Sponsoring EURO 2020 is the Inevitable Choice of Hisense's Globalization Strategy
PR90562
QINGDAO, China, July 12, 2021 /PRNewswire=KYODO JBN/ --
As the first major tournament after the pandemic, EURO 2020 has attracted great
excitement. As the Official Sponsor, Hisense appeared together with subsidiary
brands. "If the sponsorship of EURO 2016 is the preliminary global presence,
EURO 2020 must be the commencement of Hisense's various brands and products
globalization," said Jia Shaoqian, President of Hisense Group Holdings Co.,
Ltd.
Sports marketing has become Hisense's strategic choice, and the key to
elevating worldwide recognition, improving top-tier product recognition and
driving sales. This ultimately fulfils the "overseas market contributes to the
majority of Hisense revenue" strategic goal. Through sports marketing and
continuous strengthening of the globally integrated marketing capabilities,
Hisense consolidates the global presence and recognition.
Globalization strategy is a necessary choice
Having a formidable integrated market competence and a highly recognized market
reputation are severe requirements to become a top sponsor. Hisense's
sponsorship revealed brand capacity and excellent reputation gained by sports
marketing.
Hisense has built 16 R&D centres and 17 production bases, established 54
companies and offices worldwide, keeps expanding global sales and industrial
layout since the initial phase of globalization strategy. Furthermore, through
charity and sports marketing, it drives visibility for Hisense and achieves
universal trust and esteem globally.
By 2020, Hisense's owned brand revenue accounts for 78% of international
marketing revenue. "After 30 years, Hisense is a successful multinational
enterprise and a reputable international brand," said Jia Shaoqian. "To become
a globalization enterprise, comprehensive internationalization of product
development, manufacturing, branding and marketing are key tactics." As Hisense
Chairman Zhou Houjian persists, strengthening the international marketing
system, establishing a self-owned brand is Hisense's unswerving development
path.
Worldwide integrated marketing capability to accelerate globalization
"Having a comprehensive global marketing system and meticulous operational
plans is the path to successfully driving enterprise globalization. The
globalization of Hisense has been expedited through the accumulation of
experience and efforts in five aspects," said Zhu Dan, President of Hisense
International Co., Ltd.
- Hisense launched a range of marketing campaigns in Europe to maximize the
sponsorship benefit: showcasing Hisense's exclusive brand exposure at Festival
Towers in Europe; launched "Trophy Tour"; driving traffic through Twitter
giveaway campaigns and increased e-commerce sales. Through variety of
campaigns, brand's influence was successfully increased.
- Quality controls: By building R&D bases globally, it enables localized
production to ensure product quality.
- Supply chain competence: By establishing global supply chain management
centre, offshore bases and partner with local merchandising platforms, Hisense
enhances the guarantee of cross-border transportation orders and on-time
distribution rates of e-orders, ensuring consumers experience adequately.
- Integrated system: Hisense utilizes global resources in R&D, manufacturing
and sales to assure products' qualification and meeting consumers' needs.
- The utilization of talents: Hisense believes that the foundation of
technological innovation is the concentration and development of talents.
Hisense has employed many advanced global talents in chip design, A.I and other
areas to enhance technology and quality.
Sports marketing aided product sales
Continuous dedication in sports marketing successfully boosts enterprise
presence but also leads to better sales.
In comparison with EURO 2016, Hisense focuses more on product sales and
marketing in EURO 2020. Benefiting from the sponsorship, from January to June
2021, Hisense's laser TVs overseas sales rose by more than 10 times YOY. "Large
screen, Ultra-HD, Perfect quality and World-class sound" are Laser TV's
remarkable features and reasons of choice.
Pang Jing, general manager of Hisense's international marketing department,
said, "Benefiting from the sponsorship experience in EURO 2016 and FIFA World
Cup 2018, Hisense is more proficient and efficient in EURO 2020. By
establishing more overseas corporates and comprehensive supply chain system,
the capabilities of gathering global resources enable Hisense to achieve
success in EURO 2020 marketing campaigns. Focusing on increasing product sales
and brand reputation has become Hisense's marketing goal in EURO 2020. Moving
forward, Hisense will continue its efforts in sports marketing."
Hisense is committed to sports marketing, insisting on long-term investment and
globalization strategy. From sponsoring EURO 2020, FIFA World Cup to other
sports events, through comprehensive capabilities and innovative products, it
enables Hisense to maintain competitive advantage within the global market.
SOURCE: Hisense
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Caption: Hisense's Appearance in EURO 2020
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