hankyoreh

Although marketed as premium products, the average sales price (ASP) of Samsung Electronics’ QLED TV lines have fallen dramatically within the past year. As smartphone makers have increasingly veered toward competing for the biggest customer base with affordable, entry-level smartphones, the TV market seems to be headed in the same direction. Facing competition from Chinese makers who offer similar products at cheaper prices, Samsung appears to be ditching its original strategy of marketing its QLED TVs as luxury products. According to the tech research firm Omdia, the ASP of Samsung’s QLED TVs has fallen from US$2,110 in the second quarter of 2019 to US$1,515 for the same period in 2020, a decrease of nearly US$500 in just one year. In a similar vein, Samsung’s volume of TVs under US$1,500 occupied just 4.6% of all TV orders in the first quarter of 2018, but has since expanded to 67.8% in the second quarter of 2020.