Liputan6.com, Jakarta – Honor, previously known as a sub-brand of Huawei, has now established itself as an independent company. Huawei sold the Honor brand to a consortium of Chinese companies in 2020.
At that time, Huawei founder Ren Zhengfei wanted Honor to become Huawei’s biggest competitor after their “divorce”. According to him, Honor employees must be motivated by the desire to overthrow their former parent company.
But interestingly, when comeback to the Indonesian market, Honor does not want to fight Huawei on the grounds that the company has a different focus than before.
“In the past, our efforts in the Indonesian market were a process of trial and error. First, we invested in the lower end of the market, only pursuing volume growth, and the strategy was repeated over and over again, causing frequent team structure adjustments, which ultimately failed to achieve good business results,” said President of Honor South Pacific, Justin Li, to Techno Liputan6.comTuesday (7/1/2025).
He said that Honor’s main strategy in Indonesia currently is to focus on the upper-middle segment and the full ecosystem, competing with Samsung and Apple, and giving consumers more choices.
“Currently, Indonesia’s high-end space is around 15 points, which are basically Samsung and iPhone. We are targeting this market space, to compete with Apple and Samsung to give users new choices,” he said optimistically.
The company, which is no longer under the shadow of Huawei, will focus on high-end products and provide consumers with more choices through innovative technology and extraordinary experiences.
Justin revealed that the company will not only launch cellphones flagship and foldable screen products, but also carries 20-30 full ecosystem products including tablets, computers, wearable devices, audio products and so on.
“The first batch of products will be officially released in Q1 2025, where the HP Honor folding screen will be one of the first new products,” he said.