[비즈한국] Samsung Electronics005930 and LG Electronics066570 are both launching large-scale promotional events as they enter the peak season for home appliances in June. With the intersection of summer cooling demand and needs for moving, weddings, and replacements, both major domestic appliance manufacturers are offering significant consumer discounts simultaneously. In a climate where high inflation has increased the burden of purchasing expensive appliances, the two companies are targeting consumer wallets in different ways.
Samsung Electronics has chosen a method of providing purchase benefits back in the form of digital Onnuri vouchers. A key feature is that the benefits are designed to lead to spending in traditional markets and local commercial districts. Conversely, LG Electronics is prioritizing membership points, online special prices, and prize events. While Samsung Electronics is highlighting a message of coexistence, LG Electronics is focusing on lowering the actual purchase burden and expanding contact points with its customers.
Samsung Onnuri Vouchers, LG Points… Different Benefit Structures
Starting June 8, Samsung Electronics will conduct the 'Samsung Electronics Appreciation Festival with the People' for four weeks. During the event, customers who purchase Samsung Electronics products will receive digital Onnuri vouchers equivalent to 20% of their purchase amount. 'K-Hero' personnel, such as military, police, fire, and correctional officers, receive an additional 10% benefit, totaling a 30% level of benefit.
The core of Samsung Electronics' event is that it provides benefits through Onnuri vouchers instead of immediate product price cuts. For consumers who frequently use Onnuri vouchers, this is effectively a cash-like benefit. Samsung Electronics describes this event as a follow-up measure to its commitment, announced last month, to 'expand social contributions by 5 trillion won over five years.'
However, applications are limited to 2 items per product category, and some items such as Dacor, Harman, consumables, and accessories are excluded from the event. For products purchased through mobile carriers, the benefit is paid as a fixed amount per model rather than 20% of the purchase price. Since the actual perceived price may vary depending on unlocked devices, carrier purchases, installment discounts, public subsidies, and credit card combination benefits, separate confirmation is required for mobile products.
Samsung Electronics also introduced AI subscription club support. This method supports the 6-month subscription fee for the AI subscription club with Samsung Electronics membership points. However, this is limited to a 4-year subscription for PCs, tablets, and monitors, 5 years for robot vacuums, and 6 years for other TVs and home appliances. Smartphones are excluded.
LG Electronics is also holding the 'National Representative Appliance People's Cheering Festival' during the same period. LG Electronics provides membership points worth up to 4.2 million won depending on the purchase amount. LG Electronics explains that this is about double the level of typical promotions. From the 15th, it will also hold a limited-quantity special sale on LGE.com, offering up to 20% additional discount benefits on top of existing member prices. Popular models of major home appliances such as TVs, refrigerators, washing machines, and air conditioners will be sold in limited quantities daily.
Additionally, starting on the 12th, LG Electronics will hold a nationwide prize event using its membership app. It will draw 5,000 winners from customers who participate in the KakaoTalk sharing event. This strategy appears intended to expand consumer touchpoints before and after product purchase by combining point-based tiers, online specials, and app events.
Same Peak Season, Different Messages… Broader Consumer Choices
Although both companies' events are held during the same period, the messages they deliver to consumers are different. Samsung Electronics connects appliance purchase benefits to spending in traditional markets and local small businesses through Onnuri vouchers. Inside and outside the industry, there are reactions that this is a "good plan that connects major corporate promotions with local coexistence." Since benefits that would have ended between the consumer and the manufacturer in a simple discount event can now reach local commercial areas via Onnuri vouchers.
LG Electronics focuses on targeting premium appliance demand and strengthening its customer ecosystem. It increased membership points to about double the usual level and arranged LGE.com exclusive specials and membership app prize events together. This serves as an incentive for consumers to lower their purchase burden, while it has the effect of drawing customers into their own mall and membership app for LG Electronics.
From the consumer's perspective, the choices have broadened. If one frequently uses Onnuri vouchers in their daily life, Samsung Electronics' benefits may be attractive. Conversely, if one prioritizes immediate payment price, point usability, and online specials, LG Electronics' promotion may be more intuitive. Which side is more advantageous depends on the model intended for purchase, price, and the possibility of using post-purchase benefits, rather than brand preference.
The core of this June's home appliance promotion is not "how much they give" but "how much I actually benefit." Consumers need to check the usage locations and payment conditions for Samsung's Onnuri vouchers, and the target models, point usage conditions, and special quantity for LG. Although the methods differ, the consumer reaction is favorable in that it lowers the burden of purchasing expensive appliances amidst high inflation. Attention is focused on how much the simultaneous promotional battles between Samsung and LG will ignite stagnant consumer sentiment.