Shulou(Shulou.com)11/24 Report--

"customers from Canada want to know about refrigerators, washing machines and dryers. Please pay attention to contact in five minutes", "British customers want to know about TV, Saudi customers are interested in air conditioning, Iraqi customers want to talk about the full range of Hisense, Russian customers want to make TV and kitchen products, TV and washing machine customers from Indonesia, please contact your sales colleagues."

During the Canton Fair, more than a thousand global customer demands like this kept flashing in the mobile phone of Wang Bao, head of the marketing department of Hisense International Marketing Company. In this internal group created by Hisense International Marketing Company specifically for the 134th Canton Fair, there are nearly 300 people in charge of overseas related business, each of whom is responsible for docking businessmen from all over the world. In order to provide a relatively quiet environment, the Hisense exhibition area also has a special second-floor negotiation area, because the merchants are full, Hisense staff have to "plug" into several tables.

According to the statistics of the Organizing Committee of the Canton Fair, as of October 19, there were more than 100000 overseas buyers from 210 countries and regions around the world, and the number of participants increased significantly compared with the same period of the 133rd session. Among them, nearly 70,000 buyers came from countries that jointly built the "Belt and Road Initiative", an increase of 65.2 percent over the same period of the 133rd session. Wang Bao sighed when it came to the high popularity of Hisense at the Canton Fair. "in the past, participating in the Canton Fair was more likely to be the display and display of products, focusing on order volume and trading volume. Now, an obvious change is that we pay more attention to brand building, the display of scientific and technological innovation strength and on-site product interactive experience."

What reflects behind this is also the development road of China's own brands. Wang Bao recalled that in the past, when participating in such exhibitions, Chinese products were synonymous with "high performance-to-price ratio." if you want to place an order, the products of Chinese enterprises cannot be higher than others, and it would be wrong if they are higher. When foreign businessmen come, they bargain desperately, and in the end, the deal is concluded. " Through long-term technology investment and development, Hisense continues to develop high-end products, such as intelligent home appliances, ULED TVs, laser TVs, etc., which have aroused the interest of users and customers. our middle and high-end products can now be sold in the best stores of our customers. for example, in some overseas channels, there are nearly 10 Hisense TVs sold alone. "

Also deeply touched is Chen Yuanyuan, deputy general manager of the air conditioning sales department of Hisense International Marketing Co., Ltd. Chen Yuanyuan said that in the past, attending the Canton Fair was purely to sell products, but customers asked the price when they came up. Now they are selling brands, and more customers will "name" Hisense-branded products and even want to become Hisense's overseas distributors. She also gave another example at the scene: "at the IFA exhibition held in Berlin, Germany this year, Hisense has a whole independent pavilion, and it has arranged Keynote, that is, the opening show, and our president gave an all-English speech." Chen Yuanyuan said, "compared with more than a decade ago, no one was willing to invite us to the exhibition, this is a huge change. The respect and welcome shown to us by these foreign exhibitors precisely shows the improvement of our brand influence in the international market, and the Chinese brand is being widely recognized."

In 2006, Hisense formally put forward the development strategy of "big head overseas". In 2007, overseas revenue was less than 8.4 billion yuan, total revenue accounted for 18%, and independent brands accounted for less than 10%. By 2022, overseas revenue was 75.7 billion yuan, total revenue accounted for 41%, and independent brands accounted for 83.6%. Hisense's international strategy of continuous layout for many years began to "blossom and bear fruit".

Anyone who knows the history of Hisense knows that it has not been easy along the way. Since 2006, Hisense has shifted from the OEM business of "borrowing ships to sea" to the most difficult "shipbuilding to sea" to be its own brand. From 2008 to now, Hisense has embarked on a global road of promoting popularity and building independent brands through sports marketing in Chinese enterprises. Since 2016, Hisense has continuously sponsored the European Cup and the World Cup, becoming the well-deserved number one player in sports marketing of Chinese enterprises. Hisense brand has become the top 10 Chinese brands most familiar to overseas people for seven years in a row. Of the more than 100000 employees in Hisense, 24000 are foreign employees, with nearly 10, 000 overseas employees in Europe alone.

"this time, there are both old and new customers. after seeing Hisense's new technology, new products and the leading advantages created in developed markets such as Europe, the United States and Japan, many customers who were not willing to cooperate before also took the initiative to find the door. when old customers come, they also have an in-depth understanding of Hisense's overseas localization strategy and its determination to become its own brand, and express the expectation of continuing cooperation and establishing close cooperative relations." Wang Bao said.

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