Samsung’s ‘hyper-connectivity’ and LG’s ‘two-track’ accelerate penetration of the European market

Jonghee Han: “If we can connect well, we can compete with Apple as well.”
Samsung Electronics showcases kitchen space connection through ‘Cooking Show’
Jae-cheol Ryu “Achieving 1 trillion won in built-in sales by 2027”
Free Zone Induction, first oven with built-in AI camera unveiled

The heads of the home appliance divisions of Samsung Electronics and LG Electronics, two major global home appliance manufacturers, participated in Milan Design Week 2024, the world’s largest design and furniture fair held in Italy. Samsung Electronics CEO Vice Chairman Han Jong-hee promoted the ‘ultra-connectivity’ of Samsung Electronics’ artificial intelligence (AI) home appliances, and LG Electronics President Ryu Jae-cheol promoted a ‘two-track’ strategy of targeting the ultra-premium and volume zones (low- to mid-priced) in the built-in business at the same time, promoting European sales. They announced plans to accelerate their market penetration.

At a luncheon meeting held at Milan Design Week 2024 in Italy on the 16th (local time), Vice Chairman Han said, “There is no place that makes so many (diverse) products like Samsung. “Apple didn’t do home appliances either, and LG also quit the mobile phone business,” he said. “I think that if we do a good job of ‘connection,’ we can compete with Apple as well.” The biggest competitive edge of Samsung Electronics’ home appliances is hyper-connectivity, where products are connected to form a single ecosystem.

Vice Chairman Han said, “Our customers also consider the ‘multi-device customer experience’ to be important,” adding, “Eventually, everything will be connected, so if we connect our products first and spread it through a platform called SmartThings, so that people of all ages can easily connect.” “Because it can be used, that will become more important in the future,” he added.

In fact, Samsung Electronics participated in ‘Eurocucina 2024′, a kitchen appliance and furniture exhibition as part of Milan Design Week, and focused on showing a scenario that connects all home appliances in the house beyond the kitchen to make users’ lives more convenient.

Star chef Andrea Button, who runs a Michelin 1-star restaurant in downtown Milan, held a cooking show at the Samsung Electronics booth on this day and demonstrated the ‘connected kitchen space’ with Samsung Electronics’ Bespoke AI Family Hub refrigerator and Anyplace induction.

When Chef Burton put potatoes into the Family Hub refrigerator, the refrigerator recognized it with AI, added potatoes to the food list, and displayed recommended recipes using potatoes. Chef Burton selected ‘Lemon Sauce Cod and Potato Dish’ and sent the recipe to Anyplace Induction, and proceeded to cook while watching the recipe on the induction’s 7-inch large screen. Anyplace induction with a flat square sheet coil was able to cook evenly no matter where the pot was placed on the top.

Vice Chairman Han also predicted, “The home appliance business will be booming from the second half of this year.” Vice Chairman Han, who has also served as head of the home appliances (DA) business department since the end of 2022, is carrying out aggressive marketing this year, putting the ‘AI home appliances = Samsung’ formula at the forefront. He said, “The DA division is not yet first place, but consumers will like it if we receive the backlight (of TV and mobile phones) and provide a connected experience as we enter the AI ​​era.”

President Ryu, who headed LG Electronics’ Home Appliances (H&A) business division, announced the goal of achieving 1 trillion won in sales in the global built-in business by 2027.

President Ryu met with reporters that day and said, “Within three years, we will be able to make the built-in business worth trillions and turn it into another growth engine.” He added, “(This exhibition) is a built-in exhibition to clearly show that we are a player prepared for the built-in business.” “I focused on it,” he explained.

In fact, LG Electronics’ Eurocucina 2024 exhibition also focused on unveiling the latest built-in kitchen appliance solutions, such as the ‘Free Zone’ induction equipped with AI boil alarm and cooking utensil tracking function, and an oven with a built-in AI camera.

President Ryu said, “The European market, which can be said to be the home of built-ins, has seen another growth momentum this year as more convenient products with AI functions have emerged,” adding, “Based on the successful experience of the built-in business achieved in the North American market, we are also accelerating our efforts to target the European market.” “I will pay it,” he emphasized.

Milan = Reporter Lee Dong-su [email protected]

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