01/06/2024 – 15:00
Last Tuesday, the 28th, in São Paulo, the Chinese brand Hisense held the official launch of its line of smartTVs that will be manufactured in Brazil. Already present in the Brazilian market with white goods and air conditioning, the company announced TV models starting at R$1,499.
“We arrived a little late, but we are here to stay. Our expansion in Latin America is on our horizon and Brazil will be a fundamental part”, stated Matjiaz Cokan, vice president of Hisense in Brazil.
The company was founded in 1969, in the Chinese city of Quingdao. According to consultancy Counter Point, the Chinese company was the second largest TV manufacturer on the planet in 2023, with 11% of the market and is only behind Samsung, which has 16%. It is ahead of giants like TCL and LG. In Brazil, it was already present through two brands: Gorenje, purchased in 2018, and Toshiba, whose TV division was purchased by Hisense in 2017.
In addition to TVs, the company’s air conditioning line will also be manufactured in Manaus. Production will take place through a partnership with Multilaser and Friovix. White goods, such as refrigerators and washing and drying machines, will continue to be imported into Brazil.
The focus on cost-benefit will also be a differentiator. Prices for SmartTV models will start at R$1,499 and reach up to R$4,999.
Focus on sports
The company’s strategy to become known in the country is to invest in sports, especially football. In addition to being a sponsor of the last two World Cups, this year the company will be a partner of the European Championship for the third consecutive edition.
With an eye on a wide range of consumers, the brand wants to gain ground in Brazil and compete with sales leaders Samsung, TCL and LG.
“We will start to enter the market with options ranging from 40 to 100 inches, focusing on different audiences such as sports consumers, movie buffs and gamers, who need clearer images with less drag and delay”, explained José Roberto Rangel, the company’s TV commercial manager in Brazil.
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