From "newcomers" to "veteran players", Chinese brands have opened a new chapter in going global

Source: Huanqiu.com

"This is really a story about adventure and success. Remy Journe, deputy general manager of Hisense France, said frankly.

At the Consumer Electronics Show in Las Vegas, USA ten years ago(CES),Remy Journe, who was still a senior practitioner in the home appliance industry at the time, was attracted by the unique design of Hisense TV,Then took the initiative to get in touch with Hisense,And became an important member of the start-up team of Hisense France。 His choice, like a brave adventure, is full of unknowns and challenges.

After a decade of hard work, Remy Journe and his team have successfully transformed a series of creative projects from idea to reality, driving the Hisense brand from zero to the top three in the French market. "In a place like France, which is representative of the global high-end market, behind every successful person is a process of standing out through fierce competition with top international brands." Remy Journe said that Hisense's rise in the French market is not only because they offer high-end products with excellent design and the latest technology, but also because they are deeply involved in the market and truly understand and meet the expectations and needs of customers. Their product strategy has always been closely linked to the local market, and this kind of localization and innovative strategic thinking has allowed Hisense to gain a firm foothold in the French market.

5month10day,On the 8th"China Brand Day",Hisense once again showed their"Brand upward"Innovation strength。 The world's first foldable laser TV, Hisense ultrasound and other high-quality, high-value products and technologies, let the world see the high-end style of Made in China.

At present, Chinese companies represented by Hisense are still in the center of the world stage to stage those wonderful stories of adventure and success. Every breakthrough they make is a strong proof of Made in China, and it is also the best display of the charm of Chinese brands. This is not only another gorgeous turn for China's manufacturing industry to successfully move towards high-end, but also allows the world to see the infinite possibilities of Chinese brands.

Taking the high-end is the right way

In the high-end market, especially in the market represented by Europe, Chinese home appliance brands are facing many challenges. These markets have long been occupied by the world's established home appliance brands, who have rich experience and deep brand accumulation. At the same time, consumers here have high demands on products, high quality, innovative technology and unique design. In such an environment, if Chinese home appliance brands want to gain a foothold, they must provide products that exceed market expectations.

"When you're starting from scratch, especially in a mature market like France, you need a very strong advantage. Otherwise, you have no chance of success. Remy said,Therefore,In the face of such a mature and picky market as France,Hisense has chosen high-quality high-end products as a breakthrough from the beginning。

In order to meet the needs of French consumers,Hisense has an in-depth understanding of localization needs,And targeted planning of product lineup。 Their products not only have excellent design, but also incorporate many innovative features, and Hisense refrigerator is one of the key products for them to break through market doubts and build brand advantages.

In 2015, Hisense cleverly used its technical advantages in multi-door and side-by-side refrigerators, relying on these two types of refrigerator products to successfully knock on the door of the French market. Since then, Hisense has continued to develop a series of new products for the French market and successfully broke through. In 2023, Hisense's smart large-screen cross refrigerator on the Boulanger will use dark antibacterial liner and 21-inch smart large-screen technology innovation to attract consumers to raise the price ceiling to 3,000 euros. At present,Hisense refrigerator market share in France has reached8%,Rank among the top three in the industry,Cold products have entered all mainstream home appliance channels in France。

At the same time,Hisense has also made a significant breakthrough in TV products。 As a representative of the next generation of display products,Hisense laser TV is becoming a hot-selling product in the overseas high-end market by virtue of display technology innovation and green and low-carbon two attributes。 With display technology innovation and green and low-carbon attributes, this TV has successfully captured the attention of European consumers for environmental protection and energy saving, and the market recognition is getting higher and higher.

"Hisense laser TV has a very important position in the French market. We are very sure that laser TVs, French door refrigerators, and high-end refrigerators are the key products for Hisense to build and grow its brand in France. Remy said.

Today's Hisense has opened up a new world in the European market,The latest data shows,In the first quarter of this year,Hisense TV overseas shipments increased year-on-year4.2%,Especially in the European market, shipments increased year-on-year35.9%; in85Inch or more large screen TV market,Hisense TV shipments increased year-on-year49.7%; in100Inch or more large-screen TV market,Hisense TV shipments increased year-on-year8.5times。 It is worth mentioning that,Hisense's TVs are in the forefront of Germany、Italy、The market share of the United Kingdom is in the forefront,Refrigerator products are also leading the market share in many European countries。 These achievements are the fruits of Hisense's adherence to the strategy of high-quality products,It is also a solid step taken by Chinese home appliance brands in the process of globalization。

As Jia Shaoqian, chairman of Hisense Group, has always emphasized, high-end is the only correct way for enterprises to become world-class. If you want to break through in the global industrial chain, you must win the recognition of the market with high-end and high-quality products, which has also become the common pursuit and goal of more and more Chinese home appliance brands.

Localization and globalization create a world brand

Brand is the comprehensive embodiment of the competitiveness of enterprises and even countries. The value of the brand is not only rooted in technological innovation and product quality, but also comes from hard work and active dedication.

With the 2024 Euro Cup approaching, Hisense's global brand building is entering a new climax. As a company that has sponsored the European Cup for three consecutive times,Hisense has grown from"newcomer"Grow"Veteran player",This time it is expected to take advantage of the east wind of the European Cup,Push its influence in the European market to a new height。

On the road of brand building,Hisense is well aware of"Momentum"and"Leverage"The importance of strength。 Technological innovation and product development are the cornerstones of Hisense's self-"momentum",And sponsoring top sports events,It is"Leverage"Move。 Sports, as a universal language, provides a global stage for brands. Brands such as Budweiser and Philips have successfully increased their global visibility through sports marketing, and Hisense also sees such an opportunity.

By sponsoring Euro 2016 and Euro 2020, Hisense quickly shortened the process of European consumers' perception of its brand. Today,Hisense has entered most of the mainstream channels in France,Basically completed the channel development work,Market share has also increased steadily。 From being little known in Europe before 2016, to now having a place in the European market, Hisense is gradually becoming a mainstream brand in this high-end market.

And Hisense's high-end overseas strategy,Not only is it reflected in product positioning and marketing strategy,It also runs through the entire operation system of the enterprise。 As a world-renowned home appliance company,Hisense continues to build its own brand,Practice"Shipbuilding to go to sea",More to"Teach people to fish"Method,Let the world share the dividends of China's development。

Hisense is well aware of the importance of localization strategy,In the process of globalization, it has always adhered to the co-prosperity and symbiosis with the local society。 They respect local cultural habits and consumption habits, deeply integrate into the local market through international mergers and acquisitions, establish long-term and stable cooperative relations with partners, and jointly promote the development and growth of the brand. After the acquisition of Slovenia's Glooni company, Hisense adheres to the concept of "respecting local culture and transplanting Hisense management", and successfully turns losses into profits and wins the trust of local employees. This is also a basic logic of Hisense's entry into Europe and the world,That is"local for local"Towards localization。

In Europe, Hisense not only provides consumers with high-quality products and technologies, but also actively promotes employment and fulfills corporate social responsibility. Currently, Hisense Europe has nearly 10,000 employees. It has 5 main production bases in Slovenia, Serbia, the Czech Republic, France and Poland, and has established 6 R&D centers in Europe, and through 27 sales units, Hisense's products are sold throughout Europe to meet the needs of European consumers. In the process of enterprise development,Hisense also continues to practice the concept of ESG,Adhere to science and technology for good、Business for good。 Due to the active practice of green manufacturing and social responsibility, Hisense Europe won the silver medal in the rating initiated by EcoVadis, the world's authoritative corporate social responsibility evaluation agency, with a ranking higher than 83% of the participating companies.

It is not difficult to see,In today's surging tide of globalization,Chinese enterprises represented by Hisense"The road to sea",It is not only a brand road,It is also a road of innovation、A road of quality upgrading。

And on this road full of challenges and opportunities,Hisense has always been treading the waves。 At the Hisense 2024 Global Customer Conference held not long ago,Hisense announced that it will officially upgrade its brand image to"Human-oriented technology"and"Ultimate quality",And release a new brand value proposition。 This upgrade not only brings users a more integrated technological experience into life, exceeding users' expectations, but also significantly improves the quality of life of users, further reflecting the user's aesthetics and life taste.

"Brand leadership is the inevitable choice to become a world-class enterprise. It is very hard to make a brand, which requires long-term persistence and a lot of real money, but we firmly believe in the power of the brand and set up the dream of being a world-class enterprise and a first-class brand. Hisense said,55Over the past 55 years,Hisense has not only won the favor of consumers around the world with its leading technology、Excellent quality、Durable and reliable product characteristics,It has also created a trustworthy brand image。

Hisense's growth story not only represents the gorgeous transformation of Chinese enterprises from "challenger" to "leader", but also a vivid interpretation of Chinese brands striving to move forward in the global industrial value chain. On the occasion of the 8th "China Brand Day","Hisense"With an unprecedented new style,Write a new chapter of Chinese brands on the big stage of globalization。