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Hisense Poised for Continued Growth in Africa
Apr 16, 2014
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China-based Hisense recently celebrating its first year of manufacturing in Atlantis, South Africa. Hisense South Africa also achieved top line growth of 30% for the third year in a row.

In the last year the company also commissioned a new South African plant, this time in Cape Town. With an investment of 350 million South African Rand (approx. USD$33 million), the plant was brought online in a matter of six months.

The Cape Town plant is now fully operational, with the capacity to produce 400,000 TVs and refrigerators annually.

One milestone in the past year came with the production of the Hisense 84-inch UHD TV, the first f its kind to be manufactured in Africa.

Hisense South Africa President Jerry Liu said the manufacturing facility now has 500 employees—almost 200 more than the company forecast for the first 12 months.

"This employment and skills development in turn empowers the staff, their families and the community at large,” continued Liu.

Liu noted that Hisense South Africa was also recognized as Hisense’s best-performing subsidiary outside of China.

The company intends to make the most of its manufacturing in South Africa to grow on the continent.

"The business has achieved a Certificate of Origin and a Proudly South African endorsement—both of which will assist us in building our brand in Sub Saharan Africa in an aggressive manner," said Deputy GM, Ebrahim Kahn. “We also intend on investing into more resources in order to grow the businesses footprint, and to enhance public perception of the brand.”

Kahn said the company plans to introduce mobile telecommunication devices and audio products. It will also begin offering a four-year warranty, which will be almost double the industry standard.

“We see growth in the South African market, which continues to be placed as the priority market," Kahn said. "However, we are analyzing other key African markets for new growth opportunities."

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