Samsung Electronics’ surprise leadership reshuffle in its TV division points to a strategic pivot away from a hardware-led model, analysts have said, as intensifying competition from Chinese rivals pushes the company to rethink how it generates revenue beyond television sales.

The South Korean tech giant on Monday appointed Lee Won-jin, former head of its global marketing office, to lead the visual display business.

Samsung said Lee was “expected to spearhead business turnarounds and identify new growth areas, thereby further strengthening competitiveness”, citing his track record in driving growth and market insight.

The move breaks with tradition. Samsung’s TV chiefs had typically risen through hardware development roles, and leadership changes were usually made at year-end rather than midyear, according to industry officials.

Lee was credited with expanding the company’s services ecosystem, including Samsung TV Plus, which offers more than 130 free streaming channels on internet-connected devices. He also brings experience from Google, where he led advertising solutions in North America and served as CEO of its Korea unit.

His appointment comes as competition in the global TV market intensifies, with Chinese manufacturers rapidly narrowing the gap not only in entry-level products but increasingly in the premium segment.

Analysts said the shift in leadership signalled a broader transition towards a platform-based strategy, integrating Samsung’s Galaxy devices, home appliances, advertising capabilities and AI assistants into a connected ecosystem.