Hisense, one of the world leaders in flat-panel TV’s, household appliances and mobile communication devices, announced that its Export Division will as of today, officially be providing Madagascar, Ghana and the Seychelles with products manufactured from its state of the art facility in Cape Town.
The Hisense Group strategy has been to further expand its footprint in Africa. Hisense South Africa will act as its African Headquarters and therefore established an Export Division three months ago to target the Southern African countries initially. The Hisense plant, which opened in June 2013 in Atlantis, Cape Town will play a pivotal part in providing these countries with high quality products at a competitive price.
Ebrahim Khan, Deputy General Manager Hisense SA, explains, “Currently you will find Hisense products sold in almost 130 countries and regions. Establishing the international subsidiaries and export division in different segments to cover the surrounding countries for emerging markets is a key target for Hisense over the next three years. We entered the South African market in 1996 and Hisense has become a market leader in certain categories. We’ve particularly gained massive market share over the last 5 years. We have the right product mix centered on leading quality, technology and high end design. We see the potential to extend our footprint into the surrounding countries and are confident that the plant in Cape Town will allow us to capture market share in regions where the GDP growth rates are at much higher rates than South Africa albeit from a much lower base.
Mr. Liang Shu Gen, Consul General of the Chinese Consulate in Cape Town, and local governor, MEC Donald Grant, were in attendance to mark this auspicious occasion. South Africa and China continue to explore business opportunities with a strong focus on the manufacturing industry creating additional jobs and acting as a base to expand into Africa. The development of the South African manufacturing industry presents a solid opportunity to create jobs and reduce inequality.
“Today, 2 June 2014, sees our containers leaving the Cape Town plant, an achievement of our first deals and the official start of trading product into the African market. The plant is capable of producing 400 000 TV’s and refrigerators per annum to support the growth into Africa and will ultimately create more jobs as the African market develops,” says Khan. “Hisense South Africa currently occupies 50 000 sqm and owns an additional 50 000 sqm of land in Atlantis to facilitate expansion plans in the near future.”
Currently, there is a local workforce of over 500 people who are taking part in a skills-transfer programme being led by Hisense technicians and engineers from China. The positions at the plant are filled by previously unskilled and unemployed residents from the Atlantis area who have now being upskilled. In the next two – four years, Hisense aims to take the local workforce up to 1 200, and a solid strategy is in place to ensure this growth.
For more information on Hisense South Africa, please visit the company website, or call 08604473673. Alternatively, please follow Hisense here: