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On July 15, Beijing time, the 2024 European Cup came to a successful conclusion. Hisense, which has sponsored the European Cup for three consecutive times, held a global customer conference in Berlin, Germany, looking forward to new opportunities and painting a better future. Yu Zhitao, president of Hisense Group, said in his keynote speech that Hisense's first sponsorship of the European Cup in 2016 was an important development milestone. By continuously sponsoring top sports events to accelerate the globalization process, Hisense's revenue has doubled in seven years, and its overseas revenue has increased to 3.5 times the original. Standing at the new starting point of Hisense's 55th anniversary, Hisense will take advantage of the momentum and continue to surpass and move forward through the implementation of brand upgrades, scenario upgrades, industry upgrades, and global upgrades, and accelerate its transformation into a world-class enterprise.

Yu Zhitao said that for 55 years, Hisense has always adhered to long-termism, user-centricity and technology-based enterprise, and has grown from a small local factory to a global enterprise, with its global territory and circle of friends constantly expanding. In the first quarter of this year, Hisense TV's global shipment share continued to rank second in the world, and the gap with the world's first place is gradually narrowing.

When reviewing the past, Yu Zhitao particularly mentioned the important node of 2016, when Hisense's revenue exceeded 100 billion yuan for the first time. "Why can we achieve such results? High-quality products and strong partnerships are crucial. Another key factor is that we chose to sponsor the 2016 European Cup, which brought us closer to consumers." Yu Zhitao said that through continuous sports marketing to strengthen the construction of independent brands, Hisense's revenue will exceed 200 billion yuan in 2023. Faced with the ever-changing external environment and the more intense competition in the new cycle, Hisense needs to constantly challenge itself and make breakthroughs.

This year, Hisense, which has sponsored the European Cup for three consecutive times, launched a fence advertisement with the slogan "Hisense, More Than a Brand" to express its determination to continue to move forward, which aroused attention and discussion. In his speech, Yu Zhitao elaborated on Hisense's strategic upgrade actions in four aspects: brand, scenario, industry, and globalization, which gave "Hisense is more than Hisense" more room for imagination.

The three European Cups have witnessed the growth and improvement of Hisense's brand system. Yu Zhitao said that Hisense will accelerate brand upgrading, upgrade the parent brand based on the trust and pragmatism formed by long-term development to "human-oriented technology" and "ultimate quality", and create a more distinctive brand image. At the same time, it will adhere to multi-brand operations, based on user needs and population segmentation, clarify multi-brand segmentation and combination strategies, and lay a solid foundation for long-term development.

"Scenario upgrade" is a key word in Hisense's future layout. In the face of the consumption trend of users from single products to specific scenario solutions, Hisense will accelerate the scenario upgrade and realize scenario-based product planning, AI-based R&D, and marketing scenarios based on user purchase scenarios and experiences according to different scenario needs of users.

At the same time, Hisense will upgrade its three major industrial sectors, namely key components, platform services and system solutions, from providing single terminal equipment to providing system solutions. "Providing system solutions is the key to Hisense's sustainable development. Hisense has always been at the forefront of this trend." Yu Zhitao said that in recent years, Hisense has expanded into the smart transportation, smart buildings, smart medical care, energy management and automotive electronics industries, which is in line with the global trend of green, low-carbon and sustainable development. As a responsible global enterprise, Hisense has, is and will continue to practice ESG in a long-termist way.

Looking to the future, Hisense will firmly pursue globalization, build six global regional operation centers, upgrade from a single-engine to a multi-engine drive model, and adhere to global localization (Think Global Act Local), strengthen localized manufacturing, localized R&D, and localized talent training to achieve sustainable cross-cycle business growth. "We are expanding localized production and procurement capabilities and strengthening local supply chain construction. These efforts will ensure that Hisense's manufacturing capabilities are more reliable and flexible." Yu Zhitao revealed that Hisense will add more R&D centers around the world to achieve full satisfaction of user needs and scenario-based precise innovation, and strengthen the recruitment and training of localized talents to consolidate the foundation of Hisense's global localization.

"Hisense, more than Hisense" means that after 55 years, Hisense is still a young company full of youthful vitality and upward vitality. Since 2016, two European Cups and two World Cups have become accelerators of Hisense's global development, making Hisense one of the Chinese companies with the longest association and deepest participation in the world's top sports events. The long-tail effect of the 2024 European Cup, accompanied by the implementation of brand upgrades, scenario upgrades, industry upgrades, and global upgrades, will burst out with greater momentum, helping Hisense enter a higher-dimensional development stage, accelerate its progress towards becoming a world-class enterprise, and truly become a world-class brand.