Skyworth Strengthens Its Presence in Morocco and Accelerates Its Expansion
Skyworth Set to Enhance Commercial Presence in Morocco by 2026
Chinese conglomerate Skyworth is planning to strengthen its commercial presence in Morocco by 2026. Active in sectors such as televisions, home appliances, electronic systems, and new energy, the company aims to allocate additional resources towards expanding its sales in the Kingdom.
In its semiannual results announced on Thursday, August 27, at the Hong Kong Stock Exchange, Skyworth highlighted Morocco as one of the international markets where it intends to bolster its commercial operations this year. This will include forming new local teams and developing distribution channels.
This strategy is part of a broader international offensive. Skyworth also plans to establish a new subsidiary in Brazil and expand its business in Nigeria, Chile, and Saudi Arabia.
New Teams to Develop Distribution Networks
The Chinese group intends to rely more on teams directly based in the target markets to open new distribution channels and enhance its retail presence.
However, Skyworth has yet to disclose any figures regarding planned investments in Morocco or the exact legal structure that its new presence in the Kingdom will take. Unlike Brazil, where the establishment of a subsidiary has been explicitly announced, the company has not indicated whether its Moroccan operation will be an independent entity or a commercial office linked to a regional structure.
International Business Now Represents 27% of Revenue
Skyworth’s international expansion comes at a time when foreign markets are increasingly contributing to the group’s results.
In the first half of 2026, activities outside of mainland China generated 10.298 billion yuan, approximately 14.2 billion dirhams, marking a year-on-year increase of 27.9%. International operations now account for 27% of Skyworth’s total revenue.
Africa is gaining ground in this strategy, contributing 12% of the group’s international revenue in the first half of 2026, up from 9% the previous year.
Asia remains Skyworth’s largest foreign market, accounting for 46% of international revenue, followed by the Americas at 22% and Europe at 19%. Oceania represents just 1%.
Nevertheless, the group has not detailed its performance by individual African country and has not provided any specific figures regarding Morocco.
Televisions Remain a Driving Force in International Sales
Television sales continue to play a significant role in Skyworth’s international expansion.
Sales of televisions outside of China amounted to 4.977 billion yuan, approximately 6.8 billion dirhams, during the first half of the year. This figure represents a 21.4% year-on-year increase, which the group attributes to the expansion of its commercial networks abroad, despite rising production and component costs.
Skyworth aims to enhance the visibility of its brands across various international markets while adapting its offerings to different price points and consumer expectations.
Home Appliances Show Even Faster Growth
The home appliance segment is exhibiting even more rapid growth in foreign markets.
International revenues for this sector reached 2.42 billion yuan, about 3.3 billion dirhams, compared to 1.694 billion yuan the previous year, marking a significant year-on-year increase of 42.9%.
Skyworth highlights strong performance in its washing machines in Europe, as well as in air conditioners and various categories of electronic devices. This momentum reinforces the group’s desire to diversify beyond its traditional television business and expand its portfolio in consumer electronics and smart home appliances.
Morocco Plays a Role in Africa’s Ascendancy
The influx of new commercial resources in Morocco comes as Africa gradually increases its significance in Skyworth’s international operations.
The continent’s share of the group’s foreign revenue rose from 9% to 12% in just one year. Morocco is emerging as a market where the Chinese group aims to focus more attention, alongside Nigeria.
For Skyworth, developing local distribution networks is key to getting closer to consumers and bolstering the marketing of its diverse product lines. However, the group has yet to provide details on the number of jobs that might be created in Morocco or the extent of the investments associated with this expansion.
Total Global Revenue Hits 38 Billion Yuan
Globally, Skyworth achieved a revenue of 38.035 billion yuan in the first half of 2026, approximately 52.3 billion dirhams. The company reported a figure of 36.264 billion yuan the previous year, which represents a 4.9% increase.
The net profit stood at 1.025 billion yuan, compared to 365 million yuan in the first half of 2025. The smart home appliance segment remains the group’s leading activity, contributing 17.75 billion yuan in revenue during the first six months of the year.
New energy solutions generated 13.935 billion yuan, while intelligent systems technology accounted for 5.349 billion yuan. This latter segment includes smart home devices, automotive electronic components, and a variety of electronic products.
Skyworth Diversifying Its Model Beyond Consumer Electronics
Founded in China and listed in Hong Kong, Skyworth has gradually expanded its operations beyond televisions. The group is now developing a portfolio that encompasses smart home appliances, electronic systems, photovoltaics, and new energy solutions.
In this context, the announced expansion into Morocco represents a new milestone in its internationalization efforts. The Kingdom could thus emerge as an important commercial market for Skyworth in Africa as the group seeks to increase its sales beyond China and rely more on local distribution networks.
