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Haier's Stellar Performance in the Top 50 Global Brand Rankings

In the ever-competitive landscape of global branding, Haier shines brightly as a leader, having secured the top spot in the Top 50 2025 Chinese Global Brand Builders list, specifically in the home appliance sector. This accolade marks the third consecutive year that Haier has attained this prestigious recognition, and importantly, it continues to maintain its position among the top ten for an impressive nine years running. This enduring success is a testament to Haier's unwavering dedication to enhancing its global influence.

The Top 50 2025 Chinese Global Brand Builders ranking is widely respected and utilizes a comprehensive evaluation system that spans eleven key global markets, including the United States, the United Kingdom, France, Japan, and India. Brands are assessed across fifteen major categories, such as home appliances, consumer electronics, and automotive sectors, applying a rigorous methodology that combines Google surveys, search indices, and the Kantar BrandZ database — the largest platform for brand analysis worldwide.

Haier's impressive global success can be traced back decades, driven by its strategic commitment to long-term growth and strong brand establishment. Unlike many competitors who relied heavily on exporting under OEM brands in the 1990s, Haier boldly ventured into developing its brand. Initially focusing on mature markets like Europe and the United States, the company later expanded into developing regions such as Southeast Asia, the Middle East, and Africa. This approach has allowed Haier to achieve financial independence in foreign markets as early as 2016 through reinvestment and sustainable growth strategies.

To adapt effectively to the diverse needs of users across different regions, Haier has implemented a globally integrated '3-in-1' strategy that encompasses localized research and development, manufacturing, and marketing. For example, in response to increasing energy costs and shortages in Europe, Haier launched the Haier X11 washing machine, which, thanks to its eco-technologies and enhanced energy efficiency, consumes 60% less energy than strict European Class A standards.

Furthermore, Haier has actively engaged in partnerships with prestigious sporting events such as the Roland-Garros (French Open), ATP Tour, Australian Open, and China Open. By leveraging the power of these premium sports brands, Haier connects with sports enthusiasts and discerning consumers worldwide, enhancing its image as a symbol of 'top-notch innovation' and 'premium lifestyle' in the eyes of global customers.

In 2024, the Haier Group reported global revenues of $55.9 billion, marking an 8% year-over-year increase, alongside a total global profit of $4.2 billion, a 13% growth from the previous year. Notably, international revenues from Haier Smart Home now account for over 50% of the company's total business, illustrating its robust global position. As one of the first Chinese enterprises to cultivate an international brand, Haier has been recognized as the world's number one brand in large home appliances by Euromonitor for the past sixteen consecutive years, underscoring its long-term and distinguished global competitiveness.

Haier has extended its presence to over 200 countries and regions globally, holding leading positions in key markets, including China, the United States, and New Zealand. In Europe, the brand continues to dominate several significant markets. In Japan, Haier and AQUA jointly hold the largest market share in the refrigeration segment. In Southeast Asia, Haier leads in overall market share, while in Thailand, it tops the white goods, freezer boxes, and air conditioning categories. Haier also leads in refrigerators and washing machines in Vietnam, and in Malaysia, it is the frontrunner in home air conditioning and freezer box segments. Additionally, the brand has positioned itself as one of the top three contenders in nine major markets, including India and Italy, and ranks among the top five brands in the UK, the Philippines, and others.

Through its steadfast commitment to the '3-in-1' strategy, which melds a strengthened localized approach with relentless product innovations, Haier strives to create a superior lifestyle for users worldwide. As it moves forward, Haier is no doubt set on maintaining its trajectory of success and continuing to redefine the standards in the global market.