Jabba WockeeZ, a "mask dance troupe" wearing a white mask, white gloves and a baseball cap, appeared wearing a Huawei watch. Audiences familiar with street dance

Huawei gave its new product Huawei Watch 2 a pretty cool advertisement: a "masked dance troupe" wearing a white mask, white gloves and a baseball cap JabbaWockeeZ appeared wearing a Huawei watch.

Accessors who are familiar with street dance will probably know that this mysterious dance troupe comes from the United States and has many Asian faces among its members. They were founded in 2003 and have gained popularity for participating in a series of talent shows such as America's Got Talent and America's Best Dance Crew. The mask-wearing outfit is their signature, and the mechanical dance has made many fans crazy.

In this 1 and a half minute advertisement, JabbaWockeeZ showed many functions of Huawei Watch 2 through performances, such as phone calls, information, positioning and recording sports data. The dance with a cool sense of technology just fits the tone of Huawei Watch 2 that emphasizes the movement.

For Huawei, which is constantly expanding its market overseas, it has always been its strategy to make marketing international and advanced. So you will find that most of the faces appearing in the advertisement are foreigners, and they are not familiar with the routines that Chinese people are familiar with in terms of creativity and information dissemination. Huawei has even tried using Pantone for product marketing.

In addition to mobile phones, the smart watch Huawei Watch launched in 2015 adopted a combination of fashion, and invited famous photographer Mario Testino to shoot a set of blockbusters for supermodels Karlie Klos and Sean O'Pry, which also appeared in the magazine "Vogue China Edition" like a luxury product.

Huawei's smartwatches priced at 399 euros-699 euros are sold in overseas markets such as Canada, Germany, France, Spain, Italy, the United Kingdom, Japan, and the United Arab Emirates.

However, Huawei's first-generation smartwatch, which is positioned as a high-end one, is not that easy to sell. IDC data shows that global smartwatch shipments in the third quarter of 2016 were only 2.7 million units, a 51.6% decline from 5.6 million units in the same period last year. No one in the top five smartwatch manufacturers saw Huawei.

After nearly two years, Huawei's second-generation smartwatch is priced at $299.99, mainly highlighting the sporty function, which has been launched in the United States. How effective this marketing strategy that combines fashion and technology still needs to be tested by the market.

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