海尔携手坦桑尼亚YANGA足球俱乐部
Chinese Home Appliance Companies Expand into Middle East and Africa Chinese Home Appliance Companies Expand into Middle East and Africa
In recent years, the Middle East and Africa (MEA) region has become a significant market for Chinese home appliance companies to expand overseas. The African population, now over 1.4 billion and growing rapidly, presents a substantial population红利. Despite the low home appliance ownership rates, the region is experiencing significant economic, urbanization, and electrification growth. This has transformed air conditioners, refrigerators, and other appliances from luxury items for the few to essential goods for many families, creating a substantial market potential.
Haier has shone in the MEA market. Data shows that its revenue in this region has doubled in the past three years. From January to July 2025, Haier's revenue in Tanzania alone exceeded the entire amount from 2024.
To further penetrate the local market, Haier Smart Home signed a partnership with YANGA, the most influential football club in Tanzania, on August 7, becoming its official partner. YANGA, with its deep roots in the local community, has previously had players act as Haier Smart Home users and brand ambassadors in 2023. This upgraded collaboration will allow Haier Tanzania to reach a wider audience through matchday LED screen exposure, jersey displays, and other rights, strengthening its premium brand image and supporting its localization and terminal capabilities.
Additionally, Haier Smart Home is continuously focusing on localization strategies. The company has established multiple brand stores in key cities like Dar es Salaam, Arusha, and Mwanza in Tanzania, and strengthened brand penetration through digital billboards along major city thoroughfares. It also caters to the region's hot climate by offering products like dry and wet storage refrigerators, 150-hour defrost-free freezers, and large-diameter drum washing machines that precisely match local living scenarios.
Looking ahead, Haier Smart Home will continue to adhere to the user-centric philosophy, develop innovative products, and promote comprehensive experience upgrades. With quality services, the company aims to provide Middle East and Africa users with comfortable, convenient, and smart home living solutions.
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