Chinese electronics giant Hisense has solidified its presence in South Africa since establishing its local factory, now the largest TV manufacturer in Sub-Saharan Africa.
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Entering the South African market in 1996, Hisense quickly gained traction by offering high-quality products at affordable prices. This strategy allowed it to compete effectively with established brands like Samsung, LG, and Bosch.
In 2013, Hisense launched its R350 million Industrial Park in Atlantis, north of Cape Town. By 2017, the facility had assembled over 1 million TVs and refrigerators, and as of 2024, that number has grown to 4.5 million TVs and 2.9 million refrigerators.
Hisense’s local manufacturing has contributed significantly to its market share growth in South Africa. Since the factory’s launch, LED TV and refrigerator market shares have increased by 25% and 14%, respectively.
While most of its locally manufactured products are intended for the African market, Hisense SA began exporting refrigerators to Europe in 2022. The company also produces business-to-business displays for both African and European markets.
In a recent interview, Hisense SA financial manager Shi Lang indicated that the plant could expand to manufacture washing machines and microwaves if demand warrants.
Despite its Chinese origins, Hisense proudly identifies as “Proudly South African” due to its localized operations. The Atlantis plant employs approximately 1,000 workers, with 700 being from the local community. The factory also supports an estimated 5,000 indirect jobs.
Hisense has been actively involved in local social welfare initiatives, donating products and materials to orphanages, hospitals, and schools. The company has also established a technology research and development training base, which has trained over 1,400 individuals.
In addition to its manufacturing operations, Hisense sources foam and carton packaging locally, supporting local businesses. The company offers a wide range of products, including TVs, refrigerators, air fryers, washing machines, dishwashers, air conditioners, home sound systems, budget smartphones, microwaves, and ovens.
Hisense’s locally-made products have gained significant popularity in South Africa. Hisense ranks among the top-owned TV and refrigerator brands in the country.
While Samsung and LG are often considered higher-end brands, Hisense has introduced a premium product range, including a line of premium fridges with advanced features. The company has also invested in improving its VIDAA smart TV operating system to compete with other leading platforms.
Globally, Hisense has demonstrated strong growth, becoming the second-largest TV manufacturer in 2023 with shipments of 26.11 million units. The company’s year-on-year growth of 6.4% makes it the fastest-growing brand among the top five TV manufacturers worldwide.
