Providing smartphones at the forefront of the market, Gionee devices often overshadow international brands such as Apple and Samsung for Chinese consumers. The firm’s expansion strategy has positioned the firm to grow as quickly as the ballooning domestic smartphone market. So far it has been successful. Reports have suggested that Gionee has dominated around half of the market, and expectations suggest they will take much more. With cost-efficient strategic alliances and highly regarded distribution channels, Gionee is said to have grasped the low and middle-income corners of the smartphone market. Brand awareness is thought to be high, provoking strong forecasts.