Samsung promotes its vision of Sustainable Living/Connectivity. Aiming to be number 1 in the electrical appliance market in 3 years.

Samsung kicks off a new era with its vision of Sustainable Living and Connectivity, offering a sustainable and intelligently connected living experience. It showcases the world-changing innovation "SmartThings," a new product lineup for every market segment, expanding its Bespoke lineup with more lifestyle products, and launching this year's theme, "Samsung Live A New Day," aiming for success as the market leader in Thai electrical appliances within three years.

Ms. Jennifer Song, President of Thai Samsung Electronics Co., Ltd. It was revealed that in 2022, the premium home appliances market experienced significant growth, which is in line with Samsung's trend where sales of premium home appliances doubled. This means that in 2023, Samsung is preparing to launch over 100 new home appliances.

Samsung also prioritizes the environment for a simpler life and a more sustainable future through cutting-edge innovation and intelligent connectivity. It also focuses on delivering Bespoke product experiences, the first and only brand with a strong focus on Personalization. This allows for customizable designs that reflect individual styles, creating emotional value for appliances that clearly bring out the owner's unique identity, inspiring consumers to realize their desires and meet their lifestyle needs.

Ms. Jennifer continued, "Life on Earth is changing rapidly these days. Today's homes are different from yesterday's. Samsung is therefore focused on developing and creating products that express the personality of the occupants and better meet their needs. It's like a new day, a new way of life. Air conditioners will be more than just cooling devices. TVs are not just entertainment. When home appliances reflect each individual's lifestyle."

This has led Samsung to push the innovation of SmartThings, a smart home platform that connects to home appliances that are Smart Devices to deliver a smooth, complete, and simple home living experience through a smartphone as the main device for controlling a complete Home Automation system, whether it be a TV, refrigerator, washing machine, air conditioner, or solar cells.

SmartThings isn't limited to connecting to Samsung appliances alone. It can also connect to other Samsung partner brands, and it supports installation on both Android and iOS. Furthermore, users can track the energy usage of their appliances in the home with AI Saving Mode, which helps to sustainably save energy and reduce their electricity bills by up to 40% on average.

“Consumers around the world can connect all their devices to deliver better experiences, better insights into their behavior, and greater ease of use. SmartThings for consumers is the first platform to be certified for ENERGY STAR™ SHEMS, emphasizing environmental considerations for a simpler life and a more sustainable future.”

In terms of environmental strategy, Samsung has set a Net Zero target to achieve net-zero emissions by 2050 and joined RE100, a global initiative in which Samsung is dedicated to seeking 100% renewable energy. It has also created Eco Packaging for the environment, giving life to packaging boxes, reusing them, or creating useful items such as a solar cell remote that saves energy for a sustainable environment, or a TV box that can be modified into a variety of household items, from storage boxes to cat houses, to meet the new lifestyle trend that still looks for functionalities that meet the needs, providing entertainment while paying more attention to the environment.

The premium TV market is booming.
Set a target for TV sales this year 2566, growth 17%

Samsung's market survey found that Thailand ranks third (72%) for smart home installation demand, after Vietnam (84%) and Indonesia (81%), suggesting potential for higher growth in the smart home appliance market. Despite the recent downturn in the Thai economy, the gap between high-income and low-income households is widening, meaning a higher premium for consumers.

In the TV market last year, consumers responded more to large-screen TVs, causing the proportion of screens 65 inches and up to grow significantly by 1.5 times. Premium TVs continue to grow strongly. In 2565, Samsung Neo QLED sales grew by 3 times, with Neo QLED 8K alone growing by 4 times. Lifestyle TVs are still a product group that is growing well and will continue to be a group that Samsung is focusing on this year. Last year, lifestyle TV sales grew by 2 times.

In addition, Samsung's audio products used with TVs, such as Soundbars and Sound Towers, have also received greater market acceptance, resulting in a 1.5-fold increase in Soundbar sales. The main growth factors for Samsung's audio and visual products come from premium products, lifestyle TVs, as well as support from world-class football festivals and collaborations with partners to organize promotions that appeal to consumers, such as with Mini Cooper, BMW, Snow Peak, and 333 Gallery.

In 2566, Samsung will launch a number of new TV products, including Samsung OLED TVs, which are now available for pre-order with special promotions, the new Neo QLED, Lifestyle TVs, and TVs with built-in IoT. Consumer experiences will also be enhanced both online and offline. For example, online consumers will be able to see beautiful and clear product images from various angles, and simulations will show how each product would look in each room. In-store, products will be selected for each channel to suit their customer groups. Samsung's audio-visual group aims for 17% growth in 2566.

Full lineup of electrical appliances
emphasize Bespoke caters to the premium market

In 2565, Samsung's overall home appliance group grew by 5%, while the washing machines and refrigerators grew by 5% and the small appliances (microwave ovens, vacuum cleaners, and air purifiers) grew by 10%. This growth was primarily driven by changing lifestyles, changing weather conditions, and the lack of definite seasons, which has led consumers to demand home appliances that better meet their lifestyle needs. This has also led to the expansion of the premium market, which Samsung has products that cater to this consumer group, particularly the Bespoke group, in which Samsung was a market pioneer. This has resulted in Samsung's premium home appliance group growing by 2 times from 2564.

This has led Samsung to prepare to launch new products, including the Bespoke Home group under the concept of Bespoke My Life, which has three outstanding features:

1. Lifestyle Consumers can design their own products, for example, refrigerators can be customized in both color and functionality to suit their needs and space, and the Bespoke line will be expanded to other Samsung product lines.

2. Sustainability Energy saving with AI Saving Mode and product durability are key factors in consumers' purchasing decisions regarding electrical appliances. Samsung is confident in its product quality and has extended the warranty period for its washing machine inverter motor and refrigerator inverter compressor to 20 years, the longest warranty currently available on the market.

3. Connectivity Intelligent connectivity through SmartThings, this year Samsung aims to double growth in premium home appliances.

Samsung also aims to become a leader in air conditioning solutions with products that meet the needs of both residential and corporate customers. In 2565, sales of premium air conditioners in the WindFree group grew by 30%, while sales in the B2B group grew by 40%.

In 2566, Samsung is preparing to launch a full lineup of new air conditioners in the WindFree group, including the WindFree Premium Plus, WindFree AI, WindFree, 360 Cassette, WindFree 1-Way Cassette, WindFree 4-Way Cassette, and Ceiling models, with extended warranties of up to 10 years. Samsung is also ready to penetrate the corporate market with the DVM S2, Free Joint Multi (FJM), and Ceiling Fixed Speed ​​R32 Mark5 air conditioning systems.