Hisense vice president – sales and marketing, Chris Kotis, has confirmed a strong end to 2024 with the final quarter growing 30% compared to 2023.
In an exclusive interview with Appliance Retailer, Kotis said Black Friday, Cyber Monday and Christmas sales were very strong.
“Hisense had a very strong end to 2024, with Q4 growing more than 30% vs the prior year,” Kotis said.
“This quarter was stronger than anticipated, driven by consumer demand for high quality, feature-rich home appliances and strong value offers. We’ve continued to see Australians embrace the Black Friday, Cyber Monday and post-Christmas sales period, using this opportunity to upgrade or invest in new home technology.
“We continue to see strong growth in our premium product offers, which continue to excel in providing customers intuitive and industry-leading innovation, as seen in our Laser Cinema category – opening up a world of possibilities for Australian homes.”
Kotis notes the pervading theme in the market from 2024 and heading into 2025 is the importance of value.
“As cost-of-living continues to pressure households, consumers are becoming increasingly value-conscious, and we do not expect this mindset to change in the near future. Delivering on value is a core focus for us at Hisense, as we roll out our 2025 suite of products, our team are committed to working collaboratively with our retail partners to deliver consumers innovative, sustainable, reliable and value-packed home appliances.”
In his Leaders Forum submission, Kotis reflected on 2024 with highlights including sports sponsorships, product launches, award recognition and maximising brand visibility.
“Hisense leveraged sports sponsorships like UEFA EURO 2024, NRL, and NRLW to connect with sports enthusiasts. The ‘Beyond Glory’ campaign with Optus Sport and the national promotion for a UEFA EURO 2024 Grand Final trip were standout initiatives that increased brand visibility and fan engagement,” Kotis said.
“Hisense’s innovation shone through with products like the C1 TriChroma Laser Mini Projector and the 110-inch ULED X Mini-LED Series UXAU, both offering advanced features and exceptional performance.
“The company’s dedication to quality was recognised with awards like the Highly Commended Finder Awards 2024 for the Hisense 8-star 503L bottom-mount fridge and the Canstar Blue Customer Satisfaction Award for air conditioning.
“Investing in retail executions and training roadshows ensured Hisense products received maximum visibility and support at point of purchase.”
Reflecting on the year, Kotis acknowledged that several consumer trends shaped the Australian electronics market, with inflation leading to price sensitivity, driving consumers to seek deals. In response, Hisense focused on offering value through collaboration with retail partners.
“Social commerce also emerged as a powerful purchase driver, allowing Hisense to engage directly with consumers via social media. Sustainability became a key factor with eco-friendly products gaining popularity. Data privacy concerns grew, prompting demand for transparency and robust data protection.”
Looking ahead to 2025, Kotis expects AI to further revolutionise and enhance devices like TVs, washing machines, and refrigerators with personalised user experiences.
“Smart home systems can now automatically adjust settings based on user habits, making homes more intuitive and responsive. The integration of AI is unlocking new possibilities in home automation, leading to more connected, efficient, and personalised living environments. For the industry, this represents an opportunity to redefine product and category value, offering even more sophisticated and seamless user experiences,” he said.
“In refrigeration, Hisense leads with Australia’s most energy efficient products as shifting consumer attitudes towards sustainability enhance brand appeal. With brand loyalty wavering due to price competition, connectivity and integration, such as with the ConnectLife app, are crucial for maintaining consumer interest and loyalty.”