Chinese home appliances giant Hisense Group made its debut at the first China Independent Brand Exhibition in Shanghai on May 10, China Brand Day, displaying its 49 years of history since its birth as an insignificant radio factory with a workforce of 20 to its present status as an internationally renowned consumer electronics brand.

In the recently published 2018 China Brand Value Evaluation Information by national authorities, the company retained its position as the champion of the "Indigenous Innovation Brand".

At the expo, Hisense's fearless approach of highlighting high-end self-owned brands and initiating its campaign of entering high-end markets in the US, Europe, and Japan was particularly noteworthy.

"To become a famous brand in China, selling more in Shanghai, Beijing, Guangzhou, and Shenzhen is a must. To be a brand famous in the world, however, our products need to sell well in the United States, Western Europe, and Japan," said Zhou Houjian, Hisense Chairman, explaining his obsession with overseas high-end markets.

Zhou said that only by satisfying the nitpicking of consumers from around the world, and especially those in Europe, the US and Japan, could Hisense make world-class products and become a world-class brand.

Hisense Group is the official sponsor of the 2018 World Cup to be held in Russia. [Photo provided to chinadaily.com.cn]

Facts have corroborated the company's rapid growth in Europe, America and Japan over the past few years.

In 2017, sales in the US market reached $1.6 billion. Even in the more finicky Japanese market, sales increased by 79.3% last year, making Hisense the most popular home appliance brand after domestic brands in Japan.

Adhering to high-end positioning and "choosing the difficult path" reifies Hisense's confidence in the technology and quality of its products. With the combination of ULED and Laser TV, Hisense, abiding by its creed of being an "enterprise underpinned by technology", refreshes people's awareness of "Made in China" and Chinese brands as a harbinger of display technology throughout the world.

In February this year, Hisense was ranked ninth and named the "Fastest Growing Home Appliance Brand" in the BrandZ Top 10 Chinese Global Brands report compiled from votes by over 390,000 global customers.

In the Global Survey of China's National Image published by the Chinese Foreign Languages Bureau, Hisense has been among the top ten Chinese brands most familiar to overseas customers for three consecutive years.

As an official sponsor in the 2018 World Cup to be held in Russia, Hisense's reputation is sure to rise even further.

Hisense, long profiting from consumer criticisms from around the world, is embarking in its distinctive way on a journey of ascent to a world-class brand.