Samsung: Stop selling home appliances in the Chinese mainland market!

On May 6, it was reported that Samsung announced it would stop selling home appliances in the Chinese mainland market and retain only its after-sales service system. This decision marks Samsung's formal exit from the retail market for consumer-level televisions and monitors in China.

Samsung (China) Investment Co., Ltd. issued a 'Notice on Business Adjustment of Samsung Home Appliance Products' on its official website, stating that to cope with the rapidly changing market environment, after careful study, Samsung Electronics has decided to stop selling all home appliance products including televisions and monitors in the Chinese mainland market.For coping with the rapidly changing market environment, after careful study, Samsung Electronics has decided to stop selling all home appliance products including televisions and monitors in the Chinese mainland market.

The notice regarding this business adjustment mentioned that for users who have already purchased Samsung home appliance products, the company will continue to provide standardized after-sales services in strict accordance with relevant laws and regulations such as the 'Law on the Protection of Consumer Rights and Interests' and the national 'Three Guarantees' regulations,continuing to provide users with standardized after-sales services,ensuring that users' legitimate rights and interests are not affected.

According to the official Samsung China website, products discontinued for sale include televisions, monitors, large commercial displays, air conditioners, refrigerators, washing machines, dryers, washer-dryer combos, clothing care appliances, audio systems, projectors, vacuum cleaners, air purifiers, and all other home appliances.

Samsung's mobile phone products continue to be sold normally.

As a leading enterprise in the global consumer electronics and home appliance sectors, Samsung has encountered major setbacks in the Chinese market. Reasons include insufficient localization in management and products; the strong rise of Made-in-China manufacturing, with local brands such as Hisense and TCL growing rapidly, among others.

At the same time, this also means that Samsung will no longer sell new QLED TVs, OLED TVs, Micro LED TVs, and various new home display products through official (Sales) channels in the mainland China market.

This adjustment brings a key variable to the Chinese display market.

It is worth noting that this exit does not mean a 'complete withdrawal'. The announcement clarifies that its display manufacturing base in Suzhou will continue to supply products for the global market, stopping only the terminal retail business targeting consumers in mainland China.

Although Samsung has stopped selling all home appliances including TVs and monitors in the mainland China market, it is still actively adjusting its MicroLED TV manufacturing business. According to a May 5 report by Korean media, Samsung Electronics is making phased adjustments to its Micro LED TV manufacturing business, with an overall direction more focused on balancing profitability and product accessibility.

The Korean industry generally believes that Samsung Display's (VD) adjustment of its Micro LED TV business means its strategy is gradually shifting from high-end customized products to display technology paths with greater scalability potential. Previously, in internal business evaluations, this business was also seen as one of the areas requiring continuous optimization. In addition, since last year, Samsung has begun promoting the exploration of Micro RGB technology applications, using RGB Micro LED for LCD TV backlight solutions to form a new product form—Micro RGB TVs.

Public records show that Samsung Electronics officially entered the Chinese market and established factories in 1992, launching manufacturing and sales operations in China. Samsung home appliances entered with a high-end foreign brand image, with prices significantly higher than domestic brands.

While the home appliance business encountered major setbacks, on the other hand, as semiconductors became its important business pillar, Samsung's market value officially entered the trillion-dollar tier. On the 6th, Samsung Electronics' stock price intraday gain expanded to nearly 16%, market value first broke through 1 trillion US dollars, making it the second Asian tech company after TSMC to achieve this milestone.