Reading: The Honey Partnership scores hat-trick of Chinese new business

The Honey Partnership LLP has been appointed by three Chinese technology giants – Cubot, Bestek and EMIE – with a brief to make them household names in the west.

The Reading-based marketing company will provide consultancy, engagement and joint-venture services to help these brands become one of the next-generation of superbrands. 

Honey will spearhead the launch of Cubot’s range of high-spec, high-quality smartphones, and manage events including Mobile World Congress in Barcelona.

EMIE is one of one of China’s top design-led brands with a range of high-end smart-watches, colourful speakers and battery packs.  Honey is briefed to expand EMIE’s presence in the UK and US, and supported the brand at last week’s Consumer Electronics Show in Las Vegas. 

Bestek manufactures products that include telecommunications, information systems, automotive and transportation, medical, life sciences and consumer electronics. Honey’s brief is to grow Bestek’s market share in the UK and US. 

Richard Meng, CEO of Cubot, commented: “Honey’s global brand-building experience and understanding of how China-based companies operate is the combination of skills we need to grow our business in the west."

Vicky Young, marketing director of EMIE, added: “Honey’s flair for creativity aligns perfectly with our design-led culture and we look forward to connecting more effectively with audiences in the UK and US." 

Kyle Zhao, sales director of Bestek, said: “The UK and USA are important markets for us and Honey’s experience helping Chinese companies establish themselves in these markets will be invaluable.”

Mark Terry-Lush, partner and managing director of The Honey Partnership, added: “Each of these brands is a Chinese White Tiger, a future superbrand and household name.  What they create in China will disrupt established brands and win the hearts and minds of western consumers.  

"Social is a behaviour as well as a platform and Cubot, Bestek and EMIE recognise that if they place social at the heart of their marketing there is a global opportunity.  These brands are incredibly understated, because they are more focused on product quality and innovation, so Honey will use its expertise to unlock their growth potential and expand their global footprints.”