Haier Stands Tall Among Global Brands, Leading IoT Ecosystem Growth
Haier's Ascension in the Global Brand Landscape
In May 2025, Haier Group proudly announced its ranking as the 54th most valuable global brand according to the Kantar BrandZ index, achieving a significant brand value of $47.6 billion. This marks an impressive year-on-year growth of 47.1%, emphasizing the brand's enduring dynamism and its unique position as the only IoT ecosystem brand in the world. This recognition marks Haier’s seventh consecutive year in the top 100, reinforcing its reputation in the global marketplace.
Kantar BrandZ is widely regarded as one of the most prestigious rankings of global brands, employing a combination of in-depth financial analysis and consumer insights across 54 markets. The total value of brands featured in this year's top 100 reached a staggering $10.7 trillion, a notable increase of 29% from the previous year. This consistent growth trajectory reflects Haier's ecosystem-focused strategy and user-centric innovations on a global scale.
Apple has retained its top position for the fourth consecutive year with a brand value of $1.3 trillion, followed by tech giants such as Google, Microsoft, Amazon, and NVIDIA. Over the past 20 years, Chinese brands have doubled their value and now account for 6% of the overall brand value in the BrandZ 100 global rankings.
Haier's continued rise reflects the strength and adaptability of its brand ecosystem strategy, built on three pillars: the smart home ecosystem, a comprehensive healthcare ecosystem, and a digital economy ecosystem. In the current era of the Internet of Things (IoT), Haier has expanded beyond traditional product manufacturing to create interconnected ecosystems shaped by user co-creation and intelligent integration.
Within the smart home arena, Haier Smart has transitioned from conventional appliances to smart, connected living experiences, aiming to establish itself as the most valued home ecosystem brand globally. The company has developed a robust healthcare ecosystem that encompasses life sciences, clinical medicine, and biotechnology, becoming a leader in the national healthcare sector through rapid expansion in the past five years. Meanwhile, the digital economy ecosystem driven by Haier's COSMOPlat industrial internet platform is also catalyzing new productivity drivers and enabling sustainable transformation across industries.
Doreen Wang, CEO of Kantar Greater China and Global Chair of Kantar BrandZ, remarked, “In the last 20 years, we have witnessed the rise and fall of brands. Haier has truly evolved from a brand in Qingdao to a brand in China, then to a global brand, and now an ecosystem brand. Today, it has firmly established itself as an excellent localized global brand.” Haier's seven-year presence in the BrandZ top 100 is a testament to its enduring brand strength and a reflection of China's growing role in shaping the future of global value creation.
As artificial intelligence continues to reshape global industries, Haier declared 2025 as the first year of its full-fledged AI applications. By integrating AI into every aspect of its operations, the company seeks to build a powerful engine of productivity and innovation, further bolstering the development of its three ecosystem pillars.
Haier's vision prioritizes user-centricity, aiming to maximize human value in the era of artificial intelligence. Chairman and CEO Zhou Yunjie noted that user needs are evolving from passive acceptance to active co-creation, driving Haier to radically rethink interactions with its users. In responding to this transformation, Haier is diligently redefining the definition of user interaction through intelligent collaboration. “Adapt with artificial intelligence, or get left behind,” Zhou emphasized, underscoring the company’s commitment to integrating AI across all scenarios to enable a future where technology adapts to human needs.
In the realm of intelligent living, Haier has developed UhomeGPT, its foundational model equipped with three key capabilities: understanding, perception, and vitality. By creating AI-connected kitchen solutions that integrate appliances like refrigerators and ovens, Haier is redefining daily life. In its digital economy ecosystem, the COSMOPlat platform has independently developed a lightweight industrial model for major corporations – CosmoGPT, which supports features like intelligent Q&A, code generation, and decision-making.
Haier's ongoing ascent in the Kantar BrandZ top 100 not only underscores the strength of its brand but also highlights the growing influence of Chinese brands on the global stage. Through its ecosystem brand strategy and the ongoing transformation driven by artificial intelligence, Haier is setting new standards for innovation in the era of smart connectivity.