Platform-linked Samsung Bespoke and LG MoodUp... Refrigerator Competition Heats Up

SmartThings·Singyu Compatibility
Customer Experience (CX) Marketing Integration

Samsung Electronics Bespoke Atelier. (Photo by Samsung Electronics)

[Asia Economy Reporter Moon Chaeseok] Samsung Electronics and LG Electronics have attracted attention by launching various refrigerator products linked to their own platforms. Samsung Electronics introduced a lineup connected to 'SmartThings' with its Bespoke series, while LG Electronics recently launched a new 'Mood Up' refrigerator whose lighting changes according to music sounds. Considering that product sales directly translate into platform subscribers and the aspect of portfolio expansion, this battlefield cannot be overlooked, leading to fierce competition.

According to the industry on the 12th, Samsung Electronics and LG Electronics showcased refrigerators linked to SmartThings and ThinQ platforms at 'IFA 2022,' Europe's largest home appliance exhibition held in Berlin, Germany, for five days starting from the 2nd (local time). In particular, LG Electronics heavily promoted its new 'Mood Up' refrigerator. It emphasized the product's high 'cost-effectiveness' as an 'UP Appliance' that upgrades new features such as door colors and music sources even after purchase.

The commonality of both companies' products lies in their 'built-up' appliance form, which integrates major home appliances such as refrigerators, washing machines, and dishwashers, and builds portfolios as 'hyper-connected' appliances linked to a central platform. The trend nowadays also includes the unique form of built-in appliances that are 'thin on the outside, deep on the inside.' Instead of customers collecting single items like 'LG air conditioner, Samsung refrigerator,' if they gather products from a specific company, they are linked to the portfolio, providing various services such as product control and management.

In other words, competition to gather platform subscribers is expected to intensify in the future. This is similar to Tesla's marketing strategy of vertically integrating the OS (operating system) so that when customers buy a car, they also experience the OS services. Both companies attach marketing terms like 'Customer Experience (CX)' and 'Device Experience (DX)' to this and are consolidating related organizations to focus on this effort. Ultimately, both products are premium models aimed at entering the 'European' market, the leader in built-in appliances, drawing considerable attention to their success.

LG Electronics' Mood Up attracts attention for its 'special feature' where colors change according to music. Many responses suggest this will definitely act as a plus factor in terms of compatibility with interior design. Samsung Electronics' Bespoke is designed so that when the refrigerator door is not opened, artworks appear on the door surface, making the kitchen less dull.

In the case of Samsung Electronics' products, another advantage is the high possibility of linkage with 'SmartThings Energy.' For example, through SmartThings Energy's 'Artificial Intelligence (AI) Saving Mode,' it provides a service that helps avoid periods when electricity bills surge up to seven times, and such services can be compatible with Bespoke.

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