On May 6, 2026, Samsung (China) Investment Co., Ltd. officially released a business adjustment notice on its official website, announcing that it will cease sales of all home appliance products, including televisions and monitors, in the Chinese mainland market.

According to the disclosure on Samsung China's official website, this sales halt covers almost all categories of household appliances, specifically including televisions, monitors, large commercial displays, air conditioners, refrigerators, washing machines, dryers, washer-dryer combos, garment care machines, audio systems, projectors, vacuum cleaners, air purifiers, and more.

However, this does not mean that Samsung is completely abandoning the Chinese market. The company officially clarified that this business contraction is limited strictly to the home appliance sector. Samsung's core strength-its smartphones and related mobile device businesses-will remain entirely unaffected, continuing their normal pace of research and development, sales, and after-sales service.

Market Share Plummets from 20% to Less Than 4%

Samsung's exit from the home appliance sector is not a sudden decision, but rather the inevitable result of a long-term market retreat. Around 2005, Samsung's color TVs held nearly 20% of the Chinese market, ranking first in the industry and becoming a symbol of high-end home decor. However, with the rise of Chinese brands and a shift in consumer preferences, its market share continued to shrink.

Data from AVC shows that as of April 5, 2026, Samsung's offline sales market share in China's color TV, refrigerator, and washing machine markets was only 3.62%, 0.41%, and 0.38%, respectively, causing its rankings to plummet to 5th, 14th, and 15th place. Meanwhile, domestic brands like Hisense, TCL, and Xiaomi collectively commanded a 94.1% share of the TV market. Samsung appliances have transitioned from being the main character to a marginal supporting role.

Strategic Pivot

This adjustment reflects a strategic restructuring of Samsung's operations in China. It is reported that Samsung China will now maintain complete organizational structures only for its two core businesses-mobile phones and memory (semiconductors)-while other sectors face integration or withdrawal. This strategy contrasts sharply with its global performance. The Q1 fiscal 2026 earnings report, released on the same day, revealed that Samsung achieved 133.9 trillion KRW in revenue, with operating profit surging by 756% year-on-year, pushing its market capitalization to officially break the $1 trillion mark.

Dong Min, Secretary-General of the China Video Industry Association (CVIA), pointed out that Samsung's adjustment is the combined result of global industrial competition and the company's own strategic choices. Multiple factors overlapped, including sluggish localization decisions, the strong rise of Chinese brands, and the loss of supply chain advantages (Samsung has faded from LCD panel manufacturing and now relies on Chinese panel manufacturers), ultimately making it difficult for the company to sustain its brand premium.

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