You are right on that. I don't think any international consumer would care if they changed their handle. I don't know about the Chinese market though.
Well let's look at the latest data below for the Chinese Market. Oppo - remember the brand I mentioned is making its push in Asia?!?! It's currently sitting at the top, overtaking Huawei in the Chinese market over the 2015-2016 period. Vivo is hot on their heels also.
So clearly you don't need a Chinese sounding brand to do well in China.

https://techcrunch.com/2017/02/05/oppo-topped-chinas-smartphone-market-in-2016/
Let's now look at the Worldwide marketshare. Samsung and Apple are at the top, obviously.
But notice how Huawei was a runaway 3rd in 2016? Then in 2017, the brands I mentioned before, Oppo and Vivo are making HUGE grounds, to the point where they've nearly doubled their market share over the 2016 - 2017 year alone!!!
Watch this space.
I predict Oppo and Vivo will eventually leave Huawei in the dust - if they don't begin to reinvent its brand and change that unpronounceable name.

https://9to5mac.com/2017/05/23/iphone-market-share-gartner-q1-2017/