HiSense Plot Appliance Invasion

Chinese giant plotting secret appliance launch this year – just don’t mention the word cheap.Speaking to CN today HiSense National Sales Manager said “we’ve got a lot of exciting new products at the moment” which it plans to unleash here, according to Andre Iannuzzi. 

HiSense already sells 23 fridge models, freezers as well as wine coolers in Oz, but Andre Iannuzzi would not elaborate on what the mystery new appliance categories would be.

“Its no secret HiSense is releasing new home appliances and new categories this year,” and expect some announcement in the next month.

Iannuzzi would not be drawn on RRP’s for its new 39″,50″ and 55″ Smart TVs with LED LCD 3D, announced yesterday, which it says will be set by retailers in the market when they go on sale this month.

The K610 range will be sold at JB Hi Fi, BSR and The Good Guys.

And HiSense are trying to move away from its perception as a cheap Chinese brand.

“The HiSense brand positioning is great features and better pricing, but the emphasis is on features” and not cheap prices any more.

“Our market share has increased in Australia” he said, but would not elaborate on how much.

In terms of its brand and marketing push, “strategically its about speaking to the consumer” via social media Facebook,Twitter and its website, he told CN.

And Hisense is also displaying in retail in a better way  – JB HiFi wall displays are already in store, so watch this space.