In a strategic pivot reflecting the evolving landscape of the global tech industry, Samsung Electronics has announced its decision to discontinue the sale of all home appliance products in the Chinese mainland. The move, revealed in an official statement on Wednesday, encompasses a wide range of products including televisions, monitors, refrigerators, washing machines, and air conditioners.
Once a dominant force in the region, Samsung held the top spot in the Chinese market for televisions and smartphones approximately two decades ago. However, the company has faced a steady decline since the mid-2010s. Industry experts attribute this downturn to fierce competition from local brands and a slow adaptation to the specific needs and preferences of Chinese consumers.
The financial data paints a clear picture of the challenges facing the company. According to industry data cited by the media outlet DoNews as of April 5, 2026, Samsung's offline TV sales revenue in China had fallen to 3.62%, while its market shares for refrigerators and washing machines dwindled to 0.41% and 0.38%, respectively. Revenue from the TV business has plummeted to just 5% of its peak, and overall home appliance sales now represent less than 1% of their historical high.
This decline culminated in a combined operating loss of approximately 200 billion won (about $138.06 million) for the Visual Display and Digital Appliances division in 2025. Dong Min, secretary general of the China Video Industry Network, noted that a centralized decision-making structure in South Korea likely hindered the company's responsiveness to the rapid shifts in the Chinese market.
The exit is seen by many as a testament to the growth of domestic innovation. Liu Dingding, a veteran industry observer, told the Global Times that the contraction of South Korean consumer electronics brands reflects the rise of Chinese manufacturing. He emphasized that consumers now have access to high-quality alternatives, and brands that fail to upgrade their products in a timely manner are naturally phased out by market forces.
Despite this retreat from consumer appliances, Samsung is not leaving the region. Instead, the company is shifting its strategic focus toward upstream semiconductor manufacturing. Samsung plans to maintain its presence in the Chinese mainland through its smartphone and memory chip businesses.
Underscoring its long-term commitment to high-tech development, Samsung's cumulative investment in the Chinese mainland reached nearly $56.7 billion by the end of 2025. With close to 90% of that investment directed toward advanced industries, the company remains aligned with the country's manufacturing priorities, focusing on innovation-driven growth in the semiconductor sector.
Samsung has stated it will make every effort to minimize the impact of this decision on its customers and is currently reviewing support measures for its business partners.
Reference(s):
cgtn.com
