In the rapidly evolving world of consumer electronics, Hisense, a prominent Chinese home appliance manufacturer, is making headlines with its ambitious goal to become the leading seller of television sets in the United States within the next two years. Catherine Fang, president of Hisense International, articulated this vision during an exclusive interview with CNBC, igniting curiosity about the strategies the company plans to implement to realize this goal. Hisense is not merely aiming for sales; instead, it’s focused on cultivating a robust brand presence in the highly competitive North American market.
To cement its reputation and expand its visibility, Hisense has embarked on a groundbreaking partnership by becoming the first official sponsor of the FIFA Club World Cup, scheduled to take place in Miami in June 2025. This collaboration positions Hisense amidst one of the most globally recognized sporting events, potentially amplifying its brand image. During a recent celebratory event held in Shanghai, notable figures including FIFA President Gianni Infantino and Hisense Group Chairman Jia Shaoqian underscored the importance of this partnership. Fang explicitly stated that the sponsorship serves as a strategic move to enhance market share, signaling an understanding that association with prestigious events can elevate consumer perception.
Embracing innovation is another pillar of Hisense’s strategy. The company is channeling its resources into developing smart television technology, including the integration of an in-house artificial intelligence chip aimed at enhancing image quality. This focus on technological advancement does not stop at visuals; plans to incorporate AI for audio improvement and interactive features, such as voice-commanded athlete statistics, are on the horizon. However, details regarding the availability of these cutting-edge features in U.S. models remain undisclosed. The dynamic nature of consumer expectations necessitates that Hisense not only keep up but also anticipate the next wave of technological desires from consumers.
Despite its aspirations, Hisense is entering a fiercely competitive landscape. Recent data from Counterpoint revealed that while the company has made significant strides—shipping the second highest number of TVs in North America—Samsung continues to lead in market share. Hisense, alongside competitors like TCL, is focusing on advanced display technologies such as QD-LCD and Mini LED LCD to build a more robust product portfolio. These additions are crucial as the company seeks to differentiate itself in a market dominated by established players.
Hisense’s ambitions stretch beyond televisions. The company also aims to become the top Chinese brand in the white goods sector—encompassing products such as refrigerators and washing machines—within a similar two-year timeframe. This dual focus on both electrical appliances and consumer electronics positions Hisense strategically as a versatile player in the market. Furthermore, as domestic growth in China slows, expanding its reach in North America and other international territories becomes a critical objective.
Hisense’s trajectory reflects a broader trend among Chinese companies increasingly turning their sights toward international markets as opportunities within their homeland dwindle. Having built a global presence over decades, Hisense derives half of its revenue from outside China, with North America constituting approximately 30% of those foreign sales. As the company navigates its ambitious plans, its ability to balance innovation, strategic partnerships, and consumer engagement will be pivotal in solidifying its status in the competitive realm of North American home appliances and electronics.
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