Samsung reduces TV prices by up to 20 percent as competition from Chinese manufacturers intensifies

With Chinese manufacturers such as Xiaomi and TCL entering the market, Samsung sees a threat to its position in India.

  • Published: June 13, 2018 11:44 AM IST
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Samsung has reduced the prices of its TVs, particularly in the entry-level segment, by up to 20 percent in an effort to meet the challenge posed by Chinese TV makers. The entry of Chinese brands such as Xiaomi and TCL, as well as the increasing presence of established brands in India such as Vu, LG and Micromax, means that Samsung’s traditional position as an industry leader is threatened.

A report by the Economic Times states that Samsung has reduced its price premium over new rivals from about 100 percent to around 50-60 percent, which means that Samsung’s equivalent TVs are no longer double the price of similar TVs from affordable brands. While this means that Samsung TVs are still more expensive than the options available from smaller manufacturers, the difference in price is smaller and could be justifiable to a lot of buyers.

Samsung has a key advantage of wide offline availability, while manufacturers such as Xiaomi, TCL and even Vu to some extent rely on the more economical nature of online-first distribution to sell TVs at competitive prices. While Xiaomi’s Mi TV 4 range has been widely praised, the flash sale model and limited availability means it’s difficult to actually purchase.

Many buyers who need a new TV would rather make the purchase at a local store, where they can see the TV in action and evaluate it personally before sealing the deal. Furthermore, delivery is assured quickly in these cases. However, these advantages haven’t proved enough for manufacturers such as Samsung of late, with the strong pricing of the affordable brands enticing buyers to look beyond the established brands.

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Samsung has reportedly dropped pricing for its 55-inch TVs to around Rs 70,000 onwards, which reduces the price difference between its TVs and the Xiaomi Mi TV 4 (55-inch) which is currently among the most affordable 55-inch 4K options on the market. It’s 43-inch full-HD TVs are available at around Rs 34,000, reducing the gap between its options and the Rs 22,999 Mi TV 4A (43-inch) once again. Needless to say, if you’re looking to buy a new TV for your home, now is an ideal time to go shopping.

  • Published Date: June 13, 2018 11:44 AM IST