What is Sales and Marketing Strategy of Hisense Company?

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How does Hisense drive sales and marketing?

Hisense has transformed its market position through strategic sports sponsorships and a commitment to technological advancement. A key branding move was its deep involvement in major football events, significantly boosting global brand recognition.

Founded in 1969, Hisense evolved from a domestic provider to a global electronics leader, now operating in over 160 countries with a reputation for smart, high-quality products.

In 2024, Hisense achieved 14% global TV market share, ranking as the world's second-largest TV manufacturer for the third consecutive year. The company also leads in the ultra-large TV segment, holding 58.8% of the 100-inch and larger market. For Q1 2025, Hisense Home Appliances reported a 5.76% revenue increase to CNY 24.84 billion, with net profits up 14.89% to CNY 1.13 billion, reflecting the success of its strategies.

The company's sales and marketing strategy heavily leverages global sports sponsorships, particularly in football, to enhance brand visibility and connect with a worldwide audience. This approach is complemented by a focus on technological innovation, evident in products like the Hisense BCG Matrix, and a commitment to quality. Hisense utilizes a multi-channel distribution network, ensuring its products are accessible across diverse markets, from online platforms to traditional retail stores.

Hisense utilizes a comprehensive sales strategy that blends traditional and digital channels to reach a global customer base. The company's approach focuses on accessibility and convenience, ensuring its products are available through various touchpoints. This multi-channel strategy is a cornerstone of Hisense's business strategy for market penetration and growth.

Physical Retail and Wholesale Distribution

Historically, Hisense has built a strong foundation through traditional retail networks and wholesale distributors. These channels remain vital for reaching consumers who prefer in-person shopping experiences and for broad market coverage. This traditional approach is complemented by newer digital strategies.

E-commerce and Digital Platforms

A significant part of Hisense's current sales strategy involves a growing emphasis on e-commerce platforms and its own company website. This digital push allows for direct customer engagement and sales, catering to the increasing preference for online shopping.

Omnichannel Integration

Hisense is strategically evolving its sales channels towards omnichannel integration. This means creating a seamless experience for customers, allowing them to research products online and complete purchases either online or in-store. This integrated approach enhances customer convenience and loyalty.

Global Expansion and Partnerships

Key partnerships and exclusive distribution deals are instrumental in Hisense's global market expansion. The company's focus on entering key markets and top channels has driven significant revenue increases. For instance, Hisense's overseas revenue surged by 36% year-on-year in 2024.

Regional Sales Performance

Hisense's sales strategy demonstrates strong performance across different regions, highlighting the effectiveness of its localized distribution efforts. The company's commitment to expanding its global footprint is evident in its recent revenue growth figures.

• In 2024, Europe saw a 35% increase in annual revenue for Hisense's white goods, with refrigerator sales up by 23% and washing machine revenue growing by 48%.
• The Americas region experienced a substantial surge in home appliance revenue, increasing by 46.5% in 2024.
• This growth is supported by Hisense's extensive global infrastructure, including 36 industrial parks and production bases, and 64 overseas offices worldwide, which facilitate its broad distribution capabilities.
• Understanding the company's journey can provide further context; a Brief History of Hisense details its development.

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Hisense employs a multifaceted marketing strategy that blends high-impact traditional advertising with sophisticated digital outreach. The company focuses on building brand awareness and driving sales through a variety of channels, aiming to connect with a global audience.

Sports Marketing and Global Exposure

A significant element of Hisense's approach is high-profile sports marketing. Sponsorships of major events like the FIFA World Cup and UEFA European Championships provide extensive global brand visibility.

Digital Content and Advertising

Digitally, Hisense utilizes content marketing, paid advertising, and social media. Video campaigns on platforms like YouTube integrate emotional storytelling with product features to engage viewers.

Multi-Channel Advertising Campaigns

The company also runs TV advertisements and has expanded its campaigns to include major domestic appliances. These efforts are broadcast across Subscription Video on Demand platforms and YouTube.

Integrated Marketing Mix

Beyond digital and sports, Hisense incorporates Out of Home (OOH) advertising, public relations, and in-store retailer training into its marketing mix. This comprehensive approach ensures broad market penetration.

Data-Driven Customer Segmentation

Hisense is increasingly focusing on data-driven marketing and customer segmentation. The goal is to shift its target audience towards consumers who prioritize technology experience and pursuit.

Smart Home Ecosystem Marketing

The company's smart home strategy, featuring its ConnectLife IoT cloud platform and VIDAA operating system, enables personalized user experiences and cross-platform compatibility. This showcases an innovative way to market its interconnected product ecosystem.

Impact of Sponsorships on Brand Awareness

High-profile sports sponsorships have demonstrably boosted Hisense's global brand awareness. Overseas brand awareness increased from 30% in 2018 to 56% in 2024, with notable year-on-year growth in key European markets following major tournaments. For instance, France saw a 12% increase and Spain an 11% increase after the Euro Cup.

• Global Brand Awareness: Increased from 30% (2018) to 56% (2024).
• France Market Growth: 12% year-on-year increase post-Euro Cup.
• Spain Market Growth: 11% year-on-year increase post-Euro Cup.
• Product Focus: Strategy particularly effective for driving demand for large-screen TVs.

Hisense's marketing tactics are designed to build a strong brand presence and drive sales across its product portfolio. The company's strategic use of sports marketing, digital content, and an integrated multi-channel approach, coupled with a focus on data and smart home integration, underpins its global sales strategy. Understanding Mission, Vision & Core Values of Hisense can provide further context to their market approach.

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Hisense has strategically positioned its brand around 'User-centric Technology' and 'Ultimate Quality.' This approach aims to distinguish the company by delivering innovative, smart, and high-quality products designed to improve consumers' lives globally. The core message highlights advanced technology at competitive prices, attracting customers seeking smart living solutions without the premium cost.

User-Centric Technology Focus

The company emphasizes developing technology that directly benefits the user experience. This includes a strong focus on AI integration and smart home connectivity, aiming to make everyday life more convenient and enjoyable.

Commitment to Quality and Value

Hisense differentiates itself by offering superior quality products at accessible price points. This strategy appeals to a broad consumer base looking for reliable and advanced electronics without overspending.

Innovation in Visual Experience

The brand's dedication to research and development is evident in its advanced display technologies. Products like the ULED Mini-LED 100-inch lineup, powered by the Hi-View AI Engine, showcase a commitment to superior visual performance, especially for sports enthusiasts.

Market Leadership in Large-Screen TVs

Hisense has successfully positioned itself as a leader in the large-screen television market. Its dominant market share indicates effective positioning around delivering immersive viewing experiences that resonate with consumers.

Hisense's brand strength is further validated by its consistent recognition. The company has been ranked among the top 10 of Kantar BrandZ Chinese Global Brand Builders for nine consecutive years, holding the No. 8 position overall and remaining the top-ranked TV brand on the list in 2025. This sustained success is attributed to its long-term investment in localized R&D, manufacturing, and marketing operations, demonstrating a robust Hisense business strategy. The company actively leverages AI to drive its digital transformation, enhancing user experience and market competitiveness, which is a key aspect of its Hisense sales strategy.

AI Integration for Enhanced User Experience

Hisense utilizes Artificial Intelligence to improve product functionality and user interaction. This focus on AI is central to its strategy of offering smart, intuitive home solutions.

Targeting Sports Enthusiasts

Features like AI Sports Mode and AI Smooth Motion are specifically designed to appeal to consumers who prioritize an exceptional viewing experience for sporting events.

Sustained Brand Recognition

Consistent high rankings in global brand builder lists underscore the effectiveness of Hisense's long-term brand building efforts and its strong Hisense marketing strategy.

Global Market Presence

The company's success in international markets, as reflected in its brand builder rankings, highlights its effective Hisense global market strategy and its ability to adapt to diverse consumer needs.

Competitive Pricing Strategy

Hisense's approach to offering advanced technology at competitive prices is a key element of its Hisense pricing strategy for electronics, making high-end features accessible to a wider audience.

Investment in Localized Operations

The company's commitment to localized R&D, manufacturing, and marketing is crucial for its Hisense brand positioning in the electronics market, ensuring relevance and appeal in different regions.

Hisense's Brand Positioning Pillars

Hisense's brand positioning is built on two fundamental pillars: 'User-centric Technology' and 'Ultimate Quality.' This dual focus allows the company to offer products that are not only technologically advanced but also reliable and durable.

• User-centric Technology: Emphasizes innovation that directly enhances the user's daily life through AI and smart home integration.
• Ultimate Quality: Focuses on delivering high-performance products that provide excellent value for money.
• Competitive Advantage: The combination of advanced features and accessible pricing creates a strong differentiator in the consumer electronics sector.
• Market Validation: Consistent recognition in global brand rankings, such as Kantar BrandZ, validates the effectiveness of its positioning and Revenue Streams & Business Model of Hisense.

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Key campaigns are central to Hisense's sales and marketing strategy, significantly boosting global brand visibility. These initiatives leverage major sporting events to connect with a broad audience, driving both brand awareness and product interest.

FIFA World Cup Sponsorships

Hisense's long-standing partnership with FIFA, including Official Sponsorship of the FIFA World Cup in 2018 and 2022, and an Official Partner of the FIFA Club World Cup 2025™, has been a cornerstone of its marketing. This has led to a notable increase in brand recall among soccer fans, reaching 15% in Q2 2025.

'Own the Moment' Campaign

Launched alongside the FIFA Club World Cup 2025™, the 'Own the Moment' campaign aims to foster shared experiences and highlight innovative products like the 100-inch U7 TV and PureFlat Smart Series Refrigerator.

UEFA European Championships Partnership

The company's continued partnership with UEFA for the European Championships, including EURO 2024™, is another significant campaign. The 'BEYOND GLORY' campaign associated with EURO 2024™ underscores Hisense's drive for innovation in home appliance technology.

'Choose Smarter' for Home Appliances

In 2025, Hisense expanded its 'Choose Smarter' brand campaign to encompass major domestic appliances (MDA), launching its first UK TV advert for this category. This multi-channel approach uses humor and emphasizes innovative technology at competitive prices.

These strategic sports marketing initiatives have directly contributed to Hisense's consistent growth and its prominent position in the large-screen TV market. The expansion of the 'Choose Smarter' campaign to home appliances demonstrates Hisense's adaptable marketing strategy, successfully extending its reach to new product categories and reinforcing its competitive stance in the electronics market.

Global Brand Visibility

Sports sponsorships are a key Hisense sales strategy for enhancing global brand recognition and market penetration.

Audience Engagement

Campaigns tied to major sporting events like the FIFA World Cup and UEFA European Championships effectively engage a broad, passionate audience.

Product Promotion

Campaigns like 'Own the Moment' and 'BEYOND GLORY' are designed to showcase specific product innovations and brand ambitions.

Market Expansion

The extension of the 'Choose Smarter' campaign to home appliances highlights Hisense's business strategy to diversify and grow across product categories.

Competitive Positioning

These marketing efforts contribute to Hisense's competitive analysis by reinforcing its brand positioning and market share in key segments.

Brand Messaging

Campaigns effectively communicate brand values, such as innovation and connecting with consumers through shared experiences, aligning with the Marketing Strategy of Hisense.

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