Year: 2025
Type: article
Abstract: In the era of digital marketing, social e-commerce platforms have become an important tool for brands to reach young consumers. In the increasingly competitive market, all major brands are striving to attract young consumers, especially Gen Z which is proficient in technology and has social awareness. As a leading technology company in China, Huawei actively implements the brand revival strategy to enhance its appeal among Gen Z consumers. Rednote (Xiaohongshu) is a social e-commerce platform that is deeply loved by young Chinese consumers. This study highlights the advantages and challenges of Huawei's smartphone marketing activities on the Rednote platform, and explores issues such as product positioning, consumer engagement, and the need for emotional resonance. Although Huawei smartphones have achieved success in leveraging key opinion leaders and influencer marketing, they still face significant challenges in how to align with Gen Z's values, demonstrate authenticity, assume social responsibilities, and achieve environmental sustainability. This study focuses on analyzing Huawei's Brand Rejuvenation strategy. The improvement suggestions include enhancing the emotional connection of the brand, promoting sustainable development, and adopting a more personalized product supply method to adapt to the constantly changing preferences of Gen Z.
DOI: 10.54691/dmzpsr13
Author: Chuxi Lu
Institution: South China University of Technology
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4411464200