May 10 is the sixth China Brand Day, from "Made in China" to "Created in China", from "China Speed" to "China Quality", more and more Chinese brands are famous for their quality and have become shining national business cards. Jia Shaoqian, president of Hisense Group Holdings Co., Ltd., shared the topic of Chinese brand building and said that high-quality Chinese manufacturing is the biggest confidence of brands going to sea.
"Looking back at Hisense's journey to sea, if you mention the stepping stone of dialogue with the world, it must be technology and quality." For example, Jia Shaoqian said that South Africa is the first stop of Hisense's internationalization. More than 20 years ago, when Hisense entered the first chain store in South Africa, the other party questioned the quality of the product, and the colleague immediately put a deposit of 500,000 rand (about 200,000 yuan) there and said, "If the quality is not good, deduct all the money for me." Facts have proved that There are no problems with the quality of Hisense's products, which has opened up the South African market and achieved the leader of the South African home appliance brand in one fell swoop.
High-quality products support Hisense's continuous breakthroughs in overseas markets such as Japan, Europe and the United States, which are known for their rigor. In 2021, more than 860,000 consumers in 11 countries around the world voted for the most famous Chinese overseas brand in their hearts, Hisense, which ranked in the top ten of the "BrandZ Top 50 Chinese Global Brands" list and ranked first in the home appliance industry. "For more than 30 years, Hisense has gone from being lonely and unknown to becoming the most familiar Chinese brand for overseas consumers, and high quality is the biggest confidence in brand internationalization." With the quality of this 'reassuring pill', Hisense has the courage to do the brand, and has the confidence to invest in the brand. ”
"Quality is not managed, nor tested, it is done, it is formed in the process. Any kind of thinking about quality cannot replace doing the basic work in a down-to-earth and sweaty way. Jia Shaoqian introduced that Hisense manages quality as an "enterprise military rule". From product quality, to manufacturing upgrades, to industrial high-end, Hisense's understanding of quality is implemented in all aspects of business operations.
At the product quality end, adhere to the perfect R & D quality assurance system, and constantly improve the level of research and development and the management ability of the supply chain, while continuously improving the "hardware conditions", continue to bring consumers the ultimate experience of laser TV, fresh air conditioning, vacuum refrigerator and other quality home appliances; manufacturing upgrades, Hisense will focus on advanced manufacturing in the future, and continue to advance to the high-end and high-end industries of the industry, in the LCD TV flexible production line, optical chip industry research and development and capacity expansion, green air conditioning products intelligent production upgrade and transformation, In the expansion and upgrading of the high-end commercial air-conditioning industry, we will strengthen the strength and breadth of the upstream and downstream industrial chain layout; Hisense will continue to transform and upgrade, expand its business territory, and continue to exert efforts in the fields of intelligent transportation, smart city, precision medicine, chips, and new energy vehicles.
According to the survey by Ipsos, an international authoritative research institution, in overseas markets, Hisense brand equity will continue to increase in 2021, leading Chinese home appliance brands abroad, and the Hisense TV brand equity index in the domestic market has reached 112, ranking first in the home appliance company brand.
According to reports, in 2001 and 2010, Hisense became the only enterprise in China that won the National Quality Management Award twice; in 2009 and 2012, Hisense won the first Shandong Governor Quality Award and the Qingdao Mayor Quality Award; in 2011, Hisense became the first Chinese enterprise to win the Asian Quality Award; in 2020, Hisense won the National Quality Benchmarking Enterprise; in April this year, Hisense stood out from Samsung, LG and other enterprises to win the "Dubai Quality Global Award". It is the first Chinese enterprise to receive this award since 1994. From domestic to overseas, "quality" has become the most important ID card for Hisense to go to the world.
"Quality confidence makes brand confidence." Jia Shaoqian said that facing the world, becoming stronger and bigger Chinese brands, Hisense is full of confidence, And Chinese enterprises and Chinese brands are full of confidence.