Chinese electronics manufacturer Hisense is making headlines with its bold ambition to become the leading television seller in the United States within the next two years. In a recent interview with CNBC, Catherine Fang, the president of Hisense International, outlined the company’s concentrated efforts to strengthen its brand presence in the competitive U.S. market. Central to its strategy is a partnership with FIFA as the first official sponsor of the FIFA Club World Cup, scheduled to take place in Miami in June 2025. This sponsorship not only positions Hisense at the forefront of a major global sporting event but also serves as a promotional vehicle to enhance its reputation as a premium brand among consumers in one of the largest markets for electronics.
Sports sponsorship has long been a method employed by companies to boost brand visibility. Fang emphasized that association with prestigious sporting events can significantly elevate the image of Hisense, tapping into an emotional connection between sports and consumer identity. The decision to partner with FIFA indicates a calculated move to harness the extensive viewership and engagement that comes with international soccer tournaments. By aligning itself with a brand as powerful as FIFA, Hisense hopes to not only increase its market share but also transition consumer perception, establishing itself as a quality option amid entrenched competitors like Samsung.
On the technology front, Hisense is rolling out new television models equipped with proprietary artificial intelligence chips designed to enhance the viewing experience. This innovation aims to improve image rendering and sound quality, which are critical features for consumers in the premium television market. With offerings like the 55-inch U8 TV starting at approximately $700 and the larger 100-inch version costing upwards of $3,000, Hisense appears to be positioning itself competitively against other major brands. As detailed by research firm Counterpoint, Hisense has already made significant strides in the North American market, securing the second spot in terms of television shipments, right behind industry titan Samsung.
While concentrating on television sales, Hisense is also focusing on expanding its range of home appliances, commonly referred to as ‘white goods.’ Fang mentioned that the company has set its sights on becoming the leading Chinese brand for these products in North America, striving to capture a share of a lucrative market. With approximately 30% of its international sales stemming from North America, the company’s commitment to its diverse portfolio is vital as it seeks growth amid a challenging economic landscape.
In an era where Chinese companies are increasingly seeking expansion beyond their home turf due to slowing domestic growth, Hisense stands apart with a well-established global presence developed over several decades. The company exemplifies a strategic blend of innovation, marketing, and partnership to navigate the complexities of international business. With its sights set on not just televisions but a holistic approach to home electronics, Hisense may be on a trajectory to redefine its market position in North America over the coming years.