Hisense Middle East partners with FGT FZE to enter the UAE market
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Hisense Middle East partners with FGT industries to enter the UAE market

Hisense Middle East partners with FGT industries to enter the UAE market

FGT will be an advance fulfilment partner for Hisense in the UAE for the brand’s TV business

Divsha Bhat
Hisense and FGT FZE

Hisense has formed a strategic partnership with UAE-headquartered FGT industries to strengthen its organised retail (OR) business across the UAE by improving and optimising its product availability, market penetration, and accessibility in the seven Emirates.

The collaboration was announced during a signing ceremony conducted on September 21 at a hotel in Dubai between Hisense and FGT.

The event was attended by several representatives from both corporate organisations, including Jason Ou, managing director of Hisense Middle East and North Africa; Ismail Al Hurani, COO of Hisense Middle East; Tavassoli, chairman of FGT and Abdullah Shaghnobi, GM of FGT, and other top management members from both the organisations.

During the ceremony, Jason Ou said, “With an upsurge in purchasing power, the UAE’s fast-growing population is looking for innovative, technologically advanced and affordable televisions to improve their lifestyle through fully smart and connected products. This is evident considering the estimated market growth of about 12 per cent in 2021 despite of the effects of pandemic. Also, the most awaited event of 2021 which is Dubai Expo will prove to be a driving force to create much bigger demand and put the market on further growth trajectory.”

Hisense sales have been growing recently in the Middle East, with a 116 per cent growth rate in the first half of 2021; compared to 2020. Sales growth in TV sets specifically has increased by 94 per cent, while air conditioners sales grew by 120 per cent and the overall Hisense home appliances sales by 134 per cent per cent.

He also noted that Hisense has always been a significant player in global sports sponsorships and has successfully used it to build global brand awareness through platforms such as the UEFA Euro 2016 and 2020, the Australian Open, NASCAR Xfinity Series, Red Bull Racing, Joe Gibbs Racing, Germany’s FC Schalke 04, FIFA World Cup 2018TM, and Paris Saint-Germain. Continuing its sports marketing momentum, Hisense will also be the official sponsor of the FIFA World Cup 2022TM.

This collaboration will enable Hisense to grow its operations in the UAE market by an estimated 50 per cent by 2022. FGT’s distribution network across all key electronic organised retail (OR) channels, logistic facilities, and expertise will be used to strengthen the business foundations and provide better and more efficient service to our channel partners and end customers.

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