[IFA2022/Review] IFA Dominated by 'Hyperconnectivity'... Samsung Leads the Critical 'Energy Saving' Effort

Energy Efficiency Around the Clock... Samsung Electronics and Others Achieve 'A-10%'

Samsung Electronics Bespoke Infinite Line. A collection of Samsung Electronics home appliance technologies that has achieved energy efficiency A-10% (10% more savings than Europe's highest grade A), equipped with 'SmartThings Energy' technology linked to its own app. (Photo by Moon Chaeseok)

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

The scenes of tearing open products and lifting them to inspect at exhibitions have disappeared. Samsung Electronics' SmartThings, LG Electronics' ThinQ, and other company platforms not only manage product energy usage but also allow appliances to be used through other companies' apps via the international home appliance consortium HCA (which includes Samsung, LG, and Electrolux). Such features were noticeable at the IFA exhibition.

The keyword that ran through 'IFA 2022,' Europe's largest home appliance exhibition held on the 5th (local time) at Messe Berlin in Germany, was 'hyperconnectivity.' Smart home appliances linked to each company's platform, such as Samsung SmartThings and LG ThinQ, went beyond simple Internet of Things (IoT) control levels to systems that consider the entire home as a single appliance to support energy savings.

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Samsung Electronics received the 'A-10%' rating, meaning 10% more energy savings than Europe's highest energy efficiency grade A. European companies introduced Samsung's 'A' grade, the highest European energy efficiency rating. As energy prices soared in Europe due to the Russia-Ukraine war, this innovation and self-help measure were introduced by home appliance companies.

Samsung Electronics, aiming at the European market, is said to be the only company in the world to achieve the 'A-10%' rating. Therefore, the entire 'Bespoke Infinite' line prominently displayed the achievement of 'A-10.' They even plan to induce customers to reduce electricity bills beyond just saving appliance energy through SmartThings Energy. This aligns with Samsung Electronics' message declaring this year as the 'first year of SmartThings popularization.'

LG Electronics also made efforts to connect products to its platform ThinQ. In particular, the new 'DIOS Objet Collection Mood Up' refrigerator is highly regarded for its versatile uses. It is an Objet product where the refrigerator color changes according to the mood when music is played, and the four-door refrigerator with top refrigeration and bottom freezing can change colors up to 170,000 shades.

'Eco-friendly,' beyond energy saving to sustainability

Europe emphasizes the word SUSTAINABLE more than ESG (Environment, Social, Governance). This was not only in Europe. For example, plant appliances grown at home appeared closer to sustainable appliances rather than the rigid term ESG.

In the smart home era where 'the home itself is an appliance,' plant appliances, which are the most noticeable products in customers' daily lives, stood out. Overall, European companies' exhibition halls prominently displayed messages emphasizing plant appliances, microplastic reduction, and energy efficiency. Especially notable was the mark indicating that each product achieved the energy efficiency grade 'A.'

Strong pursuit by China

Among Chinese companies, TCL was undoubtedly the most notable. As a leading LCD (liquid crystal display) company, it is said to have almost caught up with LG. According to domestic and international visitors, the praise for Chinese TCL was considerable. While not saying 'TCL has surpassed LG,' many reacted with 'TCL has come this far.'

This itself seemed like newsworthy content, but the audience's voices were calm, as I recall. Regarding this, Baek Seonpil, LG Electronics TV Customer Experience (CX) Executive Director, said, "The gap with China is only 2 to 3 years," adding, "Except for high-end components like the SOC (system on chip) of premium OLED TVs, the gap is not large."

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