In an ambitious move that could reshape the American television market, Chinese electronics giant Hisense has set its sights on becoming the leading TV brand in the United States within the next two years. This bold declaration comes from Catherine Fang, president of Hisense International, who shared the company's strategic vision in an exclusive interview with CNBC.
Hisense, already a major player in the global electronics industry, is not content with its current position. The company is leveraging high-profile partnerships and cutting-edge technology to boost its market presence and brand recognition in the competitive U.S. market.
A key element of Hisense's strategy involves sports marketing. The company recently became the first official partner of the FIFA Club World Cup, set to take place in Miami in June 2025. This partnership, celebrated at an event in Shanghai attended by FIFA President Gianni Infantino and Hisense Group Chairman Jia Shaoqian, is expected to elevate the brand's premium image and increase market share.
Hisense is not relying solely on marketing, however. The company is investing heavily in technological innovation to differentiate its products. Fang highlighted Hisense's use of in-house artificial intelligence chips to enhance image rendering in their newest TV models. The company also plans to expand AI applications to improve audio quality and introduce features like voice-activated athlete statistics during sports broadcasts.
In terms of market position, Hisense is already making significant strides. According to research firm Counterpoint, the company shipped the second-highest number of TV sets in North America during the second quarter, trailing only Samsung. Hisense's product range includes both affordable options and high-end models, with prices ranging from around $700 for a 55-inch TV to over $3,000 for a 100-inch version.
The company's ambitions extend beyond televisions. Fang also revealed Hisense's goal to become the top Chinese brand for home appliances such as refrigerators and washing machines in North America within the same two-year timeframe.
Hisense's global strategy has been years in the making. Unlike some Chinese companies that have only recently begun to focus on overseas markets, Hisense has been building its international presence for decades. Currently, half of the company's revenue comes from outside China, with North America accounting for about 30% of its overseas sales.
As Hisense pursues its ambitious goals, the U.S. television market may be on the brink of a significant shift. The success of this Chinese brand could potentially alter the landscape of the American electronics industry, challenging established players and offering consumers new options in home entertainment technology.