????品牌熟悉度也會發揮作用。七年前，曾經收購IBM筆記本電腦業務的聯想（Lenovo）生產的產品在美國國家部門較為敏感的網絡中也被禁止使用。但隨著消費者和公司逐漸愛上聯想的產品，而且美國大型供應商也有意看到聯想取得成功，于是憂慮漸漸平息。而華為不同，外國消費者還沒有對華為表示維護。2012年，華為智能手機出貨量為3,200萬臺，而其韓國競爭對手三星（Samsung）的智能手機出貨量卻是華為的七倍。

????公司不妨向另外一家規模更小的競爭對手小米（Xiaomi）學習。小米從籍籍無名變成中國最熱門的國內智能手機品牌，法寶就是生產價格低廉的手機設備，而且每周更新其自有操作系統，以取悅科技發燒友。這表明，蘋果（Apple）和三星不可能壟斷消費者的品味。而華為十分之一的收入都投入到了研發工作，同時具有巨大的規模經濟效益，因此華為自然可以參與競爭。

????但這些都不是速效藥。華為缺乏三星和蘋果在幾十年時間內積累的終端用戶營銷理念。改變公司的治理結構，甚至在紐約或香港上市，可能幫助公司在海外贏得好感，但卻可能失去國內的盟友。而且從根本上來說，華為在海外能獲得多大的成功還是要取決于政治。但如果高層關系有所改善，華為將會發現，現在采取的自救措施未來終會帶來回報。（財富中文網）

????譯者：劉進龍/汪皓

????Familiarity would also help. Seven years ago, products made by Lenovo -- which bought IBM's laptop computer business -- were barred for use on the U.S. State Department's more sensitive networks. But since consumers and businesses were already hooked on its products, and large U.S. suppliers had an interest in seeing Lenovo succeed, the fear subsided. Foreign consumers aren't yet fighting Huawei's corner. For every one of the 32 million smartphones it shipped in 2012, Korean rival Samsung shipped seven.

????The company could do worse than look to tiny rival Xiaomi for ideas. The Chinese handset maker has come from nowhere to become one of the country's hottest domestic smartphone brands, mostly by creating attractive handsets cheaply and upgrading its own operating system every week to please tech buffs. That shows Apple (AAPL) and Samsung don't have a monopoly on consumer tastes. There's no reason Huawei, which spends a tenth of its revenue on research and has huge economies of scale, shouldn't be able to compete.

????None of this is a quick fix. Huawei lacks the end-user marketing mentality that Samsung and Apple have cultivated over decades. Changing the company's governance structure -- perhaps even listing in New York or Hong Kong -- might win friends overseas, but lose them at home. And ultimately, the extent of the company's success outside of China will be determined by politicians. But if top-level relations improve, Huawei will find that self-help now pays dividends later.