In the era of IoT，the development and application of new generation information technology have brought subversive challenges to the traditional management model. Enterprises need to change the thinking concepts and establish a management model suitable for the new era. This paper takes Haier Group to create a world-class ecosystem brand as a case study. In the era of IoT，Haier promoted the transformation of nonlinear management by Rendanheyi model，and creatively proposed the “3E” model（ecosystem，ecosystem revenue，ecosystem brand）to build the dynamic capabilities of enterprises. In the exploration，Haier has constructed self-adaptive nonlinear network for the IoT era，connecting ecological resources around user needs to create user experience iteration by the creates scenario brand and ecosystem brand.