Samsung Electronics may exit China’s TV and home appliance market. The US market has reportedly emerged as a key factor behind the South Korean tech giant’s reported shift in focus. The company is said to be reassessing its strategy amid rising competition in China and stronger growth prospects in the US.A recent Nikkei Asia report, citing people familiar with the matter, said Samsung is considering withdrawing from TV and home appliance sales in China as early as this year. The report claims that a final decision could come soon, after which the company may begin informing employees and business partners about the potential move.If implemented, Samsung is expected to gradually clear its existing inventory in China and wind down sales operations within the year. The move would mark a notable change in its presence in one of the world’s largest consumer markets.
How focus on the US market is changing Samsung’s China business
The reported plan comes as Samsung looks to prioritize markets with steadier demand, particularly the US. Increased competition from domestic Chinese brands in the TV and appliance segments has also made the market more challenging for foreign players, the report added.Instead of completely scaling back its presence, Samsung is likely to redirect its China-based resources toward semiconductor and smartphone sales. At the same time, the company may continue manufacturing products such as refrigerators, washing machines, and air conditioners in China for export to overseas markets, the report added.Furthermore, Samsung has also responded cautiously to the reports, stating that no final decision has been made regarding its operations in China.The potential exit reflects a broader strategy shift as global companies rebalance investments based on regional demand, competition, and geopolitical factors.
Samsung appoints new TV unit head to keep up with rivals
Samsung Electronics has also appointed Lee Won-jin as head of its Visual Display Business, replacing Yong Seok-woo, who will move into an advisory role. The change comes after more than two years and amid rising competition from Chinese brands and a decline in TV profits in the first quarter due to weak demand and higher costs. Lee is expected to bring a fresh perspective to the business. Samsung is under pressure from rivals, including TCL and Sony, and Chinese brands are gaining share by offering better quality and prices. The company is also considering ending TV and appliance sales in China this year.
