On July 27, Google and Kantar released the list and report of "China's Top 50 Global Brands". Hisense has been ranked among the top 10 Chinese global brands for six consecutive years, ranking first in the home appliance industry.
The report surveyed 1.17 million consumers in 11 countries including the United States, Britain, France, Australia and Japan, and believed that a high sense of value enhances the brand's ability to resist risks, making Hisense a strong and resilient global brand.
"Under the pressure of economic uncertainty, the most important job for a brand is to create meaningful differentiation, that is, to create a brand's 'sense of value'".
Wang Xing, CEO of Kantar Group Greater China and Global Chairman of Kantar BrandZ, said that Chinese global brands are entering a new stage of development.
In the future, brands need to strengthen their brand power in the minds of consumers and create long-term value for people in order to gain more growth.
Under the influence of the epidemic, consumers want to spend their money more cautiously. Chinese brands can make consumers feel their sense of value more clearly, and they can become high-end brands and achieve higher profit margins.
Over the years, Hisense has continuously developed high-value and high-value-added products by facing the market, understanding consumer needs, and gaining insight into industry information, and has won the reputation of overseas consumers with technology and innovation.
Data shows that from January to June this year, the sales of Hisense laser TVs with a unit price of thousands of dollars in Australia, France, Canada and other overseas markets have surpassed that of last year, becoming the new consumer favorite of the elite.
After four years of research and development, Hisense is the first Chinese company to develop a high-end refrigerator with automatic ice making function, which is sold in Europe, Australia, the United States, South Africa and other regions, and has been recognized by consumers.
The higher the brand value, the stronger the ability to resist risks.
Taking the road of branding overseas and building a more resilient and recognizable brand has become the choice of more and more enterprises.
In March of this year, Liu Bin, Vice President of Hisense International Marketing Company, disclosed for the first time Hisense's high-end overseas "three-axes": In terms of high-end product layout, Hisense's high-end image quality flagship ULED TV will achieve a year-on-year increase of more than 40% in high-end sales, and overseas sales of Hisense Laser TV The impact has doubled; in terms of technology research and development, a new home appliance research and development center will be established in the United States and Japan to achieve close coordination of production, sales and research; in terms of independent brand building, it will deploy nearly 100 high-end brand flagship stores around the world, making full use of every communication with consumers. The contact point is really called China's high-end manufacturing in the world.
In the face of the new competitive environment, Hisense laid out the B2B industry in advance and opened up overseas markets, so as to rapidly enhance its brand influence in the international market.
Since the beginning of this year, Hisense South Africa has exported its products to Europe; the China-Europe land-sea express line Hisense special train has been opened; it has strategically cooperated with Guangzhou Port Haifeng... Hisense has built a more efficient, convenient and economical global supply chain through various methods, further Improve the efficiency of industrial chain allocation to support brand globalization.
The 2022 Qatar World Cup will be held in November, and Hisense, as the official sponsor, is expected to use the World Cup to continuously enhance its global brand influence.