Expanding 'Small Air Conditioner' Market... Samsung and LG Join with New Products (Comprehensive)

Rapid Market Growth... Samsung and LG Re-enter After Over 10 Years

A Samsung Electronics model is introducing the 2022 Window Fit window air conditioner, which offers an upgraded installation and usage experience.

[Asia Economy Reporter Jin-ho Kim] Following Samsung Electronics, LG Electronics has also entered the ‘window-type air conditioner’ market. The market’s interest is rising as large electronics companies declare their participation in the small air conditioner market, which has long been considered the domain of medium and small enterprises. There are expectations that the window-type air conditioner market could be rapidly reorganized around these two companies, leveraging their overwhelming technological prowess and elegant designs.

According to the industry on the 27th, LG Electronics recently launched a new window-type air conditioner product, the ‘LG Whisen Objet Collection Edge.’ This is a product introduced to the market after a long hiatus of 10 years since LG stopped domestic sales in 2012.

The product is characterized by placing the air intake at the front, allowing the unit to be installed outside a double window. This is why it is called a ‘window-frame type’ air conditioner rather than a ‘window-type.’ It minimizes the air conditioner’s protrusion, enabling the use of blinds or curtains, and is a ‘customized design’ that prevents rain or insects from entering indoors.

State-of-the-art smart technology is also applied. It features an ‘AI drying function’ where artificial intelligence (AI) analyzes the product’s usage time to set the optimal internal drying time. Additionally, various convenience functions can be added through remote control via the ThinQ app and by using the appliance upgrade center.

LG Electronics’ window-type air conditioner is also recognized as the most reliable air conditioner by American consumers. The U.S. consumer media outlet Consumer Reports recently announced the ‘most reliable room air conditioners,’ selecting LG Electronics’ product (model LG LW6019ER) as the top product in the small window-type air conditioner category.

Before LG Electronics, Samsung Electronics re-entered the window-type air conditioner market last year after 15 years and released a new 2022 model window-type air conditioner, ‘Window Fit,’ on the 16th of this month.

This product’s advantage lies in applying an integrated window installation frame, enabling easier installation and excellent space utilization. This year’s new product is the industry’s first to allow customers to choose the type of dedicated frame according to the installation environment. Samsung jointly developed dedicated installation frames by researching various installation environments together with the window brand Younglim Prime Sash.

Smart functions that allow consumers to conveniently manage the product have also been added. Noise levels have been reduced to ensure comfortable use.

The reason Samsung Electronics and LG Electronics are re-entering the window-type air conditioner market with ‘new products’ is largely due to the rapid growth of the market in recent years. According to the industry, the domestic window-type air conditioner market, which was about 40,000 units in 2019, exceeded 300,000 units last year. Especially this year, with record-breaking heatwaves forecasted, the growth trend is expected to be even more pronounced. According to Lotte Hi-Mart, sales of window-type air conditioners from the 1st to the 16th of this month increased by 65% compared to the same period last year.

An industry official said, “The increase in single-person households and the rising demand for individual cooling in each room are cited as reasons for large companies’ re-entry after about 10 years,” adding, “From the perspective of medium and small enterprises, the overall market expansion due to large companies’ entry could be positive.”

Meanwhile, the window-type air conditioner market, previously led by medium and small enterprises such as Paseco and Winia, is expected to become fiercely competitive as large companies continue to enter. While Paseco had an overwhelming market share of around 70%, it is anticipated that large companies’ products, boasting overwhelming technological capabilities and elegant designs, will attract consumers’ interest.

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