Samsung to Expand Sales Network in China

Samsung Electronics plans to strengthen its partnership with Suning Appliance, China’s leading retailer, in a bid to expand its business in the world’s largest market.

“Samsung Electronics CEO Yoon Boo-keun recently held talks with his counterpart from Suning in Seoul to improve our strategic alliance,” a Samsung executive said Wednesday.

Yoon, who is leading the technology giant’s home appliance division, is currently in China to meet retailers, including Suning, he said.

The visit comes three years after the two firms signed an agreement in 2010 when Samsung sought to and expand its sales in China.

“Samsung definitely needs support from retailers in China as raising corporate awareness and brand recognition are subject to their support. The firm is adopting an approach by strategically boosting cooperation with retailers,” said a private equity fund manager in the United States via e-mail.

Samsung Electronics is the single biggest foreign investor in China with over $10 billion, said the official. Its first overseas flash-type memory chip plant in Xian, which is the result of an investment of $7 billion, will go online early next year. It is also...