Chinese brands becoming household names in Australia

The shadow of an attendee sits on a podium wall during a Lenovo Group Ltd news conference in Hong Kong, China, May 26, 2016. [Photo/VCG]

Australian technology commentator Trevor Long told Xinhua that Chinese technology companies are having a big, but slow effect on the Australian market.

"It reminds me of the (South) Korean car industry from 25 years ago, it was a very slow start for people to build trust with new brands," Long said.

"Australians are very loyal to brands that they know and use."

Long noted that the Australian market was saturated by marketing and advertising by brands such as Apple and Samsung, which made it difficult for Chinese brands to compete.

He said one of the challenges Chinese brands must overcome is their name.

"People look at that (Chinese company names), and think how do you pronounce it? That's why we need familiarity to grow the user base," Long explained.