ZTE is launching a charm offensive in a tough market, in a major bid to promote its brand among American consumers, reports Shen Jingting from Houston

Few Chinese companies have managed so far to gain a footprint in the huge and profitable United States market. But more Chinese firms are trying to establish a presence there, especially smartphone makers such as ZTE Corp.

On Oct 5, in the Toyota Center, in downtown Houston, Texas, Cheng Lixin, the chairman and chief executive officer of ZTE USA Inc, looked a little bit nervous. A big fan of the NBA, Cheng was about to watch a preseason game featuring the Houston Rockets and the New Orleans Pelicans.