Hisense V.T.(SH:600060) 经济观察报·2026-03-06 14:12Core Viewpoint - The article discusses Hisense's marketing strategy for the 2026 FIFA World Cup, highlighting the transformation in marketing approaches driven by the AI era and changing consumer behaviors [2][4]. Group 1: Marketing System Transformation - 2026 marks a significant year for Hisense's marketing system transformation, focusing on user-centricity, AI evolution, and building a collaborative ecosystem [4][5]. - Hisense is shifting from a product-oriented approach to an experience-oriented one, emphasizing the importance of user experience throughout the entire product lifecycle [6][7]. - The company is leveraging a multi-dimensional user insight system to address consumer pain points, processing over 400,000 user feedback daily, and reducing the time to incorporate user voices into new product features by 62% [7]. Group 2: AI Integration - Hisense is transitioning from "technical breakthroughs" to "full-chain empowerment" with AI, aiming to create a "zero-labor family" through AI tools that facilitate home management [8]. - AI has significantly improved manufacturing efficiency and product quality, with Hisense's TV factory recognized as the first "lighthouse factory" in the global TV industry [9]. Group 3: Collaborative Ecosystem - Hisense is building a full-chain value community to adapt to the competitive landscape of the Chinese home appliance market, emphasizing collaboration with partners to meet diverse consumer needs [10]. Group 4: World Cup Marketing Strategy - The 2026 FIFA World Cup is expected to attract 6 billion viewers, with Hisense leveraging this opportunity to enhance brand visibility and market presence [12]. - Hisense's marketing strategy for the World Cup includes launching customized products across various categories, integrating AI technology to enhance user experience [13][14]. - The company aims to upgrade its marketing initiatives across four dimensions: experience, rights, service, and product, ensuring that AI innovations translate into tangible user experiences [14].