Samsung replaces TV chief with marketing veteran amid Chinese competition

Samsung Electronics has appointed Won-Jin Lee, previously head of its Global Marketing Office, as the new leader of its Visual Display business, replacing the outgoing TV division chief. The change comes after a quarter of declining TV profits, as Chinese rivals such as TCL and Hisense intensify competition in the global television market. Lee's marketing background signals a strategic shift toward brand and consumer engagement to counter pricing pressure from Chinese manufacturers. The move underscores Samsung's effort to maintain its long-standing position as the world's top TV seller by volume, a title it has held for 18 consecutive years.