Home Business EURO 2020: Hisense’s sponsorship is a sign of its globalisation strategy International electronics manufacturer celebrates sales uplift following the tournament
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EURO 2020: Hisense’s sponsorship is a sign of its globalisation strategy International electronics manufacturer celebrates sales uplift following the tournament

by jcp

Noted as the first major sporting event after the coronavirus pandemic, EURO 2020 has, unsurprisingly, attracted great excitement. Hisense, Official Sponsor of the tournament, shone bright during the competition period on the global stage, together with its subsidiary brands.

“If the sponsorship of EURO 2016 showed our preliminary global presence, EURO 2020 must be the commencement of Hisense’s various brands and products’ globalisation,” said Jia Shaoqian, President of Hisense Group Holdings Co., Ltd.

Sports marketing has come to the fore as the strategic choice for Hisense internationally, and the key to elevating worldwide recognition, improving top-tier product awareness and driving sales. The global brand is continuously strengthening its integrated marketing capabilities across all of its European and global markets.

Hisense Quality Video: https://youtu.be/p8C-_7PwDU4

Globalization strategy is the necessary choice

Having a formidable, integrated market competence and a highly recognised reputation helped them on the road to becoming Official Sponsor of EURO 2020.

Worldwide, Hisense has built 16 R&D centres and 17 production bases, established 54 companies and offices, expanding global sales and industrial layout since the initial phase of globalisation strategy. Furthermore, through charity and sports marketing, Hisense is quickly building trust and esteem from customers and retailers alike.

By 2020, Hisense’s owned brand revenue accounted for 78% of international marketing revenue.

“After 30 years, Hisense is a successful multinational enterprise and a reputable international brand,” commented Jia Shaoqian.

“To become a globalised enterprise, comprehensive internationalisation of product development, manufacturing, branding and marketing are key tactics.”

The strategy

In the lead up to and during the EURO 2020 period, Hisense utilised a number of methods to continue maximising its growth.

For the duration of the tournament, Hisense launched a range of marketing campaigns in Europe to maximise the sponsorship benefit: from showcasing Hisense’s exclusive brand exposure at Festival Towers in six tournament countries; launching a “Trophy Tour” to engage with customers; to driving traffic through Twitter giveaway campaigns and promoting Hisense’s products to e-commerce.

By building R&D bases globally, localised production ensures continued product quality and its global supply chain ensures quick distribution and management of e-commerce purchases. Quality and efficiency have been at the very core of Hisense’s product offering to ensure global success.

Finally, Hisense believes that the foundation of technological innovation is the concentration and development of talents. Hisense has employed many advanced global talents in chip design, A.I and other areas to enhance technology and quality.

Sports marketing aided product sales

Continuous dedication in sports marketing successfully boosts enterprise presence but also leads to better sales, say Hisense’s senior bosses.

In comparison with EURO 2016, this year Hisense focused promotional and marketing activity on product sales. Between January and June 2021 and as a direct impact of the sponsorship, sales of Hisense’s flagship Laser TV portfolio increased 10 times YOY – with messaging highlighting features such as the large screen, Ultra-HD, perfect picture quality and world-class sound.

Next year will see Hisense continue its dedication to sports marketing, as the brand is one of the official sponsors of FIFA World Cup.


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