Chinese home appliance giants like Midea, Haier, and Hisense have spent years acquiring international brands to expand globally. Previously, they kept their original brands domestic, but since the pandemic, they’ve embraced a more visible global presence—Hisense and Haier even sponsor major sporting events.
Many leading brands now belong to Chinese corporations, including Toshiba, Sanyo, Candy, and GE Appliances. This strategy has propelled them to industry dominance—Hisense and TCL rank among the top three global TV brands, and Haier leads in total revenue.
Younger consumers prioritize quality over brand reputation, boosting trust in Chinese products. However, managing multiple brands brings challenges—Hisense and Haier’s premium positioning may eventually lead to internal pricing competition.
Tag Archives: Hisense
Midea and Hisense Forge Strategic Partnership for AI and Smart Manufacturing
Chinese home appliance giants Midea Group and Hisense Group have joined forces in a strategic partnership, paving the way for collaboration across multiple fields, including artificial intelligence applications, global advanced manufacturing, and smart logistics.
Leveraging their strengths in digitalization, both companies will work extensively on AI application platforms, focusing on the integration of AI agents in sectors like manufacturing and logistics. The partnership also extends to key initiatives such as green factories, industrial internet advancements, and global production capacity optimization.
In the realm of smart logistics, Midea and Hisense aim to upgrade and enhance platforms by improving the synergy between production and logistics, refining intelligent warehousing systems, and boosting supply chain efficiency—all to streamline inventory management and optimize operations.
The Rise of Multi-Drum Washing Machines: A New Era of Smart Laundry Solutions
The washing machine market has seen a surge in innovation, with leading brands rolling out multi-drum solutions to meet evolving consumer demands. The call for an “all-in-one lazy washing machine” that effortlessly handles underwear, socks, shoes, and clothes has spurred companies into action, with groundbreaking designs showcased at AWE2025.
Haier has led the charge with its newly launched three-drum lazy washing machine, officially delivered to customers in its first batch. According to JD platform data, the product has already surpassed 20,000 sales, with over 29,000 reservations placed for upcoming releases. Not far behind, Midea has introduced the Xiaowumei 3.0 washing machine, featuring a modular stacking system that allows users to expand from two to three, five, or even seven drums. This model achieved more than 10,000 sales within just 28 hours of its debut on JD.
Hisense, another key player in this emerging trend, unveiled its Marshmallow Ultra Family Drum—an innovative three-drum modular washing machine designed for flexibility. Current reservation figures indicate sales exceeding 20,000 units. With top brands racing to deliver advanced double- and triple-drum washing machines, could this category be the next big wave in the industry?
Haier’s approach focuses on maximizing capacity within a single machine, slightly taller than standard models yet compact enough to accommodate three drums. The largest drum is dedicated to everyday laundry, while the two smaller ones are ideal for delicate items such as socks, underwear, or baby clothes. Meanwhile, Midea and Hisense have opted for a modular, split-design system that enables multi-zone washing. Their models maintain a standard width, integrating dual-drum mini washers within a single unit. The Hisense Marshmallow Ultra Family Drum even offers a detachable three-drum setup, though individual drum purchases are currently unavailable. Additionally, their stackable configuration supports washing and drying functions, allowing users to build upwards to create a five- or seven-drum system.
With these pioneering designs redefining the traditional washing machine, the industry may soon embrace multi-zone washing as the new standard for convenience and efficiency.
Hisense research centre
Hisense officially opens the new EU Home Appliances Research Center of HVAC in Milan! Hisense has opened its “EU Home Appliances Research Center of HVAC” (HARC), a center dedicated to the research, design and innovation of HVAC solutions for the European market. Located within Hisense’s offices in Milan, the center covers an area of 500 square meters and represents a key strategic step to strengthen Hisense’s global presence.
Hisense AI fridge freezer
Hisense introduces the BCD-780W refrigerator, featuring ConnectLife and a 21-inch TFT display that offers intuitive control and a stunning visual experience. Its AI functions include food inventory management, expiration reminders, recipe recommendations and voice control. It also suggests personalized recipes based on available ingredients and the user’s health profile. The vacuum drawer keeps meat fresh for up to five days while ensuring a 99.99% bacteria-free environment. The VersaTemp+ drawer allows flexible temperature control, perfect for wines and beverages. With its modern design and advanced technology, the BCD-780W redefines contemporary refrigeration.
Hisense AI washer dryer
Hisense’s Washer-Dryer 7S series brings AI to the laundry room, seamlessly integrating with the ConnectLife app for remote monitoring and control. Featuring a 6.86-inch TFT display, sleek design meets cutting-edge technology. AI Super Wash optimizes washing settings based on fabric type, water level and temperature, while AI Super Dry adjusts drying based on humidity. With an EU A-20% energy rating, the 7S series delivers efficiency and savings. Plus, a quick one-hour wash and dry cycle (*1kg standard load) provides a compact and convenient solution for everyday life.
Hisense AI Innovation at CES 2025
Hisense elevates smart homes with ConnectLife’s new expanded functionality. Integrating with Google Home, ConnectLife controls all your smart devices, from Hisense appliances to Matter-certified thermostats, all in one app. It provides a 3D view for real-time monitoring, personalized automation, and one-touch energy saving with the AI Eco mode. ConnectLife’s suite of AI features, including Dish Designer, AI Food Recognition and AI Meal Planner, simplifies meal planning, creates personalized shopping lists, and even guides your cooking prowess.
Revolutionise the Laundry Room with Hisense Washer-Dryer Series 7S
The Hisense Washer-Dryer 7S series brings AI to the laundry room, offering seamless integration with the ConnectLife app for remote monitoring and control. Featuring a 6.86-inch TFT touchscreen, the washer-dryer combines sleek design with cutting-edge technology. AI Super Wash optimizes washing parameters based on fabric type, water level, and temperature, while AI Super Dry ensures perfect drying by adapting to humidity levels. Designed for energy efficiency with an EU A-20% rating, the 7S series saves both energy and costs. Additionally, its one-hour quick wash and dry cycle (*Standard 1kg load) provides a space-saving, time-saving solution for easeful modern living.
Transform the Kitchen with the BCD-780W Refrigerator
Hisense introduces the innovative ConnectLife-enabled BCD-780W Refrigerator with 21-inch TFT touchscreen, empowering users with intuitive control and stunning visuals. This advanced refrigerator offers a host of AI-powered features, including food inventory management, expiration reminders, recipe recommendations, voice control, and personalized recipe suggestions based on stored ingredients and user health profiles. Its vacuum-sealed drawer extends meat freshness up to five days while maintaining a 99.99% bacteria-free environment. The VersaTemp+ drawer offers flexible temperature control, ideal for wines and beverages. The sleek design and advanced technology of the BCD-780W totally redefines modern refrigeration
Hisense job cut rumours
According to Chinese media outlet Lanjinger News, several individuals claiming to be Hisense employees have taken to social media to allege that Hisense Group is undergoing significant layoffs. Reports suggest that the company’s workforce is being reduced from 110,000 to 80,000, with an estimated layoff rate of 20 to 30 percent. One verified employee of Hisense Home Appliances mentioned that the layoffs would occur in two phases, before and after the Lunar New Year, with an overall reduction of 30 percent.
Lanjinger News contacted multiple Hisense employees, who confirmed awareness of the rumors but were unclear about the specific plans or scale. An employee from Qingdao Hisense Network Technology Co. noted that many employees had already been informed. Another employee suggested that online reports might be exaggerated and that the actual number of layoffs could be lower, although demand and orders this year were significantly weaker compared to previous years.
When Lanjinger News reached out to Hisense Home Appliances Group and Hisense Visual Technology as investors, a representative from Hisense Home Appliances indicated that large-scale layoffs were unlikely but not yet confirmed, advising investors to make their own judgments while noting that the circulating information was inaccurate. A representative from Hisense Visual Technology stated that no related notices had been received.
Attempts to verify the information with Hisense Group’s public relations department went unanswered at the time of publication.
The report also recalled similar rumors from early 2020, when Hisense faced allegations of a large-scale layoff involving 10,000 employees. At that time, the company acknowledged workforce reductions as part of a performance optimization strategy but denied the scale of the layoffs being as high as reported.
Hisense milestone
Hisense, a leading brand in global consumer electronics and home appliances, announced a remarkable milestone with its overseas business revenue surpassing $12.2 billion USD in the fiscal year of 2023. This significant achievement was revealed at the Group’s 55th-anniversary celebrations, at which the company also unveiled its ambitious future goals.
Over the past five years, Hisense has significantly expanded its global footprint and achieved breakthroughs in technological foundation. The company’s acquisition of SanDen Corporation and development of AI picture quality chips were catalysts for growth, enabling Hisense to enter new markets and enhance its technological capabilities. As a result, Hisense’s overseas revenue has more than doubled since 2019, while in 2023 Hisense Group’s revenue surpassed $28.7 billion USD.
At the celebration event, Hisense Group Chairman, Mr. Jia Shaoqian, delivered the speech “Faithful as in the Beginning, Creating the Future”, introducing future goals, including becoming a high-quality development model by leveraging industrial clusters; transitioning towards green and low-carbon operations; expanding its global reach through transformation from China-centric to a truly global management model; and establishing a world-class enterprise and global brand.
“We continue to strengthen our core competitiveness in technology and products, leverage strong appeal in cross-cultural integration, and enhance global competitiveness in building a brand matrix,” emphasized Mr. Jia. “Hisense will persist in developing our own brands, aiming for the high-end market in resolutely striving to become world-class!”
With a focus on innovation, Hisense has dedicated approximately 5% of its annual revenue to R&D, with 30% of that investment directed towards pre-research. By prioritizing user needs and customer satisfaction, Hisense ensures that its products and technologies serve users and create value.
Hisense has established a strong global presence with 36 industrial parks and production bases, 30 R&D centers, and 64 overseas offices, forming a “5+1” network covering Europe, the Americas, ASEAN, the Middle East, Africa, and China. To drive growth, Hisense is accelerating its manufacturing footprint globally. In Africa, the company is establishing new production facilities, while in ASEAN and Latin America, Hisense is increasing localizing production and research capabilities. This strategic expansion will enable Hisense to better serve customers and strengthen its global competitive position.
Hisense becomes first sponsor for FIFA’s Club World Cup
Chinese electronics manufacturer Hisense has signed on as the first official partner for next year’s FIFA Club World Cup, global soccer’s governing body said on Wednesday.
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