Beyond Price: The Rise of Chinese Sanitaryware in East Africa

The Rise of Chinese Sanitaryware in East Africa

Chinese sanitaryware has established a strong foothold in the East African market, particularly within the lower-income segment, while the premium category remains largely dominated by Western brands such as Ideal Standard, Duravit, and Roca. At first glance, China’s dominance appears to stem from its competitive pricing, which makes its products highly accessible to cost-conscious consumers. Yet the picture is far more nuanced. Chinese entrepreneurs in Africa face strong competition from Indian and Middle Eastern rivals in lower end of the market. Despite these challenges, Chinese manufacturers have managed to maintain a dominant position. Looking at trade across East Africa, it is apparent that China is the largest trading partner in the region. This dominance cannot be attributed solely to competitively priced products. A range of other factors play a crucial role which we will explore in this article.  

Chinese Investments and Favorable Trade Agreements 

  

To begin, let’s look at the trade between Africa and China. For 16 years in a straight row, China has been Africa’s largest trading partner with trade reaching a record US$295.6 billion in 2024 and up by 4.8% from the previous year as per the Ministry of Commerce of China. Since the launch of the Forum on China-Africa Cooperation (FOCAC) in 2000, trade between China and African nations has surged at an average annual growth rate of 14.2% according to data released by the China’s General Administration of Customs. 

According to the report of Green Finance & Development Center in the first half of 2025, Africa emerged as a key focus of China’s Belt and Road Initiative (BRI), attracting USD 30.5 billion in investments nearly five times the amount recorded during the same period last year highlighting the continent’s growing strategic importance within China’s global infrastructure and investment agenda. This follows an investment of over $29 billion in 2024. 

In June 2025, China has taken a significant step by announcing its intention to eliminate tariffs on imports from all 53 African countries with which it maintains diplomatic ties, with the sole exception of Eswatini. This follows a commitment made by President Xi Jinping at last year’s China-Africa Forum in September 2024, where he pledged US$51 billion in investment across the continent and promised to remove tariffs for all developing nations, including 33 African states. China has also major role in the construction industry of the region.   

For the past 25 years, Chinese construction companies have relied heavily on strong financial backing from Chinese banks to operate across Africa. Since 2019, this trend has begun to shift, as the success of Chinese construction companies in Africa stems from a mix of strategic advantages. They leverage close ties with the Chinese state, build trust-based relationships with governments, businesses, and international organisations to maintain strong local networks with politicians and officials.  

The trade agreements and large-scale construction projects in East Africa have created a solid foundation for Chinese sanitaryware manufacturers. Long-standing trade partnerships mean that countries in the region often prioritize Chinese goods over competitors, while involvement in major construction projects drives bulk installation of Chinese sanitaryware. This dynamic creates a win-win scenario: nations gain access to affordable, reliable products for infrastructure development, while Chinese manufacturers expand their market presence and influence.  

Strategic Partnerships and Localized Production   

Chinese manufacturers strengthen their position in East Africa through local partnerships and the establishment of production facilities. These collaborations help them meet regulatory requirements, align with consumer preferences, and utilize existing distribution networks. Local manufacturing reduces logistics costs, import tariffs, and benefits from affordable labour, enabling competitively priced products. This strategy also attracts wholesalers, who gain higher profit margins from lower procurement costs, further boosting Chinese firms’ regional competitiveness. For instance, KEDA Industrial Group is a Chinese multinational company that provides comprehensive solutions for the building materials industry, machinery manufacturing, and new energy sectors and its subsidiary, Ceramics International Company (“Keda Kisumu”), invested US$24.53 million in a ceramic tile and sanitaryware facility in Kisumu, Kenya, with US$12.03 million from Keda and US$12.5 million from commercial banks. The plant, producing 4,022 sanitaryware pieces daily including toilets, basins, and shower trays under the brand name Frencia reached an annual capacity of 1.32 million pieces in the second half of 2023. Frencia is a brand of Guangdong Twyford International which is a joint venture between KEDA Industrial Group and Sunda International.   

Improving Perception of Chinese Product Quality 

In the past, East African consumers perceived Chinese products as inexpensive and low quality. In reality China strategy of offering low-priced products is often a pragmatic approach to survival and market entry, rather than a reflection of inferior quality. However, this perception has gradually shifted as established Chinese brands such as Hisense and Huawei have built credibility and trust across various sectors. By offering warranties and reliable after-sales services, often at little to no additional cost, these companies have demonstrated a commitment to quality and customer satisfaction. This shift has been reflected in the sanitaryware market through brands such as Huida, Arrow and Faenza. 

Accelerating Urban Growth Across the Region 

East Africa has been experiencing rapid urbanisation, with major countries in the region growing at around four to five percent annually, alongside a steadily expanding economy. This shift is transforming consumer preferences, as rising purchasing power drives demand for modern and trendy products over traditional options. Chinese manufacturers have effectively capitalised on this trend by offering modern designs and contemporary products at affordable prices, making them accessible to a broad segment of the population. In the sanitaryware sector, Chinese products provide modern designs comparable to premium segment products, yet at much lower costs, enabling them to dominate East Africa’s lower-end market.   

Find out more in our latest edition of the Kenya Bathroom Report. 

Source: Ishu Dhani, BRG Research

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