Samsung's smartphone success rubs off on Refrigerators
With smartphones Samsung Electronics 005930.SE +1.07% posted a global success story. These high reputation plays the South Koreans still in quite other, more everyday products into the hands - in domestic appliances such as refrigerators and washing machines.
The group from Seoul gained massive market share in the home market of the U.S. whirlpool within the past few years, the world's largest home appliances manufacturer. Likewise also the South Korean LG Electronics 066570.SE +2.83% profits in the sale of white goods from their reputation as a heavyweight in the smartphone market.
"We often hear, 'Oh, I have one of their phones,'" says Rocco Perla, a household appliance dealer from Pittsburgh, places the machines from Samsung and LG prominently in his showroom.
Samsung came in larger appliances in the second quarter in the U.S. with a market share of around 10 percent. This is more than four times as much as five years ago. LG improved from 8.5 to 14 percent. In contrast, top dog spa must leave springs with brands such as Maytag and Jenn-Air. The company lost about 5 percentage points to a little over 30 percent. Even General Electric GE -0.06% and Electrolux ELUX B.SK -0.37% announced from market shares.
Competitors Samsung and LG not take more lightly. "They have brought good and strong innovation to the U.S. market.'s Why they have not been rewarded unjustly by the consumer," admits Electrolux CEO Keith McLoughlin, a frankly. The Swedish Group is the world's second largest producer of household appliances. But restrict McLoughlin that the South Koreans do not quite match with kitchen with washing machine at her strength.
The ad campaigns for smart phones and other electronics products additionally fueling the sales of home appliances. In the U.S. alone last year, Samsung took around 600 million U.S. dollars on advertising in the hand. The outputs are ten times more than the household appliances giant Whirlpool.
Click to enlarge
image
By the South Korean brand, the quality bar has increased substantially, says analyst David MacGregor of Longbow Research. The short product cycles with their smartphones to rapid innovations have forced the South Koreans. Of these skills, they now also benefited from household appliances. Samsung this year won the top marks for its washing machines in a consumer survey conducted by JD Power & Associates. In dryers, the Group secured rank number two behind South Korean rival LG.
In the U.S., Samsung makes the moment with a stainless refrigerator sensation, can be drawn from the carbonated water. Michelle Jackson of Denver is thrilled: "I want that fridge." She holds South Korean products of high quality.
Samsung has ambitious goals
But Samsung and LG have to overcome huge hurdles in the U.S. yet. Unlike Whirlpool, GE and they have not built up strong relationships with homebuilders and construction companies to equip their devices with new buildings. But this is an increasingly important customer group, as the housing market picks up again.
Samsung and LG manufacture most of its products in Asia and Mexico. Whirlpool and GE is producing for the domestic market, mainly in North America. The long supply chains make it harder for the South Koreans to respond to changes in demand.
But the Samsung managers pursue ambitious goals. You want to leave within two years as the world's number one spa in household appliances behind. This seems very ambitious. Samsung down his numbers currently unavailable for household appliances. This business is part of the business, which also sells TV sets. To nearly $ 12 billion of Sanford C. Bernstein analysts estimate the contribution to sales of home appliances. Whirlpool focuses entirely on home appliances and related products and redeemed in 2012 about 18 billion dollars.
Analysts see Samsung far away to grab the pole position in 2015. Rather, the sales are expected to climb to no more than $ 14 billion and would be well below the mark of Whirlpool. Still far behind looks analyst Michael Deenen by the Freedonia Group, the South Koreans. LG was last year's number five and number eight in the Samsung home appliances worldwide.
Nevertheless, Samsung is not small at. The Group relies on its electronics expertise. The customers wanted greater connectivity of their home appliances, Samsung is confident of victory. The refrigerator T9000 comes with a touch screen, for example, and can spit out weather information and recipes. "This opens new possibilities to us," expects Eom Young-hoo, chief marketing officer for Samsung's business with "digital home appliances."
Despite all the fuss about the appliances still provide smartphones and semiconductors for the lion's share of the Samsung sales. Estimated only 7 percent go to the account of household appliances. But the South Koreans are now looking for other pillars alongside smartphones. The stock price dropped in recent weeks because of worries about a slowdown of the smartphone boom, namely by striking.
U.S. manufacturers require import tariffs
The U.S. appliance manufacturers offer the South Koreans but stand up. GE is modernizing its production facilities for around $ 1 billion. The company wants to attract more young customers for its products. Why GE wants to bring a low-priced product line called Artistry on the market in October. This includes black and sparkling white appliances with handles made of polished stainless steel.
Whirlpool has increased its design team in the last ten years by 50 percent. Meanwhile, 200 employees in six countries for the latest designs. The company has experienced increasing profit margins and do not want to rely on aggressive discounts to defend or even to gain market share. "We have decided not to bring any products with loss of the man or the woman," clarifies company CEO Jeff Fettig.
Whirlpool also pleaded with the White House to impose import tariffs on some household appliances. However, the results of this lobbying are mixed. Although the government made from dumping in some washing machines that came on the U.S. market. The United States occupied the products in question and the same with punitive tariffs 9-13 percent. But the International Trade Commission, ITC was under pressure for its whirlpools duties for refrigerators from Samsung and LG not to. Samsung and LG contest the dumping allegations of Whirlpool vigorously in both cases.
http://www.wsj.de
The group from Seoul gained massive market share in the home market of the U.S. whirlpool within the past few years, the world's largest home appliances manufacturer. Likewise also the South Korean LG Electronics 066570.SE +2.83% profits in the sale of white goods from their reputation as a heavyweight in the smartphone market.
"We often hear, 'Oh, I have one of their phones,'" says Rocco Perla, a household appliance dealer from Pittsburgh, places the machines from Samsung and LG prominently in his showroom.
Samsung came in larger appliances in the second quarter in the U.S. with a market share of around 10 percent. This is more than four times as much as five years ago. LG improved from 8.5 to 14 percent. In contrast, top dog spa must leave springs with brands such as Maytag and Jenn-Air. The company lost about 5 percentage points to a little over 30 percent. Even General Electric GE -0.06% and Electrolux ELUX B.SK -0.37% announced from market shares.
Competitors Samsung and LG not take more lightly. "They have brought good and strong innovation to the U.S. market.'s Why they have not been rewarded unjustly by the consumer," admits Electrolux CEO Keith McLoughlin, a frankly. The Swedish Group is the world's second largest producer of household appliances. But restrict McLoughlin that the South Koreans do not quite match with kitchen with washing machine at her strength.
The ad campaigns for smart phones and other electronics products additionally fueling the sales of home appliances. In the U.S. alone last year, Samsung took around 600 million U.S. dollars on advertising in the hand. The outputs are ten times more than the household appliances giant Whirlpool.
Click to enlarge
image
By the South Korean brand, the quality bar has increased substantially, says analyst David MacGregor of Longbow Research. The short product cycles with their smartphones to rapid innovations have forced the South Koreans. Of these skills, they now also benefited from household appliances. Samsung this year won the top marks for its washing machines in a consumer survey conducted by JD Power & Associates. In dryers, the Group secured rank number two behind South Korean rival LG.
In the U.S., Samsung makes the moment with a stainless refrigerator sensation, can be drawn from the carbonated water. Michelle Jackson of Denver is thrilled: "I want that fridge." She holds South Korean products of high quality.
Samsung has ambitious goals
But Samsung and LG have to overcome huge hurdles in the U.S. yet. Unlike Whirlpool, GE and they have not built up strong relationships with homebuilders and construction companies to equip their devices with new buildings. But this is an increasingly important customer group, as the housing market picks up again.
Samsung and LG manufacture most of its products in Asia and Mexico. Whirlpool and GE is producing for the domestic market, mainly in North America. The long supply chains make it harder for the South Koreans to respond to changes in demand.
But the Samsung managers pursue ambitious goals. You want to leave within two years as the world's number one spa in household appliances behind. This seems very ambitious. Samsung down his numbers currently unavailable for household appliances. This business is part of the business, which also sells TV sets. To nearly $ 12 billion of Sanford C. Bernstein analysts estimate the contribution to sales of home appliances. Whirlpool focuses entirely on home appliances and related products and redeemed in 2012 about 18 billion dollars.
Analysts see Samsung far away to grab the pole position in 2015. Rather, the sales are expected to climb to no more than $ 14 billion and would be well below the mark of Whirlpool. Still far behind looks analyst Michael Deenen by the Freedonia Group, the South Koreans. LG was last year's number five and number eight in the Samsung home appliances worldwide.
Nevertheless, Samsung is not small at. The Group relies on its electronics expertise. The customers wanted greater connectivity of their home appliances, Samsung is confident of victory. The refrigerator T9000 comes with a touch screen, for example, and can spit out weather information and recipes. "This opens new possibilities to us," expects Eom Young-hoo, chief marketing officer for Samsung's business with "digital home appliances."
Despite all the fuss about the appliances still provide smartphones and semiconductors for the lion's share of the Samsung sales. Estimated only 7 percent go to the account of household appliances. But the South Koreans are now looking for other pillars alongside smartphones. The stock price dropped in recent weeks because of worries about a slowdown of the smartphone boom, namely by striking.
U.S. manufacturers require import tariffs
The U.S. appliance manufacturers offer the South Koreans but stand up. GE is modernizing its production facilities for around $ 1 billion. The company wants to attract more young customers for its products. Why GE wants to bring a low-priced product line called Artistry on the market in October. This includes black and sparkling white appliances with handles made of polished stainless steel.
Whirlpool has increased its design team in the last ten years by 50 percent. Meanwhile, 200 employees in six countries for the latest designs. The company has experienced increasing profit margins and do not want to rely on aggressive discounts to defend or even to gain market share. "We have decided not to bring any products with loss of the man or the woman," clarifies company CEO Jeff Fettig.
Whirlpool also pleaded with the White House to impose import tariffs on some household appliances. However, the results of this lobbying are mixed. Although the government made from dumping in some washing machines that came on the U.S. market. The United States occupied the products in question and the same with punitive tariffs 9-13 percent. But the International Trade Commission, ITC was under pressure for its whirlpools duties for refrigerators from Samsung and LG not to. Samsung and LG contest the dumping allegations of Whirlpool vigorously in both cases.
http://www.wsj.de
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