Marketing Strategies of Huawei on the Russian Market in Contemporary Practice

Introduction. Researchers examine Huawei's marketing strategies to counter negative perceptions of Chinese brands and capitalize on Russia's geographic proximity for rapid delivery and bilateral cooperation. The study analyzes economic approaches from 2020 to 2024, emphasizing adaptation amid global sanctions, COVID-19 disruptions, and reduced competition in Russia. This may show how global tech firms from emerging economies overcome brand stereotypes and implement adaptive strategies in geopolitically sensitive markets like Russia, amid external shocks (e.g., sanctions, pandemics), to achieve market penetration and sustainable growth.
Methods and materials. The study applies analysis; classification; and comparison methods to Huawei's annual reports (2020−2024), official data, and statistical sources. Researchers conduct comparative-descriptive reviews of financial statements, news, blogs, and case studies to evaluate strategy implementation and market performance.
Discussion. Huawei counters sanctions through diversification into mining, electric vehicles and AI, reducing reliance on mobiles. In Russia, adaptive pricing, social media promotion, and celebrity endorsements exploit competitor exits, while innovation sustains competitiveness. Moreover, high research and development allocation drives breakthroughs like 5G networks and ModelArts3.0, as a result, strengthening brand prestige.
Results. Huawei demonstrates resilience through adaptive strategies, maintaining growth despite challenges by focusing on innovation and diversification. Non-mobile products offset declines in smartphone sales, while corporate business expands via partnerships and cloud services. In Russia, the company adapts the 4P framework, regularly launches new product series with consumer-focused designs, collaborates with local celebrities, participates in industry events, and extends into household appliances. Consequently, strategic implementations like anti-crisis measures, environmental initiatives, and AI integrations enhance market penetration and brand prestige globally and locally.
Conclusion. Huawei effectively deploys anti-crisis, innovation, partnership, and 4Ps strategies to recover post-2020 and penetrates Russia via localized high-end products and consumer engagement. The company achieves sustained growth and market niche, demonstrating resilience in volatile conditions. Empirical analysis of Huawei's economic strategies using financial data from 2020−2024 reports, demonstrates resilience amid crises via quantitative metrics like revenue growth and research and development investments.