appliancetrend.au

In recent years, the home appliance industry has witnessed the rise of a new business model: home appliance leasing services. This paradigm shift from traditional product sales to subscription-based services aims to meet consumers’ growing demand for flexibility and customization. Both LG Electronics and Samsung Electronics have actively promoted leasing services in 2023 and 2024, showcasing their market foresight and the potential of this emerging business model.

A manager explains the "AI Subscription Club" to visiting customers at the Samsung Store in Seocho-dong, southern Seoul. (Samsung Electronics)

Drivers of Home Appliance Leasing

1. Flexibility and Cost Optimization:
   Appliance leasing reduces the upfront financial burden on consumers, especially in the high-cost smart appliance sector. LG and Samsung’s rental plans allow monthly payments while offering product upgrades, maintenance, and repairs. This appeals particularly to consumers who want access to the latest technology without the hefty upfront cost.
2. Market Competition and Profit Pressure:
   Price wars led by Chinese brands have squeezed profit margins in the traditional retail market. Leasing services enhance product value through added features like AI diagnostics and remote maintenance while bypassing hefty retailer commissions. LG’s subscription business, for instance, boasts a profit margin of over 10%, compared to the 7% margin of its traditional business.
3. Smart Home and Ecosystem Development:
   Leasing services also facilitate the creation of smart home ecosystems. LG’s ThinQ platform offers personalized functionalities, while Samsung’s SmartThings platform powers its AI Subscription Club. This not only integrates appliances into consumers’ daily lives but also strengthens brand loyalty and engagement.

Future Trend Predictions

1. Growth of the Subscription Economy:
   Inspired by subscription models popularized by Netflix and Spotify, home appliance leasing is gaining traction. By allowing flexible service terms and packages, consumers enjoy greater freedom while companies secure a steady revenue stream. LG and Samsung’s global expansion plans into markets like Australia, Europe, and the US underscore the broad potential of this trend.
2. Technological Innovation and Differentiation:
   As AI becomes more prevalent, smart appliances are evolving from standalone hardware to integrated service hubs. LG’s washing machines, for example, use ThinQ to enable feature updates, while Samsung’s AI Subscription Club offers detailed monthly diagnostics. These innovations elevate leasing from mere “renting” to high-value intelligent services.
3. Intensified Competition and Diverse Needs:
   Competition between Samsung and LG in subscription services has intensified. Samsung has introduced One UI and AI subscription services, while LG continues to optimize WebOS and expand its subscription product portfolio. Future market dynamics may see even more personalized and value-added services, such as housekeeping subscriptions and grocery deliveries.

Potential Challenges

Despite its promising outlook, the leasing model carries risks. Firstly, it requires companies to invest more in logistics and maintenance, which could impact profit margins. Secondly, consumer concerns over data privacy might hinder the adoption of smart services. Lastly, balancing leasing services with traditional retail sales remains a challenge.

Conclusion

The appliance leasing services introduced by LG and Samsung are not just strategic adjustments but also innovative responses to market demand. With the growing popularity of the subscription economy, the widespread application of AI technology, and the proliferation of smart homes, home appliance leasing services are poised to become a mainstream trend in the future appliance market.

近年来，家电行业呈现出新的商业模式趋势，家电租赁服务正成为市场焦点。这种模式从传统的产品销售转向基于订阅的业务，旨在满足消费者对灵活性和定制化的需求。LG电子与三星电子分别于2023年和2024年大力推动家电租赁服务，不仅展示了企业对市场变化的敏锐洞察，也揭示了这一商业模式的潜力。

一位运营经理在首尔南部的三星商店向到访客户解释“AI订阅俱乐部”。（三星电子）

家电租赁服务的驱动力

1. 灵活性和成本优化：
   家电租赁通过分期支付模式减少了消费者的初始支出，特别是在价格较高的智能家电领域。例如，LG和三星提供的租赁方案允许消费者按月支付费用，同时享受产品升级、维护和维修等附加服务。这种方式特别吸引那些希望使用最新技术但又不愿意一次性支付高额费用的消费者。
2. 市场竞争与利润压力：
   中国品牌在家电市场的价格战，使LG和三星的传统零售利润空间受到挤压。租赁模式通过附加服务（如AI诊断、远程维护）提升了产品的价值，同时避免了零售商高昂的销售佣金，从而提高了企业的利润率。根据LG的财务数据，其订阅业务的利润率达10%以上，高于其传统业务的7%。
3. 智能家居与生态系统构建：
   租赁服务的另一个显著优势是助力企业构建智能家居生态系统。LG通过ThinQ平台提供个性化功能，三星则利用SmartThings平台提供AI订阅俱乐部服务，进一步绑定用户，提升客户黏性。这不仅推动了家电联网技术的发展，也让品牌在消费者日常生活中占据更多份额。

未来趋势预测

1. 订阅经济的增长：
   类似于Netflix和Spotify等企业推动的订阅经济模式，家电租赁正在吸引越来越多的消费者。通过灵活选择服务期限和套餐，消费者享受了更大的自由度，而企业则通过长期订阅锁定了稳定收入来源。LG和三星的全球扩展计划（如进入澳大利亚、欧洲和美国市场）进一步显示这一趋势的广阔前景。
2. 技术创新与差异化：
   随着AI技术的普及，智能家电正从单纯硬件销售向服务集成化方向发展。例如，LG的洗衣机通过ThinQ实现功能更新，而三星的AI订阅俱乐部提供详细的月度设备诊断报告。这些创新让订阅服务不仅是“租赁”，更成为高附加值的智能服务。
3. 竞争加剧与差异化需求：
   三星与LG在订阅服务领域的竞争已经白热化。三星推出One UI与AI订阅服务，而LG则通过优化WebOS和扩大订阅产品范围巩固市场地位。未来，市场或将出现更多定制化和增值服务，如家政服务订阅、食品配送等，从而满足消费者日益复杂的需求。

潜在挑战

尽管家电租赁模式前景可期，但仍存在潜在风险。首先，订阅模式需要企业在物流和维护方面投入更多资源，其成本可能影响利润率。其次，消费者对数据隐私的担忧可能对智能服务的推广构成阻碍。最后，如何平衡租赁服务与传统零售业务之间的关系，也将成为企业需要解决的问题。

总结

LG和三星的家电租赁服务不仅是行业内的战略调整，更是一种顺应市场需求的创新模式。随着订阅经济的深入人心、AI技术的广泛应用以及智能家居的普及，家电租赁服务极有可能成为未来家电市场的主流趋势。

Hisense has been announced as the first Official Partner of the FIFA Club World Cup 2025™, underscoring its position as a global leader in consumer electronics and sports marketing. This partnership highlights Hisense’s dedication to innovation and globalization while strengthening its seven-year relationship with FIFA.

Strengthening Ties with FIFA

Since its initial collaboration in 2017, when Hisense became the first Chinese consumer electronics brand to sponsor the FIFA World Cup™, this partnership marks a new chapter in their relationship. By supporting the FIFA Club World Cup™, Hisense is set to offer fans an enhanced and innovative tournament experience. Scheduled to begin in June 2025 in Miami, this event will unite 32 of the world’s best clubs, making it the most inclusive club competition in football history.

FIFA President Gianni Infantino commented, “Hisense’s commitment to innovation aligns perfectly with our vision for this tournament. This collaboration will bring unique opportunities for fans to engage with the game, while establishing a technological foundation for the FIFA Club World Cup to thrive.”

Hisense’s Global Vision and Technological Innovation

Operating in over 160 countries, Hisense’s strategy focuses on intelligent and sustainable product development. As part of this partnership, Hisense will showcase its latest advancements, including AI televisions powered by the independently developed “Xinghai Large Model.” These AI TVs offer continuous smart upgrades, significantly enhancing user experience and market competitiveness.

Hisense Group Chairman Jia Shaoqian remarked, “As the Official Partner, we are committed to showcasing the champion spirit through advanced technology. The FIFA Club World Cup™ represents a dialogue between champions, perfectly aligning with Hisense’s brand mission to become a world-class enterprise.”

Redefining Fan Engagement and Tournament Experience

Beyond technological support, Hisense branding will feature prominently in critical areas such as video operation rooms and pitchside screens, connecting fans more closely to the tournament. This partnership not only elevates the tournament’s brand appeal but also highlights Hisense’s unique value in global sports marketing.
Through its participation in the FIFA Club World Cup™, Hisense continues to combine innovation with sports, shaping a global brand image centered on technology and user-centricity.

海信宣布成为 2025 年 FIFA 世界俱乐部杯™ 的首位官方合作伙伴，这一举措巩固了其作为全球顶尖消费电子品牌在体育营销领域的重要地位，同时展现了其在全球化和技术创新方面的持续努力。

深化与 FIFA 的合作

自 2017 年起，海信与 FIFA 的合作便已开启，成为首家赞助 FIFA 世界杯的中国消费电子品牌。本次合作标志着双方关系的进一步深化，海信将通过支持全新 FIFA 世界俱乐部杯™，为全球球迷提供更创新、更互动的赛事体验。该赛事将于 2025 年 6 月在迈阿密开幕，吸引来自六大洲的 32 支顶级俱乐部，成为历史上最包容的全球俱乐部赛事。
FIFA 主席詹尼·因凡蒂诺表示：“海信致力于技术创新，与我们对本赛事的愿景高度契合。这次合作不仅将为球迷提供独特的互动方式，还会为世界俱乐部杯™奠定以技术和创新为核心的基础。”

海信的全球化愿景与技术创新
作为一家在 160 多个国家开展业务的企业，海信秉持智能化与环保发展的理念。本次合作中，海信不仅通过其 AI 电视系列为赛事提供技术支持，还将展示其在电视和家电领域的最新研发成果。特别是其独立开发的“星海大模型”技术，使 AI 电视具备持续智能升级的能力，大幅提升用户体验。
海信集团董事长贾少谦表示：“作为官方合作伙伴，我们将通过先进技术为 FIFA 世界俱乐部杯™ 带来更多可能。赛事是顶级俱乐部的巅峰对话，彰显了冠军精神，这与海信追求卓越的品牌愿景完美契合。”

重新定义球迷互动与赛事体验

除了技术支持，海信的品牌还将在比赛场地、视频操作室和场边屏幕等关键位置广泛展示，旨在通过技术将球迷更紧密地与赛事连接。这次合作不仅提升了赛事的品牌吸引力，也展示了海信在全球体育营销中的独特价值。
通过参与 FIFA 世界俱乐部杯™，海信继续将创新与体育紧密结合，塑造出一个以技术为核心、以用户为中心的全球品牌形象。

2024/12/18,LG Electronics has fully opened the API of its LG ThinQ platform, marking a new milestone in smart home innovation. By combining openness, artificial intelligence, and IoT technology, LG empowers developers to create personalized and intelligent living scenarios while offering multi-tiered solutions for individual users and enterprise partners.

1. Empowering Developers with ThinQ API
   LG introduced a dedicated developer platform (smartsolution.developer.lge.com) offering two versions of the ThinQ API: for individual users and business partners. The individual version enables users to connect and control 26 types of LG AI appliances, including refrigerators and washing machines, via global smart home platforms like Home Assistant. This opens up infinite possibilities for personalized home automation scenarios.
   The business version focuses on residential and office building management. For example, residents can reserve shared laundry facilities through building management apps, while administrators can monitor environmental data using LG’s sensor technology for rapid issue resolution. This toolkit brings efficiency and convenience to smart communities and workplaces, enhancing LG’s competitiveness in the enterprise market.

2. Expanding IoT Ecosystem Through Athom Acquisition
   LG’s acquisition of Athom, a leading smart home platform company, extends its IoT connectivity capabilities. Athom’s Homey platform supports over 50,000 IoT devices and offers approximately 1,000 apps for controlling products from brands like Philips and Aqara. By integrating Homey’s open ecosystem into the LG ThinQ On AI home hub, LG achieves broader device compatibility, creating a highly connected and intelligent home environment.

3. AI and Open Ecosystems Enhance User Experience
   Through the ThinQ AI platform, LG is committed to building an AI-driven smart home. The system better understands user needs, offering solutions like space optimization and automated living scenarios. This not only elevates user experience but also positions LG appliances as key drivers in smart home ecosystems.

4. Strategic Significance: A Future of Openness and Collaboration
   LG’s strategy of opening the ThinQ API and integrating Athom’s ecosystem represents a shift from closed-brand systems to cross-platform collaboration. Whether addressing personalized needs of smart home enthusiasts or enterprise applications, LG’s strategy reflects deep market insights. By embracing openness, LG accelerates technological innovation while establishing a differentiated edge in the global market.

Conclusion

LG’s ThinQ API opening and Athom acquisition bring new possibilities to the smart home sector. By integrating AI and IoT technologies, LG empowers developers to create smarter scenarios and meets diverse demands from personalization to enterprise-level applications. This strategy highlights LG’s vision for the future of smart homes: human-centered, interconnected, and driven by openness, collaboration, and technology.

2024年12月18日，LG Electronics 宣布全面开放其 LG ThinQ 平台的 API 接口，标志着智能家居领域的创新步入新阶段。通过将开放性、人工智能与物联网技术深度结合，LG不仅赋能开发者创造更具个性化和智慧化的生活场景，还为个人用户和企业合作伙伴提供了多层次的解决方案。

1. 开放ThinQ API，赋能开发者
   LG 推出了专门的开发者平台（smartsolution.developer.lge.com），提供两种版本的 ThinQ API：面向个人用户和企业伙伴。个人版 API 支持用户通过全球主流智能家居平台（如 Home Assistant）连接和控制包括冰箱、洗衣机在内的 26 种 LG AI 家电，为个性化家庭自动化场景提供无限可能。
   企业版 API 则专注于住宅或办公楼管理。例如，居民可通过大楼管理应用预约公用洗衣设备，管理员则可使用 LG 的传感器技术监测环境数据并迅速响应异常。这种工具集为智能社区和办公环境带来了高效与便利，也强化了 LG 家电在企业级市场的竞争力。

2. 收购 Athom，构建强大的 IoT 生态系统
   LG 收购了知名智能家居平台公司 Athom，以拓展其物联网连接能力。Athom 的 Homey 平台目前支持超过 50,000 种 IoT 设备，并拥有约 1,000 款可控制飞利浦、Aqara 等品牌设备的应用程序。通过将 Homey 的开放生态系统融入 LG ThinQ On AI 家庭中心，LG 实现了更加广泛的设备兼容性，为用户创造了高度连接化和智能化的家居环境。

3. 开放生态与AI结合，提升用户体验
   通过 ThinQ AI 平台，LG 致力于构建基于生成式人工智能的智慧家庭。系统可以更好地理解用户需求，提供如空间优化、生活场景自动化等解决方案。这不仅提升了用户体验，也将 LG 家电定位为智能家居生态系统的核心推动力。

4. 战略意义：开放与协作的未来
   LG 通过开放 ThinQ API 和整合 Athom 的生态平台，推动了从单一品牌闭环到跨平台协作的转变。无论是针对智能家居爱好者的个性化需求，还是企业用户的场景化应用，LG 的战略都表明其深刻洞察了市场需求。开放生态不仅加速了技术创新，也让 LG 在激烈的全球市场中确立了差异化优势

总结

LG 的 ThinQ API 开放和 Athom 收购为智能家居领域带来了新可能。通过整合 AI 和 IoT 技术，LG 不仅赋能开发者创造更智能的场景，还满足了用户从个性化到企业级的多样需求。这一战略充分展现了 LG 对智能家居未来的愿景：以开放、协作和技术为核心，打造人性化、互联化的智慧生活空间。

Haier Group’s home appliance brands (Haier and Fisher & Paykel) have embraced collaborations with architects and designers as a cornerstone of their marketing strategy. By deeply integrating their appliances into high-end home designs, they elevate both functionality and aesthetic appeal, positioning the brand as a lifestyle creator rather than merely a utility provider.

Partnerships with Architects to Set New Standards in Home Design

Haier, through collaborations with @the_good_day_house and @al_and_imo, showcases the versatility and adaptability of its Switch Zone™ technology within thoughtfully designed daily life settings, emphasizing both functionality and style.

Fisher & Paykel’s collaboration with Natasha Markham, director of MAUD architecture studio, highlights how appliances seamlessly complement modernized family spaces. Natasha’s renovation of her heritage villa integrated Fisher & Paykel’s embedded appliances into newly designed, open-flow spaces, enhancing usability and fostering connections. This blend of design and technology exemplifies the brand’s focus on quality living.

• High-End Experience Centers Drive Design Integration
  Partnering with architect Clare Cousins, Fisher & Paykel created the Melbourne Experience Centre, showcasing various kitchen styles and refined embedded appliance solutions. From Minimalist to Professional kitchen archetypes, the center appeals to consumers who value aesthetics and a premium lifestyle, demonstrating the synergy of design and technology.

• Win-Win Strategy for Brand, Designers, and Consumers
  By collaborating with architects and designers, Haier and Fisher & Paykel present their products as indispensable components of contemporary home design. This approach not only enhances the brand’s image but also communicates a deep understanding of consumer lifestyles, transforming appliances from mere functional tools into integral elements of aspirational living.

Haier Group strategically integrates their products into sophisticated living scenarios through partnerships with architects and designers. This approach not only reinforces the brand’s premium image but also positions their appliances as central to modern home solutions, meeting the growing demand for personalized and high-quality lifestyles. This strategy sets a differentiated competitive edge in the global market.

海尔系家电（Haier 和 Fisher & Paykel）近期的市场推广战略集中于与建筑师和设计师合作，通过家电与高端家居设计的深度融合，全面展现产品的功能与设计美学。这种创新推广方式，将品牌定位从实用工具扩展到生活方式的缔造者。

携手建筑师，打造家居设计新标杆

Haier 通过与 @the_good_day_house 和 @al_and_imo 的合作，借助设计师的视角，在日常生活场景中展示了其 Switch Zone™ 技术的灵活性与适应性，凸显家电在家庭生活中的设计感与实用性。

Fisher & Paykel 则通过与 MAUD 建筑事务所总监 Natasha Markham 的合作，展现家电如何契合精心改造的现代家庭空间。Natasha 在修复遗产别墅时，将 Fisher & Paykel 的嵌入式家电融入新的开放式空间设计中，提升了生活区域的流动性与使用体验。这种“设计+功能”的结合，不仅为家庭增添现代感，也彰显了品牌对生活品质的关注。

• 高端体验中心与设计联动
  Fisher & Paykel 与建筑师 Clare Cousins 合作，打造墨尔本体验中心，展现了多种厨房风格及细节优化的嵌入式家电解决方案。从极简风到专业风的厨房原型，品牌通过这些真实场景化展示，吸引了注重审美和高品质生活的消费者。

• 多方共赢的品牌策略
  通过与建筑师和设计师的合作，品牌不仅展示了产品的技术领先性和艺术美感，还将家电塑造为整体家居设计中不可或缺的一部分。这种推广方式，不仅提升了品牌形象，也让消费者感受到品牌对其生活方式和价值观的深刻理解。

海尔系家电通过与建筑师和设计师的合作，将产品融入精致生活场景中，不仅强化了品牌的高端形象，更推动了家电从功能性产品向整体家居解决方案的重要角色转型。这种策略满足了消费者对个性化、高品质生活的追求，同时在全球市场竞争中树立了差异化优势。

Midea Australia has recently made significant strides in sports marketing, forging partnerships with the Perth International Football Cup and the National Basketball League (NBL), showcasing its ambition to boost brand influence in the region.

As a global leader in home appliances, Midea has been named the official Whitegoods sponsor of the Perth International Football Cup. This tournament will take place from August 28 to September 1, 2024, in Perth and will feature elite teams from the Women’s Super League, including Manchester City, West Ham United, Leicester City, and France’s Paris Saint-Germain. This marks the first time these world-class teams will visit Australia, underscoring a key milestone in the global growth of women’s football. Christie Yuen, Midea’s Marketing Manager for Australia and New Zealand, stated, “By supporting this international event, Midea reaffirms its commitment to championing women’s sports while laying the foundation for its long-term growth in Australia.”

In addition, Midea has become an official partner of the National Basketball League (NBL). For the remainder of the season, Midea branding will appear in NBL courts in Tasmania, Illawarra, and Adelaide. NBL Chief Commercial Officer Adam Richardson said, “We’re thrilled to welcome Midea to the NBL family. Together, we aim to drive the league’s ongoing growth and success.”

Jason Zhao, General Manager of Midea Australia and New Zealand, said, “The NBL’s dynamic energy aligns perfectly with Midea’s vision. Through this partnership, we aim to connect with families across Australia and New Zealand, from the excitement of game day to the daily convenience of smart appliances.”

Midea branding will debut in Round 12 during the matches between Melbourne United and Illawarra Hawks and South East Melbourne Phoenix and Melbourne United. This partnership promises to elevate Midea’s brand exposure while fostering closer connections with consumers in the region.

Midea Australia offers a wide range of home and building technology solutions, including award-winning HVAC systems and smart home appliances such as air conditioners, washing machines, refrigerators, and dishwashers, all designed to deliver innovation and convenience to users.

美的澳洲公司近期在体育营销领域频频发力，先后与珀斯国际足球杯和澳大利亚国家篮球联赛（NBL）达成合作，展现出推动品牌影响力提升的雄心。

作为全球家电巨头，美的宣布成为珀斯国际足球杯的官方白电赞助商。这一赛事将于2024年8月28日至9月1日在珀斯举行，汇集了来自女子超级联赛的曼城队、西汉姆联队、莱斯特城队以及法国巴黎圣日耳曼队。这是这些国际顶级球队首次访问澳洲，也是女子足球全球发展的重要一步。美的集团澳新市场营销经理Christie Yuen表示，“美的通过支持这一国际赛事展现了对女子体育事业的承诺，同时也为品牌在澳洲市场的长远发展奠定基础。”

与此同时，美的还成为澳大利亚国家篮球联赛的官方合作伙伴。本赛季余下的比赛中，美的品牌标识将亮相塔斯马尼亚、伊拉瓦拉以及阿德莱德的NBL球场。NBL首席商务官Adam Richardson对此表示，“美的加入NBL大家庭是令人振奋的，我们将共同推动联盟的持续增长。”

美的澳新总经理Jason Zhao表示，“NBL充满活力的品牌形象与美的的愿景高度契合。通过此次合作，我们希望从比赛日的激情到智能家电带来的日常便利，创造更多与澳洲和新西兰家庭连接的机会。”

此外，美的的标识将出现在12轮NBL比赛中，包括墨尔本联队与伊拉瓦拉鹰队以及东南墨尔本凤凰队的主场赛事。通过这一合作，美的不仅能够提升品牌曝光，还将进一步拉近与澳洲和新西兰消费者的距离。

美的澳洲公司提供多样化的家居及建筑技术解决方案，从获奖的HVAC系统到智能家电，覆盖空调、洗衣机、冰箱和洗碗机等领域，致力于以创新科技服务用户。