Chinese electronics giant Hisense is setting its sights on becoming the top TV brand in the United States within the next two years, as it intensifies efforts to establish itself as a household name in the competitive North American market. Catherine Fang, president of Hisense International, announced the ambitious goal in an exclusive interview with CNBC, outlining the company’s strategy to expand its U.S. presence through enhanced technology, strategic partnerships, and a growing product lineup.
In a high-profile move aimed at bolstering brand visibility, Hisense recently became the first official partner of the FIFA Club World Cup, which is scheduled to take place in Miami in June 2025. At an event in Shanghai on October 30, FIFA President Gianni Infantino, Secretary General Mattias Grafström, and Hisense Group Chairman Jia Shaoqian joined forces to announce the collaboration. Fang explained that this partnership is expected to significantly increase Hisense’s market share in the U.S., leveraging the global reach and appeal of major sports events to boost brand perception and establish Hisense as a premium TV brand.
Hisense’s product innovations are at the heart of its expansion strategy. The company’s latest televisions, including models from the U8 series, are equipped with a proprietary AI chip that enhances image quality and, according to Fang, will soon extend to improve audio experiences and interactive features such as real-time sports statistics available via voice command. While Hisense did not confirm which specific features would be available on U.S. models, the focus on artificial intelligence reflects the company’s commitment to catering to tech-savvy American consumers.
In terms of pricing, Hisense’s U8 series offers a competitive range, with the 55-inch model starting at around $700 and the 100-inch version priced at roughly $3,000. This pricing strategy aims to balance accessibility with premium offerings, positioning Hisense as a viable alternative to established players like Samsung.
According to data from Counterpoint Research, Hisense shipped the second-highest number of TVs in North America in the second quarter, trailing only Samsung. Hisense, along with fellow Chinese brand TCL, has traditionally focused on standard LCD TVs but is now increasing its emphasis on advanced models, including QD-LCD and Mini LED LCD options, in a bid to capture a larger share of the premium segment.
Hisense’s ambitions are not limited to televisions; the company also plans to strengthen its presence in the home appliance sector, aiming to become the leading Chinese brand of refrigerators, washing machines, and other white goods in North America within the same two-year timeframe. Currently, about half of Hisense’s revenue comes from overseas markets, with North America contributing approximately 30% of its international sales, Fang noted.
As Hisense continues to pursue growth outside China amid slowing domestic markets, its multi-faceted approach in the U.S. signals the brand’s determination to become a key player in the global consumer electronics arena.
