Hisense performs well in Australian market
As the first Chinese company to enter Australia, Hisense Group, a leading home appliance maker headquartered in Qingdao, Shandong province, has performed well in Australia, said Zhang Xifeng, managing director of Hisense Australia Pty Ltd.
According to Zhang, Hisense's TV, refrigerator and freezer products all rank first or second in sales in Australia home products market. In Australia, the business sold more laser TVs in the first half of this year than they did in the entire year of 2021.
Zhang stated that if the 25 million people in Australia are divided into 4 to 5 million households, then one in five families will select Hisense's products, which is a significant percentage.
The reason why Hisense has developed a firm foothold in Australia is closely related to the brand awareness of the company, Zhang noted.
Hisense has been building its own overseas brands to expand its global market share. Zhang said that the Australian market is the first overseas market that Hisense has fostered its own brand.
As an example, consider a refrigerator. According to Zhang, the characteristics, energy efficiency, volume, and color of refrigerator products are produced to meet local demand and are meticulously planned in accordance with the Australian market.
"If you want to succeed in the global market, first of all, you should grasp the high-end market, establish brand image while competing with competitive enterprises, and take root in the local market, so as to have long-term development," Zhang said.