Chinese companies have risen to compete alongside Samsung Electronics and LG Electronics in the North American electronics market, a battleground for global brands. Concerns have been raised that they may fall behind in quality competition before the artificial intelligence (AI) home market fully develops.
According to the American Customer Satisfaction Index (ACSI), Hisense achieved a satisfaction score of 81 for TVs, tying for first place with Samsung and Vizio in its recently released 2026 Electronics and Appliances Study. In the home appliance category, Haier Group, which includes brands like GE, Haier, and Hotpoint, secured the top spot with a score of 82, while LG and Samsung scored 80.
The rise of Chinese brands is not solely due to price competitiveness. In TV evaluations, Hisense received the highest satisfaction score of 86 for picture quality, with ease of initial setup and remote control usability scoring 85, and durability and connectivity at 84. ACSI noted that the spread of advanced display technologies, such as mini LED, at lower price points is narrowing the gap between premium brands and those competing on price.
In home appliances, basic performance has become a key differentiator. Haier Group received the highest ratings in four out of six categories, including ranges, ovens, washing machines, microwaves, and refrigerators. Overall, durability and design satisfaction scores were both high at 84. This suggests that consumer perceptions of Chinese brands are changing, focusing not just on price but also on performance and convenience experienced during actual use.
However, advanced features in appliances have yet to gain widespread consumer support. The quality of Bluetooth and Wi-Fi connections in home appliances scored only 77, and the reliability of mobile apps declined compared to the previous year. While Samsung and LG emphasize AI and smart home ecosystems, consumers are prioritizing basic performance, price, after-sales service, and digital user experience.
This shift is driving Chinese companies to expand their overseas sales networks and focus on local production and enhancing the competitiveness of premium products. As reflected in North American consumer evaluations, the perception of 'value for money' Chinese products is evolving into a choice based on quality.
An industry insider stated, "Chinese companies have reached a stage where they cannot be viewed merely as 'cheap products' as they combine price competitiveness with quality. While Samsung and LG are leading with AI and smart home technologies, they need to meet the differentiation points that consumers feel to remain competitive."
* This article has been translated by AI.
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