Haier unveils smart appliances and South African growth plans

Haier, a Chinese leading global multinational home appliance and consumer electronics held its product launch on 29 October 2026 at Summerplace in Sandton, north of Johannesburg.The event showcased Haier’s range of innovative, reliable and smart home appliances aimed at creating a home environment that is dynamic, comfortable and pleasant.

The home appliance sector in South Africa is highly contested with some global brands already firmly entrenched in the local home appliances market. The rivals include Bosch,Defy, Samsung, Smeg, LG, Russel Hobbs, Kenwood, Milex and Hisense.

Brand Direction and Future Plans
Haier’s top management and representatives from the local industry and the retail sector including Hirsch and Kwikot graced the occasion and listened as the company shared its brand direction and future long-term development plans for South Africa. The tagline for the launch was: “Global No.1 Brand. Innovation for life: Technology for South Africa”.

Ranked No.1 Globally for 17 Consecutive Years
Xinliang Sun, Haier South Africa chief executive, sounded upbeat about the brand’s future inthe country, saying early indications suggest very soon they will claim the number one spot in home appliance environment. Our focus is on the consumers in general but specifically the needs of local households, he said, adding “we are in this business to stay”. Sun’s optimism is based on the fact that Euromonitor International recently ranked Haier number one for 17 consecutive years (2009-2025) in Global Major Appliance Brand Retail Volume.

Fostering Strong Strategic Partnerships
Although Haier has a global footprint in the home appliance space, with a strong presence in countries such as India, Pakistan and Egypt, to mention three, it only entered the South African market in February 2026. The brand prepared the ground as early as the end of 2024 by acquiring Kwikot, the country’s premier and largest geyser manufacturer from Electrolux for R2.45 billion. According to Sun, Haier’s formal entry into the local market was followed by consistent product development and offering, and forging robust and strategic partnerships with local retailers and regional warehouses.

Responding to Local Household Needs
In addition, they ensured their product design and innovation is informed and responds tothe everyday needs of the local households. He said in the past seven months the company has not only achieved brand exposure, but it has also endeared itself to local customers through a variety quality and durable home appliances. Sun highlighted key focus areas behind the company’s success: strong market performance which improved significantly, premium products, investment in logistics, efficient after sale customer service; team support focused on localisation and customer development support plan. He said these arethe fundamentals that anchored the business and put it on a strong growth trajectory.

Three Appliances that Set the Brand Apart
The launch focused on three home appliances fully equipped with smart and the latest AI technologies. They also boast functionalities that not only make household life convenient and comfortable, but they also set the brand apart from its competitors. These were the Horizon Series refrigerators, Flexmo Series refrigerators, Multi-Wash washing machine and QLED TV.

According to Mohammed Russel, Haier has always been ahead of its peers in technology and innovation. Explaining the Horison Series experience, Russel pointed out that the series focuses on everyday food storage and household use. It also offers premium capacity, has adaptive shelves and provides higher food preservation ensuring the food retains its original flavour, without compromising quality of the taste and nutrients, Russel claimed.

Similarly, the Flexmo Series offers more options for different home spaces and lifestyles, he said. All the refrigerators have the defrosting capabilities enabling them to prevent meat andother food items stored in the freezers from forming ice. They are also able to take away the odour often emitted by certain food items. The refrigerators also have an ice-making compartment making it easy for consumers to conveniently access ice for their beverages.

Multi-Wash front loader washing machine
Doing family washing is one of the most time consuming yet unavoidable household chores.Today’s women have dynamic and busy lifestyles that require less demanding and smarter ways of doing laundry. According to Michelle Mkhchyan, Haier’s washing machine manager, their 12kg Multi-Wash front loader washing machine is made to address this dreaded household experience.

Characterised by 3 drums in 1 unit, the machine offers a freely zoned wash, making it easy to sort and wash various washing loads such as underwear, socks, sports gear etc. separately. In addition, Mkhchyan said, the washing machine has an ultra violet sterilization 3 drums essence wash and multi-hygiene care, all of which are designed to make washing a healthier and enjoyable home experience.

Top of the range QLED TV set
Also at display was the brand’s QLED TV, which features applications such as Google TV andlatest gaming offerings, among others. Because of the hi-tech capabilities, it provides enhanced visuals, unparalleled entertainment, and an excellent TV watching experience thanks to its high quality colour and brightness. All the three products carry competitive Haier’s warranty.

Five year and life-time warranties
Haier’s product engineer, Juan Basson, highlighted the importance of warranty as part of after sale customer care. He said Haier South Africa’s official warranty policy is unrivalled, compared to its rivals’ appliances which carry shorter warranty. For instance, refrigerators carry a five-year overall product warranty with parts and labour included. “Inverter compressors are covered by a lifetime spare-part warranty, with labour charged separately,while non-inverter compressors carry a five-year warranty, explained Basson. He said washing machines, front-load and top-load models with a direct drive (DD) motorcarry a five-year overall product warranty.

Models with an inverter motor or normal motor carry a three-year overall product warranty, he added. “The motor-specific parts-only warranty is lifetime for DD motors, 20 years for inverter motors and five years for normal motors; labour is charged separately for motor-only warranty claims. Model eligibility and allterms are subject to Haier South Africa’s official warranty policy,” Basson concluded.

Using soccer to interact and connect with consumers
Apart from being a dominant player in the home appliance market, Haier is also leveraging the power and influence of football to enhance its global profile and engage with consumers. It believes football is a critical platform through which countries and communities can collaborate in finding solutions to their challenges. Some of the global soccer giants, Haier has teamed up with, include Liverpool FC (LFC) and Paris Saint-Germain  (PSG). In September 2026, it announced another blockbuster deal where it would become a Global Partner of the UEFA Champions League from the 2027/28 season.

According to Sun, Haier will continue to stay ahead of the curve in the local market by producing quality appliances that can save customers’ time while enhancing their experience in the comfort of their households.