Chinese Home Appliance Manufacturers are reaping big in the African and Middle East markets looking to enhance brand awareness and boost Product sales.
According to the China Chamber of Commerce for Import and Export of Machinery and Electronic Products’ Home Appliances Branch showed that the Chinese Exports of Home Appliances to Qatar rose to at least 10% year-on-year from January to October 2022.
In the business, China’s Exports of Coloured Televisions to the 22 Countries of the League of Arab States, including Qatar, earned 29% in the January-October period from a year earlier, while the Exports of White Goods rose to 11.21%.
Given market strategies, one of the Official Sponsors of the FIFA World Cup in Qatar, Chinese Home Appliance Manufacturer Hisense Group is gearing up efforts to expand its scoreboard presence in the Middle East as well as in Africa.
In a statement, the General Manager of Hisense’s Middle East and Africa division- Ou Yang said that the Middle East is one of our fastest-growing regions Globally and serves as a crucial part of Hisense’s Globalization strategy while noting that the Company’s Sales achieved a 31.5% year-on-year increase in 2021.
Giving business oriented roadmap, Hisense opened its 1st Physical Store in March in Dubai the Capital City of the United Arab Emirates (UAE) marking a Strategic Milestone in the Company’s regional Expansion Initiative. It also plans to open ten Brick-and-Mortar Stores in Africa and in the Middle East this year.
Further, the Qingdao and Shandong province-based Company hopes to enhance Brand Awareness and Influence by Sponsoring Major Sporting Events Globally. It also Sponsored several World-class Sporting Events, including the UEFA Euro 2016 and 2020 Tournaments and the 2018 FIFA World Cup in Russia.
In addition, Ou-Yang said that Hisense will magnificently strengthen its Cooperation with FIFA and other Institutions, Launch Tailor-made Products Build Stronger Emotional Relationships with Consumers in Africa and the Middle East.
At the market premises, the Company has branch outlets in Dubai and South Africa, with a Sales Network covering 1.48 billion people in 70 countries in the Middle East and Africa. On the other hand, it also aims to build its own aftersales service and call Centers in major Cities of these regions at large.
According to Hisense, the Sales revenue of Hisense in these regions had risen from 1.53 billion yuan ($220 million) in 2012- 9.37 billion yuan in 2021, with an average annual growth rate reaching 25.9%.
“We typically regard Africa and the Middle East as key market contributors to explore our New Businesses Products such as Smartphones, Laser televisions, Intelligent Traffic Solutions, and Intelligent Healthcare,” Ou-Yang made a clarification said.
“The Middle East and Africa play significant important markets in the Belt and Road Initiative, presenting a large number of growth potential for Enterprises to Build self-owned Brands and Develop Cross-Border E-Commerce,” the secretary-general of the China Chamber of Commerce for Import and Export of Machinery and Electronic Products’ home appliances branch Zhou Nan Said.
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A statement made by Zhou Nan states that “In recent years, some Middle Eastern countries, such as the United Arab Emirates and Saudi Arabia, have Accelerated Economic Transformation, expecting more Chinese Companies to invest and start businesses there, which also brings about new Opportunities for Chinese Brands.”
On the other hand, other Chinese Home Appliance makers including Gree Electric Appliances and Midea Group have offered Air Conditioners and related Services for the Qatar World Cup and stepped up Investment, which has shown high demand for High-Efficiency Heating, Ventilation, and Air-Conditioning Systems.
