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首页新闻资讯 海尔智家签约巴西两大零售巨头，巴西家电市场迎来新变局丨Haier Signs Strategic Agreement with Two of Brazil's Leading Retail Giants
海尔智家签约巴西两大零售巨头，巴西家电市场迎来新变局丨Haier Signs Strategic Agreement with Two of Brazil's Leading Retail Giants
2026.09.08
来源：
Haier Overseas微信公众号
Born in 1999 as a Stanford dorm-room plan to build "eBay for Latin America," Mercado Livre is now the region's largest e-commerce platform, worth ~$15B with 211M users. In 2016, Brazilian retail chain Magalu went digital, turning its 1,245 stores into pickup points and fulfillment hubs for online orders.
On September 5, Haier Smart Home signed strategic partnership agreements with both retailers in Paris — securing Brazil's largest online traffic pool and largest offline appliance network in one move.
Why it matters: Brazilian consumers rely heavily on installment payments and shop across offline experience and online price comparison; no single channel wins. Magalu covers 19 states with 1,245 stores, holds 30% of the refrigerator market, and gets 70% of store traffic online. Mercado Livre has 70M+ monthly active buyers — a third of the population — with ~6,000 searches and 9 transactions per second. Haier now has a dual-engine position.
With Magalu: co-developing hit products, innovating delivery, and upgrading end-to-end service — pairing Magalu's channel strength with Haier's premium smart products, using MagaLog logistics for integrated delivery and installation. A pilot already shipped: 1,428 premium units worth R$5.19 million.
With Mercado Livre: using it as the core e-commerce channel to scale mid-market volume while building premium brand awareness through its advertising and retail media — access to not just sales but data-driven user operations.
The bigger picture: Haier skips the cold-start of building traffic, embedding directly into Brazil's most mature commerce ecosystem — a leap from "channel expansion" to "omnichannel brand operations." With local AC and TV production lines already running, and refrigerator/washing machine capacity being planned, this deal completes the "local manufacturing + omnichannel sales + data-driven operations" loop. Globalization ultimately comes down to capability; Haier's heavy, operation-intensive model digs the deepest moat.
海尔智家签约巴西两大零售巨头
巴西家电市场迎来新变局
1999年，一份为拉丁美洲打造“eBay”的商业计划书在斯坦福宿舍诞生，后来成为拉美最大电商平台Mercado Livre，市值约150亿美元，拥有2.11亿用户。2016年，巴西老牌连锁商Magalu启动数字化转型，将1245家线下门店变为线上订单的自提点和发货仓，逐步发展为覆盖金融、物流、云服务的商业生态体。
9月5日，海尔智家在巴黎与巴西零售巨头Magalu、Mercado Livre正式签署战略合作协议。一举获得巴西市场“线上最大流量池+线下最大家电网络”两大入口，为其深度全球化落下关键一子。
巴西消费者高度依赖分期付款，线下体验与线上比价并行，单一渠道难以通吃。Magalu的1245家门店覆盖19个州，冰箱全渠道市占率达30%，70%的门店流量来自线上；Mercado Livre则拥有超7000万月活买家，覆盖全国三分之一人口，每秒产生约6000次搜索、9笔成交。海尔智家同时接入两者，获得“双轮驱动”的战略支点。
海尔智家与Magalu的合作聚焦爆款打造、配送模式创新和全流程服务升级。双方将结合Magalu的渠道推广能力与海尔智家的高端智能产品，依托MagaLog物流共建一体化配送及安装模式，并完善从售前到售后的体验闭环。此前双方已有成功试水，首批1428台高端产品订单货值达519万雷亚尔。
与Mercado Livre的合作则瞄准规模与品牌认知的双重突破。海尔智家将以该平台为核心电商渠道，深耕中端市场的同时，借助其广告和零售媒体资源提升高端品牌心智，接入的不仅是销售渠道，更是数据驱动的用户运营体系。
此次签约让海尔智家跳过自建流量的冷启动期，直接嵌入巴西最成熟的商业生态，实现从“渠道拓展”到“全渠道品牌运营”的跨越。这背后是“深度全球化”战略的持续推进——海尔智家已在巴西落地空调、电视本土化生产线，并加速规划冰箱、洗衣机产能，此次签约补齐了“全渠道销售”环节，使“本土制造+全渠道销售+数据驱动运营”的闭环初步成型。
全球化最终比拼的是能力的全球化。从巴黎签约桌到圣保罗千家门店，从Mercado Livre的搜索请求到巴西家庭的智能家电，海尔智家正以重投入、重运营的“重”模式深耕全球。这条路虽不轻松，但护城河最深。
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