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Haier Dominates as Leading Brand in Appliances

Haier, a major player in the global home appliances market, has once again secured the top position in the renowned list, "Top 50 2025 Chinese Global Brand Builders." This recognition was published collaboratively by Google and Kantar BrandZ, affirming Haier's status not only in China but around the world. Remarkably, this marks the ninth consecutive year the company has held a position within the top 10 brands, showcasing its commitment to growth and innovation in the fiercely competitive appliance industry.

A Comprehensive Examination of the Ranking Criteria

The "Top 50 2025 Chinese Global Brand Builders" list is considered one of the most reliable global brand evaluation systems, covering diverse markets worldwide, including the USA, UK, France, Japan, and India. The evaluation process utilizes a robust methodology combining Google Surveys, the Google Search Index, and Kantar's BrandZ database, which is recognized as the largest global brand analysis platform. This rigorous analysis assesses brands across multiple sectors, including home appliances, electronics, and automotive industries, highlighting their market influence.

Haier's Strategic Journey to the Top

The remarkable success of Haier can be attributed to its strategic focus on long-term growth and brand independence over the decades. Surprisingly, unlike many manufacturers who typically exported as OEMs, Haier took an innovative approach by establishing its brand identity early on and expanding into mature markets like Europe and the USA. This proactive strategy eventually paved the way for the company's growth in developing regions across Southeast Asia, the Middle East, and Africa.

Such forward-thinking and reinvestment-driven growth have resulted in Haier's financial independence in overseas markets by 2016. It deployed a globally integrated 3-in-1 strategy, emphasizing localized research and development, manufacturing, and marketing to cater effectively to regional consumer preferences.

For instance, in response to energy shortages and rising costs in Europe, Haier launched its X11 washing machine, featuring eco-friendly technologies and advanced energy-saving functions—offering 60% savings against stringent European A-Class standards. This is a prime example of how Haier tailors its offerings to meet the pressing needs of consumers around the globe.

Partnerships and Global Brand Image

In its globalization journey, Haier actively sought partnerships with prestigious sporting events, including Roland-Garros, ATP Tour, Australian Open, and China Open, leveraging these high-profile sports brands to resonate with global audiences. Such collaborations reinforce the brand's image, associating it with "top-tier innovation" and a "premium lifestyle”, garnering significant influence among discerning consumers worldwide.

In 2024, Haier Group reported impressive global revenue of $55.9 billion, marking an 8% increase from the previous year, while its total profit rose by 13%, reaching $4.2 billion. Notably, the international sales from Haier Smart Home exceeded 50% of the company's total sales, which strongly indicates its successful global positioning.

As a pioneering Chinese brand with an established global presence, Haier has consistently retained the top position among major appliance manufacturers for 16 consecutive years, according to Euromonitor. This achievement signifies not only Haier's sustained competitive advantage but also its deep-rooted brand power on the international stage.

Market Leadership Across Regions

Currently, Haier operates in over 200 countries and regions, establishing market leadership in prominent markets like China, the United States, and New Zealand. In Europe, the brand continues to excel in several key countries, while in Japan, the combined market share of Haier and AQUA positions it as the number one brand in refrigerators. In Southeast Asia, Haier holds the top market position overall, and in Thailand, it is number one in home appliances, freezers, and air conditioners.

Haier's dominance extends to Vietnam, where it leads in refrigerators and washing machines, and in Malaysia, it ranks highest in both air conditioning units and freezers. The brand has consequently broken into the top three in key markets like India and Italy while achieving a top five position in the UK and the Philippines.

With an unwavering commitment to its 3-in-1 strategy—focused on strong local engagement and ongoing product innovation—Haier aims to enhance the quality of life for users across the globe. The ongoing dedication to understanding and meeting consumer demands reflects Haier's mission to position itself as a leader not just in appliances but as a significant global brand.