三星电子（Samsung Electronics）能否像征服电视和智能手机市场一样，征服厨房家电市场呢？

    在电视和具备高级计算能力的手机市场，这家韩国科技行业巨头的销量已经高居榜首。现在，它声称，它同样希望在2015年成为全球最大家用电器供应商。这是一个非常远大的目标，因为据欧睿国际（Euromonitor International）的市场占有率数据显示，目前三星在冰箱与自动洗衣机/干洗机市场仅排在第五位，而在洗碗机、烤箱或微波炉领域则尚未进入前五名。

    但三星电子联席CEO尹富根相信，通过对冰箱、烤箱、空调和洗衣机进行创新和提高科技水平，三星必然能够赢得全球消费者。尹富根说：“尽管消费者对这些产品的态度通常来说会非常情绪化，但家用电器领域依然有巨大的创新空间。”

    上周，尹富根前往纽约，出席了“三星家居”（Samsung House）开馆仪式，期间展示了公司的家用电器产品。这些产品包括：内置SodaStream气泡水机的冰箱，可以配制新鲜的气泡水，还有分成不同内室的烤箱，用户可以在不同的温度下进行烹饪。

    三星并不是家电行业的新面孔。实际上，早在1974年，它就针对韩国市场开发出了第一款冰箱，而三星品牌最初为许多美国人所熟知，凭借的正是它的台面微波炉产品。三星自称在美国的家电业务自2005年起就开始了飞速发展。

    近几年，三星正在稳步发展。据欧睿国际统计，它在全球冰箱销售中的份额从2007年的3.5%增加到去年的6.8%。但三星要想超越惠而浦（Whirlpool）成为市场领导者，尚有很长的路要走。目前，惠而浦的市场份额高达16%。

    尹富根经营三星电视业务的成功经历自然会为他实现家电业的野心铺平道路。许多销售电视的零售商同时也出售冰箱、炉灶和洗碗机。三星可以利用自身的规模与市场支配力，为厨房家电的最佳市场布局位置保驾护航。

    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.

    不过，三星在智能手机市场的成功或许能为其占领家电市场的计划提供一个更好的路线图。六年前，公司高级手机设备的市场份额仅有个位数，远远落后于诺基亚（Nokia）、黑莓（Blackberry）、苹果（Apple），甚至HTC。但如今，全球每卖出三台智能手机，其中就有一台是三星。

    三星的成功很大程度上归功于产品类型的多样化：它推出了适合不同价位的智能手机。在新兴市场，许多中产阶级消费者会从三星购买第一台智能设备，而随着他们个人可支配收入的增加，他们会购买更高端的产品。

    尹富根暗示将在家电领域采取类似的策略。他说：“三星的目标是对每一款产品进行创新，并不是只针对高端市场，而是涉及所有细分市场。”

    而通过与三星的智能手机业务进行协调，尹富根可以获得一个有趣的机会，开发那些他认为有助于提升公司家电销量的创新。三星已经设计出可通过智能手机远程控制和监控的洗衣机，此外，尹富根还设想出一系列软件和“智能”家电，可以帮助用户进行家居管理。

    目前，三星针对其前置式洗衣机开发的智能控制应用已经可以在部分iPhone和三星Galaxy设备上使用。但也有分析师预测，三星可以专门开发自有手机操作系统【与苹果（Apple）的iOS系统和三星Galaxy系列所使用的谷歌（Google）安卓系统展开竞争】，将电视、手机、家电，甚至医疗设备等连接在一起。

    尹富根表示，三星目前正在参与Tizen操作系统的开发。这是一款用于电视、手机和娱乐设备的开源操作系统。但他很快又表示，他现在并不认可一种系统适合所有设备的模式。他说：“我们的理念是，给用户带去最出色的体验。”(财富中文网)

    译者：刘进龙/汪皓

    But perhaps the company's success in smartphones provides the better roadmap for its plans to dominate the home. Six years ago the company had single-digit market share in those advanced mobile devices, behind Nokia (NOK), Blackberry (BBRY), Apple (AAPL) and even HTC. Today the company sells nearly one in three smartphones worldwide.

    Samsung's success is partly attributable to the breadth of its product line: It makes smartphones that sell at a variety of price points. In the emerging world, many consumers in the rising middle class tap Samsung for their first smart device and trade up into higher-end products as their disposable income grows.

    Yoon hints at a similar strategy in home appliances. "The goal is to integrate innovation in each product, not just for the premium market but for all segments," he says.

    And collaboration with Samsung's smartphone business provides Yoon with an interesting opportunity to develop some of the innovations he believes will drive the company's appliance sales. Samsung already makes a washer that the homeowner can remotely control and monitor from a smartphone, and Yoon envisions a suite of software and "smart" appliances that can help the user manage his or her household.

    Samsung's Smart Control app for its front-load washer is already available for some iPhones and Samsung Galaxy devices. But some analysts speculate that Samsung could develop its own mobile operating system (competing with Apple's iOS and Google's (GOOG) Android, which Samsung uses for the Galaxy line) that is specifically designed to link together its portfolio of TVs, phones, appliances, and even medical devices.

    Yoon notes that Samsung is involved in the development of Tizen, an open-source operating system for TVs and phones and entertainment devices. But he is quick to note that for now he does not subscribe to a one-system fits all model. "Our philosophy," he says, "is to give users the best experience."