LONDRES, mayo de 2021 – Kantar y Google lanzaron recientemente el “Informe de la clasificación de los 50 principales constructores de marcas globales chinas de BrandZ de 2021” (Top 50 Chinese Global Brand Builders 2021 de BrandZ). En una encuesta sobre los hábitos de consumo de más de 860.000 consumidores a nivel global, Hisense se ha asegurado el puesto n.° 7 de la lista y ha ocupado el primer lugar en la industria de electrodomésticos, lo que le permite permanecer entre las 10 principales marcas durante cinco años consecutivos. En el Top 20 de las Marcas Chinas Estrella en Mercados Emergentes (Top 20 Chinese Star Brands in Emerging Markets), Hisense ocupó el puesto n.° 8 y el puesto n.° 1 en la industria de electrodomésticos.
Aunque se vio afectada por la pandemia, Hisense siguió invirtiendo en la creación de marcas para desarrollar sus negocios en el extranjero. En 2020, los ingresos en el extranjero de Hisense fueron de USD 7.930 millones, lo que representa casi el 40 % de los ingresos totales, y el crecimiento interanual fue del 18,2 %. Los datos correspondientes al primer trimestre de 2021 muestran que su participación en los ingresos del extranjero ha superado el 42 %. Según el objetivo de la estrategia de globalización de Hisense, la empresa desea obtener ingresos por USD 47.000 millones en 2025, y que los mercados extranjeros representen el 50 % del total.
“La globalización de Hisense debe ser integral en el desarrollo, fabricación, marca y marketing de productos”, afirmó Jia Shaoqian, presidente de Hisense Group.
En 1985, Hisense inició su comercio internacional y, en 1996, fundó oficialmente una empresa sudafricana para desarrollar su primera base productiva en el extranjero. Hasta la fecha, Hisense cuenta con 90.000 empleados en 54 empresas de todo el mundo, con 16 centros de I+D y 16 bases productivas. Desde la innovación tecnológica de vanguardia hasta el diseño localizado de productos, Hisense agiliza gradualmente el proceso de localización y globalización al fortalecer continuamente el desarrollo de la marca.
Adquirir marcas locales reconocidas es una parte importante de la estrategia de globalización de Hisense, lo que implica un desafío para sus capacidades de gestión intercultural. Tomando como ejemplo la adquisición de Toshiba Visual Solutions Corporation (“TVS”), Hisense ha adoptado el principio de gestión localizada. Gerentes japoneses gestionan los cargos departamentales, y la sede designa los cargos suplentes, lo que también estimula positivamente la vitalidad de la fuerza laboral.
Hisense también ha sido reconocida por colaborar con las comunidades locales. El proyecto de un parque industrial de electrodomésticos en Sudáfrica fue un caso notable mencionado por UNOSSC, ya que Hisense no solo ha impulsado el desarrollo sostenible de la industria manufacturera local, sino que también ha generado oportunidades laborales y ha aumentado con éxito el desarrollo financiero y social en Sudáfrica.
En cuanto al desarrollo de marcas, Hisense insiste en desarrollar Sports IP, que utiliza los deportes para vincularse con los consumidores y mejorar la comunicación emocional. Desde 2016, Hisense ha patrocinado importantes eventos como la Eurocopa 2020 y la Copa Mundial de la FIFA. Además, ha acelerado su globalización y rejuvenecimiento de la marca, y ha aumentado significativamente su participación en el mercado y el posicionamiento de la marca al unirse con el club de fútbol global PSG y la organización de deportes electrónicos FNATIC.
En la actualidad, Hisense ha pasado de ser un fabricante de televisores a ser un proveedor de soluciones de exhibición para múltiples escenarios. Además de la industria de electrodomésticos, Hisense también está desarrollando atención médica inteligente, ciudades inteligentes y vida inteligente para construir la marca más confiable y valiosa del mundo.
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