Chinese home appliance giant Haier debuts in South Africa

Chinese home appliance maker Haier has launched in South Africa, marking its entry into one of Africa’s most developed consumer markets. 

The company has ranked as the world’s largest home appliance brand for 17 consecutive years, according to Euromonitor International. Founded in 1984, Haier now operates across six industrial segments, including Smart Home, Healthcare, Digital Economy, Robotics, New Energy and Automotive. 

Haier Smart Home is listed on the Fortune Global 500 and Fortune World’s Most Admired Companies lists. The unit reported revenue of $55.9 billion in 2024 and profit of $4.2 billion. 

Xinliang Sun, general manager of Haier South Africa, said the company plans to bring its global technology and adapt it to local needs. 

“Our focus is simple,” Sun said. “We want to offer reliable products backed by strong service, designed for South African households.” 

Haier brings smart home solutions nationwide

The company said South Africa is an important market as urban development expands and more households connect to stable electricity. Demand for energy-efficient and dependable appliances is rising, alongside interest in smart home features and better after-sales support. 

Haier’s initial lineup, available through major retailers, includes smart inverter refrigerators, high-efficiency washing machines, smart air conditioners and AI-enabled televisions, along with smaller home appliances. 

The company said it will set up a nationwide after-sales service network, including authorised installers in major cities, a 48-hour service response target, spare-parts availability and extended warranty options.

Building on the Kwikot acquisition 

Haier’s presence in South Africa began taking shape in 2024, when it acquired Kwikot, a local water-heating manufacturer founded in 1903. 

Kwikot produces electric, solar and gas water heaters as well as heat pumps. The transaction formed part of Haier’s acquisition of 100% of the South African subsidiary of Sweden-based Electrolux Group. The deal carried an enterprise value of about R2.45 billion ($151.8 million). 

At the time, Jiangyong Guan of Haier said the group was committed to supporting Kwikot’s growth. 

“Haier doesn’t just acquire companies; we invest in their heritage, their people and their long-term success,” Guan said. “Kwikot’s history and market position reflect the strength of its team and the trust of its customers.” 

He added that combining Haier’s global expertise in smart and sustainable solutions with Kwikot’s local network would help expand product offerings tailored to South African homes.