Can Lenovo climb the first peak

Can Lenovo climb the first peak On October 12th, a hall in the Shanghai Pudong Exhibition Hall was decorated by Lenovo as a huge fashion show. The "8"-shaped pure white T-Taiwan became more and more enchanting under the influence of black curtains and roofed silver spotlights. And mysterious. Coming soon is a feast of technology and fashion.

At 8 o'clock in the evening, with the first move of the dynamic music on the T stage, Yang Yuanqing, chairman and CEO of Lenovo Group, was wearing a black slim suit, a black bow tie and a red scarf in his suit jacket pocket. Fashion style children.

In everyone's surprise, he walks like a model step and stands in the center of the stage.

“This is the first time I have taken the T stage. As an opening model, I believe that my unprofessional performance will set off the protagonist of the subsequent appearance – our new products will be more attractive and dazzling.” This is totally different from this. Yang Yuanqing, who was usually seen on various occasions, was greeted with laughter by his humorous words.

Yang Yuanqing said that the new product is the protagonist of the night - Lenovo's new tablet laptops Yoga, Lynx, Twist and Helix. However, the guests present were even more expecting that Yang Yuanqing felt that Gartner had just announced the previous day that Lenovo had surpassed Hewlett-Packard to become the world's largest computer maker.

"Enjoy the pleasure of going to the summit"

In the early hours of October 11, Beijing time, the world's leading market research companies IDC and Gartner respectively released the global computer industry report for the third quarter of 2012. According to Gartner's report, Lenovo's quarterly shipment volume has reached a historical record of nearly 13.8 million units, with a market share of 15.7%, exceeding HP's 0.2% and becoming the world's largest computer manufacturer for the first time.

Although IDC's report shows that Lenovo's global market share is also 15.7%, but because IDC's data is included in the workstation products, Lenovo still trails HP by 0.2%.

This result makes people feel a little paralyzed - Lenovo is not the world's first?

At 5:30 in the morning on the 11th, Lenovo’s internal personnel held a conference call. The final result was decided to deal with the matter in a low-key manner—not to engage in any public celebrations. It was just to send an article to the relevant media. Lenovo’s latest ranking on the PC industry "The statement" press release. At the new product launch conference on the second night, media from across the country gathered in Shanghai. Everyone was expecting Lenovo's head to bring more valuable information, but the results on the spot had always captured the news hot spots. The media colleagues were disappointed. When Yang Yuanqing talked about the different results given by the two agencies, he only said indifferently: “It doesn’t matter. It just gives us more time to challenge ourselves and enjoy the process of enjoying the summit.”

The trend of growth is more important

A year ago, data released by IDC and Gartner showed that Lenovo's PC shipments exceeded Dell in the third quarter of 2011, becoming the second largest PC maker in the world. Since then, many Lenovo executives have stated on different occasions that Lenovo surpassed Hewlett-Packard to become the world's largest PC maker, only a matter of time. In a media interview, Chen Xudong, senior vice president of Lenovo Group and president of China, said in a humorous manner: "Lenovo surpassed Hewlett-Packard, which is a matter of power."

When Lenovo will be able to sit on the top spot of the global PC, it has also become a topic of frequent discussion among media peers. It is generally believed that according to the recent development trend, Lenovo’s goal will be achieved in 2012. After Lenovo stepped out of the low point of the international financial crisis, it maintained a strong growth momentum. According to IDC's statistics, Lenovo has maintained the fastest growth rate among the world's major PC manufacturers for three consecutive years, exceeding the average growth rate of the computer industry for 14 consecutive quarters. According to Gartner's report, in the third quarter of 2012, global PC market sales decreased by 8.3% year-on-year, of which Hewlett-Packard, Dell, and Acer dropped 16.4%, 13.7%, and 10.2% year-on-year, respectively, and Lenovo's sales growth was 9.8%. Among the top five PC makers in the US market, quarterly shipments of Hewlett-Packard, Dell, Apple, and Acer declined 19.3%, 15.9%, 6.1%, and 28.2% year-on-year, respectively. Only Lenovo's growth rate was 6.1% year-on-year, maintaining a positive growth trend. Although Lenovo’s industry was affected by the global economic environment, the growth has slowed down significantly or even experienced negative growth. “But our development has always been full of horsepower and heat.” Yang Yuanqing has full confidence in the development of Lenovo at the press conference. .

When the world’s first PC maker’s laurels are already in the bag, it’s not as important for Lenovo to be first or second. What Lenovo should care about is how, in the era of PC+, Lenovo continued its growth in the PC field and won continued success in more product areas.

Hewlett-Packard counterattack

Obviously, in the eyes of Lenovo, only IDC and Gartner two authoritative organizations at the same time that Lenovo has become the world's largest PC maker, can be considered worthy of their credit. The slight difference between Lenovo and Hewlett-Packard in IDC data is partly due to HP's outstanding performance in workstation products (IDC's statistics include workstations, Gartner's statistics do not include), on the other hand, HP's global Jedi Counterattack also dragged Lenovo to the top of the footsteps.

“Once upon a time, China’s Hewlett-Packard was considered one of the masters of Lenovo and Digital China, and HP WAY was once one of the most respected corporate cultures. Now, HP employees in China also want to learn from Lenovo’s executives. Corporate culture. Oh, I have learned to swim but I have to move across the river. Is this a new success?” This is a sentiment expressed by a former HP employee on Sina Weibo. It shows from a side that HP has not taken an unreasonable attitude towards the growth momentum of Lenovo's rapid growth.

An unnamed Chinese Hewlett-Packard employee told reporters that the HP PPS department is taking various positive actions under the direct leadership and promotion of Hewlett-Packard Senior Vice President and President of China Printing and Information Products Group (PPS) Yi Xiaohui. , aggressive measures to try to re-increase the influence of HP computers in the Chinese market. "We are busy all day long now." He said that HP is learning Lenovo in many ways. This is not unrelated to Yi Xiaohui's personal experience.

Yi Xiaohui used to be the general manager of China Channel for IBM PC business. After Lenovo acquired IBM PC business, he successively served as general manager of Lenovo China Think Business, general manager of Lenovo China Notebook Business, general manager of Lenovo China Commercial Division, and associate vice president of Lenovo. The post of president was later transferred to the president of Lenovo HTK (including Hong Kong, China Taiwan, and South Korea) and joined HP on June 1, 2012. In Lenovo's many years of experience, Jean Yi Xiaohui is familiar with the various strategic planning and operating methods of Lenovo's computer business, and also allows HP to more effectively target all kinds of effective tricks in the game with Lenovo.

Prior to this, HP executives were swaying about whether to abandon the PC business, and the harm to channel partners was huge. Hewlett-Packard has released a number of heavyweight new products in succession after clearly not giving up its PC business. On September 21, HP released the new Ultrabook HP Pavilion 14/15 in Beijing. Incredibly, the price of this product is only 3999 yuan. At the press conference, Yi Xiaohui also invited Tintin and Li Daimo, who have gained fame in the "Good Voice in China" program, to demonstrate the positive image of HP products.

An insider of Lenovo told reporters that Hewlett-Packard has done a lot of work on channel partners recently, investing huge resources to support channel providers and Lenovo to grab orders, and at the same time exerting pressure on sales personnel at all levels and demanding that channel companies press their goods.

The first value

Yang Yuanqing: Do you know what the peak of the world is?

Reporter: Everest.

Yang Yuanqing: The second peak?

Reporter: I don't know.

Yang Yuanqing: So this is the first significance.

Yang Yuanqing and a journalist from a certain media talked about the “meaning of the world’s first” and was quickly passed through Weibo.

Indeed, when it comes to the world’s highest peak, many people can blurt out. The world's second highest peak (8611 meters above sea level) will have a very different reputation. It is even less likely that the world's third highest peak is 8586 meters above sea level.

For Yang Yuanqing, this is the power of the brand. "So, being able to become the world's largest PC maker is undoubtedly of great significance. I think it is especially meaningful for Chinese companies. In the high-tech field, a Chinese company has passed through a completely open market. Competition, through years of arduous efforts to achieve such a height, it will undoubtedly drive the construction of our brand, not only as a brand building of an enterprise, but also will drive the brand building of the entire country, and it will be well established in the world. China's brand image."

Being the world’s largest PC maker, the value of Lenovo will also be reflected in many aspects. This will not only greatly increase Lenovo’s influence in various regional markets around the world, but also expand channel partners, negotiations with various suppliers, etc. The benefits are also self-evident.

"In some foreign markets, the sales of Lenovo products are still not high enough. Some people may not know much about Lenovo's brands, but they will be much simpler when they introduce them to the Lenovo brand. They just say that it is the world's largest computer. The brand is sufficient.” Chen Xudong admits that everyone can be more excited about Lenovo’s ability to become the world’s largest PC maker. "If you are a Lenovo employee, you will certainly be excited, and even many Chinese people who are not Lenovo employees will be very excited, so we will still do some celebrations, but on the whole we will still be low-key." He said that if the first The title is already something in the bag and it won't feel so exciting. "Now we have taken this as a starting point for our next development."

There are also some voices in the industry that question the significance of Lenovo’s summit: What is the significance of relying on others to gradually fade out of the market? PC is a declining industry. How can it be the first and what? Indeed, the PC industry has experienced During its period of rapid development, growth has slowed down, and some research institutions even predict that the global PC industry will experience negative growth for the first time in 2012. From another perspective, Hewlett-Packard, Dell and other vendors are gradually shifting their focus to high-end commercial products and software such as servers and storage. In this regard, Lenovo has a sober understanding.

“In the PC field, we have to constantly improve our profits; in the PC+ battlefield, including smartphones, tablets, and smart TVs, we have achieved initial success in the Chinese market, and we will gradually expand into overseas markets; we will vigorously develop enterprise-level products. Also included for the first time in the Lenovo Group's annual plan, we have entered into the storage market in cooperation with EMC, and the server business will also go out of the country. These are the strategic priorities of our next step.” Chen Xudong said.

Tablet notebook defines the future

“Once again, we have proved our formula of success with good performance. It is a clear strategy, innovative products, efficient business model, and a diverse team and culture. These are the magic weapons that we can rely on. These successful magic weapons It will ensure that we become the undisputed leader of the global PC." Yang Yuanqing particularly emphasized Lenovo's view on product innovation. He believes that Lenovo has been pursuing continuous innovation while the vast majority of manufacturers regard personal computers as commodities. A variety of technical architectures bring more innovation possibilities. In the past, only Wintel, and now the rise of ARM and Android brought about a flourishing situation. At the same time, new types of products emerge in an endless stream. PCs are evolving from the only desktop computers and laptops in the past to smart phones, tablet computers, smart TVs and other rich and varied forms. "They are like Muse, they continue to bring new ones. inspiration".

For the first time in the industry, Lenovo has introduced this brand new product category. It is an extension of Intel’s ultrabook launched in the last year or two. It is a fusion of traditional forms of laptops and tablets. With the support of Windows 8, it is likely to become an important direction for computer product innovation.

In response to this name, Chen Xudong explained that the tablet notebook is actually an ultrabook, but after Lenovo's in-depth analysis of customer needs and experience, it is hoped that these products will have a clearer and more image-oriented position in the industry.

The Lenovo launched four tablet laptop products, including the 360-degree free-turning IdeaPad Yoga and IdeaTab Lynx for the consumer market, and the swivel-foldable ThinkPad Twist and split ThinkPad Helix for the commercial market. Two of the 13.3-inch and 11.6-inch screens will be available on the market in China on October 23. The sales channels will include hundreds of Lenovo stores across the country and various online sales platforms.

People's demand for full-size keyboards and large-screen displays remains the same, so clamshell notebooks will not disappear; at the same time, people's touch experience on tablet computers will be overwhelming, which makes both products have good reasons for existence.

"How to let users avoid the difficulty in the purchase, when carrying it is very light, not cumbersome it? Both large screen and full-size keyboard, but also has a sleek shape, long standby time; can not only flip, Can touch, but also can switch freely between different forms, has a wealth of applications ... ... a computer, multiple roles, I believe that will be all users dream of the product." For Lenovo's new innovative products, Yang Yuanqing apparently Preference is added. "It completely subverts the use of traditional laptops. I want to make a bold prediction: In the near future, the tablet notebook will become the new standard in the computer field, the new mainstream!"

According to reports, Yoga is an innovative form of computer that Lenovo has been developing and designing since 2004. Its first-generation concept product won the internationally renowned red dot design award in 2005. At the time, Yoga's display and base were connected via a soft leather with a lockable angle, rather than the current spindle design. In early 2012, Yoga was launched as the world's first multi-mode ultrabook at the International Consumer Electronics Show (CES). Its screen can be flipped 360 degrees and flipped to the back of the notebook keyboard, allowing people to treat it as a The use of tablet computers also introduces many innovative human-computer interaction methods such as touch and gestures. Chen Xudong disclosed that Lenovo has applied for more than 10 patents on this product to prevent other vendors from mimicking it.

Key to the success of Lenovo

In August and September 2000, Yang Yuanqing, the then CEO of Lenovo Group, led Lenovo executives to make a special trip to the Silicon Valley of the United States to study the Silicon Valley. At the end of the inspection, he established the vision of Lenovo entering the ranks of world famous brands within ten years. From this time on, Lenovo’s internationalization journey has officially begun. After a period of diversified exploration, Lenovo focused its business on the computer business. In December 2004, it officially announced the acquisition of the IBM PC business and began a truly international journey.

Now, Lenovo has become a global leader in the PC field, and its internationalization strategy has achieved initial success. At present, of the nine executive committee members of the Lenovo Group Executive Committee, six are from outside China. This diversified high-level composition makes the employees of various countries especially willing to exert their own strength to work for the company. Because such companies can give employees greater room for development, rather than to achieve a certain level to the end.

After a period of bruising, Lenovo's globalization strategy became clear: two major markets (emerging and mature markets), two customers (commercial and consumer customers), two major product groups (Think Products Group and Idea Product groups) are clearly separated. On this basis, Lenovo joined forces to form two "bumps" - Think Products Group as "Left Boxing", focusing on mature markets and large commercial customers; Idea Group as the "right fist", focusing on emerging markets and consumer customers . The former is playing the battle of defending. While consolidating the market, it is more concerned about the profitability of the business and ensuring the maximization of profits. The latter does not aim for profit, but focuses on occupying market share and gaining market recognition.

After the internationalization of Lenovo is gradually on the right track, if we want to continue to expand the scale, continuous mergers and acquisitions will become one of Lenovo's core strategies. In the face of Japan’s “closest market in the world”, numerous Chinese companies are not allowed to enter the market, and the acquisition of Japan’s NEC helped Lenovo to become the NO.1 of the Japanese PC market. On June 1, 2011, Lenovo Group announced its acquisition. Medion, Germany, is a company with high brand awareness in Western Europe and a leading player in consumer electronics. After the merger, Lenovo became the third German market. On September 5, Lenovo announced the acquisition of CCE, a Brazilian consumer electronics company. The acquisition made Lenovo's share in Brazil nearly double and became the third in the Brazilian market. It also acquired a manufacturing base in the country and increased Lenovo's brand awareness. Lenovo's current performance is inseparable from these successful mergers and acquisitions.

While stabilizing and expanding the PC global market, Lenovo has driven the chariots into a more challenging mobile internet market. In January 2011, Lenovo officially established the Mobile Internet and Digital Home Business Group (MIDH). Subsequently, Lenovo released a series of smart TVs, smart phones, and tablet PCs. Unexpected, according to the latest market report, Lenovo has surpassed Nokia to become the second largest mobile phone manufacturer in the Chinese market with an 11% market share. At the same time, Lenovo is already the second largest manufacturer of domestic Android tablet computers.

Yang Yuanqing once vowed to let Lenovo rise from a leader in the global PC industry to a leader in the PC+ field. Maybe that day is not far away.

Link: Lenovo's understanding of the convergence of laptops and tablets

In the era of PC+, laptops and tablets were two important categories of personal computing terminals, playing an increasingly important role in the production and consumption of users' information. As users' needs for use experience change, the shape of these two types of products is also continuously evolving.

The evolution of laptops:

Lenovo believes that notebook computer products are divided into three stages of development: traditional notebook computers, touch-screen notebook computers, and flat-panel notebook computers. The traditional notebook computer operates through the keyboard and mouse, adopts the classic human-computer interaction method, and is an indispensable tool in information production, content production and use. With the popularity of touch technology, users are accustomed to browsing content and implementing applications through a touch experience. This has led to the development of touch-screen notebook computers. However, in the traditional notebook computer form, the touch function cannot be used to maximize the effect. Get a better human-computer interaction experience, flat-panel laptops came into being.

Tablet PC Evolution:

Lenovo believes that tablet computers are divided into three stages: tablet computers, tablet computers with external keyboards, and flat-panel notebook computers. Tablet PCs are lightweight, portable and interactive, but they lack stable and fast information input methods. They are more used in entertainment scenes and have greater limitations. In order to make up for the lack of information production capabilities, tablets with an external keyboard appear. Although this kind of tablet computer with an external keyboard has enriched the function of the product, it has been discounted in terms of portability, which also affects the user experience. The integration of more laptop functions on the tablet is a common need for users, and it also changes the tablet computer's form and evolves into a flat-panel laptop.

Reporter's notes

Laughing for Lenovo's success

There are always some people who can't see others.

When Lenovo was called by Gartner's report as the world's largest computer manufacturer, some people jumped out and constantly questioned - Is this first meaningful? Does Lenovo have innovation? Is Lenovo profitable? Is the company competitive? An industry player Well-known Internet analysts even compare the market value of Lenovo and Tencent, in order to illustrate that Lenovo’s number one is of no value.

The Internet is an industry full of innovations, but the socio-economic development ultimately depends on the real economy as a pillar. The Internet economy and the real economy have their own values. Low-margin, low-value-added industries abound, but these companies actually create value for society. If you simply look at the real economy with the Internet's thinking, then many companies should have closed their doors long ago.

Starting from 200,000 yuan, to the domestic computer first brand, and then to the world's largest computer maker, Lenovo's success is that no one can erase. Compared with many of its peers who started at the same time, Lenovo is not only a winner but also a successful model for Chinese companies going global.

After successfully acquiring the IBM PC business, Lenovo began its internationalization process. Bain Consulting's analysis shows that from 1996 to 2000, of the 7500 listed companies in the 7 developed countries they surveyed, only one-sixth of companies achieved sustained profits in the process of internationalization. Cases of unsuccessful mergers and acquisitions abound. Lenovo has not only withstood the test, but also increased the sales volume of 13 billion US dollars that year to the current 30 billion US dollars. Such achievements are also remarkable in the global context.

In fact, Lenovo is more aware of its own shortcomings than anyone else. Efforts to improve profitability are the issues that Lenovo should pay more attention to when it becomes the world's first. In the era of PC+, Lenovo's transition to the mobile Internet has begun to show initial success. Lenovo has begun to think about how to expand this business globally. The transition to enterprise-class business will be a bigger challenge for Lenovo.

Let us give Lenovo more understanding and support. I believe that Lenovo will return more miracles to the Chinese industry.

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