Johannesburg, South Africa – Sport has a unique ability to transcend borders, uniting communities through shared passion and the relentless pursuit of excellence.
This July, the heartbeat of South African sport and the future of home technology converged in the heart of Johannesburg at Nelson Mandela Square, as Haier — the world’s No. 1 major appliance brand — brought its "PLAY WITH THE NUMBER ONES" campaign to life.
For many, the event was a high-energy activation, but for Haier, it represented something far more significant: a commitment to building a deeper, more meaningful connection with the South African consumer.
The experience
The campaign, which saw Nelson Mandela Square transformed into a hub of football-themed activity this past weekend, was designed to bridge the gap between global football culture and the modern home.
Through its esteemed partnerships with two of football's most iconic clubs — Liverpool FC and Paris Saint-Germain — Haier has long championed the shared values of teamwork, ambition, and excellence. Visitors to the activation were not just spectators; they were participants. From interactive football challenges to hands-on demonstrations of Haier’s latest smart home innovations, the experience offered a tangible look at how intelligent technology, energy efficiency, and user-focused design can simplify everyday life in the modern household. It was a space where fans could win official merchandise and engage with the technology that will power the homes of the future.
Defining the "Number Ones"
The ethos behind the campaign rests on a simple yet profound premise: learning from the best, engaging with the best, and being inspired by the best. For Haier, "The Number Ones" signifies a three-fold commitment:
- Global Leadership: Haier stands as the World’s No. 1 Major Appliances Brand by sales volume for 17 consecutive years, a testament to its long-standing focus on quality and innovation.
- Sporting Excellence: By partnering with global titans like Liverpool FC and PSG, the brand aligns itself with the highest levels of competitive achievement.
- The Consumer: At its core, the campaign celebrates consumers who strive daily to be the best version of themselves — a sentiment that resonates deeply within the diverse and ambitious South African market.
A Strategic Long-Term Vision
Haier’s presence in South Africa is not merely about retail expansion; it is about building a foundation for sustainable, long-term growth. This commitment was solidified in 2024 with the strategic acquisition of Kwikot, South Africa’s leading water heating business with over 120 years of heritage. By integrating a respected, homegrown brand into its global portfolio, Haier has signalled a clear intent to grow alongside South African industry and consumers. It is a strategic move that combines international innovation with local expertise, ensuring the brand is not just entering the market, but integrating itself into the fabric of everyday South African life.
Looking Ahead
As Haier continues its expansion across the African continent, South Africa serves as a primary strategic anchor. The brand’s approach — combining world-class football partnerships with authentic, locally relevant engagement — demonstrates a clear vision: to become more than just an appliance manufacturer. Haier is aiming to become a trusted, essential partner in the daily lives of families across the country. Through its blend of smart home technology, community-driven experiences, and significant local investment, Haier is proving that the future of living is not just about having the best tools — it’s about having the best opportunities to succeed, grow, and thrive.
