Global home appliance brand Haier is set to introduce new products to the South African market at a launch event in Johannesburg on Thursday, 29 October. The event will showcase a range of home appliances designed to meet the needs of local households. Haier officially entered the South African market in February 2026 and has since continued to develop its product offering, retail partnerships, and local service capabilities.
Haier has ranked No. 1 in Global Major Appliances Brand Retail Volume for 17 consecutive years, according to Euromonitor International retail volume data. The brand's new product launch will feature four product lines, including the Horizon Series refrigerators, Flexmo Series refrigerators, MultiWash washing machine, and QLED TV. These products are designed to cater to modern household needs, offering innovative features and designs.
The Horizon Series focuses on everyday food storage and household use, while the Flexmo Series offers more options for different home spaces and lifestyles. The MultiWash washing machine explores a more flexible approach to sorting and washing different loads, and the QLED TV expands home viewing and entertainment with rich colour. Haier's warranty coverage varies by product and motor type, with refrigerators carrying a five-year overall product warranty.
Haier's global football partnerships with Liverpool FC and Paris Saint-Germain provide opportunities for the brand to engage with international football fans and consumers. The brand aims to create a natural connection between global sports properties and the home-life experiences its appliances serve. Through football culture, fan interaction, and brand experiences, Haier seeks to connect with consumers worldwide.
In September 2026, Haier announced that it would become a Global Partner of the UEFA Champions League from the 2027/28 season. This partnership further expands Haier's opportunities to communicate with consumers worldwide through international football. In South Africa, Haier aims to connect global brand resources with local consumer experiences through product demonstrations, interactive activities, and retail partnerships.
The 29 October new product launch will bring together media, retail partners, and industry guests to present Haier's latest product offering, brand direction, and long-term commitment to the South African market. As its local business develops, Haier will continue to respond to the everyday needs of South African households and explore further connections between technology, products, and lifestyles.
Haier's focus on innovation and customer needs has enabled the brand to maintain its position as the No.1 Major Appliances Brand globally. With its expanded product range and strengthened global presence, Haier is poised to make a significant impact in the South African market. The brand's commitment to delivering better appliance experiences to local households through innovation and product design will be a key aspect of its strategy in the region.
Key points
- Haier to launch new home appliances in Johannesburg, showcasing global innovation and football partnerships.
- The brand aims to connect global brand resources with local consumer experiences in South Africa.
- Haier has ranked No. 1 in Global Major Appliances Brand Retail Volume for 17 consecutive years.
