With the Qatar World Cup schedule halfway, everyone not only cares about the confrontation and competition on the field, but major companies are also staged a "war without gunpowder" outside the field. Previously, Hisense had launched the extremely outstanding "China's number one and the world's second" in this World Cup, and threw a bombshell into the relatively calm home appliance circle.
Although Hisense's advertisement has received mixed reviews, it is all denied that Hisense has conveyed its new identity as the second in the world through the World Cup and the purpose of "Made in China to Rise".
At the same time, the question of "Is Hisense advertising the first one?" has also attracted the attention of "first one" Samsung . According to media people close to Samsung's senior executives, after Hisense quickly became popular through World Cup advertising, an executive of Samsung Electronics privately stated that it was "not happy" and was highly wary of Hisense's global product sales trend and industrial layout.
For global home appliance giants like Samsung, they know what Hisense's rise means because Samsung has the same development history as Hisense. As early as 1959, Sony created the world's first generation transistor TV, and in the following decades it developed into Trilon , almost dominating the global high-end color TV market. Ten years later, Samsung Electronics was established. At first, the company only produced TVs, but it was always at a disadvantage in competition. In 1993, Samsung Electronics' head Lee Kun-hee inspected the US market and found that Samsung TV was deserted and covered in dust. On the other hand, Sony TV was very popular. Lee Kun-hee bought several Sony samples on the spot and went back to study it. Then, she launched a top-down reform for Samsung, put forward the slogan of "creating the best products and services based on talents and technology", and finally achieved the gorgeous transformation of Samsung Electronics through the brand platform of the Olympics.
Today's Hisense has quite the routines of Samsung back then. Internally, the company pursues the idea of "technology-based enterprise" and focuses on talent and technology research and development. It not only owns a large number of patents in different categories such as ULED and laser TV , forming a competitive moat, but also deepens its efforts in the field of picture quality chips, realizing the "overtaking on the curve" of China's independent picture quality engine chips.
externally, catch the top sports event platform, continue to sponsor European Cup and World Cup, and accelerate the realization of global layout. According to the "Global TV Brand Shipping Monthly Data Report" recently released by the authoritative research institution Aovierwo, Hisense's global TV (including Toshiba ) ranked second in the shipment scale from January to October, second only to Samsung.
This reminds me of the fact that in 2006, Samsung TV surpassed Sony with a global market share of 14.2% of sales and 10.6% of global color TV shipments. When Samsung left Sony TV far behind, it would never have expected that Hisense from China would rise sharply and become Samsung TV's biggest rival more than ten years later.
It is reported that in response to Samsung TV's statement, the staff of Hisense Group's brand department responded that Samsung is Hisense's learning and catching up, becoming the second in the world and continuing to stand firm is Hisense's strategic goal. In the future, Hisense will take steady steps and take every step forward. Perhaps, the dream of the world's number one will have long taken root in the hearts of "Hisense people".
