Samsung Electronics has appointed Lee Won-jin as the new head of its television business, the company announced in a statement. Lee, who previously served as head of the Global Marketing Office, will now lead the Visual Display Business, succeeding Yong Seok-woo. Yong will step down from the role and continue as an adviser.
This leadership change comes after more than two years and as Samsung faces intensifying competition from Chinese rivals both at home and abroad. Last month, Samsung reported a decline in TV profits for the first quarter, citing sluggish demand and rising raw-material costs. A Reuters report quoted a Samsung Electronics official saying the new leader is expected to bring a fresh perspective and the change needed for the TV business amid increasing market competition.
Growing Competition from Chinese Rivals
Samsung is facing heightened competition from Chinese companies in the TV and home appliance segment. According to a Reuters report, China's TCL Electronics and Japan's Sony signed binding agreements in March for a strategic partnership in the home entertainment field, putting additional pressure on rivals.
A previous Nikkei report indicated that Samsung is considering discontinuing sales of home appliances and TVs in China within this year due to competition from Chinese companies that have undercut rivals. The report noted that Chinese competitors have improved their product quality while maintaining low prices. Additionally, a growing preference for domestic brands among Chinese consumers is adding to the challenges faced by foreign companies.
“Of the 32.89 million TVs that were shipped in China in 2025, Samsung and other foreign brands made up fewer than 1 million units, according to Chinese research firm Runto Technology,” the report said. The company is expected to make a final decision by the end of April and begin explaining the move to its Chinese employees and business partners. It would gradually dispose of its inventory in China, aiming to end sales this year.
