Samsung Electronics to Withdraw Home Appliance and TV Sales Business from China This Year
Samsung Electronics will withdraw its home appliance and TV sales business from the Chinese market this year. Sources say Samsung may finalize its decision to halt sales of home appliances and TVs in China as early as the end of April. According to the sources, Samsung will retain its local production of home appliances such as refrigerators, washing machines, and air conditioners in China, using the related production bases as supply hubs for overseas markets.
The reason for this decision, sources said, is the continued decline in the price competitiveness of Samsung's home appliances. After all, Chinese home appliance manufacturers now not only offer products at low prices, but also have significantly improved product quality and are constantly increasing their influence in the global market.
Earlier, Samsung Electronics stated in a statement that the company will regularly review its global business structure according to changes in the business environment, and said that regarding rumors about its possible restructuring of its business in China, no final decision has been made yet.
Industry insiders said that Samsung's proactive reduction of its front-end retail presence in China focuses on the core problem of the continued cliff-like decline in the price competitiveness of its full range of terminal products.
For a long time, Samsung's high-end home appliances and TVs have been priced high, with a lack of layout for cost-effective models that meet the needs of local families. Coupled with insufficient sinking of after-sales service outlets and lagging localized adaptation and function iteration, the optimization of products that fit the home use scenarios of Chinese people is lacking, and it has long been separated from the core purchasing needs of mainstream consumers.
At the same time, leading domestic home appliance brands have risen strongly, comprehensively making up for technical shortcomings, maximizing meticulous quality control standards, and balancing affordable pricing, hardcore quality, and intelligent adaptation, comprehensively seizing core traffic positions in offline supermarkets and mainstream online e-commerce platforms.