Chinese electronics giant Hisense is making bold strides toward establishing itself as the leading seller of television sets in the United States, with aspirations set for the next two years. In a recent interview with CNBC, Catherine Fang, president of Hisense International, outlined the company’s strategies to not only enhance its market presence but also to rebrand itself as a premium choice for consumers in a highly competitive landscape.
In an exciting move that underscores its ambitions, Hisense has entered into a partnership with FIFA, becoming the first official sponsor of the FIFA Club World Cup, which will take place in Miami in June 2025. This partnership symbolizes Hisense’s commitment to integrating itself into sports culture—an effective strategy to elevate brand prestige. Fang emphasized that such sponsorships are not merely promotional; they are essential to refining the company’s image and expanding market share in the U.S. market.
By associating itself with globally recognized sports events, Hisense aims to tap into a diverse audience, appealing primarily to sports enthusiasts who are potential buyers of high-quality, technologically advanced televisions.
At the forefront of Hisense’s marketing strategy is technological innovation. The company’s latest television models incorporate advanced artificial intelligence capabilities to significantly enhance user experience. Fang mentioned that the in-house AI chip improves image rendering and that the company is exploring ways to enhance audio quality and provide real-time athlete statistics through voice commands. However, details on the availability of these features in U.S. market products were not readily shared.
As consumers increasingly seek smarter and more integrated devices, Hisense is positioning itself to meet these demands by incorporating cutting-edge technology into its products. The pricing of Hisense televisions, starting at approximately $700 for the 55-inch U8 series and escalating to about $3,000 for a 100-inch version, places it within a competitive bracket. However, the brand’s focus on advanced technologies may justify a premium pricing strategy in the eyes of consumers.
Despite achieving the second-highest market share in North America, trailing only Samsung, challenges remain formidable. The television market is characterized by fierce competition, with players like TCL also striving to expand their portfolios through advanced technologies such as QD-LCD and Mini LED. Hisense’s commitment to evolving beyond standard LCD offerings is pivotal, as companies now pivot toward more sophisticated display technologies to allure consumers.
Additionally, Hisense’s ambitions do not stop at televisions. The company aims to emerge as the premier Chinese brand in the North American market for home appliances, colloquially known as “white goods.” With a long-standing history and an increasing portion of its revenue generated abroad, Hisense anticipates that achieving this feat will also take approximately two years.
Hisense is strategically navigating the complexities of the U.S. market with a vision anchored in innovation, partnerships, and competitive product offerings. As the company capitalizes on branding opportunities through high-profile sponsorships and technological improvements, it is poised to create a significant footprint. With creativity and resilience, Hisense could very well redefine its position in North America, setting a precedent for other Chinese brands eyeing global expansion amidst a dynamic marketplace.
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