#China #Global Brands #home appliances #Haier #Lingshui

Haier's Impressive Streak at the Top of the Brand Rankings

Haier, the renowned home appliance manufacturer, has once again secured its position as the leading brand in the home appliance category on the prestigious Top 50 2025 Chinese Global Brand Builders List. This list, collaboratively released by Google and Kantar BrandZ, is widely recognized as one of the premier assessments of global brand strength and value, covering a comprehensive range of industries and markets.

This year marks Haier's third consecutive year at the forefront of the home appliance sector and its remarkable ninth consecutive year in the top 10 of Chinese global brands. Such accomplishments illuminate Haier's thriving brand influence both domestically and internationally.

Methodology Behind the Rankings

The ranking methodology incorporates assessments from Google's extensive surveys, search index data, and the Kantar BrandZ database — the largest brand analytics platform globally. This rigorous evaluation ensures that the top spots are awarded to brands that demonstrate exceptional performance across various key metrics, making inclusion in this prestigious list a significant accolade.

Strategic Growth Beyond Borders

Haier's success story can be traced back to its strategic commitment to independent branding and long-term growth. Unlike many competitors who primarily focused on Original Equipment Manufacturing (OEM) for exports, Haier chose a different route during the 1990s. The company prioritized building its own brand and sought entry into mature markets such as Europe and the United States before venturing into developing regions like Southeast Asia and Africa. This strategic pivot towards branding and market development has proven to be highly effective, as evidenced by Haier's achievement of financial self-sufficiency in overseas markets by 2016.

To further enhance its global presence, Haier has implemented a comprehensive 3-in-1 strategy that integrates local research and development, manufacturing, and marketing. This approach enables the company to meet diverse consumer needs across different regions effectively. For example, in response to Europe’s energy crisis and rising prices, Haier launched the X11 washing machine, which boasts eco-friendly technology and energy-saving features that reduce energy consumption by 60% compared to the strict A-class standards established in Europe.

Building Brand Image Through Sports Sponsorships

In addition to its robust product strategies, Haier has also engaged in strategic partnerships with prestigious sports events, including major tournaments like the Roland-Garros, ATP Tour, Australian Open, and China Open. These collaborations leverage the popularity and prestige of these sporting events, amplifying Haier's brand image as a beacon of cutting-edge innovation and a premium lifestyle choice for consumers around the globe.

In 2024, Haier Group reported a notable global revenue of USD 55.9 billion, reflecting an 8% increase year-on-year, alongside a profit surge of 13%, totaling USD 4.2 billion. Haier Smart Home's overseas revenue now constitutes over 50% of its total business, highlighting the strength of its global positioning.

As a pioneer in establishing a global brand, Haier has achieved remarkable milestones, including being recognized as the number one major appliances brand for 16 consecutive years by Euromonitor. This accolade reaffirms the brand’s sustainable competitive advantage on a global scale.

Expanding Global Reach and Market Leadership

Today, Haier has established operations in more than 200 countries and regions, emerging as a market leader in key areas including China, the United States, and New Zealand. In Europe, it maintains leadership in several core markets. In Japan, the combined market share of Haier and AQUA makes it the top player in refrigeration. Southeast Asia sees Haier holding the number one overall market share, and it leads in white goods, chest freezers, and air conditioners across countries such as Thailand and Vietnam. The brand is also positioned in the top three in nine major markets, including India and Italy, further consolidating its global footprint.

With Haier's unwavering commitment to its 3-in-1 strategy, focused on localized empowerment and continuous product innovation, the brand aspires to enhance the quality of life for consumers around the globe. This dedication to providing quality solutions demonstrates Haier's strategy of integrating business growth with customer satisfaction, setting a benchmark for brands worldwide.