Hisense's Bold Move: Meet the New Marketing Leader Taking on Samsung & TCL

Hisense has recently appointed Michelle Wee as the General Manager of Marketing for Hisense ANZ. With a rich background in marketing roles focused on child safety and painting equipment, Wee steps into this role as Hisense claims to be the number one in the Australian TV market based on GFK data.

As Hisense enters a fierce competition in the display market against Samsung, TCL, and LG, they are focusing on premium large-screen TVs ranging from 65" to 100". The ANZ consumer electronics market is valued at a staggering $15B AUD, positioning Hisense to strategically lead with innovative products, from immersive entertainment systems to AI-powered kitchens. However, Samsung is prepared to challenge this claim with a new range of OLED and NeoQLD TVs.

Both Hisense and TCL are heavily investing in global sponsorship deals, including events like the FIFA World Cup and the Olympics, which will be showcased this year in Australia.

In her new role, Michelle Wee will spearhead strategic marketing initiatives aimed at boosting brand recognition across Australia and New Zealand. Chris Kotis, Vice President of Sales and Marketing at Hisense, emphasized that Wee’s expertise will be crucial for the company’s local expansion and collaboration with retailers.

With over 20 years of experience in strategic marketing, sales, and brand management, Wee is set to drive brand growth and implement impactful marketing strategies. She expressed enthusiasm about Hisense’s innovation in various categories, including TV, Laser, Refrigeration, Laundry, and Smart Home products, and looks forward to enhancing the shopper experience through engaging in-store activations and digital marketing. Her appointment follows Hisense's CES 2025 showcase, where they unveiled the 116-inch TriChroma LED TV and are set to launch the C2 and C2 Ultra series Laser Home Cinema range soon.