Chinese telecoms equipment and smartphone supplier ZTE will use 2016 to build brand loyalty and brand awareness by consolidating their smartphone portfolio and involving consumers in the product development process.

“We are shifting to a model where we are working directly with the consumer and trying to build the ZTE brand with the consumer,” says Waiman Lam, the Senior Director of Technology and Partnerships at ZTE Mobile Devices.

Specifically, ZTE will focus on cultivating the “ZTE Community,” where consumers can give feedback and have a direct impact on product, says Mr. Lam. As an example, he cites the release of the 64GB Axon Pro last November, which was a result of consumer feedback after the launch of ZTE’s 32GB version in August.

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Eva Xiao

Eva Xiao is a tech reporter based in Shanghai. Contact her at eva.xiao@technode.com or evawxiao (wechat & twitter).