China's Hisense aims for bigger bite of African market

More than 100 dealers and agents from around the world joined China's electronics manufacturer Hisense in a meeting here aimed at bigger share of African market.

Statistics show that Hisense televisions and refrigerators have a 20 percent market share in South Africa, ranking second in the industry.

The two-day meeting was also attended by officials from the South African Department of Trade and Industry (DTI).

Hisense, supported by the China-Africa Development Fund, in 2013 invested more than 27.4 million U.S. dollars to set up its plant in South Africa, with a daily output of 1,200 refrigerators and 1,700 TV sets.

Located in Atlantis, Western Cape Province, the plant employs over 600 local workers and creates 2,600 jobs in related industries.

Li Youbo, General Manager of Hisense South Africa, said the South African plant aims to produce 270,000 TV sets and 210,000 fridges in 2015.

The company's made-in-South-Africa productions are exported to 14 African countries, and its market is expanding fast.

"For Hisense, Africa is a key market, and with a local factory providing quick turnaround times for orders, South Africa provides the perfect platform for distribution," said Keith Pereira, export manager for Hisense South Africa.

Addressing the meeting, Rong Yansong, Chinese Economic and Commercial Counselor to South Africa described Hisense as "an excellent example for Chinese enterprises making investment in South Africa".

"In South Africa, the Chinese investment is transforming from the mining sector to manufacturing sector, which help South Africa speed up its re-industrialization progress," said Rong.

Nomfuneko Majaja, chief director for advanced manufacturing at DTI, on the occasion said the department was "very excited" by Hisense's investment into South Africa.

"Hisense's investing in the Atlantis area, which is a less developed area in South Africa, is a good investment for the area, for Western Cape economy, as well as for the country at large," said Majaja.