On June 15, the 2022 Kantar BrandZ Top 100 Most Valuable Global Brands was announced by the world’s leading data, insights and consulting company Kantar. Haier and another 13 Chinese brands including Tencent, Alibaba and Huawei made the ranking. Haier has been ranked a top 100 most valuable global brand for four consecutive years as the one and only IoT ecosystem brand in the world. In the 2022 ranking, Haier claimed the 63th place with a strong growth of brand value despite the grand trend of recession worldwide.
Although the world is undergoing profound changes unseen in a century and suffering grave impacts of the global pandemic, Chinese brands have demonstrated strength and resilience. The 14 domestic brands that made the 2022 ranking are evidence of Chinese enterprises’ strength and confidence in creating world-leading brands.
By continuously building the new paradigm of IoT ecosystem brand, Haier successfully increased its brand value by a remarkable 33%. Doreen Wang, Kantar China CEO and Global Head of BrandZ™ noted that: “In the face of new challenges, Haier achieved counter-trend growth as an IoT ecosystem brand. This has fully demonstrated the resilience and vigor of the ecosystem brand as a new paradigm, and reassured us that the ecosystem brand is the new driver for sustainable growth.”
The continuous increase of brand value is the result of Haier’s constant alignment with the trend of the times and proactive response to changes. Following the trend of ecological economy, Haier Group recognizes smart home, industrial internet, and comprehensive health as three pillars and strives to establish a new ecosystem that is driven by cutting-edge scientific and technological innovations.
Zhang Ruimin, founder and Chairman of the Board of Directors of Haier Group, pointed out that products will be replaced by scenarios and industries will be integrated into ecological systems. Under his guidance, Haier Group has established a three-tiered brand system consisting high-end brands, scenario brands, and ecosystem brands. The brand system aims to carry out the upgrading from products to scenarios and ecosystems, and meet iterating customer demands with ecosystem co-creation. Meanwhile, Haier integrates ecosystem resources and leverages the power of co-creation to empower numerous industries and enterprises to achieve digital transformation and upgrading. It is committed to extending assistance to enterprises and injecting innovation to promote economic development.
Our world is changing fast at an unprecedented pace. The new paradigm of IoT ecosystem brand presents a “China Solution”, which has chartered a path towards sustainable growth against uncertainties and provided an example for global brand transformation and upgrading. As commended by Kantar BrandZ™, “Haier, after a successful transformation into the IoT ecosystem brand, has achieved strong growth in a volatile market. The company has set an leading example and a benchmark in the global top100 brands, and it represents the direction of future evolution of global brands.”
Haier is committed to continuing its exploration of the ecosystem brand and driving more enterprises to transform in this direction. The goal is to contribute to the creation of world-leading companies featuring product excellence, brand excellence, innovation excellence, and modern governance.
About Kantar BrandZ™
As an authoritative brand ranking in the world, Kantar BrandZ™ provides valuable data for the assessment of global brand values. It combines rigorous financial analysis with extensive research on brands’ assets and quantifies the contributions that brands have made to enterprises’ financial performance. Since 1998, Kantar has investigated more than 4 million consumers in 51 markets around the world and the survey involves about 19,000 brands.
