Facing falling TV profits and rising Chinese competition, Samsung Electronics turns to Won-Jin Lee to revive its visual display business strategy.
Samsung Electronics has appointed President Won-Jin Lee as Head of its Visual Display Business, replacing Seok Woo Yong, as the company navigates intensifying competition and declining profitability in its television segment.
The announcement, made on 4 May 2026, marks the first leadership change in the division in over two years. Lee, who previously led the company’s Global Marketing Office, will now oversee the TV business at a time when market pressures are mounting.
Yong will step down from the role and assume an advisory position within the Device eXperience division, where he is expected to provide strategic guidance on future technologies, including artificial intelligence and robotics.
Lee brings experience in content, services and marketing, having contributed to the development of Samsung’s television and mobile services businesses. His appointment comes as the company seeks to stabilise performance and identify new growth opportunities. A company official, cited in reports, indicated that the leadership change is intended to introduce a different perspective as competition intensifies.
Samsung’s TV business has recently faced declining profits, attributed to weakened demand and rising raw material costs in the first quarter. At the same time, competition has increased, particularly from Chinese manufacturers such as TCL Electronics, which have expanded their market presence with competitively priced products.
Industry dynamics have further shifted following a partnership signed in March 2026 between TCL and Sony in the home entertainment segment. Additionally, reports indicate that Samsung is reviewing its presence in China, where domestic brands have strengthened their position, driven by improved product quality and consumer preference for local manufacturers.
Data from Chinese research firm Runto Technology suggest that foreign brands accounted for fewer than one million units of the nearly 33 million televisions shipped in China in 2025, reflecting the scale of the challenge.
