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The rise of Hisense in the world

(People's Daily Online)    15:33, June 02, 2015

In January 2015, Hisense displayed its ULCD televisions and laser televisions at the International Consumer Electronics Show held in Las Vegas, winning immediate acclaim from its competitors.

Hisense has already established research and development centers in Europe and the U.S. and launched manufacturing bases in South Africa, Egypt, Mexico, Algeria and Czech, according to Fang Xueyu, vice president of Qingdao Hisense International Marketing. Fang added that in the U.S., Hisense is the first Chinese company that has successfully pushed products under its own brand into main sales channels such as Best Buy, Costco and Wal-Mart; in Europe, its sales revenues have increased by a factor of seven in three years; in Australia and South Africa, Hisense TVs rank No.2 among comparable products; in Mexico, they ranks No.3.

Develop core technology

In 2011, companies from Japan and South Korea launched OLED TV sets. For Chinese TV manufacturers, this could have been a big blow to the the whole industry. Zhou Houjian, president of Hisense, proposed that they should create their own TVs with better digital displays than OLED TVs.

Hisense established a team of technical experts to develop ULED. These new low-cost ULED sets are well-adapted to the requirements of the consumer, said Cao Jianwei, vice president of Hisense Electric. 

In order to take the lead in the industry, Hisense acquired a Canadian software company and two American companies, brought in nearly 200 technical experts with international backgrounds, and sought quality to promote the upgrading of its technologies.

Expand overseas market

Hisense has delivered on its commitments to developing overseas markets over more than 20 years. The company's employees fought hard to expand European and American markets before they were able to appoint the main distributors they needed. Once it had penetrated these foreign markets, Hisense developed a careful strategy on how to retain its customers' confidence in Hisense products.

After guaranteeing stable sales revenues, Hisense has been working on improving its brand image. In recent years Hisense products have gradually won brand recognition among European and American consumers by sponsoring many sports events once its products were available through the key distribution channels. 

The employees of Hisense Co., Ltd are confident that they can achieve the goal that within three years, Hisense will rank No.3 worldwide in terms of sales of the color TVs and earn 50 billion yuan in export sales revenues. In addition, they hold a belief that Hisense will be the third largest TV manufacturer in terms of the sales of the color TVs in 2016.

(For the latest China news, Please follow People's Daily on Twitter and Facebook)(Editor:Ma Xiaochun,Gao Yinan)

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