Large-screen TVs from South Korean electronics leaders Samsung Electronics and LG Electronics were displayed alongside models from China’s TCL on Dec. 2 at the Lotte Himart store near Seoul Station in Jung-gu, Seoul. Previously limited to sections featuring low-cost, compact TVs, TCL products were elevated in April to premium display areas that had been dominated by Samsung and LG. Among the showcased models, the store’s largest TV was TCL’s 98-inch display. A store manager highlighted a growing preference for overseas brands like TCL among millennials, particularly those in their 30s. “Even with prices ranging from 2 million to 3 million won (approximately $1,421 to $2,132), we sell about six units per month,” Hwang said. “The technology rivals that of South Korean brands, but the pricing is slightly more competitive.”
South Korea’s home appliance market, long dominated by Samsung and LG, is facing increasing competition from Chinese brands. A decade ago, Chinese appliances in South Korea were regarded as budget-friendly but low in quality. However, three to four years ago, products like Xiaomi’s fans and wireless vacuums—dubbed “Chaison,” a blend of “China” and “Dyson”—gained significant popularity. Since then, Chinese manufacturers have introduced products that are comparable in quality to South Korean brands, with some even carrying higher price tags. At the Lotte Himart store’s robot vacuum section, a dedicated display for Roborock, a prominent Chinese brand, featured models priced at 1.77 million won ($1,258), roughly 200,000 won more than similar offerings from Samsung or LG. Chinese companies appear to be following a path once taken by South Korean brands: transitioning from being perceived as cost-effective alternatives to establishing a premium global image. “Consumer resistance to Chinese brands in the premium market has steadily diminished,” a senior Korean appliance company official said. “If this change in perception continues, South Korea’s appliance market could quickly fall to Chinese competitors.”
Xiaomi and other Chinese brands initially focused on niche markets where South Korean giants had minimal presence, such as electric fans. These early achievements paved the way for their expansion into premium segments, including TVs, vacuums, and washer-dryer units priced over 1 million won. According to price comparison platform Danawa, the market share of foreign vacuum cleaners in South Korea climbed from 38.9% in 2022 to 50% as of November this year, with the majority of these products coming from China. A representative from TCL Korea commented, “The response to our TVs has exceeded expectations, leading us to introduce refrigerators and air conditioners as well. We intend to broaden our offerings to include additional categories, such as washing machines.”
Roborock, a leading brand in South Korea’s robotic vacuum market, has made its debut in the white goods sector with the launch of an all-in-one washer-dryer on Nov. 29. The flagship model, the “H1,” features a 10-kilogram washing capacity and a 6-kilogram drying capacity, priced at 1.69 million won ($1,207). While South Korean washers with a 25-kilogram capacity are typically priced at around 3 million won ($2,132), H1 challenges traditional market affordability perceptions. A Roborock representative explained that the product was developed to address the needs of single-person households and compact living spaces, both of which are on the rise. Having already built a premium reputation with its high-end robotic vacuums, Roborock is now positioning itself to expand further into the broader premium appliance market.
Aggressive marketing strategies are also a hallmark of Chinese brands’ expansion. Xiaomi held a large-scale discount event in mid-November, its first in South Korea in two years. The event, which offered up to 40% discounts on items such as robotic vacuums, smartphones, tablets, and smartwatches, caused a surge in online traffic that temporarily crashed Naver’s store servers on the first day. Meanwhile, Midea Group, which had previously manufactured appliances for Samsung and LG under contract, launched its own brand in South Korea in July. The company plans to roll out washing machines and dryers later this month, directly competing with South Korea’s leading appliance makers.
Aggressive marketing campaigns have become a key strategy in the expansion of Chinese brands. In mid-November, Xiaomi held its first large-scale discount event in South Korea in two years, offering up to 40% off products such as robotic vacuums, smartphones, tablets, and smartwatches. The promotion generated such high demand that it temporarily overwhelmed Naver’s store servers on the first day. Meanwhile, Midea Group, which previously served as a contract manufacturer for Samsung and LG, launched its own brand in South Korea in July. The company is set to introduce washing machines and dryers later this month, positioning itself as a direct competitor to South Korea’s leading appliance manufacturers.
