The 2019 BrandZ™ Top 100 Most Valuable Global Brands ranking was
officially released at the New York Stock Exchange. The list featured 15
Chinese brands including Haier, marking the first time that the company
appeared in the rankings. Additionally, Haier made it into a new
category – the IoT ecosystem brand.
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The 2019 BrandZ™ Top 100 Most Valuable Global Brands ranking featured 15 Chinese brands including Haier, marking the first time that the company appeared in the rankings. (Graphic: Business Wire)
The BrandZ List of Most Valuable Brands is jointly released by the
world’s largest advertising group WPP and its subsidiary Kantar, a
leading research, insight and data company. The list established a new
category – the IoT ecosystem brand – for the first time, sending a new
signal about brand strategy during the internet of things era. Haier was
the first and the only brand listed in this category.
Since 2009, Haier has been listed in the Euromonitor International
World’s First-class Brands of Home Appliances for 10 consecutive years,
the only brand in the ranking’s history to receive this award 10 times
in a row. Haier has developed from a catch-up stage to now surpass and
lead, having transformed from a Global No 1 Home Appliance Brand to the
Sole Global IoT Brand. Being recognized as the sole IoT ecosystem brand
has brought Haier one great step closer toward its goal of creating the
first world-class IoT model.
From Haier Appliance to Haier Smart Home
It is Haier’s philosophy that a brand is defined by the user. Haier’s
brand definition is constantly evolving based on the iteration of best
user experiences during each era.
According to estimates by experts, IoT is most likely to take off in the
smart home sector. Haier’s smart home customization, with its four
unique features – consistency in high-end packages, interconnectedness
in real scenarios, integrity in full-house solutions, and iteration in
super brain – is the absolute leader. Haier’s internet of food and
internet of clothing are the leaders in defining international standards
for IoT, paving the way for the full deployment of the IoT ecosystem in
terms of technology and standards.
COSMOPlat industrial network platform
The customization experience offered by Haier’s IoT ecosystem is able to
be continuously iterated, and absorb ecosystem partners to create the
best user experiences. This is all thanks to Haier’s in-house industrial
network platform COSMOPlat.
To date, COSMOPlat has nurtured 15 emerging ecosystems, including the
internet of clothing, agriculture, RV, building ceramics and machinery.
The model has been replicated in 11 territories and 20 countries,
building a greater ecosystem for worldwide customers, encompassing
sectors such as clothing, food, accommodation, travel, health,
well-being, medical and education.
Haier has been designated by the world’s three major international
standard organizations to lead the development of international
standards for large-scale customization and other areas, positioning
China’s industrial network as a frontrunner today.
Management model for the ecosystem brand: Rendanheyi
Haier believes that IoT is essentially the internet of people. The main
reason behind the Haier ecosystem brand’s ability to cover traditional
product brands and platform brands is that the Rendanheyi model is able
to encompass the traditional management model.
The Rendanheyi model has been successfully applied across the US’
General Electric Co home appliances, New Zealand’s Fisher & Paykel,
Japan’s Sanyo, Italy’s Candy and other international brands acquired by
Haier, forming a greater ecosystem of international brands.
Being recognized as the world’s only IoT ecosystem brand demonstrates
the success of Haier’s innovative Rendanheyi management model, and also
brings new requirements to this model: namely, how to make sure the
Rendanheyi model is aligned even more closely with the times and the
general public during the IoT era, and how to support more enterprises
to create their ecosystem brands.