Focusing on gaining trust in the unique Japanese market

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ZTE Japan, the Japanese subsidiary of Chinese telecommunications equipment manufacturer ZTE, has announced three new products for its smartphone brand "nubia." The flagship product is the foldable smartphone "nubia Flip 2," which aims to overcome the issues that prevent the spread of foldable smartphones, namely "high price" and "concerns about durability," by utilizing the experience gained when the brand was first sold in Japan last year.

As the company moves into the Japanese market, where there is a strong preference for domestic products, it is placing emphasis on "ensuring reliability" and "establishing a brand image." It aims to improve brand italy whatsapp number data recognition and reliability through new commercials featuring actor Yamazaki Kento.

Photo Products Folding smartphone "nubia Flip 2"
Folding smartphone "nubia Flip 2" and Mr. Liu

Launched in 2012, nubia is widely recognized globally, but it first arrived in Japan in March 2024. Regarding the characteristics of the Japanese market, Liu Enqi, Director of the Brand Promotion Office, pointed out that the mainstream sales method is BtoBtoC, in which carriers are responsible for sales, and indicated a policy of placing more emphasis on consumer-oriented branding and reflecting comments and feedback from consumers in product development. He said that in order to erase the impression of BtoB, it is necessary to take on a different challenge than competitors and ZTE in the past.