QINGDAO, China, May 18, 2026 /PRNewswire/ — Kantar, a global leader in brand data and strategy consulting, recently released its BrandZ 2026 ranking of the top 100 most powerful global brands. The Haier Group, which has improved its position to now rank 53rd, is the only global brand in the IoT ecosystem to be featured in this ranking for the eighth consecutive year.
The ranking evaluates not only financial performance but also highlights the strength of a brand’s capital and its potential for future growth in the minds of consumers. Despite economic volatility, the total value of the top 100 global brands increased by 22% annually to reach $13.1 trillion in 2026. Thirteen Chinese brands are included on the list, but global technology giants Google, Apple, Microsoft, and Amazon remain at the top. This year, Chinese brands have performed particularly well, showing an average 32% increase in brand value compared to the previous year.
Since entering the ranking in 2019, Haier has continued to rise, moving from 89th to 53rd place globally with a brand value of $52.949 billion, demonstrating the resilience and long-term value of its ecosystem brand model.
“The Haier Group has evolved from a simple home appliance manufacturer to a diversified company covering six sectoral ecosystems, showing clear progress in its ecosystem brand strategy. By combining supply chain strength and cultural adaptability, Haier provides high-value products while bringing global markets closer through cultural integration and emotional connection, offering an excellent model for Chinese industrial businesses looking to build world-class brands,” said Wang Xing, General Manager of Kantar Greater China and Global President of Kantar’s BrandZ ranking.
The growth momentum of the brand is fueled by six ecosystems: – Smart Home Ecosystem focusing on smart living, heating, ventilation, air conditioning, and solutions for the elderly. – Health Ecosystem led by Haier’s health brand, Incaier, surpassing 47 billion RMB in value in areas of pharmacy and health. – Automotive Ecosystem offering premium mobility and vehicle solutions through brands Autohome and CARtech. – Digital Economy Ecosystem transforming digitalization in all sectors with Hainayun and COSMOPlat AI+. – Robotics Ecosystem with Shanghai STEP Electric Co., Ltd. as a leading brand in IoT elevator ecosystem. – New Energy Ecosystem promoting green energy, storage, and AI robots for carbon neutrality transition.
The coordinated development of Haier’s six sectoral ecosystems has not only triggered robust growth dynamics for ecosystem brands but also increased the brand value of Haier through continuous scenario innovation, enabling Haier to build a unique and difficult-to-imitate competitive base in the global brand landscape.
In the context of global economic upheavals, Chinese brands are transitioning from “product export” to “brand export,” with independent brand creation and technological innovation becoming essential drivers of global competitiveness. Haier was among the first to take this path in the 1990s, shifting from original equipment manufacturers to a long-term independent brand strategy and since then establishing its own global base to pave the way for other Chinese brands.
Today, present in over 200 countries and regions, Haier leads the global Euromonitor ranking for large home appliances for 17 years. As a testament to its strong global influence, the brand ranks #1 in eight countries including the United States and Thailand, #3 in 12 countries including Japan and Italy, and #5 in eight countries including Germany and Saudi Arabia.
Haier’s global empowerment goes beyond home appliances, with projects like applying smart city capabilities to global infrastructure projects like the Panama Bridge by Hainayun as well as Haier Biomedical projects including the UK biobank, where the brand enjoys the top market share among 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 aims to transform into an AI-centric enterprise in 2026. As Chinese manufacturing increasingly becomes Chinese creation, Haier represents a development model that combines China’s strengths with global adaptability.
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