Chinese Leader Smiles upon Europe...

The Chinese Giant, Hisense, Develops its World Marketing Strategy, with Europe Taking on Renewed Importance
Catherine Fang, Deputy General Manager of Hisense International, Managing Director of Hisense Europe Company explains the Chinese company's plan to increase brand awareness and market share worldwide ...
Hisense is a brand that is little known to most Europeans, but which is a household name in China. Until now, on a worldwide scale, Hisense has primarily been known as a major OEM manufacturer, but starting from 2006, Hisense established its Brand Globalization strategy and has established many brand bases such as Australia, South Africa and Egypt. In 2011, the company is planning to further establish its brand name in Europe. We asked Catherine Fang to tell us more about the company
We are a leading Chinese manufacturer of TVs and white goods. In China itself, we have been number one in TV for the past seven years not just among Chinese brands. For the Chinese consumers, our image is perceived as that of an innovative high-tech company. We are number two in China for fridges and number one for inverter-style air conditioners. The inverter system is the most environmentally friendly. 13 years ago we introduced this to the Chinese market. We also manufacture mobile phones for the Chinese and overseas market. We also make fibre communication cables and intelligent transportation systems that were used in the Beijing Olympics. We are also working on Internet TV.
Could you tell us more about your overseas marketing?
Now, Hisense products such as TVs, refrigerators, air conditioners, mobile phones and small appliances have been sold in more than 130 countries and regions, even the Hisense-branded products have been sold in nearly 80 countries around the world.
Europe was one of the first markets we were. It is a very big market , and the difficulty lies in the fact that there are many different cultures and languages. There are many issues to be taken care of. The product has to be right for each country, as well as the service. This is why we approach the European market with humility and in a very professional way. We will try our best to provide consumers high-quality products and best service.
Europe is indeed one of our very important strategic markets and IFA 2011 will be a milestone in our strategy to seduce Europe. We moved our head office from Belgium to Germany in 2010. The new headquarters are in D sseldorf. Europe is the first place for Hisense to set up an overseas R&D centre. For the European market, white goods are doing quite well some under the Hisense name for example in Italy but otherwise in OEM. This year we aim to give a boost to our brand business, especially on TV. Again our strategy is to go step by step in a secure way for our customers and channel to establish strong and long term foundations in Europe so that European customer value Hisense brand name.
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