Samsung Electronics and LG Electronics are engaged in fierce competition over market share in the rapidly growing all-in-one washer-dryer market.
Seong Jong-hoon, head of the clothing care development group at Samsung Electronics' Digital Appliances division (executive director), noted during a media briefing held at the Taepyeongno Building in Jung-gu, Seoul, on the 22nd, that "internal investigation results show that Samsung Electronics holds about 70% market share in the domestic all-in-one washer-dryer market." However, he added that this figure is based on Samsung Electronics' data and that he does not have specific information on the remaining 30%. Industry sources believe that Samsung Electronics is making this claim based on data from the market research firm GfK.
In response, LG Electronics immediately launched a rebuttal. LG Electronics claimed that its market share reached 55% based on recent internal survey results, explaining that this figure considers sales volume in retail stores since its launch last year. However, both Samsung Electronics and LG Electronics have not specifically disclosed the basis for their market share calculations.
In terms of sales volume, the Bespoke AI Combo, launched by Samsung Electronics in February of last year, surpassed 100,000 units in cumulative sales within a year. LG Electronics announced that its 'Tromm WashTower,' which combines the washer and dryer in a vertical arrangement, has sold over 1 million units, and the total cumulative sales of its all-in-one 'WashCombo' and other combined washer-dryer units exceeded 1.1 million units.
The all-in-one washer-dryer’s ability to wash and dry simultaneously has gained popularity among consumers, while ongoing tensions to secure market leadership continue. Last year, Samsung Electronics and LG Electronics competed intensely regarding the launch timing of all-in-one washer-dryers, drying methods, power consumption, detergent drawer placement, and pricing strategies.
LG Electronics raised questions about the reliability of the GfK data that Samsung Electronics cites as the basis for its market share, asserting that it does not adequately reflect sales from LG Best Shops and subscription sales. Previously in 2023, when Samsung Electronics announced that it held the top market share (48.6%) in the domestic air conditioner market for the first quarter based on GfK figures, LG Electronics rebutted, stating that it had never officially disclosed product sales figures to GfK.
The rivalry between Samsung Electronics and LG Electronics over the all-in-one washer-dryer market share extends to the OLED TV market. Yong Seok-woo, head of Samsung Electronics' Video Display Division (president), stated at the AI TV new product launch event on the 7th of last month that "the domestic market share of Samsung Electronics’ models larger than 77 inches is approximately 60%" and added that "in the large TV (OLED) segment, we maintain our leadership both domestically and globally."
In response, LG Electronics countered by citing data from the market research firm Omdia, asserting that "the actual market share of Samsung Electronics in the 77-inch and larger OLED TV market (January to March) is one-third of LG Electronics’ share."