The enterprise information inquiry platform Qichacha recently showed that Honor Device Co., Ltd. has added information regarding almost 700 trademark transfers. Huawei was the company listed as the transferor and the trademarks include Honor Pro-choice and Honor. The international classification of trademarks involves scientific instruments, furniture and clothing.
Honor is a smartphone brand launched by Huawei in 2013 and is targeted at a younger generation of consumers. Honor’s smartphone products are divided into V series, Honor series, X series and Play series. Aside from smartphones, Honor is also investing in Artificial Intelligence of Things (AIoT). In the smartphone business, Honor used to be an important part of Huawei.
According to the mediat outlet CHNFund, people familiar with the matter have said that Huawei’s run-in with the US government has seen its repercussions reverberate to Honor’s suppliers, production factories, and distribution channels.
On November 17, 2020, Huawei issued a statement saying that in these difficult times when industrial technology elements are unsustainable and its consumer business is under great pressure, Huawei decided to sell the Honor brand. Shenzhen Zhixin New Information Technology Co. was the acquiring company.
According to the statement, Huawei will not hold any shares in Honor after the sale, nor will it participate in operations or management. Nine days after Honor’s separation from Huawei, Huawei founder Ren Zhengfei came to bid farewell to Honor and encouraged it to embrace globalization and become Huawei’s strongest competitor in the future.
Later in the first half of 2020, Honor has officially changed from a sub-brand to an independent company. In April, Honor Device Co., Ltd. was established, and its legal representative is Zheng Liying. Honor Device Co., Ltd. is now 100% controlled by Shenzhen Zhixin New Information Technology Co., Ltd.