[IFA2022/Report] Samsung 'SmartThings'·LG 'ThinQ UP Appliances' Connected, Connection After Connection... Intense Pursuit from China

Report from Messe Berlin, Germany, April 1-4 (local time)
Samsung and LG showcase 'hyperconnectivity' with SmartThings and ThinQ
Europe unveils energy management and plant appliances... TCL and other Chinese TV brands advance

[Berlin (Germany) = Asia Economy Reporter Moon Chaeseok]

The largest home appliance exhibition in Europe, 'IFA2022,' which the reporter attended for four days starting from the 1st (local time), at first glance seemed like a bland show with no substantial new products. That is, if you didn’t know the story behind it.

Smart home appliances linked to each company's platform, such as Samsung Electronics' SmartThings and LG Electronics' ThinQ, went beyond simple Internet of Things (IoT) control levels. They regarded the entire house as a single appliance and were systems that collectively 'saved' energy throughout the home. The most eye-catching aspect at IFA was the result of this, and audiences gathered in small groups. However, rather than touching and examining each product closely, many customers quietly observed and carefully checked the descriptions next to the products, especially the energy ratings.

Arguably, the most noticeable experiential case was gaming monitors.

Keywords Piercing IFA 2022: Connection, Connection, and More Connection

The 'Bespoke Home' integrated with the Samsung SmartThings Energy system. (Photo by Moon Chaeseok)

Samsung SmartThings Energy achieves A-10% energy efficiency. (Photo by Moon Chae-seok)

During the four days from the 1st to the 4th, the most prominent mark seen repeatedly was 'A.' European companies including Samsung Electronics showcased the highest European energy efficiency ratings such as 'A' or 'A-10%' (10% more efficient than A). This innovation and self-help measure by home appliance companies came in response to soaring European energy prices due to the Russia-Ukraine war.

Samsung Electronics, aiming to target the European market, is said to be the only company in the world to have achieved 'A-10%.' Therefore, it was noticeable that the energy ratings were displayed across the entire 'Bespoke Infinite' line. No matter how good the appliance performance is, there was a palpable urgency that if the energy cost standards are not met, survival is impossible.

Choi Yoon-ho, CEO of the home appliance consortium HCA (Home Connectivity Alliance), explains about HCA at the Samsung exclusive pavilion 'City Cube' at Messe Berlin, the venue of Europe's largest home appliance exhibition 'IFA2022' on the 3rd (local time). (Photo by Moon Chae-seok)

Although not open to the general public, visiting the HCA (Home Connectivity Alliance) platform, a consortium of 13 companies including Samsung and LG, also revealed this urgency. Yoonho Choi, HCA representative, demonstrated how pressing a home appliance (for example, a dishwasher) linked to the HCA platform, which connects 13 companies including Samsung, LG, and Electrolux, immediately triggers a live demonstration of the actual product.

While Samsung Electronics did not showcase the operating principle of SmartThings Energy (real-time checking of users’ electricity bills and usage), the fact that 13 companies link such information through different apps made it clear that IFA 2022 was different from typical exhibitions that merely list product specifications.

However, since HCA is still in its early stages, the absence of noticeable energy-saving figures and devices seemed to be a challenge to be addressed in the future.

New Refrigerators Linked to Proprietary Platforms Draw Attention... Fierce Chinese Pursuit in TVs

The new Dios Objet Collection MoodUp showcased by LG Electronics at IFA 2022. (Photo by Moon Chae-seok)

The overarching keyword for IFA was 'hyper-connectivity,' but there were notable new products. In this regard, LG Electronics was particularly impressive.

First, the new refrigerator called 'DIOS Objet Collection Mood Up' caught the eye. It is an Objet product that changes the refrigerator’s color to match the mood when music is played, and this technology seemed to be a meaningful advancement in diversifying interior design. The refrigerator has four doors, with a top refrigerator and bottom freezer, and can change colors up to 170,000 shades.

This product is also closely related to 'hyper-connectivity.' Rather than focusing on color or specs, interest was drawn by the expectation that when this product is linked to LG ThinQ, the scope of consumer experience expansion would be very broad. The core of smart homes is 'turning the entire house into an appliance,' and this product seemed capable of changing consumers’ perception that the refrigerator’s role is only to keep food fresh.

It appeared to be a new product that realized the 'customer experience (CX)' that LG Electronics emphasizes so much.

The 'world's largest' 97-inch OLED Evo Gallery Edition OLED TV installed at the main entrance of LG Electronics' exclusive pavilion on the 18th hole of Messe Berlin at IFA 2022. (Photo by Moon Chaeseok)

Mini LED TV from Chinese company TCL. (Photo by Moon Chaeseok)

TV competition was also fierce. Rather than picture quality, size stood out. The 97-inch LG Electronics OLED Evo Gallery Edition, the 'world’s largest' OLED TV, was enough to immediately capture attention. LG’s exclusive pavilion was not small within the entire IFA, and this TV was placed right at the entrance, naturally drawing all eyes.

However, according to domestic and international visitors, the positive reviews for Chinese company TCL were more memorable overall at IFA. It was not that 'TCL has surpassed LG,' but many reactions were along the lines of 'TCL has caught up this much.' This itself seemed newsworthy, but the audience’s voices were calm. The atmosphere was that 'it wouldn’t be surprising if TCL caught up with LG.'

Chinese companies have chased Korean companies right up to their heels. They felt like competitors that could not be beaten simply by unit price management or maximizing production efficiency.

'Sustainable' Beyond Energy Saving Becomes a Lifestyle

German Miele washing machine. The energy rating label at the bottom stands out. It is marked as having received an A rating, and the letter 'A' is the most commonly seen at the IFA exhibition.
(Photo by Moon Chae-seok)

Appearance of plant appliances from the German company Bosch. Energy grade A is also essential. (Photo by Moon Chae-seok)

According to a representative from German Miele, in Europe, the word SUSTAINABLE is used more frequently than ESG (Environmental, Social, and Governance). Plant appliances for home use seemed closer to sustainable appliances rather than the rigid term ESG.

LG Electronics’ release of 'Tiun' caused a stir, and at first, it seemed merely decorative. However, in the smart home era where 'the house itself is an appliance,' lifestyle appliances like plant appliances, which are most visible and memorable in customers’ daily lives, filled the IFA exhibition halls.

Overall, European companies’ exhibition halls prominently featured messages emphasizing plant appliances, microplastic reduction, and energy efficiency. This aligned with Samsung Electronics’ message declaring this year as the 'first year of SmartThings popularization.' There was even a sense of solemnity in the message that 'if you cannot connect, you will perish.'

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