Although domestic brands formed a collective suppression of foreign brands in the Chinese market, Samsung, Sony, Sharp, Philips, etc. were unable to counter the rise of local forces. However, looking at the globe, Chinese brands that can compete with Samsung and Sony are rarely seen again. less. Hisense is the number one Chinese brand for 14 consecutive years and is one of the few Chinese brands that can pose a competitive threat to head foreign brands at home and abroad. From the formulation of the “big head overseas strategy†to the implementation of the “best planâ€, the actual action of the sea credit has staged the “Speed ​​and Passion†of a Chinese color TV brand overseas.
Adhere to self-owned brand's 10-year sales revenue surged 22 times
Unlike some domestic brands who are keen to do OEM and OEM work overseas, Hisense has always focused on developing its own brand. In fact, only by opening its own brand can we have greater market autonomy and brand premium. OEMs and OEMs have a meager profit, but just do wedding dresses for others.
Therefore, we have seen that although some domestic brand TV sets have a large amount of production, the proportion of real self-owned brands in the overseas market is very low, and many of them are manufactured by OEMs. Such a large but not strong, does not make much sense.
Hisense insists on developing its own brand. Although the process is not easy, the gain is even more pleasant. Since 2007, the sales revenue of Hisense's overseas independent brands has increased by 22 times, of which the proportion of self-owned brands has increased by 4.3 times.
This means that in 10 years, Hisense TV's own brand sales revenue surged 22 times, highlighting the speed and passion of leading color TV brands in China. More importantly, in many markets around the world, Hisense TV's market share has approached 20%. For example, Hisense TV's sales share in the Chinese market has reached more than 18%, and its market share in South Africa has reached 18%, compared with 15.6% in the Australian market.
You know, Samsung's global market share is about 20%. Once Hisense achieves a 20% share in some important markets, such as China, Europe and the United States, it will undoubtedly shake Samsung's global market leader.
Of course, it is not an easy task to achieve an approxi- mately close to 20% performance, especially in Europe and the United States. Hisense still has much room for improvement. However, the growth rate and passion show in the past 10 years proved that giving Hisense another 10 years may give the industry a more amazing result.
Technical marketing double fist attack high-end market hand to come
Analysis of Hisense's overseas strategy, Hisense has been able to continue the "siege to pull the city", there are two major weapon: First, the independent core technology, and second, global sports marketing.
Facts have proved that TV industry only rely on model innovation is not long-term. Therefore, it is very important to master the core technology of the color TV industry, especially display technology. In this regard, it is precisely Hisense's advantageous area.
Hisense's technology roadmap is developed in such a way as to lead the world through laser television, and secondly, to promote the upgrade of liquid crystal display technology through the integration of ULED and quantum dot technology, and eventually realize QLED.
Hisense, who masters ULED and laser core technology, can sprint hard into the high-end field and spurs the territory that Samsung and Sony have long occupied. During the Asia CES, Hisense announced that the new high-end ULED N8700 series will be listed in 30 countries and regions around the world. As another representative of high-end products, Hisense laser TVs will also be listed overseas. Zhu Xi, deputy general manager of Hisense International Marketing Co., Ltd., said that the overseas market is a protracted war, relying on brand competition under product and technology support.
In addition to technology, Hisense's other offensive weapon is globalized sports marketing. Following the sponsorship of the European Cup, Hisense announced this year that it will sponsor the 2018 Football World Cup and use sports as a global language to talk to global users.
After the announcement of the sponsorship of the World Cup, Liu Hongxin, the president of Hisense Group, released high-profile plans for Hisense Global Brand Enhancement Program. The core of the plan is to continue to sponsor major sporting events to increase brand awareness while giving full play to its technical advantages. With its design philosophy and global R&D resources, the company continuously launches high-quality, high-value and high-experience TV products for the global market, and rapidly improves the global market share of Hisense brand.
The independent core technology supports Hisense's impact on the high-end market, and the “Such Plan†with international sports marketing as the core, and the same goal is directed at the high-end market.
The data will not lie, and Hisense's series of actions have yielded significant results. In the first quarter, Hisense’s overseas brand revenue soared, and overall revenue of overseas brands increased by 40.9% year-on-year; TV brand revenue rose by 31.2% year-on-year in the first quarter. According to IHS data, the market share of Hisense’s overseas brands increased by 26% in the first quarter.
As far as the color TV industry is concerned, the overall situation in the Chinese market has been set, and overseas markets are promising. With Hisense, the top three in the world, whether it can continue to achieve new speeds in overseas markets and launch new passions beyond, we will wait and see.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, etc. on TV boxes, smart TVs, smart TV software, etc. Answering questions.
Adhere to self-owned brand's 10-year sales revenue surged 22 times
Unlike some domestic brands who are keen to do OEM and OEM work overseas, Hisense has always focused on developing its own brand. In fact, only by opening its own brand can we have greater market autonomy and brand premium. OEMs and OEMs have a meager profit, but just do wedding dresses for others.
Therefore, we have seen that although some domestic brand TV sets have a large amount of production, the proportion of real self-owned brands in the overseas market is very low, and many of them are manufactured by OEMs. Such a large but not strong, does not make much sense.
Hisense insists on developing its own brand. Although the process is not easy, the gain is even more pleasant. Since 2007, the sales revenue of Hisense's overseas independent brands has increased by 22 times, of which the proportion of self-owned brands has increased by 4.3 times.
This means that in 10 years, Hisense TV's own brand sales revenue surged 22 times, highlighting the speed and passion of leading color TV brands in China. More importantly, in many markets around the world, Hisense TV's market share has approached 20%. For example, Hisense TV's sales share in the Chinese market has reached more than 18%, and its market share in South Africa has reached 18%, compared with 15.6% in the Australian market.
You know, Samsung's global market share is about 20%. Once Hisense achieves a 20% share in some important markets, such as China, Europe and the United States, it will undoubtedly shake Samsung's global market leader.
Of course, it is not an easy task to achieve an approxi- mately close to 20% performance, especially in Europe and the United States. Hisense still has much room for improvement. However, the growth rate and passion show in the past 10 years proved that giving Hisense another 10 years may give the industry a more amazing result.
Technical marketing double fist attack high-end market hand to come
Analysis of Hisense's overseas strategy, Hisense has been able to continue the "siege to pull the city", there are two major weapon: First, the independent core technology, and second, global sports marketing.
Facts have proved that TV industry only rely on model innovation is not long-term. Therefore, it is very important to master the core technology of the color TV industry, especially display technology. In this regard, it is precisely Hisense's advantageous area.
Hisense's technology roadmap is developed in such a way as to lead the world through laser television, and secondly, to promote the upgrade of liquid crystal display technology through the integration of ULED and quantum dot technology, and eventually realize QLED.
Hisense, who masters ULED and laser core technology, can sprint hard into the high-end field and spurs the territory that Samsung and Sony have long occupied. During the Asia CES, Hisense announced that the new high-end ULED N8700 series will be listed in 30 countries and regions around the world. As another representative of high-end products, Hisense laser TVs will also be listed overseas. Zhu Xi, deputy general manager of Hisense International Marketing Co., Ltd., said that the overseas market is a protracted war, relying on brand competition under product and technology support.
In addition to technology, Hisense's other offensive weapon is globalized sports marketing. Following the sponsorship of the European Cup, Hisense announced this year that it will sponsor the 2018 Football World Cup and use sports as a global language to talk to global users.
After the announcement of the sponsorship of the World Cup, Liu Hongxin, the president of Hisense Group, released high-profile plans for Hisense Global Brand Enhancement Program. The core of the plan is to continue to sponsor major sporting events to increase brand awareness while giving full play to its technical advantages. With its design philosophy and global R&D resources, the company continuously launches high-quality, high-value and high-experience TV products for the global market, and rapidly improves the global market share of Hisense brand.
The independent core technology supports Hisense's impact on the high-end market, and the “Such Plan†with international sports marketing as the core, and the same goal is directed at the high-end market.
The data will not lie, and Hisense's series of actions have yielded significant results. In the first quarter, Hisense’s overseas brand revenue soared, and overall revenue of overseas brands increased by 40.9% year-on-year; TV brand revenue rose by 31.2% year-on-year in the first quarter. According to IHS data, the market share of Hisense’s overseas brands increased by 26% in the first quarter.
As far as the color TV industry is concerned, the overall situation in the Chinese market has been set, and overseas markets are promising. With Hisense, the top three in the world, whether it can continue to achieve new speeds in overseas markets and launch new passions beyond, we will wait and see.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, etc. on TV boxes, smart TVs, smart TV software, etc. Answering questions.
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