As the investment environment in Africa is optimizing and economic is developing rapidly , more and more private enterprises in Zhejiang Province begin to invest in Africa with the support from Chinese government . From the perspective of private enterprises of Zhejiang ,this article described the history, present situation and characteristics of the investment in Africa , analyze competition of appliance industry in Africa market by using five forces model .The article considers that Zhejiang private enterprise should use differentiation strategy during the investment process in four aspect of products, services, personnel, images ,then increase the competitiveness of Zhejiang enterprises in Africa.
