Communication Plus.boss Face -to -face ｜ Hisense General Manager Zhang Xifeng: Adhere to the "shipbuilding and go to the sea" to create the brand value

Cover news reporter and Philippine intern Liu Woruo

As the first Chinese company in Australia, Hisense achieved good results in Australia. Hisense official data shows that in Australia's home appliance sales, Hisense's TV, refrigerators, and cold cabinets are currently occupying the first or second position. Among them, the development of laser TV is even more fierce. More than 2021.

The left is Zhang Xifeng, the general manager of Hisense Australia.

In order to learn more about the development of Hisense in Australia, on July 20, the cover news interviewed Zhang Xifeng, general manager of Hisense Australia.

About the strategy of going out to the sea to adhere to the "shipbuilding and go to the sea"

Talking about the Australian market, Zhang Xifeng said that if the 25 million people in Australia are regarded as 4 million to 5 million families, Hisense's sales in Australia each year are equivalent to every five families. Essence

According to its introduction, the reason why Hisense can stand firmly in Australia and develop well, which is closely related to the company's brand awareness. In the process of internationalization, most domestic home appliance companies choose to use OEM like "borrowing ships to go to sea" to open up overseas markets. However, Hisense insists on choosing the most difficult "shipbuilding and going to the sea", taking the "high -quality and high -priced" high -end route, and through the way of independent brands, expand the markets of developed countries such as Europe, the United States, Australia, and adhere to localized research and development and operation.

He said that if he wants to succeed in the global market, we must first grasp the high -end market and establish a brand image while competing with advantageous companies.

About customer expansion to accurately grasp customer relationship

Of course, Hisense wants to squeeze into the Australian market with "high -quality and high prices".

Zhang Xifeng said that the initial Hisense was found to reach a consensus customer to develop the market. In this process, the customer's trust and willingness to cooperate need to be gradually realized through product quality, investment in the market, and improvement of the after -sales service system.

First find the core customers to achieve steady growth of the core customer business before expanding other customers. Communicate frankly with customers, understand their requirements for product appearance and texture, listen to reasonable suggestions, and meet the maximum extent, so that they can feel the strength and sincerity of Hisense, and this is what other global supply brands cannot do it.

In this way, Australian customers have gradually established the trust of Hisense, laying a good foundation for the Australian market.

Regarding local strategies with the most suitable product for consumers

Coming to Australia is a huge challenge for Zhang Xifeng. In a strange environment with a proportion of local employees, Zhang Xifeng must re -develop various strategies. First of all, we must investigate the consumer needs of local consumers.

Zhang Xifeng told the cover news that the product managers of Hisense headquarters and branches need to go deep into market research every year. The small to the refrigerator, the speed of the closing of the drawer, the feeling of pulling out, etc. must be studied in detail, collecting the opinions of consumers and terminal sales staff, and modifying the product in order to better meet consumer needs.

The products sold in Australia have been improved according to local conditions. For example: fully considering that there are more people in Australia's left -handed left -handed, they designed left and right swaps for the refrigerator; considering the height of each population, the height of each population was designed on the side of the product; the children's lock was installed for the product; considering Australia, Australia Human living habits require the increase in the drainage system of washing machines to increase the caliber to filter foreign bodies that can cause blockage; considering that local mosquitoes are more installed on air -conditioning, special devices are installed to prevent insects from entering the interference circuit.

Regarding future development, we must make bigger categories and strengthen the whole category

Regarding Hisense's future development in Australia, Zhang Xifeng told the cover news that the foundation of the Hisense brand in Australia has now been played, and then how to add points.

He believes that first of all, it is necessary to further enhance the comprehensive strength of Hisense products to the local first -line brands, and steadily implement Hisense's "high -quality and high -priced" strategy. The second is to increase investment, increase marketing level, continue to build the image of Hisense brand, and enhance brand awareness and reputation, so as to shorten the distance between brands, products and consumers. In the end, Zhang Xifeng hopes to drive the balanced development of other categories through the advantages of the core category of the parent brand, and make a full -category product that is bigger and stronger in Australia.

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