Hisense's 30-Year Deep Rooted Presence in South Africa: Embracing the Dream of "Bringing South African Manufacturing to the World"

Hisense's 30-Year Deep Rooted Presence in South Africa: Embracing the Dream of "Bringing South African Manufacturing to the World"On September 4, 2024, the China-South Africa Business Forum was held in Beijing, aiming to promote high-quality development of bilateral trade and investment cooperation. Zhu Dan, Senior Vice President of Hisense Group, delivered a keynote speech at the forum, sharing Hisense's 30 years of experience in South Africa and its future development direction

Hisense's 30-Year Deep Rooted Presence in South Africa: Embracing the Dream of "Bringing South African Manufacturing to the World"

On September 4, 2024, the China-South Africa Business Forum was held in Beijing, aiming to promote high-quality development of bilateral trade and investment cooperation. Zhu Dan, Senior Vice President of Hisense Group, delivered a keynote speech at the forum, sharing Hisense's 30 years of experience in South Africa and its future development direction.

Since entering the South African market in 1994, Hisense has witnessed and benefited from the deep friendship between China and South Africa, becoming a household name in the country. Hisense will embrace the dream of "bringing South African manufacturing to the world" and drive more fruitful outcomes from China-South Africa cooperation.

Thirty years ago, Hisense chose South Africa as the starting point for its globalization strategy. The South African government actively took measures to promote local industrial capacity building and regional trade and cooperation, providing favorable policy support for Chinese companies like Hisense to develop in South Africa.

"As the first Chinese company to maintain localized production in South Africa, Hisense has always believed that high-quality products are the best ambassadors," said Zhu Dan. Based on insights into the needs of South African consumers, Hisense has carried out extensive localization innovations in product design, offering consumers a more intelligent and convenient living experience. With its differentiated competitive advantage, Hisense TVs and refrigerators have stood out in the South African market. In July this year, Hisense's TV market share in South Africa reached 33%, while its refrigerator market share reached 38.1%, ranking first in the industry.

"We arrived in South Africa with dreams, bringing not only advanced home appliance manufacturing technology but also the desire to take root locally, improve employment, and help millions of families achieve a happy life," Zhu Dan explained. In 2013, Hisense, together with the China-Africa Development Fund, invested in the construction of the Hisense South Africa Home Appliance Industrial Park. As the largest home appliance manufacturing factory invested by a Chinese company in South Africa in the past 40 years, it has created over 1,000 direct jobs and 5,000 indirect jobs, promoting local employment and the development of upstream and downstream industrial chains. Currently, products from the Hisense South Africa Industrial Park have been exported to 20 African countries, including Mozambique, Zimbabwe, and Madagascar, and were exported to Europe last year.

For 30 years in South Africa, Hisense has not only driven the country's re-industrialization process through its corporate development but has also actively engaged in local social welfare and charity work, building bridges of people-to-people communication and transmitting the warmth of its brand.

This year, Hisense has implemented an upgraded globalization strategy, building six global regional operating centers including the Middle East and Africa, strengthening localized manufacturing, localized research and development, and localized talent cultivation, accelerating its transformation into a world-class brand and world-class company. Zhu Dan stated that Hisense will embrace the dream of "bringing South African manufacturing to the world," gradually increasing investment, actively building pilot demonstration zones for China-Africa capacity cooperation, providing more training and employment opportunities for the local area, benefiting more people, and driving more fruitful outcomes from China-South Africa cooperation.

Hisense's successful experience in South Africa fully demonstrates the solid foundation and broad prospects of China-South Africa economic and trade cooperation. In the future, Hisense will continue to cultivate the South African market, jointly develop with local partners, contribute to China-South Africa economic and trade cooperation, and help the people of both countries achieve a brighter future together.

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