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THE ERT INTERVIEW HOWARD GRINDROD


24


Hi expectations C hinese consumer electronics giant


Hisense was established in 1969. Today, it is the number one TV brand in China, Australia and South Africa. In 2013, Hisense began trading in the UK and since then the company has changed dramatically, both in terms of number of products and product categories overall. At the end of last year, Gorenje, the global Slovenian-based home appliance manufacturer, joined the Hisense family in the UK, bringing with it a complete collection of domestic appliances, including ovens, hobs, cooker hoods and


dishwashers. These now sit alongside Hisense’s existing range of refrigerators and washing machines. In addition, there is also the possibility in the future of bringing in high-end small appliances to the category. More on this opposite. Alongside this is the full range of Hisense TVs,


which remains front and centre for the company’s UK strategy.


As part of its branding initiatives in recent years, the manufacturer has invested above the line with the sponsorship of major sporting events, including last year’s 2018 FIFA World Cup and UEFA Euro 2016, and it was the Technology partner for the Red Bull Racing Formula One Team for three years. Hisense was a main sponsor for the first UEFA Nations League Finals this summer and next year


will be sponsoring UEFA Euro 2020, with 15 of the games hosted in the UK and Ireland. Speaking to ERT for this exclusive interview, Howard Grindrod, Managing Director of Hisense UK, says that since 2013 the company has made a lot of progress in a relatively short period of time. “This sponsorship gives us the kind of


recognition so that, step by step, our brand can grow,” he explains. “Televisions are a big part of this. It’s a fact that global sporting events do get people questioning the kit that they’re using and gives an excuse to upgrade, so it does help inject excitement in the TV market. “But Gorenje will be involved too; the brand is sold in many parts of the world and the Euros is a huge competition, the audience is massive.”


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