Chinese firm builds brand in South Africa

"It is true that for Hisense, Africa is a key market, and with a local factory providing quick turnaround times for orders, South Africa provides the perfect platform for distribution," said Keith Pereira, Hisense South Africa export manager.

"This is why this 'unconventional' conference is so vital, since for Hisense it's not just about pushing into Africa. It allows us to listen to what our trading partners are saying about their respective markets and respond to their concerns," said Pereira.

African countries belonging to the Southern African Development Community benefit from trading through South Africa by enjoying reduced trade rates.

African trade partners ordering from South Africa can also expect a much faster turnaround time in the delivery of goods, while containers can be mixed with different types of electronics, which is not possible otherwise.

Hisense partners also benefit through marketing support through the South African office, with the service department also available to them.

Alex Zhu, deputy general manager with Hisense International Co Ltd, addressed the delegates on the company's international vision, while Li discussed the company's performance locally.

"Growth is not an easy task and it takes dedication to achieve such rapid results. This is why we want to not only highlight Hisense's achievements, but also help share our knowledge and assist with growth in other markets," Li said.

The company, which manufactures flat-panel televisions, household appliances and mobile communication devices, is recognized as a global top 10 player.

Recently, Hisense also had the opportunity to show its corporate responsibility.

The company spread some good cheer by donating a state-of-the-art refrigerator to the Southern African Foundation for the Conservation of Coastal Birds in the Western Cape.

This will assist the organization in caring for 300 baby penguins.

The foundation is a leading marine-oriented nonprofit organization that has treated more than 90,000 oil-coated, ill, injured or abandoned African penguins and other threatened seabirds since 1968.

Independent research showed that the wild African penguin population was 19 percent higher directly due to the foundation's efforts.

Wesgro, the Western Cape Tourism Trade and Investment Agency, put feelers out to their network of businesses and Hisense South Africa came to the foundation's rescue with a new, energy efficient 730L double-door fridge.

Councilor Kenneth Kempt Horne, chairman of the City of Cape Town's Energy and Climate Change Committee, and Jerry Liu, Hisense South Africa director, handed over the fridge to the foundation at their Tableview premises.

Liu said Hisense South Africa is glad to have the opportunity to be a donor.

"Our factory in the Western Cape has been established, which will create more job opportunities for the local people."