"Special Sales for Family Month"... Home Appliance Industry Releases New Products One After Another

Samsung, LG Electronics, and Others in the 'New Home Appliance Battle'
Strengthening Marketing with Discount Events

A Samsung Electronics model is introducing the 2022 Window Fit window air conditioner, which offers an upgraded installation and usage experience.

Home appliance companies such as Samsung Electronics and LG Electronics have recently been competing to strengthen marketing efforts, including new product launches and discount benefits. This is analyzed as part of a strategy to maximize sales in May, the "Family Month," a peak season, as customer demand for "premium home appliances" has increased due to more time spent at home following the spread of COVID-19.

According to the industry on the 16th, Samsung Electronics launched the 2022 model window-type air conditioner "Window Fit" on the same day. The Window Fit, introduced for consumers who want individual cooling in each room without installation environment restrictions, is designed with an integrated outdoor unit unlike conventional air conditioners, making it easy to move and install. It can be simply detached and stored during seasons when the air conditioner is not in use. The new product is the industry's first to allow customers to choose the type of dedicated frame according to the installation environment.

In line with the trend of "the bigger, the better" for home appliances, Samsung also introduced the new "Bespoke Grande Washing Machine AI" with the largest domestic capacity of 25 kg on the 4th. While increasing capacity, it maintains the same energy efficiency rating of Grade 1 as existing washing machines, and the digital inverter motor comes with a "lifetime warranty" service.

Samsung Electronics also officially opened the "Dayco House," a space where customers can experience the luxury built-in appliance brand "Dayco," this month. This aims to provide premium home appliances in response to the growing trend of consumers actively investing in their kitchens.

LG Electronics, ahead of the summer season, has significantly expanded its lineup of air conditioners and dehumidifiers. LG recently launched 22 new air conditioner models, including the Whisen Tower Deluxe. The Whisen Tower Deluxe features a differentiated design that inherits the Whisen Tower air conditioner while selectively applying additional functions, allowing customers to purchase the desired features at a more economical price. LG also recently introduced the 2022 model Whisen Dual Inverter Dehumidifier, which boasts powerful and fast dehumidification performance as well as greatly enhanced product hygiene management.

LG Electronics is launching a new LG CineBeam Laser 4K model that delivers clearer and more vivid images even in bright environments through a 3-channel laser light source. The photo shows the new LG CineBeam Laser 4K model (product name: HU915QE), which uses an ultra-short throw method to project a 100-inch 4K resolution screen from just 9.8 cm away from the wall, about half a hand span.

The market for "home cinema projectors," which has grown due to increased time spent at home, is also being actively targeted. The recently released "LG CineBeam Laser 4K new model" supports brightness equivalent to turning on 3,700 lumens simultaneously. This is the highest level in the industry among home ultra-short-throw projectors.

The fact that major home appliance companies are consecutively launching new products and engaging in aggressive marketing is analyzed as a strategy considering that sales typically increase significantly in May, the family month. The recent relaxation of social distancing has also led to a sharp increase in newlyweds preparing for marriage, which is an opportunity that home appliance companies cannot miss.

With this summer expected to bring record-breaking heat, it is also seen as an intention to proactively sell summer home appliances. Last year, sales of air conditioners and other appliances were sluggish due to a relatively mild summer, so companies are engaging in preemptive marketing to make up for this. An industry official explained, "May, the family month, is a period when sales performance increases significantly compared to normal months," adding, "Various promotions and new product launches aimed at targeting customers are being carried out this year as well in line with trends."