Hisense to expand innovation, brand awareness

Chinese home appliance maker Hisense Group said it will continue to increase investments in research and development, bolster technological innovation and boost its brand awareness via sponsorship of major world-class sporting events.

The company has become the first official partner of the FIFA Club World Cup 2025, building on its seven-year relationship with FIFA.

By partnering with the international soccer event, Hisense is advancing its sports marketing strategy and expanding its presence in overseas markets. It has been a global partner for two consecutive FIFA World Cups and three UEFA European Championships.

The company has unveiled a 100-inch Mini LED TV equipped with its self-developed artificial intelligence-powered imaging chips. Its TV products have integrated DeepSeek's large language models, offering more natural interactive experience for users.

Statistics from Beijing-based consultancy All View Cloud, or AVC, which specializes in home appliances, showed that the sales of home appliances in China reached 907.1 billion yuan ($124.9 billion) last year, up 6.4 percent year-on-year, hitting a new record high.