In a region marked by rapid growth, shifting consumer expectations, and increasing digital adoption, Hisense has emerged as a technology brand to watch. At the helm of this transformation in the Middle East and Africa is Jason Ou, President of Hisense MEA a leader with a clear vision for innovation, localization, and customer connection.
Under Jason's leadership, Hisense has expanded its footprint, introduced cutting-edge products tailored to regional needs, and built powerful brand partnerships, including with global football giant Real Madrid. In this exclusive interview with CEO Today, Jason shares insights into Hisense's strategy for sustainable growth, its embrace of AI and smart technologies, and the company's deepening commitment to the communities it serves. From navigating market complexities to defining what leadership looks like in a fast-evolving industry, Jason offers a candid look at what it takes to drive success in one of the world's most dynamic regions.
Hisense has been expanding rapidly in the Middle East and Africa. Under your direction and leadership, what key strategies have driven this growth, and how do you plan to sustain it in the coming years?
Our strategy in the Middle East and Africa focuses on leveraging product innovation and expanding through targeted investments that meet the specific needs of local markets. Middle East and Africa region is a young, fast-evolving region with strong demand for reliable, advanced technology. Understanding the consumer has been central to our approach. We are investing in R&D centres to develop tailored products, building factories to ensure operational efficiency, and expanding our brand shops with premium experience zones to showcase our latest technologies. We're also strengthening our presence through strategic partnerships with industry leaders and key distributors, while Care Hubs are being introduced to deliver a strong after-sales experience. Equally important, our communications and marketing efforts have been carefully crafted to resonate with this diverse and digitally engaged audience. These pillars will continue to guide our long-term growth in the region.
The partnership with Real Madrid is a significant step in engaging football fans in the region. How does this collaboration align with Hisense's broader brand strategy?
Football holds a special place in the MEA region, and Real Madrid is one of the most followed and admired clubs across it. This partnership enhances our brand visibility while fostering authentic connections with local audiences. By aligning with a globally recognized symbol of excellence, we reinforce our brand positioning and tap into a shared passion with millions of fans.
It also supports our broader strategy of connecting with our audience not just through technology but through meaningful cultural touchpoints. This strengthens engagement and builds lasting consumer loyalty.
The MEA market is highly competitive, with several established global and regional players. What differentiates Hisense from its competitors in this space?
What sets Hisense apart in the MEA market is our commitment to delivering a superior consumer experience across every touchpoint. We focus on offering advanced, reliable technology backed by a diverse product range tailored to local needs. From design and innovation to after-sales support, every aspect of the journey is designed to maximize value for our customers. Our investment in Care Hubs, strong retail presence, and consistent product quality reflect our dedication to long-term satisfaction and trust.
Consumer preferences vary significantly across different MEA markets. How does Hisense tailor its approach to meet the diverse needs of customers in this region?
Our strategy focuses on offering a broad and adaptable product range across all business verticals. From televisions to home appliances, we provide a variety of models, designs, and technologies that suit different tastes and lifestyles. In each category, we ensure there are options that meet the needs of various segments, whether consumers are looking for advanced features, premium design, or everyday functionality. We've also introduced Hisense Real Madrid special edition products to further engage fans in the region.
Hisense has been investing in premium technology and innovation. What are some of the key innovations that will shape the company's future in MEA?
Innovation is at the core of our strategy, and we are adopting the theme AI Your Life to usher in a new era of intelligent products, solutions, and experiences that redefine everyday living. Hisense has elevated both home appliances and TVs from basic functionality to AI-powered systems that learn, adapt, and proactively serve user needs. This transformation makes our technology more intuitive, personalized and connected, creating seamless environments that enhance comfort and convenience. These innovations are central to shaping future lifestyles and reinforcing our leadership across the MEA region.
Sustainability is becoming a major focus for global brands. How is Hisense integrating sustainable practices into its business strategy in the region?
As part of our global ESG program, we integrate sustainable practices into our operations across the MEA region. We focus on developing energy-efficient, eco-friendly products and apply sustainable thinking across the entire product lifecycle, from concept and design to manufacturing and beyond. Hisense's efforts have been recognized globally, including being highlighted as a typical case of South-South Cooperation by the United Nations and included in the Fortune China ESG Influence List. We see sustainability not just as a responsibility but as a core part of how we build long-term value in the region.
As a leader, what has been your biggest challenge in steering Hisense's growth in MEA, and how have you overcome it?
MEA is a dynamic, complex region shaped by geopolitical shifts, evolving consumer behaviors, and global disruptions like the pandemic. Navigating this environment has been one of our biggest challenges.
We overcame it by staying agile and focused on digital transformation, strengthening local partnerships, and adapting our strategies and products to meet the distinct needs of each market. Being close to the ground and responsive to change has been key to sustaining our momentum.
How do you define leadership, and what core principles guide your decision-making process as President of Hisense MEA?
To me, leadership means setting a clear vision, empowering teams, and cultivating a culture of performance, innovation, and accountability. It's about staying true to our core values while being agile enough to lead in a fast-evolving environment.
My decisions are guided by integrity, customer focus, and a long-term perspective rooted in sustainability and regional relevance. These principles help me lead with purpose and ensure we remain aligned with both our goals and the markets we serve.
Hisense operates across multiple industries, from consumer electronics to home appliances. How do you ensure strategic alignment and synergy across these diverse business segments?
We ensure strategic alignment through a unified brand vision that connects all our business segments under one purpose: delivering innovation, reliability, and value. We leverage shared technology platforms, R&D capabilities, and market insights to create synergy while ensuring consistency in quality, design, and user experience.
This integrated approach enhances both operational efficiency and our brand's impact across the region.
With the rapid evolution of smart technology and AI-driven devices, how is Hisense positioning itself to stay ahead of the curve in MEA?
At Hisense, technology is in our DNA. Long before the
current AI wave, our products were already integrating smart connectivity and intelligent features designed to enhance daily life. Today, under the AI Your Life theme, we're accelerating the integration of AI across our ecosystem.
Our goal is to create more connected, intuitive, and user-centric solutions that elevate lifestyles across MEA.
Hisense has recently expanded its product portfolio beyond consumer electronics and home appliances. Can you elaborate on these new ventures and their significance for Hisense's overall growth strategy in MEA?
We have strategically expanded our portfolio to include commercial display solutions, such as interactive displays and digital signage, as well as medical equipment like diagnostic imaging systems. These ventures diversify our offerings and revenue streams while positioning Hisense as a comprehensive technology solutions provider.
They also allow us to meet a wider range of customer needs and reinforce our long-term commitment to innovation across industries.
How does Hisense leverage its global presence and resources to enhance its operations and offerings in the MEA region?
Our global network is a key asset. We collaborate closely with offices around the world to share best practices, align on strategy, and drive cross-regional innovation. This helps ensure consistency in product quality and customer experience.
We also benefit from an extensive global supply chain and manufacturing footprint, which supports efficient operations and reliable product delivery across the MEA region.
Hisense has been actively involved in various social responsibility initiatives in the MEA region. Can you highlight some of these initiatives and their impact on local communities?
CSR is an integral part of our strategy. We engage in impactful programs each year across education, sports development, and community support. We've partnered with educational institutions to provide scholarships and technology resources, and we support sports initiatives that promote youth development and healthy lifestyles.
These initiatives reflect our long-term commitment to contributing positively to the communities we serve.
Looking ahead, what are the biggest opportunities and challenges for Hisense in this region, and how do you plan to navigate them?
MEA is full of opportunity, driven by a young, digitally savvy population and a growing appetite for advanced technology. At the same time, challenges such as fierce competition and fast-changing consumer expectations require us to stay agile.
Our response is to double down on innovation, localize our strategies, and continue investing in technology and talent to remain ahead of the curve and closely aligned with regional demands.
What is your vision for Hisense MEA over the next five years, and what message would you like to share with your customers and business partners?
Our vision is to solidify Hisense's position as a leading technology brand across MEA. We aim to deepen our market presence, expand our infrastructure with additional factories, R&D centres, brand stores and Care Hubs, while deepening our engagement with consumers through localized innovation and smart technology.
To our partners and customers, I'd like to express our sincere gratitude for their continued trust and support. Together, we will shape and lead the future of technology in the region, one innovation at a time.
