To compete for a share of China's smartphone market, Asustek Computer has started to adopt a more hostile marketing strategy by pointing out perceived shortcomings of its competitors, hoping to attract more consumer attention.

　　In addition to cheaper prices and better specifications, vendors are also adopting more aggressive marketing since China's smartphone market is filled with vendors, and standing out from the crowd is a priority for success.

　　When Asustek launched its ZenFone-series smartphones in China on April 11, the company specifically pointed out that it will not artificially create shortages to drive up demand, saying it will not "treat its customers like idiots". The remarks were seen as a direct commentary on companies such as Xiaomi.

　　Market watchers warn that although Asustek's marketing strategy is successfully attracting consumer attention, it runs the risk of making itself a bigger target, and may see any problems it encounters in the future receiving much greater scrutiny and criticism.