As the largest home appliance exhibition in Europe, 'IFA 2025,' is set to open next week in Berlin, Germany, attention is focused on how Samsung Electronics and LG Electronics, facing a global economic downturn and declining revenue, will present breakthroughs in Europe, one of the world's largest premium appliance markets.
This year's key point at IFA is the technological competition between Korea and China. Last year, Jo Joo-wan, president of LG Electronics, expressed a sense of crisis, stating that they were "almost caught up" and this year is expected to be an important barometer for the China-Korea appliance war. Amid continuous electricity price increases in Europe following the Russia-Ukraine war, energy efficiency is being emphasized as an important theme.
According to industry sources on the 28th, global major corporations are highlighting energy efficiency as the most important point for targeting the European market at 'IFA 2025.' In Europe, electricity prices have become a burden on consumers due to power supply issues, and companies including Samsung, LG, and various Chinese and European corporations are continuously improving artificial intelligence (AI) technology to produce highly energy-efficient products each year.
According to Global Petrol Price, Europe is currently one of the continents with the highest electricity rates in the world. The electricity rate in Germany, the largest consumer market, is about 3.5 times higher than in Korea, while those in the UK and France are also approximately 2.5 times higher. Consequently, the importance of energy efficiency in consumers' appliance choices is highlighted.
Samsung Electronics and LG Electronics are expected to showcase a product lineup that maximizes energy efficiency through AI technology. First, LG Electronics is preparing a new lineup of refrigerators and washing machines optimized for the European market, featuring an energy-efficient structure. The refrigerators have enhanced insulation to reduce compressor operation and have increased energy efficiency by analyzing usage patterns with AI. The bottom freezer and French door models have significantly reduced energy consumption compared to last year, achieving the industry's highest efficiency.
In the washing machine sector, LG Electronics plans to introduce a high-efficiency wash-combo product aimed at the integrated washer-dryer market, which is in high demand in Europe. LG Electronics aims to solidify its leading position with new products after taking the market lead in 2021 with the 'Signature Heat Pump Wash Combo,' which was the first in Europe to receive an A grade for energy efficiency.
The new 'Infinite Line Hood Integrated Induction' product that Samsung Electronics announced ahead of IFA 2025 focuses on user convenience, installation expense, and energy efficiency. This product, equipped with a large turbo slim fan, implements the A++ energy efficiency standard set by Europe and features a fan and filter built into the induction unit that absorbs cooking odors and smoke. The absorbed smells and smoke are expelled through a duct at the bottom of the induction or filtered.
Unlike Samsung Electronics and LG Electronics, European companies such as Miele and Bosch, which were relatively conservative in adopting AI, began to actively incorporate energy efficiency and AI functions starting last year. Miele is expected to launch products equipped with an AI diagnosis system in washing machines and clothing dryers, analyzing users' normal usage patterns to prevent malfunctions or breakdowns in advance.
Another important point of observation is the European market strategies of Chinese corporations such as TCL and Hisense that are challenging Samsung Electronics and LG Electronics. Over 690 Chinese companies are participating in this year's IFA to showcase new products and technologies. An industry insider noted, "As energy efficiency standards are continuously strengthened in China, companies that primarily targeted the domestic market have been steadily enhancing energy efficiency in line with government regulations. The energy efficiency ratings of the products that Chinese appliance companies will present at this year's IFA should be closely monitored."
Meanwhile, major robotic vacuum cleaner manufacturers are expected to make a significant appearance at this year's IFA. Roborock is set to unveil new products and a new category during its 11th-anniversary event, while Ecovacs will showcase a lineup of robotic vacuum cleaners capable of managing not only floor and window cleaning but also lawn care through a robotics showcase. Dreame will hold a press conference to introduce its latest generation of powerful robotic vacuum cleaners and lawn mowers, along with new products.