Huawei’s Uphill Battle For Brand Recognition

If you are reading this article, you may know Huawei. You can ask any of your non-technical friends, who may not have any clues, even though they have existed for some time and have a place in several major overseas telecommunications markets.

We know they have a good foundation, especially in China. Interestingly, Huawei lags behind Apple and Samsung in global mobile phone sales. Therefore, in this video, I will introduce Huawei’s highs and lows since their first entry into the US market and their future progress.

I’m going back to 2010. This is the first time I met Huawei’s equipment. But you may not know it’s Huawei, because it’s a white brand device. It’s made for 18 tons of mobile devices, but you’ve never seen Huawei’s name or brand. In those early days, most of Huawei’s equipment was a cost-conscious alternative.

You can say they’re cheap, but the best thing about them is that you don’t have to spend a lot of money to pick them up. To some extent, this is a good thing, because low prices will expand their scope of influence. But at the same time, it is not helpful in brand recognition. Because for beginners, when you think of a low-cost mobile phone, you think it will be cheap, not to save money, but to build high-quality design and material selection.

I remember that the first two devices made in Huawei were awarded 18T impulse 4G and a T-shaped mobile comet. They are the perfect example of Huawei’s low-cost strategy when it first hit the scene. But the problem with these devices is that they are cheap and, in a sense, the quality of their bills is questionable.

They don’t have the best design and are made of cheap materials. This does not help your brand recognition, because people will associate your brand with low-cost alternatives and brands that lack quality control.

Interestingly, this principle of pursuing low-cost equipment still applies today to Huawei’s strategy, although it develops in different ways. Huawei’s initial breakthrough success occurred in mid-2013, when they launched Huawei and sent it to me. It uses a flat shape introduced by Samsung and Court c-note. Another option is to improve your partner. The advantage about it is to guess which shape factor it fits. But it’s only a fraction of the cost. This is the whole Huawei strategy.

The ship was largely successful. This problem still exists in the U.S. market because it is not sold directly here, and consumers have to import it, and it does not help build brand awareness here. But Huawei slowly began to grow, because with the launch of Promotion Partner 2, they opened their own online retail channels in the United States. Now they have a center where consumers interested in mobile phones can buy in one place.

This is Huawei’s strategy, because when they announce a mobile phone opportunity, you can pick it up through their online website, and eventually they start opening up to different sites. They have established partnerships with many retailers, such as Amazon and Best Buy, which makes them visible in the United States without anything at all. That’s great.

There’s also a huge opportunity, because in the United States, we know how it works when we buy a cell phone. You went to a consignment store, which is still the case today. Therefore, consumers need to have the ability to view devices, rather than selling them online through websites, which in turn help to enhance brand awareness and brand awareness. They can feel, touch and hold devices and know them well.

It has been Huawei’s long-term strategy to sell low-cost mobile phones. Even if they upgrade to mid-range equipment, they are still relatively affordable. But in order to stand out, they need to enter a new level, which will be associated with a flagship device. This became a reality when Ascend P6 was launched in the summer of 2013. This ensures that Huawei is a serious competitor because there used to be a reliable device to compete with the iPhone or Samsung Galaxy device and all the other flagship Android devices launched at that time.

You have a very good mobile phone, and so does its structure and performance. Since then they have been making some good high-end mobile phones. But the good thing about them is that when they cut prices, they are still weakening their competitors. It looks and feels very similar to other flagship devices, but they are not necessarily flagship costs.

Turning to the flagship sector is a good strategy for Huawei, as they are now competing directly with some of the industry’s top brands. So people began to notice this. But they did not stop using smartphones. Huawei eventually decided to branch into other areas, especially the Windows PC market. In 2016, we first saw their Windows 10 tablet as Huawei’s matchbook.

Moving to the PC market is their logical move because it opens up new opportunities and more consumers to sell their brands. Recently at this year’s Mobile World Congress, they announced Huawei’s main book, X Pro, which is a super book with a beautiful appearance comparable to MacBook Air. This is their strategy of evolution and migration to different fields.

Even with this ambition, there is one thing that prevents Huawei from raising its brand awareness in the United States. This is a long-standing report of espionage. This hood has been around for a long time. This is probably the most important thing to prevent them from taking off in the United States. Espionage is charged at this time, but when the government tells them that they should not use the device, it still makes consumers guess again about the use of the device. To some extent, this may be one of the reasons why it traded with Verizon and AT&T.

Now you can argue that Huawei has locked the door, but I disagree, because to me they have the key, they have the ability to build confidence in consumers and show them all the meaning. It will be a tough battle for them. It will be interesting to see how they respond to progress. I want to say that for a company, they are still trying to get some brand recognition in the United States.

They still have a long way to go, because you look back on where they started in 2010 and how much they have changed over that period. Landscapes have changed, but they have evolved with these changes. For myself, I must admit that Huawei’s products have impressed me deeply in the past three years. They have proved to me that they are capable of providing top-level equipment, but they are still weakening their competitiveness in terms of price.

What do you think of Huawei? You think there is a strong brand awareness in the United States. Where do you think they will appear in the next few years? You can leave me a message. I’ll check it out and respond as best I can.