is characterized by integrating the screen, drive unit, speakers, and wall-mount components without external devices. Unlike conventional wall-mounted models, the entire TV is closely attached to the wall, enhancing immersion and space utilization.

LG Electronics is also conducting various promotions in line with the new product launch. Depending on the model, cashback is provided to customers who purchase the product, and a free online streaming service 'Watcha Play' voucher is given with the purchase of any LG OLED TV model. Since the 'LG OLED TV Special Exhibition' was held from last month to early this month, it is known that additional promotional events will continue as new products are sequentially unveiled.

Meanwhile, according to market research firm IHS Markit, Samsung Electronics recorded a 30.9% market share in the global TV market based on sales last year, ranking first. Samsung's QLED TV sales last year were 5,323,000 units. LG Electronics ranked second with 16.3%. LG's cumulative OLED TV sales reached 5 million units.

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