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Haier's Remarkable Ascent in Global Branding

Haier, a powerhouse in the home appliance industry, has proudly claimed the top spot in the prestigious Top 50 2025 Chinese Global Brand Builders list, a ranking that evaluates brands in crucial markets, including major economies like the United States and Japan. This marks the third consecutive year Haier has led this category and the ninth year it has held a position among the ten best global brands from China.

The Top 50 list, published in collaboration between Google and Kantar BrandZ, is esteemed for its rigorous evaluation process, combining data from Google Surveys, the Google Search Index, and the extensive BrandZ database to provide a comprehensive view of brand performance across fifteen key sectors, including consumer electronics and automotive.

Haier's Strategic Growth and Innovation

Haier owes its global success to decades of strategic planning focused on sustainable growth and the establishment of an independent brand presence. In the 1990s, unlike many of its competitors who relied on original equipment manufacturing (OEM), Haier forged a unique path by emphasizing brand development. This approach allowed the company to penetrate established markets such as Europe and the US before venturing into emerging markets in Southeast Asia, the Middle East, and Africa.

By pursuing a strategy of reinvestment and sustainable expansion, Haier achieved financial independence in international markets as early as 2016. The company implemented a global integrated strategy encompassing research and development, localized manufacturing, and targeted marketing to address diverse consumer needs effectively across different regions.

For example, in response to the energy challenges faced by European consumers, Haier introduced the Haier X11 washing machine featuring advanced eco-friendly technologies and enhanced energy efficiency, which delivers a remarkable 60% savings compared to stringent European Class A standards.

Partnerships and Brand Positioning

Throughout its globalization journey, Haier has actively collaborated with prominent sporting events, including Roland-Garros, the ATP Tour, and the Australian Open. These partnerships not only promote the brand’s high-end image but also resonate deeply with sports enthusiasts and premium consumers worldwide. This strategy has reinforced its reputation for innovation and a luxury lifestyle among global consumers.

In 2024, Haier reported a substantial global revenue of $55.9 billion, reflecting an 8% increase year-on-year, with a net profit reaching $4.2 billion, representing a 13% growth. Notably, revenue from Haier Smart Home outside China comprises over 50% of its overall business, underscoring its strong global market positioning.

As one of the first Chinese companies to establish an international brand presence, Haier has consistently been ranked as the number one appliance brand by Euromonitor for an impressive sixteen years, showcasing its robust and sustainable competitive advantage.

Global Expansion and Market Leadership

Currently, Haier proudly operates in over 200 countries and regions, dominating key markets like China, the US, and New Zealand. In Europe, it continues to lead numerous important markets, while in Japan, the combined market share of the Haier and AQUA brands leads the cooling category. In Southeast Asia, the brand commands global market leadership. For instance, in Thailand, it is the market leader in appliances, chest freezers, and air conditioning products; in Vietnam, it tops the charts for refrigerators and washing machines; and in Malaysia, it excels in both residential air conditioning and chest freezers. Haier is ranked among the top three brands in nine significant markets, including India and Italy, and remains in the top five in countries like the UK and the Philippines.

With a steadfast commitment to its innovative 3-in-1 strategy, which integrates local insights with ongoing product innovation, Haier continues to aim for enhancing the quality of life for users worldwide, ensuring its durability and relevance in a rapidly evolving marketplace.