Financial reporter Wang Beibei
On September 10, the 2024 Kantar BrandZ China Brand Ceremony with the theme of "Brand Future-· Growth in Progress" was held in Shanghai, and the "2024 Kantar BrandZ Top 100 Most Valuable Chinese Brands" was officially announced, Haier has been on this list for 14 consecutive years, as the only Internet of Things ecological brand, Haier's brand value has increased by 20% this year, and the ranking has also maintained a continuous upward trend, reaching 7th, demonstrating Haier's strong brand strength and continuous growth momentum through the cycle.
Driven by innovation, the brand value continues to improve steadily
Kantar BrandZ's data is the hard currency of global brand valuation, combining rigorous financial analysis with extensive brand equity research to quantify the contribution of brands to a company's financial performance. Since 1998, Kantar BrandZ has surveyed more than 4.3 million consumers across 54 markets and more than 20,000 brands.
In the new global economic environment, "brand" has become the core competitiveness of enterprises in global development. Kantar BrandZ insights found that no brand's growth is smooth sailing, but a strong brand is the talisman of a business. Brands that are recovering quickly from the crisis are not because they took special steps after the storm, but because they continue to operate with an emphasis on creating meaningful and differentiated brands in the minds of consumers.
"Innovation" has become the key word for Chinese enterprises to build brand growth hard power, looking at the "Kantar BrandZ Top 100 Most Valuable Chinese Brands" in recent years, Haier and other enterprises as pioneers of technological innovation and model innovation, brand value has maintained a continuous improvement trend, as a brand on the list for 14 consecutive years, Haier's brand value has increased by 20% this year, and it is one of the representative brands of sustained and stable growth.
From technology introduction to independent innovation, and then to original leadership, Haier has demonstrated outstanding innovation in focusing on the three major sectors of smart housing, big health, and industrial Internet. In the smart home sector, Haier provides global users with personalized full-scenario solutions for smart home appliances, smart homes and smart life, based on meeting the needs of users for high-quality life, further improving the research and development capabilities of original technologies, and more than 200 original technologies have been imitated by the industry; In the big health sector, Haier has been deeply engaged in the three major fields of life science, clinical medicine and biotechnology, and has led the development of the industry in ultra-low temperature technology and blood ecological industry chain. In the industrial Internet sector, Haier provides digital transformation solutions for thousands of industries through the Kaos industrial Internet platform, and empowers industrial upgrading with original technology.
In addition, Haier focuses on key and underlying technologies such as green carbon peaking and carbon neutrality, AI, IoT, underlying software and hardware, and data productivity, and implements core technology research to make scientific and technological innovation a new engine for high-quality development.
Haier's innovation achievements are not only reflected in its products and technologies, but also in its leadership of industry standards. By the end of 2023, Haier has won a total of 12 national patent gold awards, the first in the industry, led and participated in the release of 109 international standards, 813 national/industry standards, and more than 100 international standard experts, winning the right to speak for Chinese enterprises in the field of international standards.
Innovation is the inexhaustible driving force for brand development, and it is also the key to brand value enhancement. Haier's insistence on innovation and leadership has not only realized the company's own development, but also contributed to the overall rise of Chinese brands in the world, setting a benchmark for the growth of Chinese brands with its strong brand power.
Create your own brand and win users around the world with the best experience
Kantar BrandZ Research is the world's leading brand valuation methodology, based on financial value, and regularly surveys the feedback of ordinary consumers who actually buy brand products, involving more than 4.3 million consumers in 54 countries and regions around the world. The selection of the most valuable Chinese brands for many years has truly recorded the changes in the pattern of Chinese brands, which have won wide recognition and respect for Chinese brands in the global market while providing users with excellent products and services.
Kantar BrandZ believes that it is necessary for enterprises to pay more attention to enhancing their own brand value and building a strong brand, which is the only way to achieve long-term high-quality development.
As one of the first companies to go overseas, Haier's forward-looking global independent brand creation model is also a valuable practice for Chinese brands to go global. From refusing to export OEM to choosing to export and create a brand, Haier has firmly explored on the road of "difficult but correct". First, we went to the most developed markets such as Germany and United States to dance with the strongest competitors and quickly narrow the gap with companies in developed countries. Then, it gradually explored the "trinity" strategic layout of localized R&D, localized manufacturing, and localized marketing, fully understood and met the differentiated needs of global users, and gradually gained a firm foothold in various markets.
In the European market, the Langjing X11 series washing machine is 60% more energy-efficient than the European A-level energy consumption standard, providing assistance for local users to cope with the challenges of the energy crisis. In the Saudi market, the non-freezing refrigerator that can lock the fresh refrigerator after 100 hours of power outage solves the pain point of users who are not easy to store food because of hot weather; In Japan, the 800mm height of the "Care Machine" washing machine was launched for elderly female users who are short and live alone, which is convenient for the elderly to easily pick up and put clothes......
In the past, it was the mainstream for foreign brands to enter China, and now, more and more Chinese brands in the fields of automobiles, communications, home appliances and other fields have gradually entered the ranks of "world famous brands".
For example, Haier has now achieved market leadership in United States, New Zealand and other places; In Japan, Haier has become the leading brand in the ice cold washing market; Entered the TOP3 in 9 mainstream countries such as India and Italy; Entered the top 5 in 5 mainstream countries such as the United Kingdom and the Philippines; In Europe, Haier has maintained the largest market share growth rate for eight consecutive years. With 40 years of accumulation, Haier has built seven world-class high-end home appliance brand clusters around the world, including Haier, Casarte, Leader, GE Appliances, Fisher & Paykel, AQUA and Candy, with 10 R&D centers, 35 industrial parks, 143 manufacturing centers and 230,000 marketing networks around the world, entering more than 200 countries and regions around the world, and serving 1 billion user households.
Chinese brands have emerged on the world stage, showing the unique charm and unlimited potential of Chinese enterprises. In the future, with the continuous development of the global market and the increasing diversification of user needs, Chinese brands will continue to drive development with innovation, deepen brand value, and win the favor and respect of global users.