During the Forum on China-Africa Cooperation (FOCAC) Summit, the 8th China-Africa Business Forum, co-hosted by the China Council for the Promotion of International Trade (CCPIT) and the Ministry of Commerce of China, took place in Beijing. Hisense Group Chairman Jia Shaoqian delivered a keynote speech at the event, emphasising the deep-rooted connection between Chinese companies, led by Hisense, and Africa over the past 30 years.
Jia highlighted that Chinese enterprises have fostered new horizons in China-Africa relations through their integration into Africa’s industrial and supply chains. Hisense’s success in establishing trust and mutual benefit with local governments, communities, trade unions, and citizens has helped shape the path forward. “Hisense products have not only gained a strong foothold in the South African market but are also exported to Europe, demonstrating that through industrial cooperation, African workers’ skills and factory quality control have reached new heights,” Jia said.
Africa has been a crucial market for Hisense since 1994, when the company first entered South Africa. Over the past 30 years, Hisense has become a leader in South Africa, with its televisions and refrigerators holding the top market share, and its brand recognition reaching an impressive 98% locally.
In 2013, Hisense, in partnership with the China-Africa Development Fund, established the Hisense South Africa Industrial Park. Covering over 100,000 square meters, this facility represents the largest investment by a Chinese company in the home appliance manufacturing sector in South Africa in the past 40 years. It has created over 1,000 direct jobs and more than 5,000 indirect jobs in the local community. The industrial park was recognised by the United Nations as a model of South-South cooperation, becoming a symbol of win-win collaboration between China, South Africa, and Africa as a whole.
Beyond South Africa, Hisense is expanding rapidly into other African markets such as Nigeria, Angola, Egypt, Algeria, and Morocco. Northern Africa has emerged as a key investment focus, with new initiatives underway. In Algeria, Hisense is constructing a white goods factory with a capacity of nearly one million units, and plans are in place for a new air-conditioning factory. Meanwhile, in Egypt, Hisense recently signed an agreement for a television manufacturing plant covering approximately 200 acres, expected to begin operations next year. In Morocco, Hisense subsidiary Sanden Corporation is building a new automotive air conditioning plant to provide thermal systems for both electric and traditional vehicles, further boosting the development of Morocco’s automotive industry.
Hisense’s newly acquired subsidiary, Kelin Electric, has also introduced its smart electrical products to several African countries, including Nigeria and Ethiopia, contributing to local infrastructure development. Jia stressed that beyond consumer electronics, Hisense has also made significant strides in business-to-business sectors, including commercial displays, precision medical equipment, intelligent transportation, and smart electrical systems. Hisense’s intelligent transportation solutions have already been implemented in Ethiopia, bringing significant improvements to public transport and highway systems, enhancing both operational efficiency and the travel experience for local residents.
Jia concluded by reflecting on the broader global impact of Chinese companies. “As Hisense deepens its presence in Africa and accelerates global expansion, we have come to appreciate the profound allure of traditional Chinese values, such as ‘harmony’ and ‘seeking common ground.’
These principles, inherent in Chinese civilisation, continue to resonate and influence people across the globe, particularly in Africa. Hisense will remain committed to contributing to global economic development and fostering regional cooperation, all while working towards building a shared future for humanity.”
