In a bold ambition, Hisense, a prominent Chinese home appliance manufacturer, is setting sights on becoming the preeminent television seller in the United States within the next two years. This aspiration was articulated by Catherine Fang, President of Hisense International, during a recent exclusive interview with CNBC. With a competitive market landscape dominated primarily by industry giants, this goal showcases Hisense’s determination to carve out a larger share of the U.S. television market.
Strategic Partnerships: Leveraging Global Events for Brand Enhancement
To bolster its brand presence, Hisense recently secured a notable partnership as the official sponsor of the FIFA Club World Cup, scheduled to take place in Miami in June 2025. This sponsorship is more than just a marketing strategy—it represents a strategic move to align the Hisense brand with a prestigious global event and enhance its image as a premium product provider. Prominent figures in FIFA and the business sector were involved in the partnership announcement, underscoring the significance of this collaboration. Fang noted that this partnership would help elevate Hisense’s market share in the U.S., particularly as sporting events are known to resonate well with consumers and can significantly influence brand perceptions.
Innovative Technology: A Commitment to AI in TV Features
Hisense is not just about aggressive marketing; it’s also investing in technology that could redefine the home viewing experience. The company has integrated an in-house artificial intelligence chip into its latest television line, aimed at enhancing picture quality. Additionally, Hisense plans to broaden the application of AI to enrich sound quality and provide interactive experiences through voice commands for features such as athlete statistics. While these advancements have yet to be fully detailed for U.S. consumers, they indicate Hisense’s commitment to innovation in a rapidly evolving industry.
Recent statistics reveal that Hisense shipped the second highest number of television sets in North America during the second quarter, trailing only Samsung. This positioning is critical as it highlights the company’s growing footprint in a competitive market. Research has pointed out that both Hisense and TCL are focusing on enhancing their portfolios, particularly in advanced television technologies like QD-LCD and Mini LED LCD, in an effort to capture greater market share. Such strategic shifts are essential as consumer preferences evolve towards sophisticated and high-quality viewing experiences.
Hisense’s ambitions extend beyond television sets. The company is also eyeing leadership in the white goods sector in North America, with a target to become the top Chinese brand in this category within a similar timeframe of two years. Traditionally, home appliances like refrigerators and washing machines have constituted the backbone of Hisense’s offerings, and this venture reflects their overarching business strategy to diversify and strengthen their presence in multiple sectors.
With a unique blend of strategic sponsorships, technological innovation, and an ambition to challenge established competitors, Hisense is poised for significant growth in the U.S. market. With half of its revenue generated from overseas and a solid 30% coming from North America, Hisense’s plans indicate a confident march toward achieving dominance in both television and home appliances.