[Agile Electronics Story] A Pride-Fueled Home Appliance War... The Battle of 'High-Capacity' Washing Machines

[Asia Economy Reporter Ki-min Lee] ‘Agile Electronics Story’ is a corner that keenly examines small details about electronic and mechanical products and devices. From hot new products frequently appearing in advertisements and news, to nostalgic items, and puzzling products and industry terms, we will kindly cover them with a beginner’s mindset.

When it comes to naming the representatives of Korea’s home appliance industry, two companies immediately come to mind: Samsung Electronics and LG Electronics.

Samsung Electronics and LG Electronics not only compete for first and second place in the domestic home appliance industry but also lead the global home appliance market. Therefore, the competition between the two companies is quite fierce.

The two companies compete fiercely not only in the performance of new products such as TVs, dryers, washing machines, and clothing care devices but also in marketing, advertising, and product launch dates. Sometimes, this rivalry even escalates into lawsuits.

Because of this, the product launches and competition between the two companies are often referred to as the ‘home appliance war.’ Recently, there has been talk of a showdown as both companies simultaneously released 24kg high-capacity washing machines.

In this edition of ‘Agile Electronics Story,’ we have prepared a time to talk about the home appliance war between the two companies and their recently launched high-capacity washing machines.

Samsung and LG’s Longstanding Home Appliance War…The Origin Was the TV War

The home appliance war between Samsung Electronics and LG Electronics is not a recent phenomenon. The industry views the start of their home appliance rivalry as the TV competition in the 1970s and 1980s. LG (then GoldStar) released Korea’s first TV in 1966. Samsung entered the electronics industry in 1968, marking the beginning of the competitive landscape between the two companies. Each time they launched new products, they actively promoted their own products. However, until the 1980s, due to the improvement in economic conditions, demand for home appliances was high. Also, there were other options besides these two companies. Therefore, the competition was mostly about raising company and product reputation.

The home appliance competition between Samsung Electronics and LG Electronics became more prominent in the 1990s. Domestic home appliances alone could no longer satisfy consumers’ purchasing power. Technology and quality competition became the core of the home appliance market. In the early 1990s, GoldStar and Samsung Electronics engaged in lawsuits over cathode-ray tube TV patents but also showed cooperation by sharing patent rights.

In the late 1990s, they fiercely competed over flat-panel TV technology. When flat-panel TV technology competition was reported, the two companies conducted public tests at the request of the PC communication Hitel hardware club. Since the 2010s, competition has extended to displays such as 3D TVs and OLEDs, with situations where lawsuits were filed or public criticism of each other’s technology occurred.

War Also in Air Conditioners, Refrigerators, Dryers, and Washing Machines…Showdown with 24kg Ultra-High Capacity Washing Machines

Since 2010, the home appliance war between the two companies has expanded beyond TVs to all fields including air conditioners, refrigerators, washing machines, and dryers. In 2012, Samsung Electronics posted a video on YouTube comparing refrigerator capacities by pouring water and filling them with tuna cans and canned coffee, which escalated into a lawsuit. LG Electronics filed for an injunction to ban Samsung’s advertisement and won the case. In 2014, during the German home appliance exhibition IFA, an allegation arose that then LG Electronics President (now Vice Chairman) Jo Seong-jin damaged a Samsung washing machine at a German appliance store, leading Samsung to request a prosecution investigation. LG Electronics countersued for defamation.

LG Tromm Washing Machine ThinQ 24kg (left) and Samsung Electronics Grande AI Washing Machine 24kg model

The two companies seem to coordinate their launch dates, often unveiling the same products on the same day or within a day or two of each other. This is also true for washing machines. Samsung Electronics and LG Electronics both issued press releases in the morning on the 20th of this month announcing the launch of ultra-high capacity washing machines. According to industry insiders, due to the recent COVID-19 pandemic, interest in hygienic home appliances has increased, and consumers who want to wash bulky laundry such as blankets all at once are growing. Both companies competitively introduced products to capture these consumers’ hearts and secure market dominance.

Both companies’ products commonly emphasize high capacity and enhanced washing functions using AI. Samsung Electronics’ new washing machine, the ‘Grande AI’ 24kg model, supports ‘AI Course’ linkage that automatically recommends optimized drying courses according to the washing course. Samsung Electronics explains that it also offers AI customized washing, bubble wash, ultra-powerful water shot, detergent-free tub cleaning+, and boiling washing that eliminates 99.9% of harmful bacteria. LG Electronics’ newly launched washing machine is the AI-equipped LG Tromm Washing Machine ThinQ 24kg model. LG Electronics stated that although the washing tub volume is more than 10% larger than the existing ‘21kg Tromm ThinQ,’ the product’s exterior width remains the same, allowing efficient space utilization. Additionally, after sensing the weight of the clothes and identifying the fabric through big data, it selects the optimal motion with LG Electronics’ unique washing method. From a consumer perspective, examining the functions and performance of washing machines competitively released by the two companies can be quite enjoyable.

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