????三星電子（Samsung Electronics）能否像征服電視和智能手機(jī)市場(chǎng)一樣，征服廚房家電市場(chǎng)呢？

????在電視和具備高級(jí)計(jì)算能力的手機(jī)市場(chǎng)，這家韓國(guó)科技行業(yè)巨頭的銷量已經(jīng)高居榜首。現(xiàn)在，它聲稱，它同樣希望在2015年成為全球最大家用電器供應(yīng)商。這是一個(gè)非常遠(yuǎn)大的目標(biāo)，因?yàn)閾?jù)歐睿國(guó)際（Euromonitor International）的市場(chǎng)占有率數(shù)據(jù)顯示，目前三星在冰箱與自動(dòng)洗衣機(jī)/干洗機(jī)市場(chǎng)僅排在第五位，而在洗碗機(jī)、烤箱或微波爐領(lǐng)域則尚未進(jìn)入前五名。

????但三星電子聯(lián)席CEO尹富根相信，通過對(duì)冰箱、烤箱、空調(diào)和洗衣機(jī)進(jìn)行創(chuàng)新和提高科技水平，三星必然能夠贏得全球消費(fèi)者。尹富根說：“盡管消費(fèi)者對(duì)這些產(chǎn)品的態(tài)度通常來說會(huì)非常情緒化，但家用電器領(lǐng)域依然有巨大的創(chuàng)新空間。”

????上周，尹富根前往紐約，出席了“三星家居”（Samsung House）開館儀式，期間展示了公司的家用電器產(chǎn)品。這些產(chǎn)品包括：內(nèi)置SodaStream氣泡水機(jī)的冰箱，可以配制新鮮的氣泡水，還有分成不同內(nèi)室的烤箱，用戶可以在不同的溫度下進(jìn)行烹飪。

????三星并不是家電行業(yè)的新面孔。實(shí)際上，早在1974年，它就針對(duì)韓國(guó)市場(chǎng)開發(fā)出了第一款冰箱，而三星品牌最初為許多美國(guó)人所熟知，憑借的正是它的臺(tái)面微波爐產(chǎn)品。三星自稱在美國(guó)的家電業(yè)務(wù)自2005年起就開始了飛速發(fā)展。

????近幾年，三星正在穩(wěn)步發(fā)展。據(jù)歐睿國(guó)際統(tǒng)計(jì)，它在全球冰箱銷售中的份額從2007年的3.5%增加到去年的6.8%。但三星要想超越惠而浦（Whirlpool）成為市場(chǎng)領(lǐng)導(dǎo)者，尚有很長(zhǎng)的路要走。目前，惠而浦的市場(chǎng)份額高達(dá)16%。

????尹富根經(jīng)營(yíng)三星電視業(yè)務(wù)的成功經(jīng)歷自然會(huì)為他實(shí)現(xiàn)家電業(yè)的野心鋪平道路。許多銷售電視的零售商同時(shí)也出售冰箱、爐灶和洗碗機(jī)。三星可以利用自身的規(guī)模與市場(chǎng)支配力，為廚房家電的最佳市場(chǎng)布局位置保駕護(hù)航。

????Can Samsung Electronics conquer kitchen appliances in the same way it has conquered televisions and smartphones?

????The Korean tech conglomerate, already the market leader in sales of TVs and mobile phones with advanced computing capabilities, says it also aims to be the world's No. 1 purveyor of home appliances by 2015. That's a lofty goal considering that today it is the No. 5 player in refrigerators and automatic washer/dryers, according to market share data from Euromonitor International, and isn't in Euromonitor's top 5 in dishwashers, ovens or microwaves.

????But Boo-Keun Yoon, co-CEO of Samsung Electronics, believes the company can win over global consumers by bringing innovation and a high-tech approach to refrigerators, ovens, air conditioners, and washing machines. "These are products that consumers are very emotional about, but there's a lot of room for innovation in home appliances." Yoon says.

????Yoon was in New York last week for the opening of Samsung House, a "pop-up" showroom for the company's housewares. Among the products on display: a refrigerator with a built-in SodaStream machine to dispense fresh bubby water, and an oven that allows customers to segment shelves to cook at different temperatures.

????Samsung isn't a newcomer to the business. Indeed, the company developed its first refrigerator for the Korean market in 1974, and many Americans first came to know the Samsung brand through its countertop microwaves. The company says its home appliance business in the U.S. started to take off on 2005.

????In recent years Samsung has been steadily gaining ground. Its share of worldwide refrigerator sales has edged up from 3.5% in 2007 to 6.8% last year, according to Euromonitor. But it has a long way to go to overtake market leader Whirlpool (WHR), which boasts 16% share.

????Yoon's success running the television business at Samsung certainly will help pave the way for his home appliance ambitions. Many of the same retailers who sell televisions also sell fridges and ranges and dishwashers; Samsung would be able to use its scale and market power to secure prime placement for its kitchen gear.