Are there many Hisense advertisements?

Hisense is already a household name in the domestic market, and its popularity is not low. However, this "edge ball" approach will undoubtedly affect its reputation and become a joke.

The World Cup in Qatar is in full swing, and "China is not going except for the football team, but everything else is going" has become a hot meme. And this "everyone else has gone" includes a large number of Chinese companies, but the one that is most out of the circle is Hisense.

As a sponsor of the Qatar World Cup, Hisense (000921.SZ) has adopted the slogan "China's No. 1, World's No. 2" and played a "sideline" role in the World Cup.

In fact, this is not the first time Hisense has placed similar advertisements in global sports events many times, so it is well versed in this.

But from the perspective of communication, Hisense not only lost its reputation, but also succeeded Samsung in terms of communication.

Many times "edge ball" was played in international competitions

In the opening match of Qatar against Ecuador, a huge billboard next to the green stadium clearly read Hisense "China's No. 1 First, second in the world" in Chinese characters.

The use of “first” and “second” advertising slogans has caused many netizens to question its violation of the Advertising Law.

Article 9 of my country's "Advertising Law" clearly stipulates: Advertisements shall not use absolute terms such as "national", "superlative" and "best", and "first" is also prohibited.

Weng Guanxing, director of Shanghai Yingtai (Lingang New Area) Law Firm, believes that Article 2 of my country’s Advertising Law stipulates that within the territory of the People’s Republic of China, commodity operators or service providers must pass certain regulations. The provisions of the Advertising Law shall apply to commercial advertising activities whose media and forms directly or indirectly introduce the goods or services they promote.

Weng Guanxing said that if the commercial advertisements released by Hisense and other companies in overseas media in China are only transmitted back to China through TV signals or image patterns, are they considered "under the jurisdiction of the People's Republic of China and the People's Republic of China"? "Within the territory", this corresponds to an expanded interpretation of legal provisions that should be interpreted accordingly by the legislative body, namely the National People's Congress and its Standing Committee. Of course, considering the actual situation in our country, it is also possible that the Supreme People's Court may make provisions in the form of judicial interpretation.

In addition, Weng Guanxing said that in practice, when Chinese products are advertised abroad, the legal entities responsible for the production, release and payment of advertising fees may be entities registered overseas according to overseas laws, and it is difficult to apply the "Advertising Regulations" Act to supervise.

Weng Guanxing believes that although the advertising content itself does not comply with the spirit of China's "Advertising Law", the industrial and commercial administrative departments responsible for supervision should remain sufficiently modest and should not directly take corresponding regulatory measures. From a legal perspective, my country's Advertising Law cannot and is not suitable to bind Chinese companies' overseas advertising.

In fact, as early as 2016, Hisense became the first Chinese top sponsor in the 56 years since the establishment of the European Cup, and put the slogan "Hisense TV, No. 1 in China" on the European Cup on the playing field.

At the 2018 World Cup in Russia, Hisense also put out the slogan "Hisense is No. 1 in Chinese TV" at the stadium.

Hisense Video’s revenue has declined for three consecutive quarters

In fact, Hisense’s “first” and “second” are both debatable.

The source of Hisense’s statement “No. 1 in China and No. 2 in the world” is: On November 15, AVCRevo released global TV brand monitoring data from January to October 2022: Hisense TV 1 -Global shipments in October reached 19.6 million units, a year-on-year increase of 18%, ranking second in the world.