Hisense marks 20 years in Australia with home push

Hisense has marked 20 years in the Australian market, a milestone that reflects its expansion from televisions into a broader home appliances and consumer electronics business.

The company used an event in Sydney with staff and retail partners to highlight its position in Australia, where its range now spans televisions, Laser TV, refrigeration, dishwashers, laundry appliances, air conditioning and personal audio.

Hisense entered Australia with televisions in 2006 and has since expanded its local line-up across the living room, kitchen and laundry. Its products are sold through more than 1,000 retail stores nationwide, including major national chains and regional outlets.

The Australian business is part of the wider Hisense group, headquartered in Qingdao, China. Locally, Hisense has worked to build its presence in home entertainment and whitegoods as competition has intensified across consumer electronics and connected home devices.

Kevin Ke, Managing Director of Hisense Australia and New Zealand, linked the anniversary to the company's local workforce, retail relationships and customer base.

"Celebrating 20 years in Australia is an outstanding achievement for our team and a testament to the colleagues, retailer partners and customers who have been part of this journey," Ke said.

Ke also outlined how the business views its development in the market over the past two decades.

"Since our launch in Australia in 2006, Hisense has grown into one of Australia's leading consumer electronics and home appliance brands. We remain committed to delivering industry-leading products made for real life, simplifying everyday routines and helping households focus on the moments that matter," he said.

Connected home

A key part of Hisense's current pitch to Australian households is ConnectLife, its app for compatible appliances. The system is designed to let users manage devices including washing machines, dishwashers, air conditioners and refrigerators from one platform.

According to Hisense, the app can schedule appliance cycles during off-peak periods, switch on air conditioning before users arrive home, monitor fridge temperatures and inventory, and send notifications when a cycle has finished. The aim is to reduce the need for households to manage each appliance separately.

The smart home market has become an increasingly contested segment for appliance makers, with manufacturers trying to differentiate themselves through software as well as hardware. For brands such as Hisense, connected services also offer a way to tie together products across multiple categories within the same household.

Ke described ConnectLife as a practical tool for routine household tasks.

"People are living with smart technology but still doing everyday life the hard way. With ConnectLife, Australians can discover how everyday tasks can be made simpler. Smart Assist can select the right wash and dry cycle for a chosen fabric, while Meal Planner and Dish Designer can turn ingredients into inspiration. You can also remotely control your air conditioner and more. These are practical features that can reduce decisions, minimise waste and give households more time for what matters. Our ambition is for ConnectLife to become a true assistant to households - an increasingly integrated and personalised way to manage the home," he said.

Range growth

Hisense said its most recent category extension in Australia is HiClips earbuds, marking its local entry into personal audio. The move adds to a portfolio that already includes televisions, sound products, refrigeration, laundry appliances, dishwashers, microwaves and air conditioning.

Australia remains an important overseas market for the brand, Ke said, with the local operation continuing to work closely with retailers and brand partners.

"Australia continues to be a key market for Hisense globally, and we are committed to bringing world-class home products to Australians," he said. "Our team works hand in hand with our retail and brand partners to deliver the innovative technology customers have come to expect from Hisense. We are proud of the range we have built here over the past 20 years and are excited about the new products, partnerships and opportunities ahead."

The anniversary comes as consumer electronics groups face a market shaped by cost-conscious households, intense retail competition and rising demand for connected devices that can be managed through a single app. Hisense's local message is that breadth of range and software integration can help it maintain shelf space and consumer attention across several parts of the home.

The Australian operation says it remains focused on products and features tailored to local households, presenting itself as a long-term participant in the market after two decades of expansion beyond its original television base.