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The article focuses on the analysis of the current marketing situation and consumer opinion related to the activities of Chinese companies Xiaomi and Huawei in the Russian market. It is based on the questionnaire study conducted with 325 participants from several major cities in Russia, which sought to measure indirect factors influencing the planning of strategic management with the effect on the consumer purchase decisions. The study also revealed the attitude of consumers towards some strategic future plans of Huawei and Xiaomi both in the global market in general, and in the Russian market in particular, which has not been done in previous research. Thus, the results and conclusions presented in the paper are of both theoretical and practical significance in terms of a more profound understanding of marketing situation in the Russian market that both Huawei and Xiaomi are currently in.