Samsung Platform vs LG TV... Similar Yet Different IFA Showdown

Samsung also unveils TV products, LG introduces platforms, but the 'main' focus differs... OLED TVs, built-in features, and China's pursuit also draw attention

The front view of Messe Berlin, where IFA, Europe's largest electronics fair, is held. (Image source=EPA Yonhap News)

[Asia Economy Reporter Moon Chaeseok] Samsung Electronics and LG Electronics are drawing attention by unveiling similar yet distinct strategies at 'IFA 2022,' Europe's largest home appliance exhibition, which will be held in Berlin, Germany, starting from the 2nd of next month (local time).

According to industry sources on the 29th, both companies are scheduled to reveal this year's exhibition concepts at a press conference held in Berlin on the 1st, the day before the exhibition. Samsung Electronics will be represented by Vice Chairman and Head of the DX (Device Experience) Division Han Jong-hee and Lee Jae-seung, Head of the Home Appliance Business Division. LG Electronics will be represented by Vice President Ryu Jae-cheol, Head of the H&A (Home Appliance & Air Solution) Business Division.

Samsung will lead with home appliance solutions represented by 'SmartThings' and 'Bespoke,' while LG will emphasize its lineup of extra-large OLED TVs. Samsung plans to connect devices such as TVs, home appliances, and mobile products through its Internet of Things (IoT) platform 'SmartThings' to provide enhanced customer experiences. This strategy aligns with the one presented at the Consumer Electronics Show (CES) held in the United States last January. After integrating the CE division, responsible for home appliances and TVs, and the IM division, responsible for mobile and networks, into the DX division, Samsung has been focusing on inter-device connectivity.

In the home appliance business, Samsung will showcase a customer-customized 'Bespoke' product lineup. This year, they plan to introduce the premium product line 'Bespoke Infinite' and launch it in the European market in December, attracting interest. This indicates their intention to challenge the European built-in home appliance market, where strong competitors like Miele and Bosch are established. It is considered a blue ocean market with relatively less pressure from low-cost Chinese products. Built-in home appliances refer to furniture that places only the necessary functions on the exterior while housing the rest internally. According to market research firm Euromonitor, this market is worth approximately $60.4 billion (about 81 trillion KRW), with Europe accounting for 37% of the market share.

For TVs, Samsung plans to exhibit a large number of large and ultra-high-definition products, including the newly launched 98-inch 'Neo QLED' model introduced domestically on the 22nd. They will also showcase new flagship phones such as the Galaxy Z Flip4 and Galaxy Z Fold4, unveiled at the 'Samsung Galaxy Unpacked' event on the 10th, as well as new products like the gaming-dedicated screen 'Odyssey Ark.'

While LG Electronics will also exhibit home appliance platforms, the industry consensus is that this year they appear to be focusing on 'extra-large TVs.' Notably, LG did not announce plans to showcase built-in platforms like their 'Signature Kitchen Suite' (Samsung Electronics' Bespoke counterpart) at 'EuroCucina 2022,' a Milan Design Week exhibition held in Italy in June.

On this day, LG Electronics announced that it will unveil the world's largest OLED TV, the 97-inch OLED Evo Gallery Edition, for the first time at IFA 2022. The 97-inch model follows the 77-, 83-, and 88-inch models and is scheduled for release in the global market during the peak fourth quarter. LG Electronics now offers a full lineup of OLED TVs ranging from 40 inches to 90 inches, and the lineup of extra-large OLED TVs over 70 inches (approximately 178 cm diagonal) has increased from seven models last year to ten this year. They are expected to showcase these extra-large new products at IFA 2022 as well.

Europe, along with North America, is a key market where LG Electronics focuses on OLED TV sales. At the IFA exhibition, LG plans to introduce its differentiated OLED TV technology to major customers and visitors. Considering the increased demand for home entertainment (HE) triggered by the COVID-19 pandemic, they will also exhibit products such as extra-large TVs that provide a home theater viewing experience and gaming-specialized TVs and monitors.

Additionally, LG Display, which supplies OLED TV panels to LG Electronics, will participate in this year's IFA to showcase new display technologies, including next-generation OLED TV panels with 30% increased brightness (luminance) compared to existing models. Furthermore, LG will present 'UP Appliances,' which upgrade new functions by analyzing consumer usage patterns through big data, linked with the smart home platform 'LG ThinQ.' New products such as the table + air purifier 'PuriCare AeroFurniture' will be exhibited in physical form for the first time. Unannounced new products are also expected to be unveiled at IFA.

In the OLED TV market, LG has taken the lead while Samsung is pursuing, and there is interest in whether Samsung will exhibit OLED TVs at IFA. Samsung entered the market earlier this year by launching OLED TVs in North America and Europe but has not yet released them domestically, citing insufficient production capacity.

Meanwhile, according to the industry, IFA, which has been held since 2017, has focused on keywords such as smart home & artificial intelligence (AI), 8K TVs, and home appliances. Samsung has invested considerable effort by securing the largest booth, including creating a dedicated pavilion called 'City Cube,' and LG Electronics also showcases innovative products in a large exhibition hall. Every year, media reports highlight China's fierce pursuit in smart home, AI, and smartphones, and this year, the premium European built-in market is also considered a battleground.

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