In a bold strategic move, Hisense, the Chinese multinational electronics company, has made its intentions clear: it aims to become the leading seller of television sets in the United States within the next two years. In an exclusive interview, Catherine Fang, president of Hisense International, articulated the company’s aspirations and the steps being taken to elevate its brand image in this competitive market. This objective is not just ambitious; it is indicative of Hisense’s desire to establish itself as a key player in a landscape dominated by established brands like Samsung.
Recently, Hisense made headlines by becoming the first official partner of the FIFA Club World Cup, an event set to take place in Miami in June 2025. This partnership aims to inject excitement into the Hisense brand by associating it with internationally recognized sporting events. The partnership was celebrated at a high-profile event in Shanghai, attended by significant figures such as FIFA President Gianni Infantino and Hisense Group Chairman Jia Shaoqian. Through this sponsorship, Fang hopes to enhance Hisense’s reputation and increase its market share, leveraging the global appeal of sports to build a premium image.
In alignment with its vision of leading the U.S. television market, Hisense is focusing on technology. The company’s latest televisions leverage an in-house developed artificial intelligence chip that enhances image quality. The intention is not only to improve visuals but to expand the scope of innovation to audio capabilities and user interaction, such as providing real-time stats for athletes via voice commands. However, the lack of clarity about the availability of these features in the U.S. market raises questions about the company’s readiness to deliver on its promises.
According to research from Counterpoint, Hisense has shipped the second-highest number of television sets in North America, following Samsung. This positions the brand as a significant contender; however, it faces fierce competition not just from established players but also from fellow challengers like TCL. Both companies are diversifying their offerings beyond conventional LCD televisions, targeting advanced technologies like QD-LCD and Mini LED LCD to capture a larger market share.
Beyond televisions, Hisense’s product portfolio includes a variety of home appliances, often referred to as white goods, such as refrigerators and washing machines. Fang has expressed ambitions to be recognized as the top Chinese manufacturer of these appliances in North America, aiming for this goal in a similar two-year timeframe as their television target. This dual focus on both TVs and home appliances reflects Hisense’s broader strategy to expand its reach and reinforce its presence in the North American market.
A critical aspect of Hisense’s strategy is its global revenue model. Fang noted that the company generates approximately half of its revenue from international markets, with North America representing about 30% of those sales. This insight not only underscores the importance of the North American market for Hisense’s growth strategy but also highlights the company’s longstanding commitment to global expansion amidst slowing growth in its domestic market.
Hisense is positioning itself as a robust contender in the U.S. television market through innovative technology and strategic partnerships. However, achieving top status within two years will require not only continued innovation but also effective execution of its marketing strategies and product availability. The next couple of years will be crucial for Hisense as it navigates these challenges and opportunities in a competitive landscape.
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