By Patrick Avenell
Hisense Australia has significantly increased its distribution network, adding RT Edwards, Radio Rentals and, for the first time, a department store, Myer, to its list of retail outlets.
This is big step forward for the Chinese brand, which became the first brand to release a 65-inch Ultra HD TV onto the Australian market in June 2013.
Hisense marketing manager Andre Iannuzzi reported that this development has added an impressive 109 new shop fronts to Hisense’s distribution, broken up into 69 Myer stores, 20 RT Edwards outlets and 20 Radio Rentals shops.
These stores join JB Hi-Fi, Harvey Norman and The Good Guys as Hisense retailers.
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Iannuzzi said the agreement with Myer was particularly important as this would see the Hisense brand reach a different type of consumer to its traditional electrical retailer base.
“One of the key benefits for us is reaching a different consumer with our state-of-the-art technology at affordable pricepoints,” he said. “It is a move upwards in terms of brand perception, and that’s exactly where we want to be seen, so it is a huge benefit for us — for our brand to be association with such and established and iconic Australian retailer.”
In addition to Hisense’s range of LED LCD TVs, including its Ultra HD models, Myer will also be stocking Hisense’s new Android tablets. Having exited whitegoods retailing in 2011, Myer will not be stocking Hisense’s range home appliances.
“We’re excited to provide more avenues for consumers to access our world-class, dependable and high-quality range of products, it raises consumer awareness of our brand — a step we’re not only thrilled but prepared to take.
“We are looking at some branded space inside Myer, and that will be a continuity of how we are growing the brand in Australia, such as the Hisense Walls that have already been rolled out to our existing retailers.”
Hisense does not have a distribution agreement in place with Dick Smith so a presence in Myer’s department store rival, David Jones, is unlikely in the foreseeable future.
The addition of RT Edwards significantly increases Hisense’s presence in the burgeoning southeast Queensland market. RT Edwards’ stores are heavily focused on the Queensland coast between Caboolture and the Gold Coast, meaning Hisense will achieve enhanced media buying economies of scale when promoting to this region.