‘Hisense’ Continues to Strengthen Foothold in Thailand, as Sports Marketing Strategy
‘Hisense’ Continues to Strengthen Foothold in Thailand
with This Year Revenue Expected at THB3.1 Billion
as Sports Marketing Strategy Leveraged by Sponsoring FIFA World Cup 2022
February 17, 2022, Bangkok – Hisense International (Thailand) Co., Ltd, the world-class manufacturer of consumer electronics, smart TVs and home appliances, held a press conference on Hisense’s Electrical Appliance Marketing Direction for FY 2022 as well as announcing its business development plans in 2022 with an aim to drive sales revenue for this year to 3.1 billion baht, up 72% year-on-year. The company looks forward to increasing its market share in the TV, refrigerator, and air conditioning segments without worrying about the impact of the COVID-19 pandemic on the market sentiment. The company will focus on three sales and distribution platforms, comprising modern trade channels; online platforms; and dealers and distributors. The company will also leverage the sports marketing strategy to enhance brand and customer engagement by officially sponsoring the FIFA World Cup 2022 in order to reach out to the chosen lifestyles of target customers in each segment.
“In 2022, Hisense Thailand is committed to advancing its presence in the market with sales revenue targeted at 3.1 billion baht, substantially up 72% from 2021. Sales of TVs are expected to account for 44% of total revenue with 54% expected to come from home electrical appliances and 2% from other product segments,” he said.
This year Hisense launched the new healthy air conditioner “TG Series” with a certified “Electricity Saving Label No. 5” and a three-star rating. It comes with the HI-NANO ion generator technology that is capable of releasing the highly concentrated level of negative ions (Zwitterionic) up to 1 million per cubic centimeter into the air. It also features Hisense’s uniqueness in the fresh air ventilation system to enhance comfortable air flow and ensure proper ventilation. The sterilized ions will be released to cover every corner in the room as the healthy air conditioner also helps inactivate viruses and bacteria as well as removing over 92.6% of the H1N1 influenza. Furthermore, Hisense has a range of refrigerators and coolers, focusing on two-door side-by-side refrigerators and four-door, multi-door refrigerators. They are beautifully complete with a luxury simplicity in style and a quieter refrigerator compressor. Hisense refrigerators and coolers are durable, energy-efficient, and friendly to the environment.
In terms of the marketing and communications strategies, Hisense has continuously focused on boosting brand awareness, customer engagement, and creating the brand image via public relations programs. The company created a series of marketing content and posted them on social media to share user experience in using Hisense products. Hisense also highlights its sports marketing strategy by becoming an official sponsor of the FIFA World Cup 2022, which is scheduled for November 21 to December 18 this year in Qatar. It aims to effectively expand the market and to reach out to target customers as such sports marketing strategy will make it a more widely recognizable brand that meets the diverse needs and preferences of target consumers. It also presents a good opportunity for the company to enhance Hisense brand awareness and recognition as the leader in electrical appliances in Thailand.
At present, Hisense TV is the No.1 top seller in China for 17 consecutive years, reflecting the brand’s leading advantages and firm foothold as the innovation-driven products in the market. Regarding the marketing in Thailand, the company remains upbeat about the sustained market growth opportunity with share in the air conditioning market targeted at 3% and share in the refrigerator market expected at 8%, Chanchai added.
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