Under Zhao's leadership, Honor has aggressively launched smartphones with a focus on international markets. Zhao focused on high-end devices, including foldable smartphones, as he looked for Honor to look beyond China and challenge the likes of Samsung and Apple.
Honor's market share in China has risen from 9.8% in 2020 to over 15% in 2024, according to Counterpoint Research. Outside of China, Honor's market share hit 2.3% in 2024, compared to under 1% in 2020.
The company has looked to keep pace with rivals by launching artificial intelligence features on its device.