Global electronics brand Hisense has officially introduced its cutting-edge Research & Development Center in Dubai, strategically positioned to focus on product development and localization for consumers in the Gulf region. This move underscores the company’s dedication to delivering high-quality, reliable, and region-specific products. The unveiling took place during the China (Shandong)-UAE (Dubai) Economic Exchange Conference at the Dubai Chamber of Commerce & Industry and the China Innovation Centre in the Chamber’s auxiliary building.
Hosted by Mr. Chen Fei, Director General of the Department of Commerce of Shandong Province, the conference saw the presence of dignitaries such as Mr. Li Xuhang, Consul General of China in Dubai, Mr. Song Junji, Vice Governor of Shandong Province, and Mr. Khaled Al Shamsi, Vice President of Dubai Chambers.
Situated in Dubai Media City, Hisense’s new R&D Center is the region’s first state-of-the-art facility. Mr. Jason Ou, President of Hisense MENA, emphasized the center’s role in new product development, localization based on consumer preferences, and technical training. He stated, “The team will also provide better and timely pre-sales and after-sales technical support, conduct technical and product training for partners, solve technical issues, and improve product quality.”
Drawing on global expertise, the center aims to create premium products tailored to the Middle East and Africa, considering local culture and climatic features. Hisense plans to leverage its leadership in inverter technology in China’s AC market to customize products for the region, focusing on energy efficiency, comfort control, fresh air, and green low carbon solutions.
Vice Governor Song Junji praised Hisense’s investment as a testament to China’s commitment to providing the region with technologically advanced products. He highlighted Hisense’s extensive technological expertise, participation in formulating over 100 standards, and possession of more than 3,000 patents and 2,000 scientific and technological achievements globally.
Mr. Khaled Al Shamsi, Vice President of Dubai Chambers, sees Hisense’s investment as reinforcing Dubai’s status as an economic and cultural center for the Middle East and Africa. He emphasized the emirate’s role as a key node city in China’s ‘Belt and Road’ development strategy, connecting Asia, Africa, and Europe.
In the B2B air-conditioner market, Hisense has gained traction for product efficiency in the region. The company aims for significant growth in commercial income from the air-conditioning sector by expanding product lines, channels, marketing, after-sales services, and team building in the Middle East. Jason Ou outlined the company’s MENA expansion strategy, which will be further strengthened with the introduction of new and smart 5S series home appliances.
