Samsung's DJ Koh

Samsung’s DJ Koh Optimistic About their Position in China

February 23, 2016 - Written By Daniel Fuller

Samsung Mobile is, at this moment, the largest and most successful Android OEM in the world. Shooting ahead of the competition in tons of markets over the past few years, Samsung’s meteoric rise to the top of the world hasn’t quite been a bed of roses in China. Smaller regional manufacturers like Xiaomi, Meizu and LeEco have stolen the show in China, each for their own reasons. Between the larger, longstanding mainstays and the smaller or newer elements keeping the Chinese market fresh and varied, the fierce market refuses to cut anybody any slack. Samsung, mighty in most other markets, is only number six in China. In a pond that big, being a big fish simply isn’t enough. Samsung Mobile chief DJ Koh, however, is convinced that the worst is over and that Samsung will see brighter days in China from here on.

According to Koh, sales and growth in China have stabilized, giving the company some much-needed wiggle room for their new flagships, the Galaxy S7 and S7 Edge, to take center stage while the mid-range and entry-level Chinese markets are satisfied by Samsung’s other offerings, such as members of the Galaxy A and J series. Koh also said that business in China is showing some of the classic signs of an upcoming turnabout. Their fall has stopped, leaving them on steady footing. They have devices in every segment of the market thus far. Their upcoming flagships are all set to blow most local options out of the water and get people talking about Samsung in China, which will, hopefully, bring them more sales.

While local cuisine such as the upcoming Xiaomi Mi5 and the LeEco Le Max Pro may be extremely appealing, perhaps even purpose-built for the China market, Samsung is hoping to cause an upset in the flagship ecosystem worldwide with the Galaxy S7 and S7 Edge. Arguably, they’ve even targeted Chinese consumers by partnering with LINE, makers of one of China’s top chat services, to create stylish accessories for the two phones. Whether Samsung can pop the bubble and truly disrupt the Chinese market remains to be seen, but it’s not hard to see why Koh is saying that the worst of Samsung’s issues in China are over.