Global home appliance and smart living leader Haier has strengthened its commitment to South Africa, bringing key local retail and strategic partners to Berlin for the signing of strategic cooperation agreements at IFA 2026, one of the world’s leading technology and consumer electronics events.
The agreements with local retailers mark an important milestone in Haier’s South African journey, strengthening collaboration between the brand’s global innovation capabilities and the needs of the local market.
For Haier South Africa, this is about far more than signing agreements.
It is about bringing South African partners closer to the innovation, technology and global ecosystem behind one of the world’s leading home appliance brands — and working together to make those innovations relevant to South African homes.
A front-row seat to the future of smart living
Against the backdrop of IFA 2026, Haier is showcasing its vision of intelligent living under the theme “Home of Intelligent Possibilities”, bringing together innovations across connected appliances, artificial intelligence and smart home experiences.For Haier’s South African partners attending IFA, the experience provides a first-hand look at how the global brand is shaping the future of the connected home — from intelligent appliances designed around everyday consumer needs to integrated solutions that make life simpler, smarter and more convenient.The visit also creates an important opportunity for Haier and its South African partners to align on the next phase of the brand’s development in the local market.
Global innovation. Local relevance.
Since launching in South Africa in 2026, Haier has focused on building a long-term presence in the country by combining global innovation with local market understanding and strong partnerships.
The agreements signed at IFA represent the next step in that journey.
Through closer collaboration with local partners, Haier aims to strengthen product accessibility, enhance consumer experiences and bring more innovative home solutions to South African households.The partnerships will support collaboration across key areas including retail, marketing, consumer experience and channel development, helping to build a stronger foundation for Haier’s long-term growth in South Africa.
Mr Xinliang Sun, CEO of Haier South Africa, commented:
“IFA gives us the opportunity to connect the strength of Haier’s global innovation with the partners and markets that are helping us build our future locally. South Africa is an important growth market for Haier, and we are excited to strengthen these partnerships and work together to bring greater value and more innovative solutions to South African consumers.”
As Haier continues to expand its presence in South Africa, the brand will work closely with its retail and strategic partners to increase access to innovative home technologies and build stronger connections with South African consumers.
