SEOUL, KOREA - Korea's major home electronics companies are speeding up efforts to create a bigger presence in the US premium home electronics market showing clear signs of recovery in recent days.
According to the U.S. Association of Home Appliance Manufacturers, the releasing of home electronics in the United States marked a positive year-to-year growth of 9.2 percent in August, following the growth of 1.7 percent in January, 8.0 percent in February and 11.0 percent in March. The upward trend is in sharp contrast to last December when the growth in the releasing of home electronics remained zero.
The United States is the world's largest premium home electronics market. Samsung Electronics and LG Electronics, both aiming to grab a top spot in the global home electronics market by 2015, are going all-out to establish a clearer profile there.
To cope with the revival of the U.S. home electronics market, Korea's home electronics companies are strengthening marketing activities there and releasing a string of new models that are designed to meet the taste of American consumers.
LG Electronics, for example, launched a new advertising campaign under the slogan of "Innovation Continues" in North America from last month. According to a market research firm Stevens Company, LG Electronics commanded a market share of 25.1 percent in the U.S. drum washing machine market in the first quarter of this year, ranking No. 1 among major washing machine makers, followed by Samsung Electronics (16.5%) and Whirlpool (13.3%).
