Huawei (China)

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Huawei (pronounced "Wow-way") is truly a force to be reckoned with in global telecoms. It is now the world's biggest manufacturer of mobile infrastructure equipment, supplying all but five of the top 50 telecoms providers globally. More recently though, it has turned its attention to the consumer market, launching its own handsets with considerable success. In 2013, it became the global #3 in smartphones for the first time behind Samsung and Apple. In 2015, shipments topped 100m devices for the first time, more than 30m higher than 4th-placed countrymate Lenovo. (See latest figures here). On the back of this success it became the first Chinese brand to enter Interbrand's annual ranking of Best Global Brands in 2014. Almost incredibly the business was only established in 1987, and is still a private company owned collectively by its employees, rather than a state-owned enterprise. Founder Ren Zhengfei is CEO but shares management responsibility with a team of partners. Huawei also has a broad global footprint. Revenues for 2015 jumped by 35% to around $60bn. Subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.

Capsule checked 22nd December 2016

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Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. Adbrands Weekly Update is a weekly summary of the latest news affecting leading advertisers and their advertising and marketing agencies.

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 2nd Aug 2018: Impressive results from Apple for the quarter to June were undercut by new figures from researcher IDC which show the brand slipped to 3rd place by volume among global smartphones in the latest quarter. The higher price of Apple's iPhone X helped the company to report record results for the quarter to June, usually its weakest period. Revenues from iPhone jumped by 20% year-on-year despite only a 1% increase in volumes. Group sales of $53.3bn also included a best-ever contribution of $9.5bn from services such as subscriptions and app sales. However, Apple was overtaken in total global volumes for the first time by Huawei. The Chinese brand catapulted into second place overall with unit sales of over 54m devices, equivalent to 15.8% share, ahead of Apple's 41m devices and 12.1% share. Huawei is already the leading smartphone in China by a considerable margin, with local share of 27%, while Xiaomi is now the local leader in India, and #4 worldwide. However, Samsung retains the top spot globally with 20.9% share. Oppo rounded out the global top five. The market for all other manufacturers continued to decline; their combined share slipped to 33% in 2Q, down from over 40% a year ago.

Adbrands Social Media 3rd Apr 2018: "Gal Gadot" Life just gets better and better for Gal "Wonder Woman" Gadot. Earlier this year she signed up as global "chief experience officer" for Chinese mobile brand Huawei (as well as for Revlon) and here's the first fruits of the partnership, a suitably phantasmagorical dreamscape from TBWA's Israeli outpost, LH\TBWA. Actually Gadot's been repping Huawei for several years back home in Israel, but her new-found Hollywood status must have made a big difference to her deal. We all already knew how to pronounce *her* surname (with the hard "t"). Now - at last - we also know to say "Wow-way", instead of "Whoo-are-way". 

Adbrands Weekly Update 4th May 2017: Samsung regained the top spot in global smartphones, according to latest figures from marketwatcher IDC, after being temporarily ousted from that position by Apple at the end of last year. Total global unit volumes were up 4% compared to the year ago quarter, proving there's still room for further growth in the sector after last year's slowdown. Samsung shipped 79m units during 1Q 2017, more or less the same as a year earlier, and accounting for 22.8% market share. Apple was up very slightly year-on-year, but down sharply from the final quarter of 2016, with 14.9% share. The remaining three places in the global top five were held by Chinese challengers Huawei, Oppo and Vivo, with between 5% and 10% each. In China itself, Huawei was the #1 smartphone brand with 20% share, ahead of Oppo, Vivo, Apple and Xiaomi.

Adbrands Weekly Update 28th Apr 2016: The smartphone market posted its smallest annual increase to-date according to latest figures from researcher IDC. Total volumes edged up just 0.2% to 334.9m devices. Samsung shed just 0.6% of volumes to 81.9m units, but Apple was down over 16% to 51.2m handsets. Their losses fed gains for cheaper manufacturers. Huawei strengthened its grip on the #3 spot with a 58% year-on-year jump to 27.5m units. However the biggest gainers were two little-known Chinese brands, Oppo and Vivo, whose volumes more than doubled to earn them a place among the top five, ahead of Lenovo and Xiaomi. Oppo and Vivo, like Huawei, mostly specialise in low-end devices selling for under $250.

Adbrands Weekly Update 28th Jan 2016: Apple reported another spectacular set of results for the three months to December, beating its own record for the most profitable quarter ever reported by an American company, and just managing to scrape a new personal best for sales. Yet investors more or less ignored those numbers to focus instead on CEO Tim Cook's warning that iPhone volumes are likely to decline during the current quarter, and that group revenues will fall year-on-year for the first time since 2003. Apple's slowdown was also reflected in new figures for the smartphone market from technology researcher IDC. Although the US company was firmly established as the global #2 behind Samsung with 18.7% global share, volume growth in the final quarter was just 0.4% over the year-ago quarter, lower than any of its four rivals. In a surprise turnaround, Samsung was up 14% year over year, taking 21.4% global share. However the biggest threat came from Chinese rivals Huawei (up 37% to the #3 position at 8.1% share) and Lenovo (up 44% at #4 with 5.1%). Rounding out the top five was Xiaomi with 4.6% share. Full year sales of smartphone rose 10% to a new record of 1.43bn units.

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