#China #Shanghai #Kantar BrandZ #IoT Ecosystem #Haier Group

Haier's Remarkable Global Brand Position

Haier Group has made headlines by achieving the 54th spot in the Kantar BrandZ Top 100 most valuable global brands for 2025. With a brand value of an impressive $47.6 billion, this marks a staggering annual growth of 47.1%. This achievement not only highlights the sustained momentum of the Haier brand but also solidifies its place as the only brand within the Internet of Things (IoT) ecosystem to be featured in this prestigious ranking for seven consecutive years.

Kantar BrandZ: A Trusted Measure of Brand Equity

The Kantar BrandZ rankings are regarded as one of the most reliable assessments of brand equity globally. They combine rigorous financial analysis with deep consumer insights from 54 markets around the world. This year, the overall brand value of the top 100 reached a record $10.7 trillion, reflecting a 29% annual growth. Notably, Haier’s consistent rise demonstrates the success of its ecosystem-focused strategy and user-centric innovation approach in the global market.

In the 2025 ranking, Apple maintained its top position for the fourth straight year, with a staggering brand value of $1.3 trillion. Other tech giants such as Google, Microsoft, Amazon, and NVIDIA followed closely behind. Remarkably, Chinese brands have doubled their worth over the past two decades, now accounting for 6% of the top 100 global brands’ total value.

A Testament to Strategic Strength

Haier's ongoing ascent in the BrandZ rankings is a clear indication of the growing strength and adaptability of its ecosystem-oriented branding strategy, which revolves around three core pillars: the smart home ecosystem, the comprehensive global healthcare ecosystem, and the digital economy ecosystem. In the IoT era, Haier has transcended traditional manufacturing to establish interconnected ecosystems that emphasize user co-creation and smart integration.

In the smart home realm, Haier Smart has revolutionized conventional appliances into connected and intelligent living experiences. Their ambition is to emerge as the most popular smart home ecosystem brand worldwide. In the healthcare sector, Haier has developed a health ecosystem encompassing the full spectrum of life sciences, clinical medicine, and biotechnology. Buoyed by rapid expansion over the past five years, the company’s healthcare endeavors have positioned it as a national leader in the industry.

Haier's digital economy ecosystem, underpinned by the COSMOPlat industrial internet platform, unleashes new productivity drivers and fosters sustainable transformation across various sectors.

As Doreen Wang, General Manager of Kantar Greater China and Global President of Kantar BrandZ, pointed out, “We have witnessed the ups and downs of numerous brands over the last two decades. Initially starting as a Qingdao brand, Haier has truly evolved into a Chinese brand, followed by a global brand, and now a brand ecosystem. It has firmly established itself as a top-tier local brand of global caliber.”

The brand's consistent presence in the BrandZ Top 100 over the past seven years not only showcases Haier’s enduring strength but also demonstrates China's increasing role in generating global value for the future.

Embracing AI to Redefine Interaction

As artificial intelligence continues to reshape global industries, Haier has announced that 2025 will mark the inaugural year for its large-scale AI applications. By integrating AI across all facets of its operations, Haier intends to foster a powerful engine of productivity and innovation that further drives growth in its three ecosystem pillars.

True to its user-centric vision, Haier is committed to maximizing human value in the AI era. Zhou Yunjie, Chairman and CEO of Haier Group, remarked that user needs are shifting from passive acceptance to active co-creation, prompting Haier to radically rethink user engagement. In response to this transformation, the company is boldly redefining user interaction through smart collaboration. “You either evolve with AI or you fall behind,” Zhou emphasized. Guided by this belief, Haier integrates AI into all scenarios to enable individuals to build a future where technology adapts to human needs.

In the smart home ecosystem, Haier has developed UhomeGPT, an exclusive foundational model endowed with three essential capabilities: comprehension, perception, and vitality. By creating AI-connected kitchen solutions that integrate appliances like refrigerators and ovens, Haier is redefining daily life. In the digital economy ecosystem, COSMOPlat has independently crafted a lightweight industrial model, CosmoGPT, which supports functions such as intelligent Q&A, code generation, and decision-making.

Haier's continual rise in the Kantar BrandZ Top 100 not only underlines its brand strength but also marks the increasing influence of Chinese brands on the global stage. Through its ecosystem branding strategy and ongoing AI transformation, Haier sets a new benchmark for innovation in the era of smart connectivity.