Despite being the fastest growing smartphone company over the last five years, Huawei's Consumer Business Group (CBG) says the company still faces hurdles in terms of brand awareness.
Speaking at Huawei Analyst Summit 2016, Glory Zhang, chief marketing officer of Huawei's CBG, admitted "consumers still don't know the Huawei brand and still haven't experienced the firm's devices".
These are hurdles the Huawei CBG has set out to conquer this year, she said.
According to Zhang, while in countries like Egypt where the Huawei brand awareness shot up from 11% to 88% in 2015, this still does not translate to customer sales. Over 42% of consumers are aware of Huawei devices but will still not consider buying the company's devices, she stated.
Zhang noted for this year the CBG will focus on marketing communication to ensure brand awareness.
The brand awareness strategy will focus on aspects such as arts and culture, film and music, technology and innovation, as well as fashion and design, she stated.
The group has also committed to produce "brilliant" smartphones to drive its brand awareness campaign. "We see smartphones as the mainstream culture of everyday life."
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