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  • Case Study on the Success Secrets of Honor Smartphone Brand
  • Dec 5, 2018


Under the R&D support from Huawei Consumer Business Group and a streamlined, power-decentralized organizational structure, the Honor smartphone brand emerged in 2014, and achieved rapid expansion both in China and internationally with a CAGR of 46% in smartphone shipments from 2014 to 2018. Under the new corporate development guideline, “Embrace the global market”, Honor is targeting by 2020 to have overseas sales contribute to over 50% of its total sales, and to have the brand rise to be one of the “Top 5 smartphone brands” in the global market. Will Honor be able to achieve its goal? What are the success secrets of Chinese brands and, in particular, Honor, in the global market? The report will present a thorough analysis on the success factors of Honor brand and its future growth outlook in both China and abroad.

Table of Contents:

  • Snapshot
  • Key Planning Assumptions
    • Key development directions of Honor brand from 2019
    • Will Honor be able to achieve its goal?
  • The Founding of Honor
  • Growth of Honor from 2014 to 2018
  • Key Success Factors Behind the Growth of Honor Brand
    • Emphasis on Product R&D and Innovation
    • Clear band positioning based on clear user segmentation
    • All-channel sales and marketing strategy
    • Organization and talent stimulation strategy
    • Global expansion strategy
  • Potential challenges for Honor

Number of Pages: 12
Author: Flora Tang
Published Date: December 2018

Attached Files

  • The rise and rise of Honor.pdf

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