Major Chinese home appliance companies are attaching more importance to the promotion of their brands, in a bid to expand their overseas presence.

Zhang Ye, deputy general manager of the international marketing department at the Hisense Group, said the company has changed its strategy from original equipment manufacturing, or OEM, to building its brands in the overseas market.

"We're trying to build the brand by promoting high-end products in the overseas markets," Zhang told China Daily at the Canton Fair, officially known as the China Import and Export Fair.