TECH

Inside a brand that wants to lead in the international market

Hisense was created in 1969 and in the last 10 years has been developing an internationalization strategy that also goes through the enlargement of the business through acquisitions. Toshiba's TV unit is the latest acquisition but in a meeting with Portuguese and Spanish journalists, Lan Lin, executive vice president of Hisense underlined a vision that aims to reach the top positions of consumer electronics in the international market .
The company numbers support ambition. Hisense is number one in China for 14 consecutive years in TV sales and in 2016 the TVs area was the third in sales worldwide, according to IHS data shared by the company. But to reach the top spots Hisense faces a few giants, especially Samsung and LG, from neighboring Korea.
Hisense currently sells nearly half of its consumer electronics and TV products outside of China, but wants to continue to expand its internationalization strategy, and Europe is one of the top destinations alongside North America. The new products launched this month from CES and the investment made in Europe, where he is one of the sponsors of this year's World Cup in Russia, are part of a strategic route designed by the administration of Hisense."For 10 years no one knew who we were, and we invested a lot in brand and quality. We are now in the top countries dealing with the top brands, "said Lan Lin, an ex-vice president at a meeting with Portuguese and Spanish journalists in Qingdao.An organized visit to the company included moving through an innovation center and several factories producing refrigerators, washing machines and televisions in Shandong province, where the company owns 15 factories. Together with South American factories the company has an annual production capacity of 12.3 million televisions, 10 million refrigeration units, 9.3 million air conditioners and 6.6 million mobile phones.

Expansive product lineSmartphones are one of the latest product lines where Hisense is investing, joining televisions, but also refrigerators, washing machines and air conditioning, along with a broad array of management-oriented B2B solutions of smart cities and equipment in the health area.Laser TV has attracted the attention of the market and Hisense believes that in the next three years this segment will be one of the fastest growing in the range of large screens. Hisense's range of Laser TV already has a wide range, capable of reaching 100 with 1080p or 4K quality with Ultra HD Smart Laser TV, but also positioning itself in a lower range with 88 and 80-inch projectors. The first models will reach the Portuguese market in April, as confirmed by Nuno Cunha, the head of the national Market.At the same time, Hisense continues to invest in ULED technology, and has launched at CES 2018 Hisense U7 ULED TV, but also Hisense U9 ULED TV, two special editions for the World Cup. And through the partnership with FIFA will offer exclusive content to its customers.

Unlike Samsung's LED and QLED, ULED technology combines optical materials such as KSF or Quantum Dot with Special Hisense backlight control technology, resulting in a range of colors and stronger contrast. In a direct comparison with an LED or OLED TV, the colors are vivid and expressive, with no supersaturation, and even blacks are deep enough to bring a more real touch to the image and become more evident in HD or 4K quality vídeos.

Sapo