Haier to Launch Local Assembly Operations in Kenya by 2026, Signaling Strong Investment in East Africa
Nairobi, The Gulf Observer: Chinese home appliance giant Haier has announced plans to commence local assembly operations in Kenya starting in 2026, marking a major step in the company’s strategy to expand its footprint across East Africa and contribute to local job creation.
The announcement was made during the Haier Dealers Summit held in Nairobi, where Leon Liu Chi, Haier’s East Africa Regional Manager, underscored Kenya’s strategic role in the company’s African growth agenda.
“Kenya is a very important market for us. It’s a gateway to East Africa, and we are committed to investing in this market not just with our products but also with local operations,” said Liu.
While a relatively new entrant in the Kenyan market, Haier expressed strong confidence in its ability to compete by focusing on quality, innovation, and robust after-sales support.
“Even though we came into the market later than others, we are not too late,” Liu added. “We are focused on catching up and serving Kenyan consumers with sincerity, strong technology, and durable products.”
Strategic Product Focus and Job Creation
Paul Xie Haiwei, CEO of Haier Kenya, confirmed that the assembly operations will initially focus on cookers, microwaves, and fans. The move is expected to boost product availability, offer customization for local market preferences, and create employment opportunities.
“This initiative will not only improve product availability and customization for the local market but also create more job opportunities for Kenyans. It’s a step forward in strengthening our commitment to the Kenyan economy,” Haiwei stated.
Haier already offers a wide range of appliances in Kenya, including refrigerators, washing machines, freezers, cookers, water heaters, and televisions. The company is currently promoting its inverter freezers and energy-efficient washing machines, which aim to reduce energy consumption while enhancing user convenience.
Market Trends and Future Opportunities
Haier’s top-performing products in Kenya include TVs, refrigerators, freezers, and washing machines. While demand for air conditioners remains relatively low due to Nairobi’s mild climate, Liu sees commercial air conditioning systems as a potential growth area, especially in light of ongoing infrastructure development and increased Chinese investment in the region.
With Kenya’s manufacturing and infrastructure sectors showing steady progress, Haier’s decision to localize its operations reflects a strong vote of confidence in the country’s economic potential and a broader shift toward value addition and industrial development in the East African region.
