Samsung Electronics China operations are reportedly set to reorganize, shifting focus to semiconductors.

SighingCashier · 2026-04-08T10:50:10+00:00

Samsung Electronics will adjust its China strategy, potentially focusing on mobile phones and storage businesses in the future, while its home appliance business may shift to an agency model. As domestic brands rise, Samsung's share in the Chinese home appliance market continues to decline, and shipments have been suspended.

SighingCashier

2026-04-08 10:50:10

Abstract generation in progress

Mainland media quoted a report saying that Samsung Electronics’ China strategy will be adjusted. Going forward, it may only keep its mobile phone and storage businesses, with the focus shifting to semiconductor businesses such as storage.

In addition, Samsung Electronics’ home appliance business in China has been shrinking continuously. In the second half of this year, it may possibly switch to an agency model.

Chen Hui, general manager of AVC Revo, said that Samsung Electronics expects its white goods business in the Chinese market in the second half of the year—such as refrigerators and washing machines—to change from a direct-operated model to an agency model. Its black goods business (TVs + monitors) may also become an agency model, pending confirmation. Industry reports say Samsung’s China distributors have already suspended shipments.

Due to the rise of domestic Chinese brands and expansion into the high-end market, Samsung’s share in China’s home appliance market has been declining. This past March, Samsung Electronics, for the first time in recent years, failed to take part in the 2026 China Home Appliances and Consumer Electronics Expo.

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