Samsung (China) Investment Co., Ltd. confirmed on 6 May that Samsung Electronics will withdraw its home appliance product sales from mainland China, covering categories including TVs and monitors.
This is more than a portfolio adjustment — it marks a structural shift in how China’s appliance market now operates.
China’s market has moved beyond brand power
Brand awareness alone no longer guarantees influence. Chinese consumers are evaluating appliances with far greater rationality:
– feature depth
– energy efficiency
– service quality
– price competitiveness
– long‑term value
– real user experience
Local manufacturers have accelerated ahead through rapid product iteration, broader channel penetration, aggressive pricing, and highly localised operations. The competitive baseline has changed.
For international brands, the challenge is not simply “price pressure.” It is whether they can still win in a market where market share, ASP, channel efficiency, content marketing, after‑sales service, and user trust are all being reshaped simultaneously.
Retreat in China, but a pivot to Southeast Asia
While China represents a strategic pullback, Southeast Asia is emerging as Samsung’s next major battleground.
The region’s appliance market continues to expand, driven by urbanisation, rising middle‑class consumption, and ongoing upgrades in living standards. Samsung retains strong brand equity across TVs, displays, smart appliances and connected ecosystems — but future growth will require more than reputation.
To secure leadership in Southeast Asia, Samsung must:
– deepen localisation across product, pricing and service
– balance premium positioning with sharper value propositions
– strengthen both online and offline channel execution
– convert AI‑powered appliances from a marketing concept into tangible, everyday consumer benefit
A wider message for the global appliance industry
Samsung’s exit from China is a reminder of where the industry is heading.
The winners will be brands that understand local markets, use data intelligently, and execute with speed, precision and discipline.
Tag Archives: Samsung
Samsung’s “Design is an Act of Love” showcase at Milan Design Week 2026
Samsung’s “Design is an Act of Love” showcase at Milan Design Week 2026 just gave us a glimpse of the next generation of white goods. The 2026 Bespoke AI lineup moves away from clunky appliances toward “invisible” tech that acts like high-end furniture.
Here are the highlights from the White Goods Now team:
1. The Extractor Induction Hob
The overhead range hood is officially a relic. This all-in-one unit features:
Integrated Suction: A powerful vent in the center of the cooktop pulls steam and odors down instantly.
Flex Zone Plus: No fixed rings—place any size pot anywhere on the surface and the AI detects it.
2. Bespoke AI Single 1Door Fridge & Freezer
Perfect for that seamless, built-in kitchen aesthetic:
Zero Clearance Fit: Requires only a 4mm side gap, allowing it to sit perfectly flush with cabinetry.
Auto Open Door: A touch sensor pops the door open for you—ideal for when your hands are full of groceries.
3. SmartThings: The “Brain”
The entire lineup is connected via SmartThings, focusing heavily on AI Energy Mode. The system learns your habits to optimize power usage, running heavy cycles (like the dishwasher) during off-peak hours to slash utility bills.
The Verdict: Samsung is making the kitchen smarter and sleeker. These aren’t just tools; they’re intuitive assistants designed to blend into your home.
Samsung Confirmed as Italy’s Most Preferred Fridge and Washing Machine Brand for 2025
Samsung has once again been named Italy’s favourite brand for refrigerators and washing machines, according to the 2025 Ipsos Brand Attitude survey. The study, conducted in 30 countries, measures brand strength through indicators such as the Most Preferred metric — a spontaneous, single‑answer question asking consumers which brand they favour above all others.
Samsung has held the top spot in both categories since 2018.
“We have been the reference brand in the Refrigerator and Washing Machine categories since 2018,” said Daniele Grassi, Vice President & Head of Home Appliances at Samsung Italy. “Such a long‑lasting result shows that consumers are more than satisfied and recommend us to others.”
Grassi added that Samsung’s leadership reflects a shift among Italian consumers who now view appliances — with lifespans of 7–10 years — as long‑term investments, prioritising performance and quality over price alone.
Samsung Named “Most Loved Home Appliance Brand” in Australia
Samsung Electronics has earned top honors as the “Most Loved Home Appliance Brand” at the 2025 Customer Satisfaction Awards, hosted by Finder—one of Australia’s leading consumer review platforms.
Renowned for its rigorous evaluations, Finder empowers Australian consumers by assessing brands across key categories like home appliances, helping shoppers make confident, informed decisions. Samsung’s recognition reflects its commitment to innovation, reliability, and customer satisfaction in the everyday lives of Australians.
Whirlpool Accuses Samsung and LG of Dodging Tariffs via Transfer Pricing
Whirlpool has filed a complaint with U.S. authorities, alleging that Samsung and LG’s American subsidiaries manipulated internal “transfer pricing” to lower tariffs on imported appliances. By undervaluing goods shipped from overseas units, Whirlpool claims the companies reduced their tax burden unfairly.
The complaint was submitted to the White House and U.S. Customs in August, reigniting tensions in a market where Samsung and LG now hold a combined 36% share, compared to Whirlpool’s 20%.
Both Korean firms deny wrongdoing, citing compliance with U.S. tax laws and highlighting their investments in domestic manufacturing.
Whirlpool’s move could influence future tariff policies and intensify scrutiny of multinational pricing strategies.
Samsung and LG Bring Smarter Living to IFA 2025
At IFA 2025 in Berlin (Sept. 5–9), Samsung and LG Electronics will spotlight their latest AI-powered home appliance innovations, aiming to redefine everyday convenience and efficiency.
Samsung will present its “AI Home — Future Living, Now” experience, showcasing bespoke appliances integrated through SmartThings. The company’s ambient AI vision, introduced at Galaxy Unpacked, positions the smartphone as the central hub for connected living—anticipating user needs and streamlining daily routines.
LG Electronics returns with the “AI Appliances Orchestra,” unveiling 25 new high-efficiency products tailored for European homes. Its ThinQ On platform will demonstrate seamless connectivity across devices, emphasizing practical applications of AI in real-life settings.
Both companies are doubling down on the European market amid profitability concerns and rising competition, using IFA as a strategic platform to engage directly with consumers and partners.
Samsung Partners With Jamie Oliver
Samsung Electronics Co., Ltd. today announced a partnership with chef, restaurateur and cookbook author Jamie Oliver, which will bring an exclusive new range of simple, easy-to-make, family-friendly recipes to Samsung’s Bespoke AI appliances and smart devices.
Jamie designed the new recipes with Samsung’s AI technology in mind, and how it can help us live smarter; from ovens that cook two dishes at two different temperatures at once, to refrigerators that suggest recipes based on the ingredients you already have at home.
Samsung Launch Slim Combo and Washer Models in the UK
Samsung has launched its new Slim Combo and Washer models in the UK, focusing on energy efficiency, space saving, and smart connectivity. These appliances feature SpaceMax™ technology for a larger drum in a slimmer 480mm depth, saving 12.7% space compared to standard models while maintaining a 9kg capacity. AI Ecobubble™ ensures efficient cleaning, exceeding the A energy rating by up to 10% and improving stain removal and fabric care. SmartThings integration with AI Energy Mode allows users to monitor and reduce energy consumption by up to 70% on select cycles. Clothing Care on SmartThings provides personalized laundry recommendations based on usage, weather, and seasonality. The AI Wash feature intelligently optimizes water usage, and the Auto Dispense now offers a flex option for up to four different detergent types.
AWE 2025
Leading global electronics giants Samsung and LG are showcasing their latest innovations at the Appliance and Electronics World Expo 2025 (AWE) in Shanghai. The exhibition features home appliances specifically designed for the Chinese market alongside cutting-edge AI-powered home experiences from both companies.
Samsung’s expansive 1,512-square-meter booth highlights its “AI for All” vision, presenting its Bespoke AI appliance lineup and interconnected scenarios. Key products include the new Bespoke AI hybrid refrigerator with a 9-inch screen and the Bespoke AI combo washer-dryer featuring a 7-inch display, both emphasizing AI-driven usability. Samsung is also introducing the space-saving Kitchen Fit Max refrigerator tailored for Chinese kitchens and other Bespoke appliances like a slim washing machine and the AI Steam floor cleaner.
LG Electronics, with its 1,104-square-meter exhibition under the theme “Affectionate Intelligence for Diverse Lifestyles,” is demonstrating its AI-centric home solutions. The LG ThinQ On, an AI home hub utilizing speech, action, and environmental recognition to manage connected devices, takes center stage. LG is also emphasizing its AI core technology integrated into appliances like AI DD washing machines and smart air conditioners. Furthermore, LG is presenting energy-efficient premium appliances and customized home setups catering to various lifestyles, including families, newlyweds, seniors, and pet owners.
AWE, recognized as one of the top three global consumer electronics shows, alongside CES and IFA, anticipates over 360,000 visitors and hosts around 1,000 participating companies this year.
Mauro Porcini has been announced as the chief design officer at Samsung.
The position, newly created for Porcini, is his third time establishing a chief design officer role at a major company—following 3M and PepsiCo. It’s also the first time that Samsung has hired a foreign design lead.
It’s a bold move at a time when Samsung’s business is facing “crisis”-level headwinds. The company just lost its co-CEO Jong-Hee to cardiac arrest. Meanwhile, it’s shed marketshare in semiconductors to competitors, all while China is becoming better and better at building almost everything. And Samsung’s Mexico-based production (which represents a significant part of the business) faces 25% tariffs under the Trump
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