Hisense Electric Co., Ltd : Hisense Shows a Smarter World at IFA 2011


Held in Berlin, Germany, Hisense has showcased its high-end intelligent TVs at IFA 2011. Hisense’s newest high-end products include the XT710, XT68 and XT69. In addition, Hisense’s new first generation personal intelligent TV, made its debut at the exhibition which attracted the attention of many visitors.

“The competition in the consumer electronics industry depends on the development of intelligent products,” cited Hisense Chairman Zhou Houjian. He furthermore asserted that “Industry players must continuously focus on research and development to succeed in today’s rapidly changing market…I am fully confident about the development of Hisense’s intelligent business.” The firm has already established an intelligent industry promotion division, with the aim of promoting the intelligentization of its full line of products. Hisense will launch its second-generation personal intelligent TV in the near future.

IFA is considered the most important consumer electronics expo in Europe. The return of Hisense reflects the company’s firm determination to develop its brand in overseas markets and further expand its presence in the European market. Hisense’s full line of high-end intelligent products showcased the growth of the company’s brand in Europe. These products not only represent the progress of Hisense, but also provide a good opportunity for the company to establish a footprint and market its high-end products in the region.

Dr. Lan Lin, Vice President of Hisense Group and General Manager of Hisense International stated, “The company must develop its own brand if we want to become larger and stronger in overseas markets.” In the South African market where Hisense has substantial experience in brand operation, the company tied for second place with LG in July with a market share of 19 percent in the high-end LED segment, according to GFK data. In 2010, Hisense adjusted its network of production, sales and research, and development in Europe to capture the growth potential in the European market. Germany was selected as the European regional center with subsidiaries established in Italy, Belgium and the UK, among other countries. The enterprise has further expanded its business in other major markets in 2011, including Turkey, Israel and Spain. The accelerated development of the brand in these regions is due to cooperation with strong local channel customers. In addition, Hisense’s facility in Turkey will begin operating in the second half of September.

Founded as Qingdao No.2 Radio Factory in 1969, Hisense has now transformed into a multibillion-dollar global conglomerate, which has two listed companies (Hisense Electric Co., Ltd. (600060), on the Shanghai Stock Exchange and Hisense Kelon Electrical Holdings Company Ltd. (000921), on the Shenzhen and Hong Kong Stock Exchanges). It owns three famous trademarks (Hisense, Kelon and Ronshen) and provides a wide range of products and services including “multimedia”, “home appliances”, “telecommunications,” and ”information technology”. Adhering to its development strategies stressing sound technological foundation and robust operation, Hisense seeks to expand its business into top tier of high-end industries through continuous technological research and improvement. It is making unremitting efforts by creating successful innovations together with its 60,000 employees around the world for the same dream---turning Hisense into an enduring enterprise and global brand. 


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