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36 Huawei Investment & Holding Co., Ltd. 2014 Annual Report
The growing popularity of our mid-range and high-end
smartphones among consumers, coupled with our
football sponsorship deals around the world, has greatly
increased awareness of the Huawei brand. According
to a consumer survey of 32 countries conducted by the
market research firm Ipsos, awareness of the Huawei
brand rose from 52% in 2013 to 65% in 2014. In other
words, nearly two-thirds of consumers worldwide had
heard of Huawei. Moreover, in the Chinese market, the
awareness of the Huawei and Honor brands had risen
to 90% and 54%, respectively.
Launched just a year ago, Honor performed so well
in 2014 that it became a new engine enabling us to
outpace our competitors. Over 20 million Honor units
were shipped, including 8 million Honor 3C, 4 million
Honor 3X, and 3 million Honor 6. By the end of 2014,
the Honor brand had established a presence in more
than 60 countries and regions.
According to the latest survey by Ipsos, Huawei's Net
Promoter Score (consumers who recommend Huawei
handsets to others) rose to 43%, placing it in the top
three brands. This testifies to the much better brand
experience Huawei now brings to consumers. Huawei
has stood out and become one of the top three brands
in terms of brand momentum. We became the first
mainland Chinese company to enter Interbrand's 2014
Top 100 Best Global Brands list.
Focusing on investing in markets outside of China
and sustaining momentum in 2015
In 2015, Huawei's Consumer BG will focus on markets
outside of China. We will consolidate our position in
the mid-range and high-end smartphone market with
a 2015 shipment target of 100 million smartphones.
As for the Huawei brand, we will focus on marketing
flagship smartphones, and establish our brand image
as a symbol of innovation and high quality through our
high-end products. For the Honor brand, we will focus
on the Internet business, replicate our successful online
business model in China in other markets, conduct
online marketing outside of China, and establish
exemplary markets to focus on.
2015 will be a crucial year for strategic deployment
by Huawei's Consumer BG. In 2015, we will fully
develop our all-around capabilities to usher in a bright
future. We will exploit the historic opportunities offered
by the mobile Internet, IoT, and IoV to build core
competences in the software, Big Data, and cloud
service era. By making breakthroughs in various business
areas including products, branding, marketing, channels,
and e-commerce, we will continue to enhance our brand
competitiveness, inspire creativity, create extraordinary
brand experiences for consumers all over the world,
and become a leading global brand for smart devices.