Haier Becomes the World's Only IoT Ecosystem Brand Listed in the Kantar BrandZ Top 100 for Eight Consecutive Years
Qingdao, China, (ANTARA/PRNewswire) - Kantar, the global company that provides brand valuation data and strategy consulting, released the ‘BrandZ 2026 Top 100 Most Valuable Global Brands’ list. In the ranking, Haier Group remains the world’s only IoT ecosystem brand listed for eight consecutive years and now sits at 53rd position. The rankings assess not only financial performance but also brand equity strength and long-term growth potential in the eyes of consumers. Amid global macroeconomic volatility, the total value of the world’s top 100 brands rose by 22% year-on-year to US$13.1 trillion in 2026. Thirteen Chinese brands are on the list, while global technology giants such as Google, Apple, Microsoft and Amazon continue to dominate the top spots. This year Chinese brands recorded an average brand value growth of 32% compared with the previous year.
Since first appearing on the list in 2019, Haier’s ranking has progressed from 89th to 53rd globally. Haier’s brand valuation now stands at US$52.949 billion, reflecting the durability and long-term value of its ecosystem‑based brand strategy.
“Haier has transformed from a home appliance manufacturer into a diversified company spanning six industrial ecosystems. Haier continues to advance an ecosystem‑based brand strategy. By combining the power of its supply chain with the ability to adapt to local tastes, Haier not only adds value to its products but also bridges global markets through cultural integration and emotional proximity. The strategy provides a blueprint for Chinese industrial companies seeking to build world-class brands,” said Wang Xing, CEO, Kantar Greater China and Global Chair, Kantar BrandZ.
Momentum Growth Supported by Six Industry Ecosystems
Haier’s brand value growth is underpinned by solid business performance. In 2025, Haier Group recorded global revenue of RMB 426.8 billion (around US$59.8 billion), up 6.3% from the previous year. Global earnings reached RMB 32.2 billion (around US$4.5 billion), up 6.7% year on year.
This growth reflects Haier’s ecosystem strategy, which concentrates on strengthening core businesses, scaling operations, and fortifying leadership across sectors. Future competitiveness will be defined by the ecosystem rather than specific expertise.
Haier also evolved its ecosystem collaboration model from a ‘parallel fleet’ system to an integrated ‘organic entity’, dividing three core sectors into six industrial ecosystems, namely:
Smart Home Ecosystem: Focused on smart homes, HVAC, and elder-friendly solutions via the “Smart Home Brain” that supports touchless home management.
Health Ecosystem: Haier Health, Incaier, valued at over RMB 47 billion (about US$6.91 billion) and a leading player in China’s pharmaceuticals and health sector.
Automotive Ecosystem: Through Autohome and CARtech, Haier delivers premium mobility solutions and vehicle personalisation.
Digital Economy Ecosystem: AI+ COSMOPlat and Hainayun-based industrial Internet platforms accelerating cross‑industry digital transformation.
Robotics Ecosystem: Shanghai STEP Electric Co., Ltd. becoming a global IoT elevator ecosystem brand.
New Energy Ecosystem: Green energy solutions, energy storage, and AI robots supporting the transition to a low‑carbon industry.
This integrated development across six ecosystems not only strengthens Haier’s business growth but also drives brand valuation higher through sustainable, scenario‑based innovation. The move helps Haier create a competitive edge that is difficult for rivals to imitate in the global market.
From Global Brand Imaging to Ecosystem Empowerment
In the face of global economic dynamics, Chinese brands are increasingly transitioning from merely exporting products to exporting brands. Independent brand development and technological innovation have become key factors in enhancing global competitiveness. Haier has been a pioneer of this strategy since the 1990s, when the brand chose to build an independent brand over relying on an OEM model for the long term.
Today, Haier Group operates in more than 200 countries and territories and has held the top position in Euromonitor’s global household appliances ranking for 17 consecutive years. Haier also ranks first in eight countries, including the United States and Thailand; third in 12 countries including Japan and Italy; and fifth in eight countries including Germany and Saudi Arabia.
Haier’s global expansion is no longer limited to household appliances. For instance, Hainayun has implemented smart city solutions in global infrastructure projects such as the Panama Bridge. Meanwhile, Haier Biomedical continues to pursue international projects, including UK Biobank, and holds the number one market share in seven countries, including the UK.
Haier also places artificial intelligence (AI) at the core of the organisation, operations, and innovation. 2025 is described as the “year of AI” at Haier, with comprehensive implementation across all processes. By 2026, Haier aims to establish a fully AI‑driven organisation. In the midst of the shift from “Made in China” to “Created in China”, Haier adopts a brand development model that blends the strengths of Chinese industry with global adaptability.