Haier Continues to Dominate as Top Chinese Global Brand in 2025
Haier has once again claimed the top position in the home appliance sector of the highly respected Top 50 Chinese Global Brand Builders List for 2025, published by Google and Kantar (BrandZ). This marks the third consecutive year that Haier has excelled in this industry ranking, and it cements the company’s position within the top 10 Chinese brands for nine continuous years.
The Top 50 list is recognized as one of the most reliable brand evaluation systems globally. It covers 11 major markets including the United States, the United Kingdom, France, Japan, and India, assessing brands across 15 key categories such as home appliances, consumer electronics, and automotive. The ranking methodology is robust, combining Google surveys, search index data, and Kantar's BrandZ database, which is the largest global platform for brand analytics.
Haier's international success can be attributed to decades of committed strategies focused on long-term growth and establishing a unique brand identity. In the 1990s, instead of merely exporting original equipment like many manufacturers, Haier opted for a distinctive path, emphasizing the development of its own brand to penetrate mature markets such as Europe and the United States. This strategy later expanded to developing regions like Southeast Asia, the Middle East, and Africa. Through strategic reinvestment and sustainable growth models, Haier achieved financial self-sufficiency in foreign markets by 2016.
Central to this vision is Haier’s 3-in-1 integrated strategy, which combines R&D, local manufacturing, and marketing to meet diverse user needs across different regions. For instance, recognizing Europe’s energy shortages and high costs, Haier launched the X11 washing machine, featuring eco-friendly technology and enhanced energy-saving capabilities that provide a 60% reduction in energy consumption compared to strict Class A standards in Europe.
Throughout its globalization journey, Haier has also forged partnerships with prestigious sporting events such as the French Open, ATP Tour, Australian Open, and China Tennis Tournament. These collaborations leverage the impressive image rights of top athletes, resonating deeply with sports fans and premium product consumers worldwide, thereby bolstering Haier's image as a brand synonymous with cutting-edge innovation and lifestyle.
In 2024, Haier reported a global revenue of $55.9 billion USD, an 8% yearly increase, alongside a total global profit of $4.2 billion USD, reflecting a 13% year-over-year rise. Notably, revenue from Haier Smart Home now constitutes over 50% of its overall operations, showcasing the company’s robust global positioning. Having established a global presence early on, Haier has been ranked as the leading major home appliance brand for 16 consecutive years by Euromonitor, underscoring its strong and enduring competitive advantage on the global stage.
Currently, the Haier brand operates in over 200 countries and regions, holding top market positions in critical areas such as China, the USA, and New Zealand. In Europe, Haier continues to lead in several key markets. In Japan, the combined market share of Haier and AQUA is the highest in the refrigeration category. Across Southeast Asia, Haier is the overall market leader. In Thailand, it ranks first in major appliances, chest freezers, and air conditioners, while in Vietnam, it leads in refrigerators and washing machines. In Malaysia, Haier takes the top spot for residential air conditioners and chest freezers. Additionally, the brand has made its way into the top three in nine important markets including India and Italy, and it ranks among the top five in countries such as the UK and the Philippines.
With a steadfast commitment to its 3-in-1 strategy, emphasizing local autonomy and continuous innovation, Haier aims to enhance the lives of users worldwide.
The Top 50 list is recognized as one of the most reliable brand evaluation systems globally. It covers 11 major markets including the United States, the United Kingdom, France, Japan, and India, assessing brands across 15 key categories such as home appliances, consumer electronics, and automotive. The ranking methodology is robust, combining Google surveys, search index data, and Kantar's BrandZ database, which is the largest global platform for brand analytics.
Haier's international success can be attributed to decades of committed strategies focused on long-term growth and establishing a unique brand identity. In the 1990s, instead of merely exporting original equipment like many manufacturers, Haier opted for a distinctive path, emphasizing the development of its own brand to penetrate mature markets such as Europe and the United States. This strategy later expanded to developing regions like Southeast Asia, the Middle East, and Africa. Through strategic reinvestment and sustainable growth models, Haier achieved financial self-sufficiency in foreign markets by 2016.
Central to this vision is Haier’s 3-in-1 integrated strategy, which combines R&D, local manufacturing, and marketing to meet diverse user needs across different regions. For instance, recognizing Europe’s energy shortages and high costs, Haier launched the X11 washing machine, featuring eco-friendly technology and enhanced energy-saving capabilities that provide a 60% reduction in energy consumption compared to strict Class A standards in Europe.
Throughout its globalization journey, Haier has also forged partnerships with prestigious sporting events such as the French Open, ATP Tour, Australian Open, and China Tennis Tournament. These collaborations leverage the impressive image rights of top athletes, resonating deeply with sports fans and premium product consumers worldwide, thereby bolstering Haier's image as a brand synonymous with cutting-edge innovation and lifestyle.
In 2024, Haier reported a global revenue of $55.9 billion USD, an 8% yearly increase, alongside a total global profit of $4.2 billion USD, reflecting a 13% year-over-year rise. Notably, revenue from Haier Smart Home now constitutes over 50% of its overall operations, showcasing the company’s robust global positioning. Having established a global presence early on, Haier has been ranked as the leading major home appliance brand for 16 consecutive years by Euromonitor, underscoring its strong and enduring competitive advantage on the global stage.
Currently, the Haier brand operates in over 200 countries and regions, holding top market positions in critical areas such as China, the USA, and New Zealand. In Europe, Haier continues to lead in several key markets. In Japan, the combined market share of Haier and AQUA is the highest in the refrigeration category. Across Southeast Asia, Haier is the overall market leader. In Thailand, it ranks first in major appliances, chest freezers, and air conditioners, while in Vietnam, it leads in refrigerators and washing machines. In Malaysia, Haier takes the top spot for residential air conditioners and chest freezers. Additionally, the brand has made its way into the top three in nine important markets including India and Italy, and it ranks among the top five in countries such as the UK and the Philippines.
With a steadfast commitment to its 3-in-1 strategy, emphasizing local autonomy and continuous innovation, Haier aims to enhance the lives of users worldwide.
Topics Consumer Products & Retail）
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