Hisense Home Appliances Group Co.,Ltd. recently announced a series of senior management changes alongside the release of its 2025 interim report. Among the appointments, Fang Xueyu, current President of Hisense International Marketing Company, has been nominated as executive director of the 12th Board of Directors, pending shareholder approval at the general meeting.

Concurrent with Fang's nomination, Chairman Gao Yuling has been appointed to serve concurrently as Company President, while Yin Bitong, President of the Air Conditioning Division, was elected as employee representative director. Notably, Fang Xueyu is the first executive to be nominated for board membership in this round of appointments.

These personnel adjustments come as Hisense Home Appliances experienced slower business growth in the first half of 2025. According to the interim report, the company achieved operating revenue of 49.34 billion yuan, representing a year-on-year increase of 1.44%, while net profit attributable to shareholders reached 2.077 billion yuan, up 3.01% year-on-year. Despite maintaining overall positive growth momentum, the growth rate has notably decelerated compared to the same period last year.

The report highlights that overseas markets played a crucial role in supporting Hisense Home Appliances' performance growth. Financial data shows that overseas revenue grew 1.35% year-on-year in the first half of 2025. According to industry data, from January to May 2025, refrigerator export volumes increased 6.5% year-on-year, washing machine exports rose 10%, and air conditioner exports surged 15.2%.

Replacement demand and premium upgrades in European and American markets continue to drive market growth, with consumers showing increased preference for energy-efficient and smart home appliances. Meanwhile, emerging markets in Latin America and ASEAN, with their large population base and significant consumption potential, are driving continuous improvement in home appliance penetration rates.

Fang Xueyu, who has been nominated for the board position, is responsible for overseeing overseas markets. Public records show that Fang has extensive experience in international market development. Since 2009, she has served as General Manager of Hisense Europe Division, later holding positions as Executive Vice President and President of Hisense Group International Marketing, while also serving as legal representative, Chairman and General Manager of Qingdao Hisense International Marketing Asia Holdings Co., Ltd. Under her leadership, Hisense successfully established global official partnerships with the European Championship and FIFA Club World Cup.

The interim report also noted that the company is leveraging the Club World Cup as a premium IP to build five major overseas growth engines. Clearly, Fang Xueyu's nomination to the board at this time reflects Hisense Home Appliances' strategic intent to continuously strengthen its overseas presence and deepen global localization operations.