Samsung-LG Clash Over 'Differentiation' in US Premium Home Appliance Market

Samsung Electronics Expands Bespoke Refrigerator Lineup with Large-Capacity 4-Door Models
LG Electronics Introduces 'ThinQ Recipe' Service Tailored for US Consumers

Samsung Electronics' Bespoke Refrigerator (Photo by Samsung Electronics)

[Asia Economy Reporter Lee Hyeyoung] Samsung Electronics and LG Electronics have both launched differentiated products and services to strengthen their attack on the North American premium home appliance market. They plan to expand their market share by enhancing the ‘customized customer experience’ targeting consumers in the United States, the world’s largest home appliance market.

◆ Samsung expands ‘BESPOKE’ lineup = Samsung Electronics announced on the 30th that it will actively expand its customized home appliance brand ‘BESPOKE’ in the U.S. market. Samsung, which introduced the BESPOKE refrigerator in the U.S. this year under the concept of ‘Designed for you, by you,’ plans to strengthen its local strategy by increasing the large-capacity lineup favored by consumers starting next year, its second year in the market.

This year, Samsung introduced 1-door, top refrigerator-bottom freezer, and 4-door types of BESPOKE refrigerators in the U.S. market, and from next year, it will add three more models: 4-door (French door), 3-door, and Family Hub. Consumers can replace the door panels according to their preferences, and the refrigerators are equipped with cooling technology and convenience features that have been highly praised both domestically and internationally.

The ‘Beverage Center’ is placed inside the refrigerator to minimize contamination from outside, enabling hygienic water storage, and the ‘Dual Auto Ice Maker’ allows the production of two types of ice. Additionally, the latest insulation technology is applied to the ‘Flex Zone,’ which stores ingredients at optimal temperatures, and ‘Twin Cooling Plus,’ which independently cools the refrigerator and freezer compartments.

Following the launch of the ‘BESPOKE Kitchen Package’ consisting of refrigerators, ovens, microwaves, and dishwashers in the second half of this year, Samsung plans to introduce living products such as the wireless vacuum cleaner ‘BESPOKE JET’ next year, officially launching ‘BESPOKE Home.’

Yang Hyesoon, Vice President of Samsung Electronics’ Home Appliance Business Division, said, “We will actively promote the value of BESPOKE appliances based on customization, modularization, and sophisticated design in the U.S. market,” adding, “We will ensure that BESPOKE appliances establish themselves as a new standard in the U.S. as well.”

LG Electronics is enhancing the smart kitchen feature of its smart home platform LG ThinQ with the launch of the 'ThinQ Recipe' service in the United States. Customers can select a recipe and, after pressing the send button, the cooking instructions are remotely transmitted to the appliance. (Photo by LG Electronics)

◆ LG Electronics introduces smart ‘ThinQ Recipe’ = LG Electronics is launching the ‘ThinQ Recipe’ service, which enhances the smart kitchen functions of its smart home platform LG ThinQ, in the U.S.

Customers can access the LG ThinQ app recipes linked to ovens or microwaves to use various functions such as ▲checking diverse recipes ▲remotely sending cooking instructions ▲planning meals ▲purchasing ingredients.

To maximize convenience for U.S. consumers, LG Electronics is collaborating with Amazon and Walmart. By linking ThinQ Recipe with Amazon Fresh and Walmart apps, customers can add recipes or daily meal plans to their cart and proceed directly to the purchase page to complete payment in one step.

LG Electronics is partnering with SideChef, a well-known U.S. recipe company, to provide over 18,000 recipes and food-related content, and is expanding its own ‘LG Original Series’ recipes developed by LG’s Food Science Research Institute and verified by local U.S. chefs.

At CES 2022, the world’s largest electronics and IT exhibition opening on the 5th of next month (local time), LG will also showcase new InstaView ovens and microwaves that support the ThinQ Recipe service.

Lee Hyunwook, Executive Vice President and Head of Kitchen Appliance Business at LG Electronics H&A Division, said, “We will provide customers with differentiated value through LG premium kitchen appliances, including ThinQ Recipe, which allows smart use of diverse recipes.”

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