Haier Maintains Its Eminent Position as the Sole IoT Ecosystem Brand in Kantar BrandZ Top 100 for Eight Straight Years

Haier's Unique Achievement in the Kantar BrandZ Top 100

In a remarkable accomplishment, Haier Group has once again made waves in the industry by being named the only IoT ecosystem brand in the renowned Kantar BrandZ Top 100 for the eighth consecutive year. This prestigious ranking reflects not only Haier's financial performance but also its brand equity and potential for future growth in the eyes of consumers.

Published by Kantar, a global leader in brand data and strategic consulting, the BrandZ 2026 rankings indicate a 22% year-on-year growth in the cumulative value of the world’s most valuable 100 brands, which has now soared to USD 13.1 trillion. Among these brands, Haier has ascended to the 53rd position globally, a notable improvement from 89th place since its debut in the rankings in 2019. The current valuation of Haier's brand stands at approximately USD 52.949 billion, showcasing its resilience and sustained long-term value as a brand within an ecosystem.

Driving Forces Behind Haier's Growth

Wang Xing, CEO of Kantar Greater China and global chair of Kantar BrandZ, pointed to Haier's transformation from a single household appliance manufacturer into a diversified business comprising six industrial ecosystems. This evolution reflects notable progress in its ecosystem brand strategy. By leveraging its supply chain strengths and cultural adaptability, Haier not only enhances product value but also bridges global markets through cultural integration and emotional connections.

Strategies driving Haier's growth include:
1. Smart Home Ecosystem: Focused on smart living, HVAC solutions, and elder care, the ecosystem allows for hassle-free home maintenance.
2. Healthcare Ecosystem: Featuring its health product brand, Incaier, which has surpassed RMB 47 billion (about USD 6.91 billion) in value.
3. Automotive Ecosystem: Haier's Autohome and CARtech provide cutting-edge personalized mobility and vehicle solutions.
4. Digital Economy Ecosystem: The COSMOPlat AI+ industrial internet platform accelerates digital transformation across various industries.
5. Robotics Ecosystem: Shanghai STEP Electric Co., Ltd. leads as a global brand in IoT elevators.
6. New Energy Ecosystem: Solutions focused on green energy storage and AI-driven robotics support the transition to net-zero emissions across sectors.

Through a meticulously coordinated growth strategy involving these six industrial ecosystems, Haier has not only amplified the strength of its ecosystem brands but also enhanced its brand value through continuous scenario innovation, securing a distinct and hard-to-replicate position in global competition.

Evolution from Global Branding to Ecosystem Empowerment

Amid rapid changes in the global economy, Chinese brands, including Haier, are moving swiftly from the traditional model of ‘product export’ to ‘brand export’. This transition emphasizes independent branding and technological innovations as critical drivers of global competitiveness.

Haier has been a pioneer in this regard, transforming from an Original Equipment Manufacturer (OEM) model back in the 90s to a long-term independent brand strategy that has solidified its global foundation.

Today, Haier operates across more than 200 countries and regions and has secured its position as a leader in the global major appliances industry for 17 consecutive years, as acknowledged by Euromonitor. Its market leadership extends to eight countries, including the United States and Thailand, where it ranks first in eight other countries, second or third in twelve countries including Japan and Italy, and remains a strong contender in several others.

Haier's global significance stretches well beyond consumer appliances. For instance, Hainayun's intelligent city solutions have been employed in crucial infrastructure projects like the Panama Bridge, while Haier Biomedical focuses on vital international projects, such as the British Biobank, enjoying the highest market share across different nations, including the UK.

Adopting AI as Organizational DNA

Artificial Intelligence (AI) stands as a pivotal force and new DNA for organizations, operations, and innovations. In 2025, Haier marked a milestone as the