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In today's globalizing and ever-growing economy, competition between companies is constantly growing and market share is shrinking. Therefore, in order to enter new markets, companies try to create a competitive edge by positioning new products that focus on consumer behavior and perception. In this sense, the concept of “product positioning strategy” appeared, and modern companies pay great attention to this area of activity. Huawei entered the Russian market in 1996 and immediately won the trust and interest of Russian buyers. As one of the largest companies in the field of information and communication technologies, Huawei is ready to offer the Russian market a unique technological experience, joint development of hardware and software solutions, as well as the organization of joint ventures in Russia. Working on the Russian market, the company has fully felt the impact of new factors that have appeared or are growing in recent times. These are the COVID-19 coronavirus pandemic, the complication of logistical problems, the US sanctions, the global economic crisis, the ban on investments for US investors, and other factors. The impact of these factors has significantly changed the situation in the Russian market, which, in turn, requires a correction in Huawei's strategy. Determining the direction and magnitude of the correction of the strategy, the company needs to position itself in the Russian market and assess the possibility and necessity of its implementation. This article presents the results of positioning the Chinese company Huawei in the Russian market using various positioning tools.

Founded in 1987, Huawei is a leading global provider of information and communications technology infra-structure and smart devices. [1] The company is ready to offer the Russian market a unique technological experi-ence, joint development of hardware and software solutions with Russian suppliers, as well as the organization of joint ventures in Russia. The article presents the results of SWOT and PEST analyzes of the company in the Russian market and offers recommendations for improving the company's work.

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.

Xiaomi entered the Russian market in 2016 and quickly gained consumer interest with its inexpensive but high-quality products. The article presents the results of SWOT and PEST analyzes of the company in the Russian market and offers recommendations for improving the company's work.