Haier Ranks as the Sole Global IoT Brand in Kantar's Top 100 for Eight Years

Haier: Continuously Dominating the IoT Ecosystem

Haier continues to solidify its reputation as a global powerhouse within the Internet of Things (IoT) ecosystem. According to the recently released Kantar BrandZ 2026 rankings, Haier has achieved the remarkable feat of being the only IoT brand to appear in the Top 100 list for the eighth consecutive year. Advancing to the 53rd position, up from 89th, Haier has demonstrated significant growth with its brand value now sitting at an impressive $52.949 billion. This achievement reflects Haier's commitment to evolving from a traditional appliance manufacturer into a diversified enterprise that fosters innovation and adaptability.

The BrandZ Ranking

The BrandZ rankings assess various factors beyond just financial performance, emphasizing brand strength and consumer perception. In 2026, the combined value of the top 100 brands grew by an impressive 22% year-on-year, reaching a total of $13.1 trillion. In this competitive landscape, while global tech giants like Google, Apple, Microsoft, and Amazon dominate the upper echelons, Haier’s steady rise exemplifies the effectiveness of its integrated brand ecosystem strategy.

Strategic Growth and Resilience

Despite global economic volatility, Haier's operational performance remains robust. The company reported a global revenue of approximately RMB 426.8 billion (around $59.8 billion) for 2025, marking a 6.3% increase from the previous year. Concurrently, its global profit reached around RMB 32.2 billion (approximately $4.5 billion), reflecting a 6.7% growth.

Haier's commitment to a cohesive brand ecosystem has been instrumental in driving its brand value. By transforming its collaborative partnerships into a unified organic entity, Haier has segmented its operations into six key ecosystems:

1. Smart Home Ecosystem - Focuses on intelligent living solutions and home automation technology.
2. Health Ecosystem - The Haier health brand, Incaier, has established itself among the top Chinese brands in healthcare, exceeding RMB 47 billion in value.
3. Automotive Ecosystem - Offers high-end mobility solutions through brands like Autohome and CARtech.
4. Digital Economy Ecosystem - Accelerates digital transformation across various sectors through platforms like Hainayun and COSMOPlat AI+.
5. Robotics Ecosystem - Includes Shanghai STEP Electric Co., the flagship for global IoT elevator systems.
6. New Energy Ecosystem - Promotes green energy solutions and carbon neutrality initiatives.

The synergy among these ecosystems not only boosts the growth of individual brands but also enhances Haier's overall market presence through constant innovation.

From Global Branding to Ecosystem Empowerment

In light of global economic shifts, Chinese brands are rapidly transitioning from product exports to brand exports. Haier has been at the forefront of this evolution since the 1990s, moving away from gear production to a long-term independent branding strategy that sets a precedent for other Chinese companies. Today, Haier is operational in over 200 countries and regions and has held the top position in the global home appliance market for 17 consecutive years, according to Euromonitor.

Moreover, Haier’s brand reach extends beyond home appliances. Its initiatives in smart city technology, like those seen in Panama's bridge projects, and significant contributions to international healthcare projects illustrate Haier's expanding global influence.

Embracing AI and the Future

Artificial Intelligence has become a pivotal force in Haier’s operational and innovative practices. With the year 2025 marking its inaugural year of AI implementation across all processes, Haier aims to transition into an AI-centric organization by 2026. This dedication to integrative technology not only fortifies Haier’s existing strengths but also positions it at the cutting edge of global business innovation.

In conclusion, Haier’s impressive trajectory in the Kantar BrandZ rankings underscores its resilience, adaptability, and vision in transforming the landscape of the IoT ecosystem and global branding. As the company continues to push boundaries, it serves as a blueprint for aspiring brands in an evolving marketplace.