China’s most popular TV brand is hoping to score a goal with high-profile World Cup deal
Based in the eastern Chinese city of Qingdao, Hisense is the world’s third largest TV maker -- trailing behind Samsung and LG. Besides selling its own TVs, the company also holds a major stake in Toshiba’s TV business.
In 2018, a wave of new Chinese companies sponsored the World Cup in Russia, hoping to use one of the biggest stages in sport to raise their brands.
Let’s break down an electronics giant you may not have heard of.
More than just consumer electronics
Hisense started life in 1969 as a factory that made radios.
Since then, the company has grown into a behemoth. It makes consumer electronics like TVs, household appliances like fridges, and even dabbled in building a traffic management system for the 2008 Olympics in Beijing.
So how did Hisense get to sell so many TVs?
It’s also acquired other brands to help to grow its footprint.
But it’s an approach that hasn’t always worked out.
But now the company is trying to shake its budget reputation thanks to the high-profile World Cup sponsorship deal and range of new products.
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