November 13, 2017 – News: The ongoing conflict between Hisense and Sharp has pushed the Chinese brand into the global spotlight. Despite being caught in a tough situation, Hisense has shown resilience and professionalism. While Sharp's aggressive moves have been evident, Hisense has managed to maintain a positive image throughout the process.
According to recent data from IHS Market, in the first half of 2017, Hisense captured a 6.2% share of the global TV market. Notably, its 4K TVs accounted for 7.8% of global shipments, placing it third worldwide. In Q2 2017, the average size of LCD TVs shipped globally was 42.2 inches, but Hisense’s average shipment size reached 47.9 inches, surpassing both Samsung and Sony to claim the top spot globally.
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Hisense’s larger screen sizes not only highlight its product innovation but also reflect the evolving strength of Chinese manufacturing on the world stage. This is a significant achievement for domestic brands. Additionally, Hisense’s average shipping price in Q2 2017 reached $437, significantly higher than the global average of $386.2. This indicates that the brand is successfully moving upmarket.
Hisense has seen strong growth in key markets like Japan, North America, and Western Europe. Its performance in premium segments such as 4K, smart TVs, and high-end models continues to strengthen. This shift away from price competition toward quality and innovation marks a new era for China’s manufacturing sector.
Despite the weak global TV market, Hisense has managed to gain traction, which is no small feat. It’s clear that the company is leveraging its brand power to drive international growth. With continued investments in sports sponsorships—like the European Cup and World Cup—Hisense is building a global presence.
On one hand, it's dealing with the "passive assault" in the Hi-Sea dispute, and on the other, it's actively boosting its overseas reputation. By first winning consumer trust and then using superior products to enter new markets, Hisense is proving itself as a serious player on the global stage. Two clever strategies, indeed!
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