Samsung Electronics said on Wednesday that it has decided to discontinue ​sales of all home appliance products in the Chinese mainland market, including televisions and monitors, in response to rapidly changing market conditions, according to a statement released on its official website.

Once ranking No.1 in the Chinese market with its TV and smart phone products, Samsung gained a strong foothold in China about two decades ago, but has been on the decline in the mid-2010s due to fierce local competition and its slow move to adapt for Chinese consumer needs, industry experts say.

"The company will make every effort to minimize any impact on customers resulting from this decision, and ​is reviewing various support measures for business partners," Samsung ​said in the statement.

The products affected include televisions, monitors, large commercial displays, air conditioners, refrigerators, washing machines, dryers, washer-dryer combo units, garment care systems, audio equipment, projectors, vacuum cleaners and air purifiers.

The company has seen declining performance in its related businesses. Samsung accounted for 3.62% of offline TV sales revenue in China, while its shares in the refrigerator and washing machine markets stood at 0.41% and 0.38%, respectively. Revenue from Samsung's TV business has dropped to just 5% of its peak level, while overall home appliance sales are now less than 1% of their historical peak, according to industry data cited by Chinese media outlet DoNews as of April 5, 2026.

The company's Visual Display and Digital Appliances division, which oversees televisions and home appliances, posted a combined operating loss of about 200 billion won (about $138.06 million) in 2025.

"Samsung's retreat from China's home appliance market reflects both intensifying competition and the company's own strategic adjustments," said Dong Min, secretary general of the China Video Industry Network, as cited by Chinese media outlet The Paper.

Dong noted that the company's centralized decision-making structure in South Korea limited its responsiveness to the Chinese market. He added that the rapid rise of Chinese brands has weakened Samsung's competitive edge, while changing consumer preferences and supply chain shifts have further affected the company's position in China.

Liu Dingding, a veteran industry observer, told the Global Times that the contraction of South Korean consumer electronics and automotive brands in China fundamentally reflects the rise of Chinese manufacturing and innovation, as consumers gain access to higher-quality alternatives.

"Brands that fail to adapt to market changes or upgrade products in a timely manner are likely to be naturally phased out by market forces," he said.

Samsung's strategic focus in China has shifted from consumer electronics to upstream semiconductor manufacturing. The company plans to retain its smartphone and memory chip businesses in the Chinese market.

By the end of 2025, Samsung's cumulative investment in China had reached nearly $56.7 billion, with close to 90% directed toward advanced industries, underscoring its commitment to innovation-driven development and high-tech investment in line with the country's manufacturing priorities.