Qingdao City, Shandong Province, east China - Recent (CCTV - No access Chinese mainland)
1. Aerial shot of Hisense's factory
2. Interior of Hisense's intelligent factory, workers
3. Workers on Hisense's TV production line
4. SOUNDBITE (Chinese) Jia Shaoqian, chairman, Hisense Group (starting with shot 3/ending with shot 5):
"Currently, this factory ships out over 35,000 Hisense brand television sets daily, with its production efficiency going up by more than 90 percent as compared with the past."
5. Various of Hisense's TV production line, robotic arms operating
6. Various of TVs being packaged
7. Various of Hisense's products on display
8. Exhibition room showing Hisense's history from 1969-1979, radio products on display
9. Historical photos of Qingdao No. 2 Radio Factory (Hisense's former name), radio product
10. Radio product on display
11. Exhibition room showing history of Hisense as Qingdao TV Factory
12. Black-and-white TV on display
13. SOUNDBITE (Chinese) Jia Shaoqian, chairman, Hisense Group (partially overlaid with shot 14):
"Back then, Hisense's annual revenue was only about 20 million yuan (about 2.79 million U.S. dollars). Many people in the factory believed that it was sufficient to introduce any color TV technology and questioned why they had to spend three times the money bringing in Japanese technology. However, we firmly believed that we should invest in the world's most advanced technology. Only by adopting the best technology could the Qingdao television factory have the hope for greater development."
++SHOT OVERLAYING SOUNDBITE++

FILE: Qingdao City, Shandong Province, east China - Date Unknown (CCTV - No access Chinese mainland)
14. File footage of workers on Hisense's TV production line
++SHOT OVERLAYING SOUNDBITE++
15. Historical photo showing Hisense signing agreement with Japan's Panasonic to introduce color TV production line
16. File footage of workers on Hisense's TV production lines

Qingdao City, Shandong Province, east China - Recent (CCTV - No access Chinese mainland)
17. SOUNDBITE (Chinese) Jia Shaoqian, chairman, Hisense Group:
"At that time, we should strive to develop our own television-related chips through our own efforts."
18. Various of Hisense-developed TV chips on display
19. Various of Jia introducing to reporter Hisense's products, new technologies
20. SOUNDBITE (Chinese) Jia Shaoqian, chairman, Hisense Group (starting with shot 19/ending with shot 21):
"When we first sponsored the UEFA European Football Championship in 2016, our brand recognition was only about 30 percent in other countries. After we sponsored the 2022 FIFA World Cup, it rose to nearly 60 percent."

FILE: Las Vegas, USA - Jan 9, 2024 (Shanghai Media Group - No access Chinese mainland)
21. Various of Hisense unveiling new products

FILE: Johannesburg, South Africa - Aug 19, 2023 (CGTN - No access Chinese mainland)
22. Various of exhibition booth of Hisense at BRICS Trade Fair Business Council exhibition

Qingdao City, Shandong Province, east China - Recent (CCTV - No access Chinese mainland)
23. SOUNDBITE (Chinese) Jia Shaoqian, chairman, Hisense Group:
"Hisense has gradually acquired several overseas brands, aiming to expand its own brand internationally through its own products. Meanwhile, it seeks to leverage overseas acquisitions and mergers to further enhance its brand recognition."

FILE: Location and Date Unknown (CCTV - No access Chinese mainland)
24. Various of TV production lines, workers, machines operating

Qingdao City, Shandong Province, east China - Recent (CCTV - No access Chinese mainland)
25. SOUNDBITE (Chinese) Jia Shaoqian, chairman, Hisense Group (ending with shot 26):
"The Chinese market is vast and has strong consumption capabilities. Without investment and development in China, it is likely that no large company from any country will be able to thrive. Therefore, as a major market, China is a place full of potential."
26. Various of TVs in warehouse, being loaded onto truck
27. Exterior of warehouse

As China continues to rise as a global manufacturing powerhouse, Hisense, founded in 1969, has emerged as a globally recognized giant in home appliances and consumer electronics, with operations established in over 160 countries.

Recently, Hisense Board of Directors Chairman Jia Shaoqian shared the remarkable journey of the company's transformation from a small radio workshop in Qingdao City of east China's Shandong Province to a multinational giant with a significant global footprint.

At the Hisense Information Industry Park in Qingdao, Jia highlighted the impressive production capacity of the company.

"Currently, this factory ships out over 35,000 Hisense brand television sets daily, with its production efficiency going up by more than 90 percent as compared with the past," Jia said in an interview with China Media Group (CMG).

Despite its current success, Hisense started from humble beginnings. In 1969, a small group of workers established the Qingdao No. 2 Radio Factory.

By 1970, the factory was tasked with producing television sets, facing challenges such as a lack of technology and qualified personnel. After considerable efforts, they managed to create Shandong's first black-and-white television set, albeit with an annual output of only 80 units.

The pivotal moment came when China adopted the policy of reform and opening to the outside world in 1978. In the 1980s, when Hisense was considering the introduction of color television production lines, some suggested opting for the cheaper solutions.

However, Hisense finally decided to invest in the most advanced Japanese technology.

"Back then, Hisense's annual revenue was only about 20 million yuan (about 2.79 million U.S. dollars). Many people in the factory believed that it was sufficient to introduce any color TV technology and questioned why they had to spend three times the money bringing in Japanese technology. However, we firmly believed that we should invest in the world's most advanced technology. Only by adopting the best technology could the Qingdao television factory have the hope for greater development," Jia recalled.

With support from the Shandong provincial government, Hisense successfully acquired state-of-the-art color television production lines from Japan.

By 1987, China had surpassed Japan to become the world's largest television producer, yet the core technologies and components were still largely imported. Hisense aimed to develop its own technology, only to be rebuffed by potential foreign partners.

Jia said at that time, they were determined to develop television-related chips through their own efforts.

After more than four years of efforts, Hisense succeeded in developing China's first television chip with independent intellectual property rights, breaking foreign monopolies. Within six months, the average prices of similar imported chips dropped by 30 to 60 percent.

Entering the 21st century, Hisense began to shift its focus onto international markets.

Jia acknowledged that Hisense established its internationalization strategy in as early as 2004. He noted the challenges of gaining brand loyalty among overseas consumers, particularly for unfamiliar brands in the large home appliance sector.

To strengthen its marketing and gain recognition in overseas markets, Hisense began sponsoring major international sports events like the UEFA European Football Championship and the FIFA World Cup starting in 2016, helping global audiences become more familiar with the brand.

"When we first sponsored the UEFA European Football Championship in 2016, our brand recognition was only about 30 percent in other countries. After we sponsored the 2022 FIFA World Cup, it rose to nearly 60 percent," Jia said.

Despite increasing overseas market shares, Hisense faced new challenges, particularly high logistics costs due to a lack of international production bases.

To address this challenge, the company began acquiring overseas brands and establishing its own manufacturing facilities in other countries.

"Hisense has gradually acquired several overseas brands, aiming to expand its own brand internationally through its own products. Meanwhile, it seeks to leverage overseas acquisitions and mergers to further enhance its brand recognition," Jia said.

Industry data show that in 2024, Hisense shipped out 29.14 million television sets, capturing 14 percent of the global market shares, and ranking the second worldwide, while being the top seller in China.

As technology continues to advance, consumer demand for home appliances is also evolving. New technologies, including generative AI and big data, present historic opportunities for transformation in the home appliance industry, according to Jia.

"The Chinese market is vast and has strong consumption capabilities. Without investment and development in China, it is likely that no large company from any country will be able to thrive. Therefore, as a major market, China is a place full of potential," Jia said.

With the company's transition from a tiny workshop to a global powerhouse, Hisense's story is one of relentless innovation, strategic foresight and a steadfast belief in competing on the world stage.