Haier Recognized as a Global Brand Leader in IoT Ecosystem and Innovation

Haier's Milestone Achievement in Global Branding

Haier Group is celebrating a significant achievement, ranking 54th in the 2025 Kantar BrandZ Top 100 Most Valuable Global Brands. This recognition reflects not just Haier’s financial growth but also its influential presence in the Internet of Things (IoT) sector. With a brand value of USD 47.6 billion, the company has enjoyed a remarkable 47.1% increase compared to the previous year.

Kantar BrandZ is globally regarded as an authoritative brand valuation ranking that meticulously combines financial data and insights derived from consumer perceptions across 54 international markets. For 2025, the total value of the Global Top 100 reached an astounding USD 10.7 trillion, indicating a healthy 29% annual growth. Haier's ascent within this elite listing is a testament to its deep-rooted strategy to build interconnected ecosystems coupled with user-focused innovation.

In the latest ranking, tech giants like Apple, Google, Microsoft, Amazon, and NVIDIA occupy the top five positions, with Apple leading for the fourth consecutive year. Chinese brands, which have experienced a doubling in value over the last two decades, now contribute to 6% of the total brand value in the Top 100, underscoring the growing influence of Chinese companies in global markets.

Haier has maintained its position as the sole IoT ecosystem brand acknowledged in the BrandZ Global Top 100 for seven years in a row. This remarkable achievement signifies the effectiveness of its ecosystem-oriented strategy, which is fortified by three primary pillars: the Smart Living Ecosystem, Comprehensive Health Industry Ecosystem, and Digital Economy Industry Ecosystem.

As the world increasingly embraces IoT, Haier is progressing beyond conventional manufacturing by constructing holistic ecosystems that elevate user experiences through intelligent integration and co-creation. In the Smart Living Ecosystem, for instance, Haier Smart has evolved from traditional appliances to offer intelligent home experiences aimed at being the premier home ecosystem brand globally.

In the Comprehensive Health ecosystem, Haier has created a robust health management framework inclusive of life sciences, clinical medicine, and biotechnology. Over the past five years, this focus has positioned its healthcare business as a national leader. Furthermore, the Digital Economy Ecosystem—powered by the COSMOPlat industrial internet platform—is driving innovation and sustainable changes across multiple industries.

Doreen Wang, CEO of Kantar Greater China and Global Chair of Kantar BrandZ, recognized Haier's journey in transforming from a local brand in Qingdao to an influential global ecosystem brand. Her insights underline how Haier’s presence in the BrandZ Global Top 100 not only celebrates the company but also emphasizes China's expanding role in global value creation.

With the rise of AI reshaping industries worldwide, Haier has announced that 2025 marks the start of its expansive implementation of AI across operations. By incorporating AI technology comprehensively, Haier aims to enhance productivity and innovation within its ecosystem strategies.

The company’s user-centric philosophy strives to maximize human potential in an AI-driven world. According to Zhou Yunjie, Chairman and CEO of Haier Group, shifting user expectations from passive consumption to active involvement is a significant factor that propels Haier's innovative efforts. He stated, “In this era, either we evolve alongside AI, or we risk being overshadowed.” This belief underpins Haier's commitment to redefining user interactions and fostering intelligent collaboration.

For instance, in the Smart Living realm, Haier has developed UhomeGPT, a proprietary foundational model designed with capabilities in understanding, perception, and vitality. This innovation aims to integrate smart appliances like refrigerators and ovens for a cohesive kitchen experience.

In the Digital Economy domain, the COSMOPlat initiative has made significant strides by developing a lightweight industrial large model named CosmoGPT, which serves functions such as intelligent questions and answers, code generation, and strategic decision-making.

Haier's continuing rise within the Kantar BrandZ Top 100 not only signifies its branding prowess but also mirrors the increasing dominance of Chinese companies in the global marketplace. With its cutting-edge IoT ecosystem strategy and ongoing AI advancements, Haier is poised to set new standards for innovation in this era of intelligent connectivity.