New Battlefield of Smart Home Platforms: Clash of Samsung and LG in the Modular Housing Market
Samsung Electronics and LG Electronics are fiercely competing for smart home platform dominance in the modular housing market. We analyze their strategies to overcome home appliance market limitations and future structural changes in real estate.
A New Battlefield Beyond Home Appliances: The 'Space Business'
Samsung Electronics and LG Electronics are moving beyond selling standalone home appliances and engaging in full-scale competition in the 'Modular Home' market, offering the entire living space as a single integrated platform. This strategic move aims to break through the stagnant growth of the home appliance market and generate sustainable revenue by embedding their advanced Artificial Intelligence (AI) platforms directly into the residential environment. Industry experts project that the domestic modular construction market will see explosive growth, reaching a multi-trillion won scale by 2030.
LG Electronics Takes the Lead: Expanding the 'Smart Cottage' Lineup
LG Electronics made a preemptive entry into the modular housing market by introducing the 'Smart Cottage' in 2024. Since then, it has expanded its lineup to eight different models, significantly broadening choices for consumers.
Proven Energy Efficiency and B2B Market Success
The core of LG's Smart Cottage is controlling the entire space through 'ThinQ ON', an AI home hub linked with its appliances. Notably, it proved exceptional energy efficiency by obtaining the 'ZEB Plus' certification, the highest grade for zero-energy buildings. While initially targeting the demand for second homes, it has recently demonstrated business stability by achieving tangible results in the B2B (Business-to-Business) market, including corporate training centers and lodging facilities.
Samsung's Strong Counterattack: Building the 'AI Modular Home' Ecosystem
Samsung Electronics recently partnered with 'Gonggan Jejakso', a wooden modular construction specialist, to unveil the 'Samsung AI Modular Home', accelerating its push into the B2C (Business-to-Consumer) market.
Price Competitiveness and Integrated SmartThings Experience
From the initial design and manufacturing stages, Samsung's AI appliances and SmartThings solutions are seamlessly integrated. By securing a rational price competitiveness of around 150 million KRW for a 99-square-meter unit, the company is speeding up popularization. Energy management utilizing EHS heat pumps and security systems linked with home cams and robot vacuum cleaners differentiate it from traditional prefabricated homes.
New Investment Landscapes and Changes in the Real Estate Market
The entry of these large conglomerates signals a paradigm shift in the construction industry from 'building' to 'manufacturing'. The advantage of drastically shortening construction periods and standardizing quality through factory production can be an effective alternative to the increase in single-person households and rising housing costs. Consequently, the modular housing market is evolving beyond simple living spaces into a massive device integrated with smart home technology, and the investment attractiveness of companies within the related value chain (design, materials, AI solutions) is analyzed to rise simultaneously.