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Home appliances with only beautiful colors are no!… Samsung’s AI big picture drawing with Bespoke

Input 2021.04.17 06:00

Bespoke, popular for its variety of colors and optimal features
Samsung CE division’s highest performance last year… 1st quarter also good
‘Made to order’ unsuitable for mass production… Breakthrough with modularization
Bundle purchase of 3-4 home appliances, play a role in building AI ecosystem


Bespoke refrigerator is considered to be the beginning of Samsung Electronics Bespoke’s popularity. /Provided by Samsung Electronics

Recently, a wind of’personalization’ is blowing in the home appliance industry. It is putting on a variety of colors that match the individuality of consumers, moving away from the achromatic color system such as white, black, and ash (white, black, gray), which has symbolized home appliances so far. In addition, the ability to select functions according to the lifestyle is another feature of personalized home appliances.

Samsung Electronics is a company that has actively brought the concept of’personalization’ that was found in luxury cars and luxury cars into home appliances. The name is also taken from’bespoke’, which is actually used in this field. Since the first launch of the Bespoke refrigerator in 2019, the cumulative shipment has exceeded 1 million units (May 2019 to December 2020), accounting for 50% of Samsung Electronics’ domestic refrigerator sales within six months of launch. Currently, the proportion of sales reaches 70%.

Bespoke also led the record-breaking performance of Samsung Electronics’ CE (consumer electronics) division last year. The CE division of Samsung Electronics achieved annual sales of 48.17 trillion won and operating profit of 3.5 trillion won last year. Sales increased by 7.6% and operating profit by 36.4% from the previous year. In the first quarter of this year, Samsung Electronics’ sales of 65 trillion won and operating profit of 9.3 trillion won are also expected to have been led by the CE division, led by Bespoke.



Samsung Electronics Bespoke washer and dryer. /Provided by Samsung Electronics

Samsung Bespoke is evaluated as satisfying the recent consumer tendency to pursue something different from others. In particular, with the spread of’Zipcock’ due to the novel coronavirus infection (Corona 19), consumers were more interested in the interior decorating their homes, and it seems that they chose Bespoke home appliances as a matching factor.

In the manufacturing industry, preparing various panels, functions, interior and exterior colors, etc., and producing them in a custom-made method seems to be unsuitable for the modern mass production system. It is said that it takes too much time and money to produce the product. The reason for this is that home appliances were completely achromatic. For this reason, the industry has predicted that Samsung Bespoke’s chances of success are low.

However, Samsung Electronics increased efficiency by “modulating” not only parts but also colors. It is to assemble each part of the home appliance into a module made like a block, as if assembling a LEGO block. In addition, through economies of scale, the disadvantages of high cost and low efficiency peculiar to custom production were offset.

Samsung Electronics further expands its Bespoke product line and aims to’bespoke’ of all products. This year, 15 kinds of products, including refrigerators, air purifiers, washing machines, dryers, clothes managers, water purifiers, ovens, induction machines, and wireless cleaners, were launched, and shoe managers and dishwashers will be added around May to June.



Samsung Electronics Bespoke direct water purifier. Integer as well as exterior color. Functional modules such as cold water and hot water can also be selected by consumers themselves. /Provided by Samsung Electronics

Bespoke’s success was also considered a consumption pattern in which consumers bundle home appliances at once. The core of Bespoke’s strategy is to make the most of the personality of home appliances, but consumers tend to buy three or four kinds of home appliances at once for the overall atmosphere, ease of use, and cost savings (bundle discounts, etc.). It is to pursue individuality, but also to think about the unity in the house.

The’Bespoke Home’ that Samsung Electronics introduced last month embodies this concept. A company official said, “Bespoke Home embodies the whole house from kitchen to living room, bedroom, laundry room, etc., with a sense of unity and individuality with a variety of products and designs.”



Seungji Moon, a furniture designer who participated in Samsung Bespoke Home. /Provided by Samsung Electronics

The industry believes that Samsung Electronics intends not only to increase sales of home appliances through the Bespoke product line, but also to build a smart home ecosystem through artificial intelligence (AI) networks. By putting home appliances as an axis of the Internet of Things (IoT) and linking TVs and smartphones to them, it is to plant the perception that it is convenient to buy Samsung products.

An industry insider said, “The home AI network ecosystem that is connected with smartphones, TVs, and home appliances can be seen as the ultimate goal pursued by electronic companies.” “The act of bundling dogs will act as the axis of the construction of a smart home.”

For example, in the case of a washing machine, AI automatically sets the washing mode according to the cloth and weight, and when washing is complete, the optimized drying mode information is sent to the dryer to dry the clothes. All of these processes can be controlled and monitored outside the home through Samsung Electronics’ smartphone Galaxy. If an alarm that the laundry detergent is running out appears on the Galaxy, you can order it directly through a linked Internet shopping mall. The external extension of’housework’ becomes possible.



Using Samsung’s SmartThings Cooking, AI commands refrigerators and ovens how to manage and cook groceries. /Provided by Samsung Electronics

In addition, exercise and activity information collected from the outside through the Galaxy and Galaxy Gear (wearable) is transmitted to the TV, and the home training program is displayed on the screen by analyzing insufficient exercise. When it is necessary to manage the diet according to the health condition, the TV sends the information to the refrigerator, and the AI ​​installed in the refrigerator transmits the appropriate food and cooking method to the oven or induction, enabling overall health management. When information about what food is contained in the dishwasher is transmitted to the dishwasher, the AI ​​also sets the optimal washing mode and informs the water purifier when and how much water to consume, creating a smart home ecosystem.

“Samsung Electronics is making the most hardware such as TVs, home appliances, and smartphones in the world,” said Ko Dong-jin, president of Samsung Electronics’ IM (IT & Mobile) division. If a representative IoT (Internet of Things) system is in place, it will lead to’It is very convenient to use Samsung products.’

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