Chinese home appliance producers Haier and Hisense continue to enhance their global presence. According to BrandZ's global brand builder evaluation in 2025, Haier received a brand power score of points, just points higher than the former Chinese industry champion Hisense.
The two exemplary Chinese brands
Both headquartered in Qingdao, Haier and Hisense share the same commitment to innovation, quality, and strategic expansion. The two place a significant emphasis on producing high-quality products with advanced technological features. Their robust research and development capabilities have allowed them to introduce cutting-edge products that meet the evolving demands of global consumers.
Different ladders to global prominence
The two appliance and electronic manufacturers differ in market focus, brand positioning, and acquisition strategy. While Haier has leveraged its broader product range and positioned itself as a brand, Hisense excels in the television market and offers strong propositions. Furthermore, Haier's acquisition strategy has been more aggressive and high-profile, including the acquisition of GE Appliances in 2016. Hisense, while also active in acquisitions, has focused more on building its brand through and .