is fast growing its consumer products business across Western Europe
through developing cutting-edge technology for its flagship products,
putting its products into ecosystems in collaboration with technology
partners, said Walter Ji, President of Consumer Business group, Huawei
Huawei, founded in 1987 in Shenzhen, initially as a firm championing
the telecommunications carrier business, has expanded fast into consumer
products such as smartphones in more recent years to increase its brand
Today, the consumer business group contributes about 30 percent of
Huawei’s overall revenue but based on the current growth it will soon
constitute 50 percent.
Ji said Huawei’s strength is due to its technology, its technological
craftsmanship with a passion for innovation, and its focus on the
fashion and exterior design aspects of its products.
As a firm strong in research and development, Huawei has invested $9.2
billion in 2015 into R&D. Its focus on the look of the product design is
reflected through details such as the high quality of cameras on its
Impressively, its smartphone sales globally have become the third
largest, just after Apple and Samsung. In 2015 smartphones sold in
Western European markets reached 8 million overall, and its market share
now stands at 8 percent in those markets, according to the company’s
In addition to its smartphone, Huawei already sells a smart watch, and
the company launched a 2-in-1 device that functions both as a tablet and
laptop at the World Mobile Congress in Barcelona in February.
"Consumers have increased their affinity with Huawei and our brand
awareness has risen to 65 percent on average in Western Europe," Ji
"We will continuously need to provide the best technology innovation
for our flagship products in WEU and meanwhile we will enhance the
collaboration with our partners as we further develop a true ecosystem,
specifically with the operators," Ji says.
Huawei began developing a presence of consumer products since 2005,
initially focusing on 3G devices such as dongles. Despite the success in
sales, much of its dongles were sold as original equipment for other
To grow its brand name in Europe, Huawei established its Consumer
Business Group as a business unit in 2011 to start marketing its own
branded products. Today, Huawei is now the second-largest Android brand
in five Western Europe countries.
Ji said one factor behind Huawei’s success is that Huawei tailors its
approach to the needs of each specific country. "We have a very
consumer-centric approach and engage with our consumer to grow Huawei
further into a truly beloved brand in Western Europe."
He said the Western European market is one of the most important for
Huawei and the region has been considered as the most challenging in
terms of brand building.
"That’s why we are investing and why we are aiming to invest even more
in order to build a trusted and beloved brand in Western Europe. This
leadership and brand awareness that we build in Western Europe will also
have a great impact on other regions and countries."