As LG unleashes its appliances, we find out what’s next in store for smart appliances.
With actress Georgie Parker appointed brand ambassador and an extensive ad campaign, LG is looking to up their market share in the growing appliance market, including stream washers, vacuums, and refrigerators.
The move by a major player in the AV space towards appliances mirrors the strategy shift recently taken by rival Panasonic.
Most recently, LG unveiled its high end French Door-in-Door refrigerator range which costs a cool $4599 for the premium model, due to go on sale next month.
The company is aiming at the high end consumer for its new refrigeration appliances, which cost up to $4599 for the premium model.”We are targeting the high end of the market” admits Fiona Irving, LG Corporate Marketing Manager, but says even though the fridge market has eroded in the last 12 months, demand at the premium end has increased “significantly.”
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Although the models wont be released to the market until the end of the month, “there has been most definitely been strong interest from consumers so far,” she adds.
Consumers building new homes and renovating in particular are a big target market. LG launched other top and side-by-side models earlier this year, which too have performed well, Irving told SmartHouse.
However, its not just fridges, LG has launched front loader washing machines with 6 motion technology that promises the most efficient performance, with a scrubbing action similar to hand washing, rolling motion to create additional friction to give clothing a better wash.
It is also looking to bring out smaller sized washers later this year.
Currently LG has around 24 models-both front and top loaders-available in OZ and already dominates in the washer space here.
In terms of other appliances, vacuums are something that LG is starting to become a bigger player in, albeit slowly, with the launch of their Roboking robotic vacuum as well as some clever bagless models this year.
“We’re an early player in the market but are starting to get more interest in it” says Irving.
Although the last 12 months has seen some big stuff come from LG, there are no major appliance launches scheduled for the rest of the year.
But the Korean giant is looking firmly to the future and working on several smart technologies for its appliance range, which are going to become “much, much smarter,” says the LG exec.
Appliances like washing machines will be controlled and switched on remotely via smartphones and householders can also become more energy efficient by getting readings on power consumption and usage via smart technology.
The developments will make life easier and the features will be highly usable. All these smart functions will be performed via a smartphone app that will be loaded onto your device.
Starting a pre-loaded washer at 4pm in the afternoon so it’s ready by the time you get home from work will also be the norm in the 21 century household.
Other future smart features in the humble fridge will be a scanning system to help consumers check the sell by dates on food via their smartphones (done by scanning items’ barcode), recipes and meal ideas based on the contents of the fridge.
The next generation of LG ovens will also offer this recipe functionality, says Irving.
These recipes and other info will appear via smart displays which will soon be the norm on the new generation of appliances.
“Smart appliances in the future will be able about having control over devices and be able to command them remotely.”
So, who does LG see as their chief rivals in the appliance space? Its not just Samsung LG are watching out for, European brands also play a major role in the Aussie appliance market.
But despite its major push on appliances, LG says it hasn’t turned its back on its audiovisual market either and sees both divisions as “equally important.”
“We are growing in the appliance market but [are] a solid player in AV.”
But the growth figures speak for themselves.
The ” home entertainment category isn’t growing dramatically but appliances are”.
