LG lifts lid on what SA consumers demand

2017-05-26 10:21 - Kyle Venktess, Fin24
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LG Refrigerator with InstaView


Busan - South Korean giant LG believes that all innovation starts with research and the needs of customers. 

This is according to LG sales and marketing executive Youngjun Han, who said South Africans demand products which are less pricey but still of high quality.

Han said consumers buy into the LG brand because of durability, innovation and energy efficiency, with the European market being the only one the company may tweak product designs for. 

READ: LG to bring new energy efficient appliances to SA

“The difference between the South African and European markets is that the European market demands energy efficient products. Often products are the same and don’t vary between regions," said Han, adding that Europe could be an exception because of differing electricity specifications.

The new line of refrigerators, washing machines and microwave ovens is expected to reach South Africa by the end of the year. With the local market's specific demands in mind, LG is looking to launch a washing machine which costs less than R4 000 in the country soon.

Han said the company seeks to launch products simultaneously throughout worldwide markets. However, before products are sold on the South African market stringent certifications, which take months to complete, need to be done.

LG has become the number two electronics retailer in the world behind South Korean rival Samsung, surpassing Sony which previously clinched second position after decades of holding its own with Bravia engine-powered TVs and smart TVs.

READ: Inside LG's heart and Seoul

LG also reigns as the biggest washing machine manufacturer globally, from humble beginnings when the company was first known as GoldStar.

Turning to new innovations, Han highlighted LG’s new refrigerator line with InstaView, a function which allows customers to peer into their fridge to view contents without opening it. 

“Researchers did studies on how to make doors more convenient for consumer. With a customer not needing to open the door to view what is inside, it saves more energy,” Han said.

The fridge with InstaView features an opaque mirror door which becomes transparent when the user knocks on the glass twice. 

* Kyle Venktess is currently in Busan, South Korea for Fin24 on invitation from LG South Africa.

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