[IFA 2023] China Closely Chasing Korean Companies... Samsung and LG Remain Confident

From Ultra-Large MicroLED to Transparent OLED
New TV Products Offensive by TLC, Hisense, and Others
Leadership with Samsung and LG Technology

This year's IFA was nothing short of a showcase for the growth of Chinese companies. Chinese firms threatened Korea by releasing new TV models that closely matched the flagship lineup technologies of Samsung Electronics and LG Electronics. At the event, a CEO of a Chinese smartphone company even directly targeted Korean companies in his remarks. Despite China's rise, Samsung Electronics and LG Electronics are confident in their technology and plan to maintain their significant lead.

"Thinner and lighter than Galaxy"... even openly targeting competitors

George Zhao, CEO of Chinese mobile company Honor, introduced a new model during the IFA opening keynote, stating, "The Honor Magic V2 has a thickness of 9.9mm, which is thinner than the Samsung Galaxy (Fold5) at 13.4mm, and weighs 231g, lighter than the Galaxy's 253g," calling his product "the world's thinnest and lightest foldable phone." He also emphasized that the Magic V2's battery capacity is 5000mAh, larger than the Galaxy Z Fold5's 4400mAh. In terms of visible foldable phone thickness, weight, and battery capacity, Honor surpassed Samsung Electronics. The booth attracted huge crowds, making it difficult for visitors to even touch the product. This noise marketing, which created buzz by mentioning competitors' products, was considered effective.

The 163-inch 4K MicroLED TV 'Cinema Wall' exhibited by China's TCL at IFA 2023.
Photo by Han Yeju

Until the 5th (local time), the largest European electronics exhibition 'IFA 2023' held in Berlin, Germany, was adorned with advertisements and banners from Chinese companies such as TCL and Hisense. The main billboard at the entrance of the exhibition hall was also occupied by TCL.

Chinese companies accounted for more than 60% of the total exhibition booths, with the CEOs of Honor and Hisense delivering keynote speeches side by side, asserting their presence. Above all, Chinese companies showcased giant mini LED TVs, OLED TVs, and transparent OLED TVs, demonstrating their determination to catch up with Korean companies.

TCL focused on mini LED TVs at this exhibition. Mini LED reduces the size of LEDs used in LCD backlights to improve contrast ratio while being more affordable than OLED. The 163-inch 4K MicroLED TV 'Cinema Wall' displayed at the TCL booth was the largest TV product exhibited at this year's IFA.

Lifestyle TV by China's Hisense.
Photo by Han Yeju

Hisense prominently displayed lifestyle appliances with designs very similar to the flagship products of Samsung and LG. They exhibited an interior TV designed for appreciating artwork, which closely resembled LG Electronics' key spatial design TV product, the 'LG OLED Objet Collection Pose'.

Chinese company Konka showcased mid-range priced TVs such as 75-inch and 65-inch 4K mini LED TVs, along with a 59-inch MicroLED TV at the front of the exhibition hall.

Changhong, one of China's major TV manufacturers, also launched a strong offensive. Changhong focused on OLED TVs, targeting LG Electronics, the market leader. They introduced 77-inch and 65-inch OLED TVs and attracted attention with a 55-inch transparent OLED TV. Transparent OLED is a product exclusively supplied worldwide by LG Display. Through this product, Changhong declared that China has caught up with Korea in OLED display technology.

Transparent OLED exhibited by China's Changhong.
Photo by Han Yeju

Relaxed Samsung and LG... Strengthening leadership through technology

Meanwhile, at this IFA, Samsung Electronics and LG Electronics limited themselves to promoting their existing latest TVs. Since they had already unveiled numerous new products at CES 2023, the international consumer electronics and IT exhibition held in Las Vegas, USA, in January, they saw no need to reveal new products here.

However, Samsung Electronics and LG Electronics expressed confidence in repelling China's pursuit with their "large-scale premium leadership." Although their TV strategies differ?OLED or MicroLED?they are determined to solidify their TV leadership with technological prowess.

Samsung Electronics attracted attention by showcasing three types of 98-inch TV lineups (Neo QLED 8K, QLED 8K, 8K). LG Electronics unveiled the world's first wireless 97-inch OLED TV, the 'LG Signature OLED M'.

Baek Seon-pil, Executive Director of LG Electronics HE Product Planning, said, "China leads in shipment volume due to its domestic market, but we will maintain a premium strategy by selling high-priced products even if only one unit is sold."

New foldable phone Magic V2 from China's Honor.
Photo by Han Yeju

The reason Chinese companies were particularly aggressive in marketing at this year's IFA is attributed to the worsening US-China relations, which have made it difficult for Chinese companies to participate in the 'CES 2024' exhibition scheduled in the US early next year. Originally, CES was a venue to showcase new products to consumers, while IFA was more focused on meetings between manufacturers and distributors. Analysts say that this dynamic has begun to break down due to the US's tough stance on China.

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