Haier has once again secured the top position in the category household appliances on the prestigious list “Top 50 2025 Chinese Global Brand Builders”, which was jointly published by Google and Kantar Brandz. This is the third year in a row in which Haier is leading in this category, and the ninth year in a row, in which the company remains among the top 10 global Chinese brands, which further strengthens the influence of the brand worldwide.
The list “Top 50 2025 Chinese Global Brand Builders”, which is recognized as one of the most reliable global brand assessment systems, covers 11 important global markets, including the United States, the United Kingdom, France, Japan and India, and evaluates brands in 15 key categories such as household appliances, entertainment electronics and automobiles. The ranking is based on a robust methodology, the Google Surveys, the Google Search Index and the Brandz database of Kantar, the world’s largest brand analysis platform.
Haier’s global success is the result of decades of strategic use for long -term growth and independent brand management. In the 1990s, Haier took a different path: Instead of exporting other manufacturers than OEM, the company relied on the development of its own brand and the entry into mature markets such as Europe and the USA before expanding regions such as Southeast Asia, the Middle East and Africa. This path, which is based on reinvestments and sustainable growth, made it possible to be financially self -sufficient on the overseas markets by 2016.
For this purpose, Haier developed a globally integrated 3-in-1 strategy (localized research and development, manufacture as well as marketing) in order to meet the different needs of users in the different regions. With regard to the shortage of energy and the high prices in Europe, the HAier X11 washing machine with its environmentally friendly technological features and improved energy saving functions was launched, which offers an energy saving of 60 % compared to the strict European A-Class standards.
In the course of his globalization, Haier has also acted actively with prestigious tennis tournaments, including Roland-Garros, ATP Tour, Australian Open and China OpenThe company used the first-class sports IPS that are very well received by global sports fans and high-quality consumers. These collaborations strengthen Haier’s brand image, which stands for “top innovation” and “premium lifestyle”, in the minds of consumers worldwide.
In 2024, the Haier Group reported a global turnover of $ 55.9 billion, which corresponds to an increase of 8 % compared to the previous year, and a global total profit of $ 4.2 billion, which corresponds to an increase of 13 % compared to the previous year. Haier Smart Home’s sales now accounts for over 50 % of the total business, which reflects the solid global positioning of the company. As one of the first Chinese companies that have built up a global brand presence, Haier has been number 1 under the large household stamps for 16 years in a row and thus has a sustainable and strong global competitive advantage.
To date, Haier has been represented in over 200 countries and regions of the world and has achieved a leading market position in important countries such as China, the United States and New Zealand.
In Europe, Haier is still a leader on several core markets. In Japan, the common market share of the Haier and Aqua brands is number 1 in the cooling devices category. In Southeast Asia, Haier is No. 1 on the overall market. In Thailand, the company is in 1st place for household appliances, freezers and air conditioning. In Vietnam, Haier is number 1 for refrigerators and washing machines, while in Malaysia it is leading both in terms of air conditioner and freezers. The brand has risen to the top 3 in nine important markets such as India and Italy and is one of the top 5 in countries such as the United Kingdom and the Philippines.
With the long-term and unshakable use for the “3-in-1” strategy of Haier, which includes a strong local approach and continuous product innovations, the brand wants to create a better life for users around the world.
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