Hisense develops business model to compete strongly in the local market

Deputy General Manager of Hisense South Africa, Ebrahim Khan. Deputy General Manager of Hisense South Africa, Ebrahim Khan.

Hisense, the global manufacturer of consumer electronics and home appliances, has developed a robust business model to strongly take on competitors in the South African market.

According to the company, the business model – focused around great quality, great service and great value – has been coined by the brand as their “G to G” strategy, and will be used as a cornerstone for driving competitive offering and customer service.

“We’ve refined aspects of our business model and offering to enable us to compete more aggressively. Our focus is on three pillars – great products, great service, and great value – and we aim to be leaders in each of these areas,” explained Deputy General Manager of Hisense South Africa, Ebrahim Khan.

“Hisense is known globally for our cutting edge products. Our Ultra High Definition and Android Platform TV have been named International CES Innovations 2013 Design and Engineering Awards Honourees.”

“An advantage we bring also to the local market is our sophisticated manufacturing plant in Cape Town which enables us to manufacture these high tech products locally,” continued Khan.

Hisense’s offering in each of these areas are as follows:

Great Products 

Hisense offers a range of products that simplify life without compromising on style and product performance. Televisions and fridges are currently produced at the Cape Town plant, with manufacturing of further electronics devices being planned after the phase two of the factory’s expansion. The eco-friendly technology offers a green alternative while saving customers money.

Hisense is also focusing on a high-innovation space, with advanced products that include the 84” UHD LED TV, high-end Smart TVs and its new Hisense Infinity smartphones.

Great Service

Hisense is focused on a competitive customer service offering. The brand has expanded its warranty on its TVs and fridges from three to four years, which is double the industry warranty. This was done to provide customers with complete peace of mind and confidence in Hisense products.

Great Value

An immense part of the brand’s success has been achieved with its pricing strategy. The fact that Hisense products are both high-end and competitive has essentially made Hisense a strong competitor across all categories, allowing customers to pay less and get real benefits.

“Our G to G model reinforces what the Hisense brand is about. Our service is as important as the quality and the competitive aspect of our products, and this will continue to set us apart from brands we are competing with”, added Khan.

Since Hisense has entered the South African market in 1996, the brand has seen incredible growth in market share across most categories, despite a restrained brand profile. The new year, however, sees the brand focusing on upweighting its presence in the local market, through a fiercely competitive offering, and an eye set firmly on growing market share.

“The South African market is a key one for us – not just for growth within the country’s borders, but also as our first steps for growth across the continent. Our investment locally is substantial – as seen by the recent opening of our manufacturing plant in Cape Town,” finished Khan.

With further expansion of Hisense’s local manufacturing capacity planned for the near future, the brand believes that its robust and competitive business model will form a strong platform for future growth.


Direct and commercial solution enquires can also be made to Salman Kajie on 071 671 7881 or This email address is being protected from spambots. You need JavaScript enabled to view it.

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