South Korea's LG Group has recently launched its new high-end brand - LG Signature, product lines include televisions, refrigerators, washing machines and other appliances, and all high-end series, the brand has been introduced in South Korea, is expected to begin in the United States in June this year, Europe and other overseas markets.
Jo Seong-jin, president of LG Appliances and Air Solutions, said at the press conference that the main purpose of the launch of the new brand is not to increase sales, but to expand brand identity. Signature is the marketing of LG's infiltrated high-priced equipment market. After the strategy, LG also plans to expand the product category and comprehensively cover the market.
The positioning adjustment of LG can be seen as an ingenious response to the rapid development of China's household electrical appliance industry. The purpose is to save the country through curves, differentiate its own products from “cheap†Chinese products, and divide the market.
In addition, LG will also launch the high-end B2B brand, Signature Kitchen Suite, before July. Qiao Yujin said: "For the B2B sector, we implement an independent brand strategy so that we can compete more effectively with our competitors. For example, from this point of view, we have taken the LG brand out of the B2B brand.â€
The positioning adjustment of LG can be seen as an ingenious response to the rapid development of China's household electrical appliance industry. The purpose is to save the country through curves, differentiate its own products from “cheap†Chinese products, and divide the market.
In addition, LG will also launch the high-end B2B brand, Signature Kitchen Suite, before July. Qiao Yujin said: "For the B2B sector, we implement an independent brand strategy so that we can compete more effectively with our competitors. For example, from this point of view, we have taken the LG brand out of the B2B brand.â€
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