High-end TV Marketing
Samsung Electronics released new QLED TVs in the United States on March 18. The company is expected to sell the products at lower prices than before in various markets including the U.S. in order to increase the size of the market.
For example, the new 55-inch Q7 is priced at US$1,999 whereas the same model released one year ago was priced at US$2,999. The new 65-inch Q8 is available at US$2,999. The same discount policy is likely to be applied to 75-inch TVs.
This policy of Samsung Electronics is because large-screen TV is one of the few promising segments of the global TV market that is stagnant now. The policy is likely to create a new trend in the global TV market in that Samsung Electronics is the largest player in it.
According to market research firm IHS Markit, 70- to 79-inch and 80-inch and above accounted for only 5% and 0.6% of the market last year, respectively. Meanwhile, 40- to 59-inch represented 63.7% of the market during the same period.
In this regard, Samsung Electronics said that it would enlarge the former market segments by means of lower prices this year, when major international sports events like Winter Olympics and FIFA World Cup can lead to an increase in demand. “It seems that the price adjustment by Samsung Electronics has also to do with the recent significant decline in LCD panel price caused by an increase in supply from China,” said an industry expert.