QINGDAO,Chinese, May 18, 2026 /PRNewswire/ — Kantar, a global leader in brand data and strategy consulting, recently released its BrandZ 2026 ranking of the 100 Most Powerful Global Brands. The Haier group, which improves its position to now reach 53e place, is the only global brand in the IoT ecosystem to be present in this ranking for the eighth consecutive year.
The ranking not only evaluates financial performance, but also highlights the strength of a brand’s equity and its potential for future growth in the minds of consumers. Despite economic volatility, the total value of the top 100 global brands grew 22% year-on-year to US$13.1 trillion in 2026. Thirteen Chinese brands made the list, but global tech giants Google, Apple, Microsoft and Amazon remain at the head. This year, Chinese brands performed particularly well, showing an average increase of 32% in brand value compared to the previous year.
Since its debut in the ranking in 2019, Haier has continued to progress, going from 89e à la 53e globally to achieve a brand value of US$52.949 billion, demonstrating the resilience and long-term value of its ecosystem brand model.
“Haier Group has evolved from a simple home appliance manufacturer to a diversified company spanning six industry ecosystems, which is making evident progress in its ecosystem brand strategy. By combining supply chain strength and cultural adaptability, Haier provides high-value products while bringing global markets closer together through cultural integration and emotional connection, providing an excellent model for Chinese industrial enterprises to build world-class brands,” remarked Wang Xing, Director General Manager of Kantar Greater China and Global Chairman of Kantar BrandZ Ranking.
A brand growth dynamic fueled by six ecosystems
Behind Haier’s growth in brand value lies strong operational performance. In 2025, Haier Group achieved global revenue of 426.8 billion RMB (about 59.8 billion US dollars), a year-on-year increase of 6.3%, and its global profit reached 32.2 billion RMB (about 4.5 billion US dollars). Americans), an increase of 6.7% year-on-year, which testifies to a quality growth trajectory despite a complex environment.
The increase in Haier brand value is driven by its ecosystem brand strategy, focused on strengthening its core businesses, expanding and strengthening leadership, as future competitiveness will depend less on isolated capabilities and more on the dynamism of everything the ecosystem.
Haier has evolved its ecosystem collaboration to transform a “parallel fleet” into an integrated “organic entity”, subdividing three sectors into six sector ecosystems:
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Smart home ecosystemÂ: The focus is on smart living, heating, ventilation and air conditioning as well as solutions suitable for the elderly. At the center of this concept, the “brain of the smart home” targets “hands-free home maintenance”.
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Ecosystème de la santéÂ: Haier’s healthcare brand Incaier has surpassed RMB 47 billion (approximately US$6.91 billion) in value to rank among China’s top pharmaceutical and healthcare brands.
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Écosystème automobileÂ: Haier’s Autohome and CARtech brands offer high-end personalized mobility and vehicle solutions.
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Écosystème de l’économie numériqueÂ: Hainayun and Haier’s COSMOPlat AI+ industrial internet platform accelerate digital transformation across industries.
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Robotic ecosystemÂ: Shanghai STEP Electric Co., Ltd. is the global leading brand in the elevator IoT ecosystem.
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New energy ecosystemÂ: Solutions such as green energy, storage and AI robots are driving the transition to carbon neutrality across all industries.
The coordinated development of Haier’s six industry ecosystems has not only triggered powerful growth momentum for brands in the ecosystem, but also increased Haier’s brand value through continuous scenario innovation. This has enabled Haier to build a unique and difficult to imitate competitive foundation in the global brand landscape.
From global branding to ecosystem empowerment
Amid global economic upheaval, Chinese brands are accelerating their transition from “product export” to “brand export”, with independent brand building and technological innovation becoming key drivers of global competitiveness.
Globalization is not about Chinese industry surpassing others, but about gaining recognition and respect on a global level. Haier Group was the first to take this route in the 1990s, turning away from OEMs in favor of a long-term independent brand strategy, and has since established its own global base to pave the way for other Chinese brands.
Today present in more than 200 countries and regions, the Haier group has held first place in Euromonitor’s global ranking of large household appliances for 17 years. Proof of its strong global influence, the brand is ranked number 1 in eight countries (including the United States and Thailand), number 3 in 12 countries (including Japan and Italy) and number 5 in eight countries (including Germany and Saudi Arabia).
Haier’s global empowerment goes beyond home appliances. Hainayun has applied smart city capabilities to global infrastructure development in projects such as the Panama Bridge, while Haier Biomedical continues to deliver key overseas projects including the UK Biobank, where the brand enjoys the largest market share in the United Kingdom. alongside six other countries.
AI is now a decisive force and the new DNA of businesses, operations and innovation. 2025 marked Haier’s “first year of AI application”, now adopted by all staff in all processes. Haier intends to transform itself into a company natively focused on AI by 2026. While Chinese manufacturing is increasingly a Chinese creation, Haier represents a development model that combines China’s strengths with global adaptability.
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