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 highlight Haier's focus on South African consumers and local household needs. With a strong global presence, Haier has ranked No. 1 in Global Major Appliances Brand Retail Volume for 17 consecutive years, according to Euromonitor International retail volume data.
Haier officially entered the South African market in February 2026 and has since developed its product offering, retail partnerships, and local service capabilities. The brand aims to bring better appliance experiences to local households through innovation and product design informed by everyday needs. The new product launch will feature four product lines designed around modern household needs, including the Horizon Series refrigerators, Flexmo Series refrigerators, MultiWash washing machine, and QLED TV.
The new product lines cater to various household needs and lifestyles. 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 provides 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 under its official warranty policy. Refrigerators carry a five-year overall product warranty, with parts and labour included, while inverter compressors are covered by a lifetime spare-part warranty. Washing machines also have varying warranty coverage, with front-load and top-load models carrying a five-year overall product warranty.
Football is an essential link between countries, cultures, and communities, and Haier leverages its global sports partnerships to connect with consumers. The brand has partnerships with Liverpool FC and Paris Saint-Germain, which provide opportunities to engage with international football fans and consumers. Haier aims to create a natural connection between global sports properties and home-life experiences.
Haier's global football partnerships also include a recent announcement to become a Global Partner of the UEFA Champions League from the 2027/28 season. This partnership expands Haier's opportunities to communicate with consumers worldwide through international football, reflecting the brand's focus on strengthening its global presence. In South Africa, Haier aims to connect global brand resources with local consumer experiences.
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 Haier's local business develops, the brand will continue to respond to the everyday needs of South African households and explore further connections between technology, products, and lifestyles.
Key points
- Haier to launch new home appliances in South Africa, showcasing global innovation and football partnerships
- The new product lines cater to various household needs and lifestyles
- Haier aims to connect global brand resources with local consumer experiences in South Africa
