On November 12, the company announced its 2015-2016 fiscal year earnings in the second quarter. Results show that the lenovo turnover year-on-year growth of 16%, to $12.2 billion. Due to restructuring and clean up the inventory cost of $923 million, lenovo quarterly losses amounted to hundreds of millions of dollars. This is since the end of January 2014, lenovo announced the first loss, after acquisition of MOTOROLA mobility is also since 2009, the first loss in six years. But lenovo's chairman and CEO Yang yuanqing, stressed that lenovo when the worst is over.
Bills for lenovo is to start, but it is a difficult start
Two of lenovo's main business: PC and smart phones, but are in the phase change of the industry, faced with weak consumer market. Without an innovative business, lenovo the development of the two big business, now maybe can only rely on the lenovo brand for so many years of accumulated brand effect.
"I think today we face market challenges, serious degree may be no less than 2008. In 2008, the PC market growth, the decline of the time was the enterprise business, consumer market is still very healthy. But, at that time, the lack of lenovo in the consumer business outside of China, so we are a big blow." Mr Yang had previously revealed in an interview with the media. In exploring the overseas market, and in overseas intelligence market have a certain proportion of lenovo, facing the plight of today, will still have to get the international market share, as the important solutions to solve the problem.
Lenovo this quarter loss, two-thirds of the cost to produce the business restructuring, the acquisition of MOTOROLA. In the third quarter of 2015, according to IDC, lenovo, with 5.3% of the market share of the world's smartphones in the fourth, and shipments up 11.1% from a year earlier. In the Chinese market, according to TrendForce smartphones in the third quarter shipments to China and share, lenovo, with 12.7% of the market share among the top three, and in the last quarter growth in the market share is 0.2%. Although the stable market share, but according to the current view, adjustment of lenovo group, more is for PC and mobile phone consumption market demand, the passive response. So far, about the future for the whole industry chain of ecological layout, lenovo is still no obvious action.
Tidy up the old business association, is the continuation of the intelligent machine sea tactical market? Or has their own star hot style machine? No matter what kind of strategy, it is in repeating the same way as other competitors. If a short period of time, can't find, like the millet, the new mode of market consumption behavior, and a renovation of the old model, limited value. Lenovo this quarter loss of another sum of money, from clean up the cost of the inventory. Obviously, for now, lenovo is also preparing to like huawei, millet, integrate resources, focus on propaganda own a few smart phones.
On November 9, lenovo group has released three versions, respectively is billed as the world's most thin core multimode notebook YOGA I 4 Pro, built-in can rotate 180 degrees micro projection tablet YOGA tablet 3 Pro and creating mobile applications of pluggable combined computer MIIX 4. Based on the lenovo PC business grow up, for computer technology innovation have been trying to. Technology and technology to promote change, however, does not actually is doing good in the field of computer lenovo forward one step, technology accelerated the only enterprise based on market demand change speed, want to let the enterprise towards the world of excellence, lenovo needs may not only is a "surgery".
From good to great Lenovo lack is strategic to tactical
Intelligent product sales is really affected by environment, obviously, there are still lucky rise in trouble, for example, huawei. Recently, huawei designed for Mate 8 advertising language is "we want to talk to this era". Feelings, technology, insist on... The moral is infinite. At the beginning, lenovo catchword is: human lose lenovo, the world will be like? Then, the same. Now lenovo does not guarantee enough irreplaceability, but in someone's way, for so many years, the construction of its own brand image, already more and more missing.
The personage inside course of study says, lenovo to clean up its brand means is to significantly reduce the price to the original brand such as winner and the rising sun to clear stocks, to complete the new brand to replace. In the future, lenovo will focus on the high-end and Internet (positioning) many intelligent producers now generally. Recently, lenovo launched flagship product le X3, adjust the structure of mid-range brand strategy is practice, in order to achieve the purpose of increasing profit margins. But light has a profit, the market less attractive brand, how long can go on? Lenovo more should also be returned to the original: if there is no lenovo, the world will be how, instead, the market without lenovo brand, lenovo will happen.
Jim Collins in the book "good to great", ask a way: mergers and acquisitions in driving across from good to great, didn't have any effect. Facing the homogeneity of intelligent market competition is serious, innovative breakthrough to become the next change the fuse. If constantly strive to keep market share, or put all his energy on profits, to solve the crisis, there will be a new crisis. After the reorganization of business and enterprises, the key is to see whether the layout of the new business with a long drive.
Both expand overseas markets, and to diversify its products to cope with the plight of consumer market, always stay at the tactical level, but not call strategy. In 2004, TCL acquired Thomson TV business and alcatel mobile phone business, but the two big transnational mergers and acquisitions in the next two or three years to the TCL, a lot of pressure and challenges, make its have suffered large losses. At the beginning, TCL mergers and acquisitions, also at the phase change of color TV industry. Acquisition of MOTOROLA, opened the lenovo's sales channel, also is not always the innovation-driven growth.
Ace showdown in mind, not in the hands of the weapon Lenovo requires a broken
In the face of winter, apple's strong resistance. On the one hand, an alternative from the product itself, on the other hand from consumer culture to its strong sense of identity. The wind of apple's culture, the "strong" can be seen everywhere. Deal with mobile phone products and PC decline, on the one hand, apple is doing update research and development of products, more important is the "peripheral" extension of the whole apple group, based on the layout of the entire intelligent industry chain, build belongs to apple's ecosystem.
Outstanding enterprise in the world, and ultimately choose to build its own ecological kingdom. Savings alone finely link the cost of these measures, reduce prices, can be delivered to the interests of the consumer, after all, is limited. Moreover, excellent enterprise spell is not final price, is able to achieve the breadth of the enterprise culture.
The market trend, from the product as the center that have evolved to consumers as the center, but this is definitely not the final model. The next change of the market, competition is likely to be centered on the cultural atmosphere, is the enterprise through product transfer of intangible value to consumers. Now, apple has already started, lenovo also stay on products and people. These tangible material itself. Whether this after a loss, lenovo how to start, if not the layout of the cultural industry, the next time the knockout of the industry, may be more cruel than now.
All say ace showdown in mind, not in the hands of the weapon. As the product market competition is becoming more and more cruel, when the end of the homogeneous phase, the enterprise will face in addition to hardware, technology and other tangible "weapons" competition, enterprise culture began to spell how ability of premium. Like a person, people always initially attracted by appearance, for a long time, will in temperament theory of heroes. The intelligence of our current market stays at the level and talent in appearance, theory of market position of the stage. But history will move forward, the current real smart manufacturers in the industry recession, more thinking should be based on industry. Who said bureau midgame, must be in the office, maybe in another way, it can form and present complementary advantages of the hardware.
Throughout every industry competition, the industry of excellence who seems to be not by certain technological monopoly, makes the position of today. People who are easy to remember the excellent enterprise, as always there is a kind of special impression to consumers, also depend on the cultural identity to sustain enterprises, products and people.
Can always stand at the top of the mountain scenery, are not necessarily superior. Can let the man standing at the top, trapped in maintaining the occupying power of the mountain, and lost to conquer other mountains. See, in our eyes forever just a small part of the consciousness. In lenovo, the courage to deny the past, break out of the dilemma of maintaining old industrial chain demanding innovation, looking for more efficient link.
