On September 10, the BRICS forum on Partnership on New Industrial Revolution 2024 was held in Xiamen. Hisense Group Chairman Jia Shaoqian attended the forum and delivered a keynote speech. Jia highlighted that Hisense has developed close cooperation with BRICS nations, achieving rapid growth in market expansion, technology export, cultural integration, and brand recognition. Looking ahead, Hisense plans to deepen its presence in BRICS countries, increase investment and infrastructure development, and further enhance local industrial systems. By driving the integration of related supply chains and industries, Hisense aims to make greater contributions to the BRICS New Industrial Revolution Partnership.
“Hisense’s globalisation strategy is a true ‘deep integration.’ In each market we enter, we strive to establish a comprehensive system of R&D, production, marketing, supply chain, and customer service to better serve the local market and consumers,” said Jia Shaoqian, Chairman of Hisense. He highlighted that South Africa was the first stop in Hisense’s international expansion within BRICS countries. Since entering the South African market in 1994, Hisense has been active for 30 years, with its televisions and refrigerators now holding the top market share. The Hisense South Africa Industrial Park has spurred the growth of 13 local supporting enterprises, creating over 1,000 direct jobs and more than 5,000 indirect jobs. It was also recognised by the United Nations as a model case for South-South cooperation.
In addition, Hisense has deeply expanded its presence in other BRICS nations, including the UAE, Saudi Arabia, Egypt, and Ethiopia. In August this year, Hisense officially signed an agreement for a 200-acre TV factory in Egypt, which is expected to begin production 2025. In Saudi Arabia, Hisense offers a full range of products and is present in all major home appliance retail channels. It is also the only Chinese home appliance brand operating in Saudi Arabia with 100% Chinese ownership. In November, Hisense will open its first flagship store in Riyadh, marking another milestone in its growth in the region.
Jia Shaoqian emphasized that Brazil, the largest country in Latin America, is a key market within the BRICS nations. Hisense has established its Latin American regional headquarters there. In the first half of 2024, Hisense successfully localised production of televisions and air conditioners in Brazil, forging strong partnerships with several well-known local channels. The company aims to have its major products rank in the top three of the Brazilian market within the next three years. Additionally, Hisense is planning to establish an R&D center in Brazil and expand its local manufacturing capabilities.
Beyond consumer electronics, Hisense’s B2B sector, including commercial displays, precision healthcare, smart transportation, and intelligent electrical solutions, have entered multiple BRICS markets. In Ethiopia, Hisense has rolled out smart bus, intelligent highway, and signal system projects, enhancing urban efficiency and improving public transportation experiences. Furthermore, Hisense’s recent acquisition of Kelin Electric, a leading Chinese company in smart electrical systems, is paving the way for the introduction of smart electrical products in Ethiopia. Hisense is collaborating with local partners to manufacture these products, while actively exploring market opportunities in electric vehicle charging stations and new energy solutions.
“In our global expansion, Hisense remains committed to product excellence, treating users with care, fostering a supportive work environment for employees, and contributing to the welfare of society,” Jia said. “We invest, build, enhance, and empower—training local industrial workers, raising quality standards, advancing technological capabilities, and nurturing supply chain enterprises—all with the aim of promoting local economic and social development.” Jia also affirmed that Hisense will further deepen its presence and increase investment in BRICS countries in the future.
This forum, co-hosted by China’s Ministry of Industry and Information Technology and the People’s Government of Fujian Province, is a high-level platform for exchange and cooperation in the BRICS New Industrial Revolution. Now in its fifth year, the forum has become an annual event, playing an important role in fostering policy dialogue, sharing experiences, strengthening practical cooperation, and promoting industrial collaboration.
