Hisense at 55: From State-Owned Factory to Global Leading Brand, Embodying the Pride of Chinese Manufacturing

Tech 2024-10-21 16:56:23 Source: Network

Hisense at 55: From State-Owned Factory to Global Leading Brand, Embodying the Pride of Chinese ManufacturingIn the autumn of 1969, in a simple borrowed factory and office, the "Qingdao Radio Factory No. 2" was officially established, marking the humble beginnings of Hisense

Hisense at 55: From State-Owned Factory to Global Leading Brand, Embodying the Pride of Chinese Manufacturing

In the autumn of 1969, in a simple borrowed factory and office, the "Qingdao Radio Factory No. 2" was officially established, marking the humble beginnings of Hisense. Over 55 years, Hisense has blossomed from the foundations of consumer electronics and home appliance industries, now firmly holding the throne of Chinas TV sales champion. It has also secured leading positions in China and globally in areas like commercial multi-system air conditioners, intelligent transportation, and optical communication. Five years ago, during its 50th anniversary, Hisense announced its ambitious vision of "Building a Century-Old Hisense, becoming the worlds most trusted brand." Today, as we celebrate its 55th anniversary, this vision is accelerating. Hisense Group Chairman Jia Shaoqian resolutely declared at the celebration: "We will become a world-class enterprise, achieving a world-class brand!"

Hisense and China's Foreign Trade in Sync

During the first three quarters of 2024, China's foreign trade demonstrated remarkable performance. According to the General Administration of Customs, the total value of goods trade imports and exports exceeded 32 trillion yuan for the first time, registering a year-on-year increase of 5.3%. The structure of export products continues to optimize, with exports of high-end equipment, integrated circuits, automobiles, and household appliances seeing significant growth of 43.4%, 22%, 22.5%, and 15.5%, respectively. As a representative of globalized enterprises, Hisenses overseas achievements mirror the thriving landscape of Chinas foreign trade.

Hisense at 55: From State-Owned Factory to Global Leading Brand, Embodying the Pride of Chinese Manufacturing

In the European market, Hisenses high-end ULED TVs and laser TV products have successfully penetrated several premium retail channels, resulting in a significant increase in market share, earning international recognition for Chinese manufacturing. In the North American market, Hisense, through technological innovation and brand upgrades, has further consolidated its dominant position in the smart TV market, showcasing the strength and allure of the Chinese brand. In emerging markets such as Southeast Asia and Africa, Hisense has achieved rapid growth through its cost-effective products and localized market strategies, contributing to the diversified development of Chinas foreign trade.

Hisense data reveals that from January to July 2024, Hisense-branded TVs held the number one market share in Australia and South Africa, while Hisense refrigerators topped the market share in the UK, Czech Republic, and South Africa. From January to August 2024, Hisense experienced a year-on-year increase of 13.98% in sales volume in the European region, 10.65% in the Americas, and 23.95% in the Middle East and Africa.

In the backdrop of increased export volume and improved quality, Hisense, as a prominent player in the home appliance industry, has not only enhanced its international competitiveness but also laid a solid foundation for the global standing of Chinese manufacturing.

Hisense at 55: From State-Owned Factory to Global Leading Brand, Embodying the Pride of Chinese Manufacturing

Globalization Strategy: Global Layout, Shared Future

Hisenses remarkable achievements stem from its long-standing commitment to a strategy that combines "going out" and "bringing in." On one hand, Hisense actively expands into overseas markets, strengthening cooperation and exchange with renowned international brands, boosting its global brand influence and market competitiveness. On the other hand, it actively introduces advanced technology and management practices from abroad, continuously enhancing its overall capabilities.

In the globalization process, Hisense places a particular emphasis on localized operational strategies, deeply understanding market demands and consumer preferences in various regions, formulating marketing strategies and sales channels tailored to local markets. Through its global network layout and localized fine-grained operations, Hisense has forged strong connections with consumers worldwide.

Hisense at 55: From State-Owned Factory to Global Leading Brand, Embodying the Pride of Chinese Manufacturing

Currently, Hisense's global layout is flourishing, showcasing a "blooming in multiple directions" approach. The company has established 36 industrial parks and production bases globally, set up 30 research and development centers, 64 overseas companies and offices, and formed a strategic layout of "5+1" global regional centers encompassing Europe, the Americas, ASEAN, the Middle East and Africa, Asia-Pacific, and China, achieving integrated research, production, and sales.

To facilitate the transition from "China managing the world" to "the world managing the world," Hisense initiated the expansion projects for the Hitachi Changsha factory and the refrigerator Chengdu factory Phase II this year, with plans for production commencement next year. Concurrently, Hisense is rapidly deploying production bases or joint ventures in Nigeria, Angola, Egypt, Algeria, and Morocco in Africa, and planning a research and development center in Brazil, further deepening its localized production and manufacturing layout.

In September of this year, Hisense's Middle East and Africa R&D Center officially opened in Dubai. As the first comprehensive research and development center established by Hisense in the Middle East and Africa, it will encompass research and development functions for air conditioners, TVs, refrigerators, freezers, and washing machines, providing strong support for Hisense's market expansion in the region.

Hisense at 55: From State-Owned Factory to Global Leading Brand, Embodying the Pride of Chinese Manufacturing

Building upon this foundation, Hisense leverages sports marketing as a bridge, resolutely advancing the construction of independent global brands and achieving deep integration with overseas markets. Through consecutive sponsorship of five European Championships and World Cups, Hisense's global brand recognition has climbed to 54%.

Deepening Technology: Innovation-Driven, Leading the Future

Standing at this significant milestone of its 55th anniversary, Hisenses goals are crystal clear: building a world-class enterprise and achieving a world-class brand. Hisense persistently strives for its independent brand, consistently pursues high-end positioning, and asserts that steadfastly deepening technology is the core driving force for future development.

Hisense at 55: From State-Owned Factory to Global Leading Brand, Embodying the Pride of Chinese Manufacturing

Since its inception, Hisense has consistently adhered to technology as its foundation, continuously increasing its R&D investment, driving technological innovation and industrial upgrading. In recent years, Hisense has made significant breakthroughs in underlying technologies such as power semiconductors, AI image quality chips, color Doppler ultrasound, and anti-light film for laser TVs. Concurrently, Hisense has successfully acquired several listed companies, expanding its industrial portfolio and influence.

Jia Shaoqian emphasizes that in the future, Hisense will continue to increase investment in technology R&D, particularly in areas such as high-end display technology and smart home solutions, continuously introducing new products and technologies with core competitiveness. Additionally, Hisense will strengthen collaboration with domestic and international universities and research institutions to jointly promote technological innovation and industrial upgrading.

Furthermore, Hisense is committed to transitioning towards green and low-carbon operations, making green a vital pillar of its "Building a Century-Old Hisense" endeavor. Hisense will achieve operational carbon peak no later than 2026 and operational carbon neutrality no later than 2050, Jia Shaoqian stated.

Transformation and Inheritance: Unwavering Resolve, Promising Future

Throughout its 55-year development journey, Hisense has steadfastly persevered through transformations and innovated through inheritance. Times change, user needs change, but Hisense relentlessly pushes forward, continuously elevating its brand value, and its unwavering commitment to this pursuit has never wavered. It is this persistence and dedication that transforms the ambitious vision of "Building a Century-Old Hisense, becoming the worlds most trusted brand" from blueprints into a vibrant reality, shining brightly.

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