Hisense International’s president Catherine Fang spoke with IFA International about the brand’s scenario-based vision and how the increasing awareness of environmental protection will continue to drive its product development

Ms Fang explained Hisense’s efforts to better meet its customers’ needs through user-centric technology while achieving what the brand is calling “ultimate quality.”

What key trends are shaping the future of consumer electronics and home appliances and how is Hisense incorporating them into its products?
Artificial intelligence (AI) and the Internet of Things (IoT) are making home appliances increasingly intelligent. In the future, home appliances will further realise interconnection, creating a smart home ecosystem, and providing a more convenient, comfortable, and safe living experience.

Consumers’ demands are also changing and home appliance companies need to meet these demands by providing products and services for different kinds of scenarios. Hisense is propelling the home appliances industry to transition from individual products to scenario-driven services by upgrading its scenario-based products, and through its R&D and marketing efforts. As a result, we are building a comprehensive database of 27 smart home scenarios to better meet the specific needs of our customers.

The increasing awareness of environmental protection and energy efficiency have also become important industry directions that Hisense adheres to. Here at IFA, we are showcasing our eco-friendly practices in the Sustainability Village, and we pay special attention to saving energy in our products. Our Laser TV, for example, surpasses the traditional TV of the same size by reducing electricity usage by 50%, while increasing recyclability by 91.2%. Additionally, our A-30% delivers on its promise without compromising on efficiency.

What specific innovations or technologies is Hisense presenting at IFA this year? What can we expect from Hisense looking ahead?
Over the years, Hisense has focused on advancing display and image processing technologies and has developed ULED X and Laser Display. The 110-inch ULED X TV we are showing at IFA 2024 is equipped with over 40,000 backlight zones and achieves peak brightness of 10,000 nits, offering an immersive viewing experience with stunning clarity and smart functionality. Hisense also leads the laser display segment with cutting-edge technology. The Laser Cinema PX3-PRO and Smart Mini Projector C2 Ultra, as the world’s first designed-for-Xbox ultra-short throw projector and the world’s first designed-for-Xbox smart mini projector, deliver stunning 4K picture quality, vibrant colours, and an immersive viewing experience, which take gaming to the next level. We will continue to make breakthroughs in this area.

Looking ahead, the Hisense brand will continue to improve, moving increasingly towards user-centric technology and “ultimate quality.” For us, being user-centric means better understanding consumers’ needs, paying attention to the opinions and comments of millions of users around the world, and focusing on developing functionalities that can meet their requirements. “Ultimate quality” signifies our endless pursuit of excellence as we look to raise the standards of our products’ workmanship, design, and aesthetics in order to exceed consumers’ expectations. 

For us, being user-centric means better understanding consumers’ needs, paying attention to the opinions and comments of millions of users around the world.

How is Hisense addressing growing concerns surrounding sustainability?
Hisense insists on tech-driven development and environmental, social, and governance (ESG) practices in a long-term manner for sustainable growth. Our proactive commitment to sustainable development is reinforced by the EcoVadis certificate. This internationally recognised business assessment places us in the top 11%, which confirms our continuous efforts to reduce our environmental footprint and advocate for social responsibility.

Hisense prioritises green technology R&D and facilitates the building of a green manufacturing system. In July 2024, the Hisense-Hitachi Huangdao factory earned its place among the world’s lighthouse factories, achieving full lifecycle management of product carbon footprints from raw materials, production, and manufacturing used.

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A forward-looking strategy

Hisense, a brand created over 50 years ago, has never stopped adapting to new trends and growing its product offering. The brand’s long-term strategy, focused on user-centricity and technological innovation, has led its business-to-consumer segment to double-digit revenue growth and a 15.6% surge in overseas markets during the first half of 2024. But Hisense continues to look to the future. “We’re now enhancing our strategy to include brand, scenarios, industrial structure, and globalisation, aiming to become a world-class enterprise,” said Ms Fang.

Along these lines, Hisense is elevating its brand beyond users’ initial impression of being reliable and pragmatic to incorporate user-centric technology and what it deems as “ultimate quality.” In addition, “scenario upgrading” has become a catch phrase. “Hisense will realise scenario-based product planning, AI-based R&D scenarios, and marketing scenarios based on user purchase scenes and experiences, according to different user scenario needs,” Ms Fang affirmed.

Hisense also plans to upgrade from “standalone end devices to holistic system solutions,” covering three main sectors: components, platform services, and system solutions. Adhering to the principal of thinking globally and acting locally, the brand has set out to build six major regional operational centres globally, and in so doing “strengthen supply chains, R&D, and talent development, so as to be closer to the market and to users.”

Hall 23 / Stand 101