Haier Yingkang Life: Ecosytem Brand Building

This case examines how Haier Yingkang Life builds an IoT-enabled, “patient–physician integrated” ecosystem brand using the Rendanheyi (Employee-Customer Integration) model across the user lifecycle. As a new branding pathway in the IoT era, the ecosystem brand delivers integrated, personalized, and continuously evolving solutions at the user level; coordinates and consolidates resources across stakeholders at the corporate level; and internally reconstructs organizational structure and employee incentives through the Rendanheyi approach, thereby fostering dynamic multilateral collaboration and ultimately generating high‑value brand assets and strong brand