/PRZWT/On November 4th, the results of the third "Forbes China Global 30&30 2025" selection were officially released. Haier was awarded the title of "Flagship Brand" for two consecutive years, highlighting its leading strength among global brands going global. "It provides a precious nautical chart for enterprises in emerging economies around the world on how to move from the periphery to the center of the world."
Retained the title of "Flagship Brand"
It is reported that the "Forbes China Global 30&30 2025" selection was initiated by Forbes China and jointly promoted by multiple professional institutions. It aims to discover benchmark enterprises and elites that have broken through boundaries in the wave of going global, and is divided into four categories: "Flagship Brand", "Leading Brand", "Leading Figure", and "Investment Value Brand".
Among them, "flagship brands" represent the "ballast stone", serving as the mainstay of China's global expansion. They exhibit the notable characteristics of "large scale, mature operation, and in-depth globalization", and constitute the basic framework of China's global economic influence.
Specifically, among the 30 enterprises selected as "Flagship Brands", the majority are giant companies with annual revenues of over 100 billion yuan, strong profitability, and listed companies account for as high as 90%. These enterprises are undergoing a strategic upgrade from "going global in scale" to "going global in value", and from "Made in China" to "intelligently made in China and operating globally". Their stable global networks provide valuable stability and infrastructure support for the entire Chinese overseas ecosystem.
Haier has won this honor for two consecutive years, and its achievements in global brand creation are obvious to all. In the early 1990s, Haier first exported to Germany under its own brand and was one of the earliest Chinese enterprises to start creating its own brand globally. Today, Haier has penetrated into 200 countries and regions around the world, serving 1 billion user households globally. It has ranked first in the global retail volume of large home appliance brands for 16 consecutive years. It has not only created a world-renowned brand that makes Chinese people proud, but also become a beloved local brand among users all over the world.
According to the list, the globalization of Chinese enterprises is no longer a competition of a single model, but has evolved into a diverse and distinctive path to success. For the representatives of the earliest batch of enterprises to go global and create brands, Haier's innovative path in global brand creation in the new stage is also worth referring to and learning from.
Exploring "Ecological Overseas Expansion"
Among all the trends, the most profound change is the leap from merely "product going global" to a higher-dimensional "ecosystem going global".
Supported by a "trinity" system of localized R&D, localized manufacturing and localized marketing, Haier has made a leap from "product export" to "ecological co-construction". For instance, Haier connects the global manufacturing ecosystem through the COSMOPlat industrial Internet platform, and the enterprise is embedding itself into the global industrial chain in the form of systems and platforms.
In Thailand, 56 Chinese suppliers have followed Haier to build factories there, significantly reducing logistics time and enhancing response speed. By means of resonance at the same frequency and going global in groups, Haier has formed an industrial cluster effect in the local area, enhancing its international competitiveness through a win-win ecosystem.
In Europe, the popular X11 washing machine is 70% more energy-efficient than the European A-level energy efficiency standard. It is produced in the Haier washing Machine Interconnected Factory located in Tianjin, China. This place is not only a "Lighthouse Factory", but also a "sustainable Lighthouse Factory", representing the leading level of global intelligent manufacturing. From a piece of stainless steel coil, a steel plate to a complete washing machine, it only takes one hour at the fastest. What is even more valuable is that this factory has been deeply involved in the research and development stage of the X11 washing machine.
"Ecological overseas expansion" is not only reflected in the production network, but also in research and development. In 2025, Haier Leader's three-drum lazy washing machine became the first to gain popularity in the Chinese market. It was able to respond quickly to user demands and come up with product solutions, thanks to the co-creation of 10 global R&D centers - the R&D center in Qingdao, China, led the structural design to ensure that the product was suitable for different family living Spaces. The European R&D center focuses on the research and development of waterway precision control technology to ensure the stability of the three cylinders when they operate independently. The Australian R&D center focuses on the optimization of power systems, providing technical support for efficient hair care. Meanwhile, over 100 external ecosystem partners are deeply involved in product co-creation, further enhancing product functions. Moreover, after selling over 200,000 units in the Chinese market, the lazy washing machine also gained favor from overseas users at the IFA exhibition, with nearly one million pre-sale orders.
At present, Haier has established a vast network of 10 R&D centers, 35 industrial parks, 163 manufacturing centers and 230,000 sales terminals worldwide. While these touchpoints are carrying out local innovation, they are also evolving in a coordinated manner globally, enabling Haier to be more resilient and have greater imagination space when facing the diverse and ever-changing demands of global users.
Strengthen "emotional identification"
When "going global" evolves from a series of strategic choices to a global awakening of China's strength, what we see is not only the expansion of corporate territory, but also the resonance of culture and thought. These Chinese enterprises venturing overseas are not only reshaping their industries but also reconfiguring the way the world understands China.
Haier believes that true globalization is not merely the globalization of products, but rather an emotion recognized globally. What enterprises build is never a Logo, but a sense of belonging that resonates with users. To this end, Haier regards sports marketing as an important carrier of its global localized marketing, continuously deepening emotional exchanges with global users and promoting the leap of overseas users' perception of Chinese brands from "recognition" to "identification".
In 2025, Haier made a significant announcement of its collaboration with two champion football clubs, Liverpool and Paris Saint-Germain. Through the passion of competing for championships on the green field and the innovative and upward fighting spirit, it will continuously strengthen the emotional connection with users in Europe and around the world.
In addition, Haier is an official partner of ATP(Tennis Association), Roland Garros French Open, and the Australian Open, and has also reached cooperation agreements with La Liga of Spain, the Portuguese Primeira Liga, and the Royal Moroccan Football Association. Recently, Haier also joined hands with the Chinese women's volleyball team to make a joint appearance at the 2025 Women's Volleyball World Championship. Further cooperation is expected in the future. Through diversified sports events, Haier shares the belief of "walking with champions" with global users, continuously strengthens brand trust, and jointly builds a "champion brand" loved by global users.
This list of honors is more like an accurate barometer and navigator, depicting a new picture of China's globalization that is evolving dynamically. Chinese brands are integrating into the veins of the world economy with an unprecedented scale and resilience. In the future, the next stage of China's globalization will be defined by three key words: resilience, specialization and ecological construction. In the new stage of going global, Chinese brands like Haier have created not only continuously growing commercial value, but also cross-cultural resonance and recognition.
