TVs from Xiaomi and Huawei Also Land in South Korea

Chinese TVs, which are putting out good performance compared to price as their strength, are showing its strength in South Korean markets. TCL’s 32-inch and 40-inch TVs were sold out in just 10 days from their releases. TVs from Haier and Xiaomi are also landing in South Korea. It is predicted that Chinese businesses will absorb most of South Korean consumers who prefer cherry-picking products.

According to Lotte Hi-Mart on the 24th, TCL’s TVs that it is exclusively distributing were sold out in just 10 days.

Lotte Hi-Mart made distribution contract with TCL, which is in 3rd place in global TV markets, and has started selling 3 types (32-inch, 40-inch, and 50-inch) of TVs starting from the 22nd of December. 2600 32-inch TVs and 1700 40-inch TVs that had come in as first supplies were all sold out in just 10 days. 50-inch TVs are also being sold in very fast pace.

Hi-Mart decided that responses from markets are good and has decided to bring in more supplies right away. It brings in right amount of products every month and sells them. Lotte Hi-Mart is planning to release TCL’s Curved UHD TV, which is a premium product, sometime during first half of this year.

A reason why TCL’s TVs are receiving so much popularity is due to its good performance compared to its price. Based on stand-type standard, 32-inch and 40-inch are being sold at $249.82 (299,000 KRW) and $416.92 (499,000 KRW) respectively. This is half of products of Samsung Electronics and LG Electronics that have similar specifications. A fact that 32-inch and 40-inch products were quickly sold out can be seen as TCL’s TVs had appealed to consumers that were looking for cherry-picking products.

Followed by TCL, Xiaomi and Haier are also going to put out their products in South Korean markets.

Xiaomi’s TVs, which are prime example of having good performance compared to price, are going to be sold starting from next month by JJGames. JJGames is going to sell Xiaomi’s 40-inch Mi TV2 at $416.92 (499,000 KRW).

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<TVs from TCL, Xiaomi, Haier and others are coming into South Korean TV markets. TCL’s TVs that are being sold at Lotte Hi Mart in Daechi on the 24th. Staff Reporter Kim, Dongwook | gphoto@etnews.com>

Xiaomi also has set up personalized support system before selling its TVs in South Korean markets. 40-inch Mi TV2 already had obtained all certifications and switched MI UI for Smart TVs into Korean. It has instruction in Korean and uses power cords that work in South Korea. Xiaomi also added 12 types of quality-improving technologies that used to be applied for 4K UHD Smart TVs and 10 types of color-improving functions.

JJGames is going to sell Xiaomi’s products through its distribution partners called Artlzen and Its. Ipell is going to be in charge of after-services.

Haier also put out 32-inch MOOKA, which used to be sold for only Chinese demands, on the 18th. Although it costs $249.82 (299,000 KRW), it will be sold at a discounted price to commemorate its release.

As Chinese businesses are putting out their products one after the other, South Korean TV businesses are in danger of giving up South Korean low and medium-priced TV markets to them. South Korean consumers’ perception of Chinese products have also changed significantly. Increased incidences of directly purchasing Chinese household products according to Chinese shopping seasons such as Single’s Day and others are direct examples.

“Although South Korean consumers had looked down upon Chinese products in the past, Chinese products are now being recognized as brands as Xiaomi is being recognized in global markets.” said a representative of household distribution industry. “Because South Korean businesses are already behind in low and medium-priced markets again Chinese businesses, they need to focus on premium products.”

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<■Comparison of major LED TVs ▲While Samsung Electronics’ 32-inch (UN32J5900AF) TV and LG Electronics’ 32-inch (32LF640R.AKR) cost $634.15 (759,000 KRW) and $434.47 (520,000 KRW) respectively, TCL’s 32-inch (LED32D2700), Xiaomi’s 40-inch Mi TV2, and Haier’s 32-inch (MLS8O32B) cost $249.82 (299,000 KRW), $416.92 (499,000 KRW), and $249.82 (299,000 KRW) respectively. Reference: industries >