By Patrick Avenell

As part of its broader strategy to appeal to more consumers and move up the market ladder towards the higher end, Hisense Australia has unveiled a new website aimed at communicating the features of its TV and refrigerator ranges.

As revealed by Current.com.au at the 2013 International CES, Hisense is planning an aggressive mid-year Smart TV rollout, which it hopes will bridge the traditional time and feature gap between the Korean and Japanese brands and the challenger Chinese suppliers.

At launch, the Hisense website only has information on TVs, Refrigerators, Freezers and Wine Cabinets, though there is plenty of space available for expected new products such as Google TV boxes, laundry appliances and tablets.

There are four pillars to the Hisense story, according to the new website, which will form the backbone of the company’s direct communication with consumers. These are Technology, Quality & Value, Service and Warranty.

(click image to visit the Hisense Australia website)

The commercial side of Hisense’s business is also represented, with B2B TV displays and air conditioning being spruiked to potential clients.

From an industry perspective, perhaps the most interesting page is its dedicated message to retailers.

“We believe that carrying Hisense is a very savvy business decision,” the website says.

“Here are just a few of the reasons some of the Australia's largest retailers are choosing Hisense, and why you should too.”

The website then lists Hisense’s four pillars, plus mentioning that the company is the fifth largest TV brand in the world and its product portfolio includes “a wide variety of products, from the basic to the very latest in advanced technology products”.

Hisense Australia also has a Twitter page with 59 followers.