Samsung appoints Lee Won-jin to lead TV unit as market competition heats up

Samsung Electronics has appointed Lee Won-jin as its TV head. In a statement, Samsung announced that Lee Won-jin, who was previously head of the Global Marketing Office, is ⁠the new head of its Visual Display Business. Won-jin will succeed Yong Seok-woo, who after stepping down from the current role will serve as an adviser. The appointment comes for the first time in more ‌than two years, as the company is reportedly facing increased competition from Chinese rivals at home and abroad. Last month, Samsung revealed that its TV profit declined in the first quarter due to staggering demand and escalating raw-material costs. A Reuters report quotes a Samsung Electronics official who told the agency that the new leader is expected to bring a fresh perspective and the change needed for the TV ‌business, ⁠which is facing intensifying market competition.As mentioned above, Samsung is facing competition from Chinese rivals in the TV and home appliance category. As per Reuters report, China's TCL Electronics and Japan's Sony signed binding agreements in March this year for a strategic partnership in the home entertainment field, increasing pressure on rivals.As per a previous Nikkei report, the company is considering discontinuing sales of home appliances and TVs in China within this year in the face of competition from ⁠Chinese companies that have undercut rivals. The Nikkei reported that Samsung's Chinese rivals have improved their quality on top of their already low prices. Additionally, the growing preference for domestic brands among Chinese consumers is adding to the challenge that foreign competitors face. “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 as soon as the end of April and begin explaining the move to its Chinese employees and business partners,” the report said, further adding “It would gradually dispose of its inventory in China, aiming to end sales this year.”