Chinese home appliance company Hisense has set its sights on becoming the leading seller of television sets in the United States within the next two years, according to Catherine Fang, President of Hisense International. In an exclusive interview with CNBC, Fang revealed the company’s ambitious goal, emphasizing their recent partnership with the FIFA Club World Cup as a means to boost their brand presence in the U.S. market.
Last week, Hisense became the first official partner of the FIFA Club World Cup, scheduled to commence in Miami in June 2025. The partnership was marked by an event in Shanghai on October 30, attended by FIFA President Gianni Infantino, FIFA Secretary General Mattias Grafström, and Hisense Group Chairman Jia Shaoqian. Fang expressed hopes that this sponsorship would contribute to an increase in market share, highlighting the potential for sports events to enhance Hisense’s image as a premium brand.
Fang further elaborated on the company’s latest television models, which incorporate an in-house artificial intelligence chip to enhance image rendering. She also mentioned plans to leverage AI technology for improving audio quality and providing athlete statistics through voice command. However, specific details regarding the availability of these features on TV sets in the U.S. were not immediately disclosed by the company.
Hisense’s 55-inch U8 TV series, priced at approximately $700, and the 100-inch version, costing around $3,000 or more, are currently available in the U.S. market. In the second quarter, Hisense shipped the second-highest number of TV sets in North America, trailing behind Samsung, as reported by research firm Counterpoint. Counterpoint also noted that Hisense, along with TCL, is striving to expand its market share by strengthening its advanced TV portfolios, such as QD-LCD and Mini LED LCD.
While many Chinese companies have recently turned their focus to overseas markets due to slower growth domestically, Hisense has been building its global business for several decades. Approximately half of Hisense’s revenue is generated outside of China, with North America accounting for around 30% of its overseas sales, according to Fang.
In addition to television sets, Hisense also sells home appliances, including refrigerators and washing machines, commonly referred to as white goods. Fang expressed the company’s ambition to become the leading Chinese brand for white goods in North America within the next two years.
