On September 6, 2024, Berlin, Germany, at the 2024 Berlin IFA exhibition, the global popular game “Black Myth: Wukong” was played on the TV screen at the Hisense booth.
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Beijing – China Home Appliances Corporation Hisense Hisense International President Catherine Fang said in an exclusive interview with CNBC on Monday that Hisense aims to become the largest TV seller in the United States in about two years.
In an effort to boost its brand image in the United States, the company last week became the first official partner of the FIFA Club World Cup, which kicks off in Miami in June 2025. FIFA President Gianni Infantino, FIFA Secretary General Mattias Grafström and Hisense Group Chairman Jia Shaoqian Attend events in Shanghai Celebrating the partnership on October 30th.
“We hope that through this sponsorship, we can increase our market share,” Fang said in Mandarin (translated by CNBC). She added that sports events can enhance Hisense’s high-end brand image.
The company’s latest TVs use in-house artificial intelligence chips to improve image rendering, Fang said, noting plans to increase the use of AI to improve audio quality or provide athlete statistics through voice commands. The company couldn’t immediately say to what extent the features would be available on U.S. TV sets
Hisense’s 55-inch U8 TV series starts at about $700 in the United States, with 100-inch versions costing about $3,000 or more.
The company ranked second in North America in TV shipments in the second quarter, behind Samsung, according to research firm Counterpoint.
“Hisense and TCL, which have been focusing on ordinary LCD TVs, are trying to increase market share by strengthening their advanced TV product portfolios such as QD-LCD and Mini LED LCD,” Counterpoint said.
Hisense also sells home appliances such as refrigerators and washing machines, commonly known as white goods.
Fang said the company aims to become the top Chinese brand for such white goods in North America within about the next two years.
Chinese companies have recently been eyeing overseas markets as domestic economic growth slows, but Hisense has spent decades building its global presence.
Fang said half of Hisense’s revenue comes from outside China, with North America accounting for about 30% of its overseas sales.
