Chinese home appliance manufacturer Haier has formally launched its brand in South Africa, marking a significant step in its global expansion strategy.
The company, ranked the world’s largest home appliance brand for 17 consecutive years by Euromonitor International, said South Africa represents a strategically important growth market due to rising urbanisation, expanding household electrification and increasing demand for energy-efficient appliances.
Haier’s initial product portfolio in the country will include smart inverter refrigerators, high-efficiency washing machines, smart air conditioners, AI-powered premium televisions and selected small appliances. The group also plans to roll out a nationwide after-sales network featuring authorised installers in major metropolitan areas, a 48-hour response target and extended warranty options.
Haier Smart Home, the group’s flagship listed subsidiary, reported global revenue of $55.9 billion and net profit of $4.2 billion in 2024 and is included in the Fortune Global 500 rankings.
Although the Haier brand is newly launched in South Africa, the company established a foothold in 2024 through the acquisition of Kwikot, a local water-heating manufacturer founded in 1903. The deal formed part of Haier’s R2.45 billion acquisition of the South African subsidiary of Sweden-based Electrolux Group.
Haier executives said the group intends to combine its global smart technology expertise with Kwikot’s established local network to drive growth in South Africa’s evolving home appliance market.
