In line with its international growth strategy, China’s Hisense Group encompasses three major brands: Hisense, Gorenje and ASKO.
At IFA, key products on show included the Hisense laser TV, the hi-tech Gorenje refrigerator and a range of ASKO luxury kitchen appliances.
Since 2006, Hisense has pursued a strategy of “brand globalisation” with an annual growth rate of over 20%.
The European market is crucial to this strategy and over 10 years it has built a sales network for the German market and is now expanding out to countries including Spain, Italy, the UK and France. The company has also set up a European R & D centre and manufacturing facility. As a sponsor of the FIFA World Cup and UEFA’s Euro 2016 and Euro 2020 tournaments, Hisense’s brand awareness has grown internationally.