Samsung Electronics Finally Becomes Number 1 In 9 Years In Second Quarter
Competition between Samsung Electronics and LG Electronics is getting fierce in American market where it is the biggest battlefield for home appliance industry. Samsung Electronics became number 1 in second quarter of 2015, and LG Electronics became number 1 in first half of 2015.
Samsung Electronics announced on the 29th that it has become number 1 for the first time after entering American drum-type washing machine market in 2006.
According to market investigative company called TraQline, Samsung Electronics recorded 22.3% of shares (based on sales) in second quarter of 2015 in American drum-type washing machine market. It has become number 1 by passing LG Electronics (21.8%) and Whirlpool (17%).
If one were to look at all of first half of 2015, LG Electronics maintained first place by recording 24.3% of shares, which is 5% difference from second place. In premium product families that cost over $900, LG recorded 30.1% of shares, which is 15% difference from second place.
After becoming number 1 for the first time in 2007 in drum-type washing machine market (based on sales) after 4 years since LG Electronics entered the U.S., it maintained its spot for 8 years in a row until last year. Its shares for past 2 years surpassed 25%.
Samsung analyzed that its advancement in second quarter was due to its flexible response towards American consumers’ demands. It received positive response by having fast washing time and variety of convenient functions that American consumers prefer. According to survey about consumers’ level of satisfaction in washing machine field that was announced in middle of July by America’s highest authoritative market investigative company called JD Power, Samsung Electronics received first place in all 3 fields in all of washing machines such as drum-type washing machine, auto washer, dryer, and etc.
America’s home appliance market is a place where world’s many businesses such as American brands, European brands with long histories, and etc. have fierce competition. Drum-type washing machine, which is a premium product, holds about 35% of all washing machine market.
Vice-President Park Byung Dae of Samsung Electronics’ Household Appliance Business Department said that the reason why Samsung’s drum-type washing machine was able to secure number 1 in American market shares is because it is a differentiated product that considered American consumers’ characteristics. He also said that Samsung Electronics will work to strengthen its position as leader in global washing machine home appliance by continuously putting out products that will meet consumers’ demands.
Staff Reporter Song, Hyeyoung | hybrid@etnews.com