The production lines have been busy at the Hisense factory in the town of Velenje in northeast Slovenia, as the demand for its household appliances steadily grows in Europe.
Hisense, a Chinese multinational major appliance and electronics manufacturer, holds a five percent share of the European market, but the company has set itself higher goals for the near future.Europe is a big market with a lot of potential,” Jianmin Han, the Chairman of Hisense Europe, tells CGTN. “Our target in three years, by 2025, is to achieve 10 percent of the market [share] in two segments, to really become a tier two brand in Europe.”
The Chinese home appliance giant established itself as Slovenia’s largest exporter, significantly surpassing the country’s other major exporters like Renault and a couple of local domestic pharmaceutical companies.
Not many expected these results in 2018, when Hisense acquired Slovenian producer Gorenje. Founded over 70 years ago in the former Yugoslavia, Gorenje produced and exported home appliances across Europe.
But five years ago, stiff competition forced the Slovenian government and the Gorenje shareholders to decide whether to integrate it into a bigger system or let it embark on a path of slow and inevitable demise.
They decided to invite China’s Hisense to buy Gorenje, in a bid to give the company and the community, a new lease of lifeIn 2021, its exports reached $2 billion, and even higher numbers are expected for 2022.
Hisense has secured thousands of jobs in Slovenia,
Cosco Shipping established a special railway line for container transport from the port of Trieste to Gorenje industrial park in Velenje. «This new line is very important for improving the transport system for our factories in Velenje and for ensuring a stable supply chain – said Hisense Europe President Hanson Han -. As a global brand that is deeply rooted in the European market, Hisense has always set its main goal on providing high quality products and services to European customers. Localized R&D in Europe, as well as our production and sales have always been our long-term strategy to support this goal».
After Hisense acquired the Gorenje brand and its European factories in 2018, its products and services are deeply integrated with Gorenje products and services, which is lead to a further enhanced localization strategy. «We now transport products made here in Europe not only to European markets, but also to markets in Asia, America and other parts of the world, with the help of the Cosco Shipping network, thus meeting market demand and realizing our vision of development» – Hanson Han added.
Hisense manufactures its products from the segments of household appliances, consumer electronics, communications, information technology and others in 29 industrial parks in Asia, Europe, Africa and South America, and exports to more than 160 countries and regions around the world. China Cosco Shipping Group is one of the largest shipping companies in the world, with a fleet of more than 1,400 vessels and a total capacity of more than 112 million dead weight tons. Of this, the container fleet comprises 507 ships with a capacity of 3.04 million containers