Elaraby Group and Hisense International sign a strategic Memorandum of Cooperation

Elaraby Group, a leader in manufacturing of consumer electronics and home appliance enterprise in Egypt, has signed a memorandum of cooperation with Hisense International; leader in manufacturing of consumer electronics and white goods enterprise in Egypt; thereby launching - for the first time in Egypt - the Hisense brand; granted with Elaraby Warranty. 

With the partnership, investments in manufacturing televisions, refrigerators, and air conditioners are expected to go as high as 170 million dollars, while providing an average of 4000 job opportunities. The Elaraby Group’s impressive distribution network, along with strong marketing and brand management, will provide a solid support base for Hisense to solidify its position in Egypt. 

This partnership was announced during the press conference and ceremony held between Hisense and Elaraby Group, at one of Cairo’s prominent hotels, on Thursday, the 26th of August. 

From Elaraby Group’s side, Eng. Mohamed Mahmoud Elaraby revealed his acknowledgement for signing a memorandum of cooperation with such a huge industrial corporation like Hisense, which is known for adopting creative and technological development in its core strategy. He also added that the main beneficiary of this partnership is in fact the customer himself; who will obtain the Hisense quality and modern technology; along with Elaraby warranty, and at suitable prices; since the products are priced to match with the capabilities of different consumer segments. Eng. Elaraby gave a personal promise in his speech that this partnership would pave the way for much mutual cooperation between both countries, which will be in favor of the Egyptian industrial market.

During the ceremony, Jason Ou, Managing Director of Hisense Middle East and North Africa, “It is our pleasure to announce our strategic partnership with Elaraby Group; the biggest manufacturer of home appliances and consumer electronics in Egypt. Our partnership with Elaraby Group; being a prominent world-class organization of home appliances manufacturing, grants us an unmatchable opportunity to manufacture and market our products in Egypt; and is definitely considered a step forward towards expanding our investments in the Middle Eastern and North African regions.”

Ou further added that Hisense sales have been growing recently in the Middle East with a 116% growth rate in the first half of 2021; compared to 2020. Sales growth in TV sets specifically has increased by 94%, while air conditioners sales grew by 120%, and the overall Hisense home appliances sales by 134%. 

He also noted that Hisense has always been a major player in global sports sponsorships and has successfully used sponsorship to build global brand awareness through leading platforms such as the UEFA Euro 2016 & 2020, the Australian Open, NASCAR Xfinity Series, Red Bull Racing, Joe Gibbs Racing, Germany’s FC Schalke 04, FIFA World Cup 2018TM, and Paris Saint-Germain. Continuing its sports marketing momentum, Hisense has recently announced partnership with FIFA World Cup 2022TM.