Samsung and LG to beat Whirlpool Corporation¡¦ toward market leadership in the US
Kim Eun | silverkim@ | 2017-03-24 10:03:05

Samsung and LG to beat Whirlpool Corporation¡¦ toward market leadership in the US

Samsung Electronics and LG Electronics, two of the Korean household appliances companies, is now about to lead the US washing machine market. Both companies in the premium washing machine market of more than US $ 900, LG has been ranked No. 1 and Samsung was ranked No. 2, overtaking US home appliance maker Whirlpool and Chinese manufacturers.

According to the US market researcher Steen Benson Company on March 23, LG Electronics ranked first in the premium washing machine market of US $ 900 or more last year for the tenth consecutive year since 2007, with a market share of 29.2%. Samsung Electronics ranked second with 25.4 %, up from 7 % a year earlier. As a result, both companies`` market share exceeded 50% for the first time. The Whirlpool fell 2.4 % points from the previous year to 11.9 % and ranked third place. Chinese manufacturers, which have been pacing the Korean companies all over the world, have also launched dual washing machines in the US market. However they are not able to get on with Samsung and LG due to lack of technology.

LG Electronics ranked first in the US premium washing machine market for the first time in 10 years by introducing the world``s first washing machine equipped with DD (Direct Drive) motor technology, followed by its own premium technology signature washing machine, washing and rinsing performance which have been innovated. Samsung Electronics, on the other hand, is also analyzing that it has succeeded in enhancing convenience, such as reflecting consumers`` demands quickly on products based on brand power and technology.

The situation is so dominant that the competition in the US washing machine market this year will eventually be Samsung and LG``s share.

LG Electronics plans to strengthen its market dominance by strengthening its Twin Wash product line, which combines a drum washing machine and a fully automatic washing machine, which have showed its debut in the US in 2015. LG is considering whether to add the slim Trom Twin Wash, a strategic product this year. LG Electronics representative said, ¡®We are in the top position for 10 consecutive years in the US premium market for more than USD 900 premium washing machine for the first time since the launch of Twin Wash.¡¯ We plan to produce more than 1 million units per year for drum and vanity washing machines at the new plant in Tennessee, USA from the first half of 2019. We will continue to strengthen our competitiveness.¡¯

Samsung Electronics in response to LG strategy, increased its share of the premium washing machine market with Add Wash last year, and from this year, the company set a goal to beat LG with ``Flex Wash`` equipped with a drum washing machine under a fully automatic washing machine.

A representative of home appliances industry said, ¡®A dual washing machine led by a Korean company has become a standard in the US market while other companies such as Whirlpool and Chinese companies are challenging. But there is clear technical gap between Korean companies and their competitors.

By Kim Eun silverkim@


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