Editor's note: In the “Global Survey of China's National Image†published by the China Foreign Languages ​​Bureau, Hisense has become the top ten Chinese brands most familiar to overseas people for two consecutive years. In the State Administration of Quality Supervision released the 2016 Chinese brand value list, Hisense ranked first in the value of innovative brands. Why are foreigners familiar with and like Hisense? Let's take a look together.
The "Belt and Road" Three Kingdoms
From Mexico’s border with the United States, driving half an hour south to the tranquil Mexican border town of Rosarito. In the center of the city, a five-star red flag fluttering in the wind attracts attention. This is one of Hisense's largest overseas factories - the Rosarito plant in Mexico.
Since its official delivery with Japan Sharp on January 6 last year, Hisense Mexico Plant has been operating for more than a year. After Hisense took over the Sharp Mexico plant, it upgraded its original technology layout and production line. In 2016, it achieved 1.6 million units of output, which was a three-fold increase from 2015 and a one-hour increase in per capita output of 178%. Effectively supports the North American market.
Li Wei, general manager of Hisense Mexico Plant, introduced that 2017 will continue to optimize the supply chain, the delivery cycle will be reduced by 1/3, significantly increase the supply chain cycle, while production efficiency will once again increase by 25%.
Hisense Mexico Factory
The Mexican plant is the strategic arm of Hisense's global presence. Up to now, Hisense has established 17 overseas subsidiaries and covers Europe, the Americas, Africa, the Middle East, Australia, and Southeast Asia. It has built 3 production bases to implement regional production, and has 12 R&D institutions in the world. Sold in more than 130 countries and regions.
Then turn your attention to Europe. There is a Chinese company in the city of Pilsen, Czech Republic. The color TVs produced have won the favor of European consumers with high value for money. This is Hisense Czech Company. Hisense Czech company was established in June 2015. The goal is to create an industry-leading television manufacturing and supply chain support platform, helping Hisense brand development and sales in the EU market to improve quickly and steadily.
Hisense chose to build a factory in the Czech Republic based on a series of strategic thinking: The city of Pearson is located in the center of Europe, and its geographical location is well-developed. Since its formal completion and commissioning in August 2015, its output has gradually expanded, and the factory-based logistics distribution center has also started operations. Initially, an efficient and flexible production, logistics and service support system for TV products was established, which became an important guarantee for Hisense to expand into the European market.
Hisense South Africa factory
In South Africa, which is far from the rainbow country, Hisense’s largest modern television production line was established in 2000. In 2013, Hisense South Africa Industrial Park, which was jointly invested by Hisense Group and China-Africa Fund, was formally put into operation. It can produce 400,000 TVs and refrigerators per year. The park directly solves 700 jobs and indirectly provides more than 3,000 jobs. With a complete industrial chain with complete functions and complete facilities, Hisense radiates its products and services to 15 countries in the Southern African Development Community.
The Top Ten Brands in Shanghai
Home appliances are one of the most popular Chinese products produced by the people of the “Belt and Road†countries. In the “Global Survey of China's National Image†released by the China Foreign Languages ​​Bureau, Hisense has become the top ten Chinese brands most familiar to overseas residents for two consecutive years. In addition, Hisense is BrandZ's top ten brand of China Sea. This is closely related to the overall rise of China's home appliance manufacturing, and it is also the result of Hisense's prophetic initiative to go to the international market with its own brand and persist in cultivation.
According to customs data, in the first quarter of this year, the export volume of Hisense TV and icy products increased by 28.1% and 18.7% year-on-year, respectively; at the same time, sales of Hisense overseas brands increased by 45.5% year-on-year, and brand sales increased by 40.9% year-on-year. In the absence of significant changes in international demand, Hisense still maintained a two-digit rapid growth, reflecting the brand effect.
The data also brings together the hearts and minds of consumers around the world. Since the beginning of the year, the performance of Hisense Japan has been steadily increasing. In the first quarter of this year, sales revenue exceeded revenue for 2015 and 2016. Japan is a country with strong traditional home appliances. The market is extremely demanding in terms of product technical requirements. In the case of the overall lack of power from Japanese home appliance companies, Hisense’s product market share in Japan far exceeds that of Korean brands, gradually occupying the household appliance market, which is the world’s most difficult to enter.
In South Africa, Hisense also has many wonderful and unforgettable stories. The Hisense South Africa Industrial Park, which was jointly invested and built by Hisense Group and the Central African Fund, was officially put into operation. Many Cape Town locals looked around the industrial park. They trusted the brand of home appliances from China and hoped to find employment opportunities. President Xi Jinping has published a signed article in South Africa’s “Star†and pointed out that “Hisense TV and refrigerators are major household appliance brands entering millions of households in South Africaâ€.
After the advantages of television and ice-cooled products, Hisense’s mobile phone business was in a hurry. In the first quarter of this year, US$ sales increased by more than 500% year-on-year. Terminal sales data for March showed that in some open market channels, sales of Hisense phones are second only to Samsung. ,Ranked second.
As a "national team," Hisense's layout in the "Belt and Road" not only devoted itself to national strategy and won its own development, but also brought considerable economic and social benefits to the local community. Hisense’s Mexican plant has provided nearly a thousand jobs for the local government and has driven the matching and procurement of peripheral factories and local companies. It is expected that the profits and taxes for 2017 will be up to US$1.8 million. In the Czech Republic, customers highly praised Hisense's services, and the highly specialized factories entrenched the customers' confidence in the Hisense brand. The strategy of high-end, high-quality mid-priced products of Hisense has won the respect of local users.
"The Number" Says Hisense Shining on the "Belt and Road"
This is just a microcosm of the performance of Hisense products in the “Belt and Road†countries. Each time Hisense enters a market, it enters the entire line of technology, R&D, services, and after-sales services. It establishes brand awareness and trust for consumers in various countries. In 2016, Hisense South Africa ranked first in terms of television volume and refrigerators ranked second. In the first quarter of this year, sales of Hisense's South African brand increased by 103.4% year-on-year, brand sales increased by 69.1% year-on-year, and Hisense Australia’s TV share reached 19.9%. First, sales of Hisense Australia brand increased by 97.3% year-on-year, and brand sales increased by 164.3% year-on-year.
Hisense has been engaged in overseas campaigns for many years and is one of the most recognized overseas brands in China's home appliance industry. In South Africa, Hisense's brand awareness is comparable to that of Japanese and Korean brands. In Australia, the United Kingdom and other developed countries, Hisense's brand recognition is the highest among Chinese brands.
With the news of the sponsorship of the World Cup, Hisense brand further released energy. Sports marketing has shortened consumer awareness and reduced communication costs. It has also brought Hisense brand to a new height and has taken a step closer to global brands.
Since the "One Belt and One Road" initiative was put forward for three years, more than 100 countries and international organizations have actively responded to the support. More than 40 countries and international organizations have signed cooperation agreements with China, and the "Belt and Road" "friendship circle" is constantly expanding. In the “One Belt and One Road†vast territory, Hisense is welcoming the arrival of the Chinese brand era at a world-class level.
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