LG전자 vs 삼성전자

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글을 쓰기 전에 앞서 대놓고 LG전자를 우호적으로 보는 글임을 서두에 밝혀둔다.

근데 사실 난 그동안 삼성전자에 대해서 계속 좋다고 했지, 엘지전자에 대해 잘한다, 좋은 회사이다라고 한 적은 없었음.

그동안 글을 쓴 것을 봐도 거의 다 삼성전자 관련이었고 난 무조건 자기네 회사가 최고다 이런 사람이 제일 싫다고 생각해오던 사람임. 내가 엘지 출신이라고 해서 무조건 엘지만을 빨지 않는다는 얘기임. 오히려 엘지 기업 및 문화 등에 비판적이지..

내가 굳이 설명하지 않아도 양 기업은 ‘전자’ Biz 를 축으로 그룹을 일구었고 국/내외 소비자들에게 널리 사랑 받는 기업이다.

그런데 자세히 들여다보면 영위하고 있는 비즈니스에 꽤나 큰 차이를 보이고 있기도 함.

먼저 휴대폰을 보자.

삼성전자는 ‘갤럭시’라는 명불허전의 제품을 바탕으로 꾸준히 사랑 받는 중. 더구나 ‘Galaxy Fold’까지 내놓음으로서 차세대 휴대폰으로서의 방향까지 제시하는 No.1 Player로서의 위상까지 제시하는 엄청난 기업임.

갤럭시9이 워낙 망하기도 했으나 (기저효과 有) 이번 갤럭시10은 실제로 잘 팔리고 있고 갤럭시10 시리즈에 납품 중인 관련 Vendor들 정보를 취합해봐도 확실히 출하량 측면에서 다시 살아나고 있다는 게 육안으로 보이는 중.

  

그에 반해서 LG전자 MC사업본부는 그야말로 휴대폰 사업을 ‘하고 있다’고 말하기도 창피할 정도로 부진한 실적을 이어가고 있음.

삼성전자 갤럭시 시리즈에 대항하여 그동안 옵티머스, G 시리즈 등을 내놓긴 했으나 브랜드 파워, 마케팅, 제품 경쟁력, 부품 수급 경쟁력, 품질 거의 모든 부문에 거쳐 참패하며 바닥을 계속 해메는 중.

이는 단순히 소비자들이 느끼는 감성적인 측면 뿐만 아니라 외형, 즉 실적에서도 확연히 차이가 나고 있다.

삼성전자는 글로벌로 휴대폰을 약 3억대를 파는 회사이지만 엘지전자는 이에 한참 못미치는 5천만대 이하를 파는 회사임.

더구나 이번 갤럭시 S10이 잘 팔리고 있으니 아파 양 사 간 격차는 더 벌어지리라 예상됨. 휴대폰에 대해선 다들 잘 알고 계시니 구체적인 언급은 생략.

그 다음은 반도체임.

IMF 전에는 LG전자도 반도체 Biz를 했었음. 이른바 LG반도체였지. 그러나 정부의 빅딜로 인해 LG반도체는 그 당시 현대반도체와 강제 합병 (?) 당했고 이는 LG 입장에서 두고두고 한이 되었음. 고 구본무 회장도 이 때문에 전경련 및 정부 관련 모임 때 불참하고 그랬지..

LG반도체를 인수했던 현대전자는 2000년 초의 디램 가격 하락과 인수 자금 부담때문에 쓰러졌지만 지금의 SK하이닉스는 아주 잘 나가고 있음.

아래 표는 양 사의 전체 매출 Gap이 얼마인지를 보여주는 표임. 간단히 참고하시면 됨. 삼성전자가 LG전자보다 매출로 4배 이상 큰 회사임.

이 중에 삼성전자 반도체 부문의 연 매출이 약 60~80조임. 분기로 약 15~20조를 매출로 찍어준다는 얘기임.

(엘지전자 1년 전체 매출이 약 60조인데 이는 삼성전자 반도체 부문과 엇비슷하거나 모자람.아마 LG전자가 반도체 비즈를 영위하지 않는 이상, 삼성전자를 외형으로 따라 잡는 일은 영원히 없을 듯)

반도체 비즈를 못하는 것, 하지 않는 것은 단순히 외형만의 손실은 아님. 알겠지만 반도체는 전자 업계의 ‘쌀’임. 핵심 of 핵심임. 

반도체가 없으면 TV, 세탁기, 냉장고, 휴대폰 아무 것도 만들 수가 없음. 지금은 반도체 공급이 원활해서 수급 이슈가 없어서 문제가 안되지만 내가 LG전자 상대할 때 반도체 구매 담당했던 LG전자 반도체 담당자는 그야말로 자기 생활이 없었음. 반도체 수급이 엄청 Tight했거든.

구매가 으레 ‘갑’이기 마련인데 오히려 삼성전자 및 하이닉스 영업담당자 쫓아다니느라 바빴고 정신 없었음. 또한 비싸게 구매할 수밖에 없는 건 시장 논리 때문에 어쩔수 없는 지사.

부품을 충분히 수급 받지도 못하는데 비싸게 구매할 수 밖에 없으니 이는 완제품 Set (TV  및 휴대폰 등) 출하에도 영향을 미칠 뿐더러 원가 상승에도 악영향을 미칠 수 밖에 없었음.

TV, 세탁기를 사주는 미국의 BestBuy, Amazon, Home Depot 구매 애들이 가만 있겠냐고. 삼성 제품 사겠다고 맨날 협박하지. 

추가로 네트워크사업부도 있으나 논외로 하고 내가 궁극적으로 언급하고 싶은 것은 가전 부문이다.

요새 LG전자 가전 쪽이 선전을 넘어서 아주 아주 outstanding한 퍼포먼스를 내고 있다.

나는 비결로 무엇보다 제품 기획에서 높은 점수를 주고 싶다. 

흔히 얘기하는 백색 가전은 치열한 경쟁으로 인한 마케팅 (높은 판관비용 수반) 등으로 인해 5% 이내의 낲은 영업이익률을 구가할 수 밖에 없다는 것이 정설로 여겨졌으나 엘지전자는 아예 ‘판’을 바꿔버리는 노력으로 이를 뛰어넘고 있음.

이를테면 세상에 없는 제품을 내놔서 시장을 선점해버리겠다는 계산이다.

먼저 의류관리기라고 불리우는 트롬 스타일러인데 이 제품은 2011년 정도에 출시했던 것으로 기억한다. 그 당시만 해도 이런게 굳이 필요하나 그런 인식이었는데 이제는 생활 필수 가전이 되어버렸음.

삼성도 이에 뒤지지 않으려 ‘에어드레서’라는 카피캣 제품을 내놨지만 따라 잡으려면 시간 좀 걸릴 듯..

또 있다. 요새 많이 쓰는 무선청소기인데 국내 소비자들을 겨냥, ‘물걸레’ 기능을 추가한 제품임. 엘지는 ‘코드제로’라는 네이밍을 쓰고 삼성은 ‘파워건’이라는 브랜드로 밀고 있는데 이 또한 LG가 삼성을 압도하는 중. (주변 사람들 물어봐도 코드제로는 아는데 파워건은 잘 모르더라..)

그밖에 노트북 그램 및 와인셀러, 건조기 등이 있지만 여기까지만..

반도체는 없고 휴대폰은 천덕꾸러기, 그나마 백색 가전은 돈도 제대로 못벌었던 엘지전자. 그러나 가전 부문의 선전에 힘입어 엘지전자의 주가는 최근 좋은 흐름을 보이고 있음.

상기 그림은 엘지전자 주봉이고 아래 표는 수급인데 최근 계속 외국인들이 계속 매수하는 중. 좋게 보는 듯.

과연 엘지전자가 이 같은 좋은 흐름을 계속 유지할 수 있을까? 삼성, 일렉트로룩스, 하이얼, AEG 등이 곧 대대적인 반격을 할거라 예상되는데 귀추가 주목된다.

regards,

Brandon

Post Author: Brandon Kim

MONEY

51 thoughts on “LG전자 vs 삼성전자

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    브랜든 킴님은 샤오미의 백색가전에 대해 어떻게 생각하시나요?

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      대답이 늦었네요~ 삼성 엘지 따라잡는건 시간이 걸리겠죠. Haier도 고전하고 있으니까요.

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