News
Haier is proud to officially announce its highly anticipated South Africa launch, marking a major milestone in the company’s global expansion strategy. On 2 February 2026, Haier will host its official South Africa launch event, introducing its global vision, strong local commitment, and innovative range of appliances to the South African market.
As the world’s largest appliance manufacturer by retail volume of major home appliances for 16 consecutive years up to 2024, according to Euromonitor, Haier brings global leadership, innovation, and quality to South Africa. This launch represents more than a market entry. It signals Haier’s long-term investment in South Africa and its dedication to serving South African consumers with world-class technology and reliable products.
At the official South Africa launch event, Haier will engage government officials, media representatives, and key stakeholders to share its strategic plans for the region. The launch will showcase Haier’s commitment to innovation, sustainability, and customer-focused solutions tailored to the unique needs of South African households.
A Global Leader Expanding into South Africa
Haier has built a powerful global presence and operates in over 200 countries and regions worldwide. As of 5 January 2025, the company was valued at ¥246.82 billion, approximately R581.14 billion, and employs more than 130,000 people globally. The South Africa launch further strengthens Haier’s position as a truly global brand with deep local roots.
Founded in 1984 as Qingdao Refrigerator Company, Haier’s origins trace back to the 1920s. Over the decades, the company has transformed itself into a global innovation leader. In its early years, the factory faced significant operational challenges, including mounting debt, outdated infrastructure, and poor quality standards.
Under the leadership of Zhang Ruimin, Haier underwent a historic transformation. In a symbolic act that reshaped the company’s culture, 76 defective refrigerators were destroyed to demonstrate an uncompromising commitment to quality. This moment became a defining chapter in Haier’s journey toward excellence. That principle continues to guide the company as it launches in South Africa.
Partnerships and Innovation Driving Growth
A key factor in Haier’s global success has been its openness to international partnerships. In 1984, Haier entered into a joint venture with German refrigerator manufacturer Liebherr. The company’s name, Haier, is derived from the final syllables of the Chinese transliteration of Liebherr. Through this partnership, Haier significantly upgraded its manufacturing processes and returned to profitability by 1986.
From there, Haier expanded rapidly. Between 1984 and 2000, revenue grew from ¥3.5 million to ¥40.5 billion, with average annual sales growth of 83 percent. The company began exporting internationally in the late 1990s and became the first Chinese manufacturer to achieve ISO 9001 certification. This milestone reflected its commitment to quality, which it now brings to South Africa through this important launch.
In its 2025 interim financial results, Haier Smart Home reported revenue of ¥156.49 billion and net profit attributable to its parent company of ¥12.03 billion, equivalent to R28.33 billion. These results reflect strong operational performance and reinforce Haier’s readiness for continued expansion, including its official South Africa launch.
Extensive Product Range for South Africa
The South Africa launch will introduce a comprehensive range of Haier products designed to enhance everyday living. Haier’s portfolio includes refrigerators, washing machines, microwave ovens, air conditioners, robot vacuum cleaners, televisions, mobile phones, and gaming PCs. This extensive offering ensures that South African consumers will have access to advanced technology across multiple categories.
Globally, Haier has strengthened its portfolio through strategic acquisitions. Since 2000, the company has acquired well-known brands including GE Appliances in the United States, Hoover in Europe, Fisher and Paykel in New Zealand, Candy in Italy, Evo in Russia, and Sanyo’s Southeast Asian appliance business. These brands continue operating under their original names while benefiting from Haier’s innovation ecosystem.
Strengthening Haier’s Presence in South Africa
Haier already has a strong foothold in South Africa through its acquisition of Kwikot, the country’s largest geyser manufacturer. In December 2024, Haier acquired Kwikot from Electrolux for R2.45 billion. This strategic move laid the foundation for the broader South Africa launch.
Through this acquisition, Haier aims to strengthen Kwikot’s competitiveness by leveraging synergies in research and development, procurement, and supply chain management. The transaction also supports Haier’s global expansion in the water heater and water purification markets. At the same time, it provides access to established distribution channels for Haier products in South Africa.
A New Chapter Begins with the South Africa Launch
The upcoming South Africa launch marks an exciting new chapter for Haier and for South African consumers. The company enters a competitive market that includes established players such as Hisense, Bosch, Defy, LG, Russell Hobbs, Milex, Kenwood, Smeg, and Samsung. However, Haier’s global scale, innovation-driven strategy, and unwavering focus on quality position it strongly to compete and thrive.
Through this official launch in South Africa, Haier is introducing more than appliances. It is introducing a vision for smarter, more connected living. The company remains committed to delivering high-quality products, investing in local partnerships, and contributing to South Africa’s economic growth.
The Haier South Africa launch on 2 February 2026 represents the beginning of a long-term journey. With a legacy built on transformation, innovation, and global leadership, Haier is ready to serve South Africa with excellence, today and for generations to come.