Samsung Electronics Device eXperience (DX) division is implementing significant changes to its overseas leadership to strengthen global competitiveness. Most notably, former Taiwan General Manager Dustin Lee has taken over the position for the China region. As Samsung faces challenges in the fiercely competitive Chinese market, industry observers are watching closely to see if his management experience can lead to breakthroughs.
According to reports from South Korean media outlet Money Today and Chinese media Aijiwe, Samsung (China) has recently undergone personnel adjustments, with Dustin Lee set to assume the roles of legal representative, chairman, and manager starting December 2024. Several key personnel changes have been made simultaneously.
Dustin Lee joined Samsung in 2004, beginning his career in the research and development team for Samsung's China division. From 2008 to 2014, he worked at Hong Kong Samsung, where he was responsible for mobile business sales, leading Samsung to achieve the number one market share in Hong Kong during that period.
In January 2019, he joined Taiwan Samsung, where he successfully drove substantial growth across various business units. By 2022, he served as the head of product marketing strategy for the Greater China region within the Mobile Communications Division and spearheaded the establishment of a special task force aimed at reversing Samsung's declining smartphone sales in China.
The latest promotion represents a critical milestone for Dustin Lee, as regional managers typically hold the rank of vice president. This role not only plays a vital part in business operations but is also seen as a testing phase for potential promotion to president.
Currently, local Chinese brands dominate the China market, with Samsung Galaxy smartphones holding less than 5% market share and facing geopolitical risks between the US and China. Lee must devise differentiated strategies to seek rebound opportunities amid fierce competition.
After assuming office in December 2024, Lee led a team visit to Suning Group in January 2025, where both parties held a strategic cooperation meeting for the year. They reached a consensus on store layout, terminal construction, new product planning, and joint marketing, announcing plans to continue expanding resources for their "trade-in" program.
However, the collaboration faces uncertainty as three companies under Suning Group, including Suning Appliance Group, Suning Holdings Group, and Suning Real Estate Group, have recently entered bankruptcy reorganization procedures. The impact on Samsung's collaboration and strategic positioning remains to be seen.
Beyond China, Samsung is also executing leadership changes across its global markets in 2024, replacing five out of nine regional managers in North America, Europe, Southeast Asia, and the Middle East within the DX division.
Industry analysts suggest that Samsung's comprehensive replacement of leaders in these five major markets aims to solidify growth in rapidly emerging markets while injecting urgency into the organization through fresh leadership in highly competitive regions like North America, Europe, and China, as the company seeks to restore competitiveness.