Huawei counts on badge of Honor to lead race with Samsung, Apple for global smartphone crown

Honor, the mobile sub-brand of Huawei Technologies that helped it become the world’s third-largest smartphone supplier, is likely to double its overseas shipments this year, underscoring the Chinese company’s dual-brand strategy with handsets available in a range of prices.

The Honor brand, now available in 74 countries since it began operating as an independent operation in 2013, aimed to boost overseas shipments as it targeted younger consumers, according to Honor president Zhao Ming, without providing handset shipment figures.

“Honor is a new brand, which appeals to a younger generation of users with a preference for a product that is hip, cool or trendy,” said Zhao at the launch on Monday of the brand’s latest device in Beijing. “What is important with the brand is that it’s not merely young in age, but also reflects the psychology and lifestyle [of its target market].”

Zhao said Southeast Asia, with a combined population of 653.4 million people across 11 countries, is the region that would help Huawei surpass Apple and Samsung Electronics shipments over time, as the Shenzhen-based company pushed its dual-brand strategy in the region.

The overseas expansion of Chinese Android smartphone suppliers have intensified in the past few years amid stiff competition and sluggish growth in their home market.