Chinese electronics giant Hisense is ramping up its efforts to become the leading seller of televisions in the United States within the next two years. Catherine Fang, the president of Hisense International, unveiled this ambitious plan in a recent interview with CNBC, signaling a bold move to strengthen the brand’s presence in a fiercely competitive market. Historically, Hisense has made a name for itself globally, but now the company is strategically leveraging high-profile partnerships and advanced technology to penetrate the lucrative U.S. consumer electronics sector.
To enhance its visibility and market share, Hisense recently announced its role as the first official partner of the FIFA Club World Cup, set to take place in Miami in June 2025. This partnership reflects a calculated strategy to align the brand with premium sporting events, thereby improving its image among consumers as a high-quality provider of televisions and other electronic goods. The collaboration was highlighted during an event in Shanghai, attended by notable figures including FIFA President Gianni Infantino and Hisense Group Chairman Jia Shaoqian. Fang expressed confidence that this sponsorship will significantly propel the brand forward, helping to establish a more prestigious reputation in the minds of U.S. consumers.
Technological Innovations Driving Sales
Underpinning Hisense’s growth strategy is a commitment to innovation, particularly in its latest range of televisions. The company has developed advanced televisions equipped with proprietary artificial intelligence technology aimed at enhancing both image and audio quality. This tech-centric approach is essential to differentiate Hisense from its competitors, particularly in a saturated market where brands must constantly innovate to capture consumer interest. The integration of AI capabilities, such as voice-commanded athlete statistics, further aims to enrich the user experience. However, specifics regarding the availability of these features in the U.S. market remain vague, indicating a possible area of improvement for the brand in terms of transparency.
According to research firm Counterpoint, Hisense secured the second-highest number of television shipments in North America during the second quarter of this year, trailing only Samsung. This performance highlights Hisense’s growing influence within the region, particularly as it shifts focus from conventional LCD televisions to more advanced technologies like QD-LCD and Mini LED LCD panels. Alongside its television endeavors, the company also aspires to dominate the market for white goods, such as refrigerators and washing machines, planning to emerge as the leading Chinese brand in North America for these products.
Hisense’s trajectory is noteworthy, especially considering that the company has maintained a strong international presence for several decades while many of its Chinese counterparts have only recently ventured abroad due to slowing domestic growth. Currently, Hisense generates around 50% of its revenue from international markets, with North America contributing approximately 30% to these overseas sales. This solid foundation suggests that Hisense is well-equipped to face the challenges of the American market, but continuous adaptation and innovation will be crucial as it endeavors to achieve its lofty goals in the fast-evolving consumer electronics landscape.