Hisense brings big screens and bigger ambitions to New Zealand

In the fiercely competitive landscape of consumer electronics and home appliances, the renowned Chinese home appliance manufacturer Hisense has emerged as a global powerhouse, driven by a steadfast commitment to technological innovation, advanced intelligent manufacturing, and delivering unparalleled value to households worldwide.

With a mission to enrich the lives of millions through top-notch products and services, Hisense has established an extensive global footprint, encompassing 36 industrial parks and production bases, 31 research and development centers, and 64 overseas offices spanning Europe, the Americas, the Association of Southeast Asian Nations, the Middle East, Africa and China.

One of the latest chapters in Hisense's global expansion story is its entry into the New Zealand market. "Entering New Zealand in 2022 was a natural evolution in our expansion plan," said Kevin Ke, managing director of Hisense Australia and New Zealand.

"We recognize the strong alignment of our values with the market opportunity, evidenced by a growing demand among New Zealanders for premium-yet-accessible home entertainment and appliances that simplify life," he explained.

This move is part of Hisense's broader strategy to ramp up its presence worldwide, enabling it to better serve customers and solidify its competitive edge in the international market.

At a time when the cost of living is exerting significant pressure on New Zealand households, consumers are becoming increasingly value-conscious. Hisense has positioned itself as a brand that caters precisely to this need, focusing on delivering innovative, reliable, and feature-rich home appliances tailored to the specific requirements of New Zealand families.

Environmental sustainability also lies at the heart of Hisense's global innovation endeavors. This is exemplified by products such as the 417L Eco Vision Bottom Mount Fridge, which boasts an industry-leading eight-star energy rating.

"Thanks to its advanced inverter technology and an eco-friendly design, it stands out as one of the most energy-efficient refrigerators in the New Zealand market, offering exceptional performance while minimizing its environmental impact," Ke noted.

Moreover, Hisense has been responsive to the growing demand for usage visibility and transparency within the New Zealand market. The company has continuously upgraded and expanded the capabilities of its ConnectLife app, empowering users to monitor power and water consumption, manage food inventory, set expiry date reminders, and even receive recipe suggestions through the Dish Designer feature, thereby aiding in the reduction of food wastage.

The integration of artificial intelligence has ushered in new possibilities in home automation, with Hisense at the forefront of this trend. "As a leader in home appliances and consumer electronics, our team at Hisense continues to roll out new and innovative products annually that push the boundaries of what is achievable — whether pioneering large-screen entertainment with our standout ULED range, reinforcing category leadership in Laser home cinema, or making strides toward more energy-efficient homes," Ke said.

The New Zealand market has shown a strong preference for larger-screen entertainment, and Hisense is meeting this demand by introducing 100-inch television options in its 2025 lineup, expanding on its previous largest offering of 85 ins.

Hisense's expertise in display technology is globally acknowledged. Data from market research institution Omdia showed that the brand secured the top spot worldwide in the first quarter in terms of volume share in 100-in and above TVs, MiniLED TVs, and Laser TVs.

Additionally, Hisense is leveraging its proprietary TV operating system, VIDAA, and AI-powered tools driven by the company's proprietary Hi-View Engine chipset to revolutionize the viewing experience for New Zealand customers. These technologies work seamlessly in the background of Hisense's 2025 TV range, automatically enhancing every aspect of sports, entertainment, and cinematic experiences.

A crucial factor underpinning Hisense's success in the New Zealand market is its robust retail partnerships. "Our partners collaborate with us to educate customers on the strengths and features of the Hisense range," Ke said. Hisense views these relationships as the bedrock of its continued growth in the region and invests significant resources in terms of time, money, and effort, ensuring that retail stores are well-equipped to understand the needs of Hisense customers and offer them the most suitable products at the right price.

Environmental, social, and governance principles are integral to Hisense's business philosophy. At the 2024 ESG Global Leaders Conference in Shanghai, Jia Shaoqian, the company's chairman, revealed Hisense's dual-carbon pledge, setting new standards for ESG practices across all levels of the business.

Adhering to its Local for Local principle, Hisense aims to contribute to and serve local communities while reducing logistics costs and energy consumption. In line with its ESG commitments, Hisense has successfully implemented sustainable packaging solutions across its global network in 160 countries, with a primary focus on reducing waste sent to landfills.

This endeavor has been recognized in the 2024 Australian Packaging Convent Organization Annual Report, where Hisense earned a "Leading" performance categorization and a "Beyond Best Practice" rating in four out of seven criteria.

The company's factories utilize materials with 95 percent recycled content from suppliers, and this sustainability standard is enforced for all new packaging requirements, achieving an average recyclable packaging ratio of 85 percent, significantly surpassing the 2025 target of 50 percent average recycled content.

Looking ahead, Hisense aims to firmly establish itself in the New Zealand market, with a vision for local customers to associate the Hisense Home with high-quality, innovative, and reliable products that simplify and enhance their daily lives.

Over the next one to three years, Hisense's focus will be on accelerating business growth, enhancing brand awareness, and achieving the ambitious goal of becoming the preferred brand for home entertainment and household appliances in New Zealand.

Furthermore, the company plans to diversify its product portfolio beyond ULED and laundry products, with the intention of making a significant effect in the Laser home cinema category.

To further strengthen its presence in New Zealand, Hisense has made strategic investments in partnerships with key sporting events that resonate with the brand's values and those of its customers.

As a proud sponsor of the National Rugby League, which features the New Zealand Warriors team, Hisense has a valuable platform to engage with fans and showcase how its products offer an exceptional viewing experience for sporting events.

Given the profound cultural significance of sports in Australia and New Zealand, Hisense is honored to play a role in bringing fans closer to the action.

As Hisense continues to innovate and expand in the New Zealand market, it is poised to redefine the standards of consumer electronics and home appliances, leaving an indelible mark on the industry and the lives of consumers, the company said.

haonan@chinadaily.com.cn