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Chinese Brand Hisense Slashes Thousands Of Jobs, New TV Range Lacks Apps

Chinese TV and appliance Company Hisense has moved to slash thousands of jobs due to COVID-19, what’s not known at this stage is whether the backlash against Chinese brands in Europe was a contributor.

In Australia, Hisense an NRL sponsor is due to report their results for the last 12 months after archrivals Changhong and TCL both Chinese Companies reported a lift in sales for the past 12 months.

This week the local subsidiary of the Chinese Company released a new range of ULED TVs including a bottom end 75-inch Quantum Dot Model in an effort to take on Samsung the #1 TV Company in Australia.

In an official announcement the Company said that they have laid off more than 2,200 workers claiming that a slump in sales had contributed to the sackings, more sackings could follow in other markets.

The company said that orders were down by a third year on year, by almost two thirds in April and are expected to be down by a quarter in May and June.

The sackings that were primarily in Europe where the Company has struggled to get people to accept the Hisense brand could see the Company take over the manufacture and sale of Toshiba branded TV’s and appliances that are currently manufactured by Vestel the Company that owns Beko in Australia.

Hisense were force to buy the rights to the Toshiba brand after the US market rejected Hisense manufactured products and Sharp, who had granted manufacturing and naming rights to Hisense labelled the products the Chinese Company was producing as not fit for purpose and immediately took back the name.

Hisense is also struggling with the Toshiba name as it is associated with scandal and corruption, Sharp who acquired the rights to the Toshiba PC business chose to use the name Dynabook for their new range of notebooks.

Hisense has 9,309 employees in Europe with the Hisense set to report tens of millions in losses due to their unfolding disaster in Europe.

In Australia management have struggled to supply TV’s and are not saying whether there is any evidence that consumers have stopped buying their TV’s due to the fact that they are a leading Chinese TV and appliance Company.

Hisense Europe now expects a loss of “several tens of millions of euros” in the first half of 2020, compared with a previously forecast profit of A$1.8 Million.

“The number of employees will be reduced in all units of Hisense Europe,” the company said in a statement, adding that the process will include outsourcing, voluntary redundancy, and retirement.

The new Hisense TV’s have Dolby vision and a Wi Fi capability, the Company has chosen to copy Samsung marketing by calling their new product a Q8 ULED 4K TV.

Missing from Hisense TV’s Vs offerings from LG and Samsung is an array of streaming apps. It also has the Chinese Hisense’s Vidaa 4 operating system Vs the WebOS found on LG TV’s.

This year the Company added ABC iView although you still don’t get dedicated apps for catch-up content available from Seven, Nine and Ten with major streaming Companies especially US content providers reluctant to do business with a Chinese brand following the outbreak of COVID-19.

What you do get with new Hisense TV is YuppTV, Classic Movies, Pocket Films and Mubi, and in music Deezer, Baeble Music, Vietnamese music app NhacCuaTui, Radioline, French radio network NRJ and Voyage Music as well as Netflix and YouTube apps.

Recommended costs for the 55, 65, 75 and 85-inch models are $1799, $2499, $3699, and $5499.

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