Alan Spak, Head of Product Hisense

In 2021, the relaunch of Hisense began in Argentina after an exclusive marketing agreement with Newsan. At the beginning of 2022, the brand had 7 products in the country. This year it was decided to give very strong growth in white goods, with 30 models launched between February and March, mainly refrigerators and washing machines. “These are categories in which we had a low participation and with which the strategy is to position ourselves in all market segments and in each subcategory,” explained Alan Spak, Product Manager.

In refrigerators, the offer is very wide and ranges from the entry-level cyclical ones, of 200 and 240 liters, to a very wide line of non-Frost ones with which they target the medium and medium-high segment with capacities of 250, 320, 375 and 460 liters, as well as combi and side by side, with which Spak highlighted that this year they had a very good result. “Our top-of-the-range refrigerator is the 4-door cross door with a large screen. This product was launched in 2024 and this year they brought more units.”

On television the strategy is the same. “We have a very wide variety, from 32, 40 and 43 inches to the entry heights, with 50, 58, 65 and 70 inches and a mid-range and mid-high range linear with 5 QLEDs of 50, 55, 65, 75 and 85 inches,” said Spak.

“Last month we launched the ULED Mini LED segment plus a gaming TV. Last year we introduced a 100-inch model and another this year, along with a projector that reaches up to 300 inches and a laser TV. We believe that QLED and Mini LED will have more and more positioning in the market.”

A category in which Hisense has had a presence in our country for a long time is air conditioning, where they offer ON OFF models from 2600 to 8000 watts and, in the Inverter segment, 3300 and 5500 watts in white and also in black with a very particular design and maintaining the objective of giving the consumer a wide variety of options. “In this category we highlight the Fresh Master model, which has a duct with an outlet to the outside in the indoor unit that circulates the air and renews it, something that traditional air conditioners do not have”Spak expanded. "It is a new concept in Argentina but it is gaining importance in other countries. It is our top-of-the-range product, it can be controlled with the Hisense application and, obviously, it is an Inverter, a functionality that is growing and already represents half of the market."

Have growing share in each category

Spak pointed out the importance of Hisense as a world-class value brand, with a strong advertising presence that can be verified in global sporting events such as the World Cup, in addition to being, in China, one of the largest companies in the country. "With that profile, the brand was relaunched in Argentina: a value proposition that consists of products with excellent features at competitive prices. The consumer who investigates chooses us."

With only 7 products in 2022 in Argentina, Hisense today has more than 100, with 50 launched this year and also covering microwaves, airfryers, dishwashers, cellars, freezers and built-in, with hoods, stoves and ovens. “An ecosystem in which each category feeds back to the others as the brand becomes better known,” concluded Spak.