Chinese based appliance maker Hisense intends to grow its brand in Europe, and Catherine Fang, Managing Director of Hisense Europe Co., said that, to that end, the company moved its European head office from Belgium to Düsseldorf, Germany in 2010. The next big step in elevating the brand comes in September, at the trade show that has become the biggest appliance showcase in Europe. "IFA 2011 will be a milestone in our strategy to 'seduce' Europe," Fang said.
Hisense-made TVs, refrigerators, air-conditioners, mobile phones, and small appliances have been sold in 130 countries and regions, and Hisense-branded products have sold in almost 80 countries. In Europe, Fang said, white goods appliances with the Hisense brand name already sell well in Italy, but most sales in the rest of Europe are OEM products (manufactured by Hisense but sold by other companies under their own brand names).
Hisense, one of the biggest appliance OEMs in China, embarked on implementing a Brand Globalization strategy and established brand bases in Australia, South Africa, and Egypt.
Fang acknowledged that Europe is not only a very big market, but made more challenging by its different cultures and languages. "The product has to be right for each country, as well as the service. This is why we approach the European market with humility and in a very professional way," Fang said.
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