Focus on 2 high Tech Chinese Firms
Founded in 1995 by Wang Chuanfu in Shenzhen, China, BYD Auto was first a battery manufacturer: BYD has 65% of global nickel cadmium battery market and is the world leader in lithium-ion batteries with a share market of 30%. Then, BYD Auto has diversified into the automotive, specifically hybrid or all-electric vehicle design, development, manufacture and sale. It is now the fourth Chinese car brand and aims to become the largest automaker in the world in 2025. Thanks to its innovation and creativity, the brand has been classified as the most innovative Chinese brands in recent years.
Huawei, founded in 1988 by Ren Zhengfei, specializes in information and communication technology. The main activity of the company is in the operators supplies and telecommunications networking companies, providing software, hardware and services. Huawei has diversified its activities and developed: it has launched its own mobile phone brand with the Android operating system in 2003, and offered business solutions such as cloud computing, data centers and solutions Security since 2011. “To promote and affirm its innovation, for example for the launch of a new innovative advanced smartphone, Huawei leads a successful digital marketing strategy on the web,”say innovation excellence
Even now, in the world public opinion, Chinese brands of high technology are not considered innovative companies, but companies that carry out strategies based on the copy of the innovation of large foreign brands. However, many Chinese brands tend to develop their own innovation strategies and launch their own high-value products. The challenge for them is, therefore, affirm and highlight their innovative capacity in their communication and own their space. This requires an effective and relevant communication strategy. Among the Chinese brands, Tencent and Lenovo still maintain their leading position in terms of innovation.