Sports sponsorship has long been part of Hisense’s marketing strategy
Around the world, Hisense has production bases in South Africa, Algeria, Egypt, and sales of ces in USA, Europe, Australia, Middle East, and Southeast Asia. Hisense products are exported to over 130 countries and regions around the world. Recently it has turned its attention to Europe, seeking to raise its pro le there, not least with its sponsorship of the UEFA Euro 2016 soccer tournament. Candy Pang, general manager, Hisense Germany, explained how the European strategy is working.
In the long run, we are aiming at becoming one of the top- three TV providers in Europe. During and after UEFA Euro 2016, we already observed a significant boost in TV sales in all of our European markets, including Germany.
In the German market in particular, we will continue to establish and maintain close co-operation with specialised retailers.
These partnerships have already enabled us to have our products available throughout all regions of the country. We are always considering expansion into other European markets as well, wherever it makes strategic sense to us.
You have presented new ULED TVs here at IFA. What are the key USPs of these sets?
The ULED TVs use the Hisense- developed Hi-View image processing chip, advanced LED backlight control and a wide colour gamut to produce highly detailed and natural- looking images. The result is brilliant images with ultra- HD resolution, a wide colour gamut, high contrast and high frame frequency.
What are the key goals of your presence at IFA and how important is the show as part of your marketing plan?
At IFA, we engage in valuable exchanges with trade partners and key journalists from all over the world. This way, we continue to build close relationships which are essential on our way to further establishing Hisense as an internationally renowned brand. But we also offered an exciting entertainment programme to thousands of end consumers visiting our booth. So they didn’t just experience our latest products, but also connected to our brand on an emotional level – as millions of sports fans have already thanks to our various premium sport sponsoring partnerships, including the UEFA Euro 2016 and the [Bundesliga team] FC Schalke 04.