Huawei is known as a telecom equipment supplier. For traditional operators, Huawei is seen as low key and reliable, good qualities to have in a B2B market. It is these qualities that have enabled Huawei to access markets across the world, covering one-third of the world’s population. However, when directly oriented towards consumers, “low-key” becomes an obstacle. After Huawei launched its mobile terminal business, it had to turn into a B2C brand with popular recognition. This has been Huawei’s biggest challenge to date.