Electronic enthusiasts eight o'clock early: "Japan Economic News" reported on March 29 that Lenovo Group seems to have reached the point of separation. As a new business beyond the personal computer that is difficult to achieve rapid growth, Lenovo has promoted the acquisition in the field of smart phones, but the mobile phone business in October-December 2016 has suffered losses, and there is no possibility of realizing the reversal. Lenovo has a successful experience in acquiring IBM's personal computer business in the United States, but has not been able to use this experience in the field of smart phones. What will Lenovo’s “getaway†future come from?
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At the "World Mobile Communications Conference", the world's largest mobile product fair held in Barcelona, ​​Spain in early March, Yang Yuanqing, president and CEO of Lenovo, mentioned that he was determined to reinvigorate the smartphone business from scratch.
Just over three years ago, when Lenovo acquired the "Motorola" mobile phone business in 2014, Yang Yuanqing said with confidence that Lenovo will become a strong global enterprise in the fast-growing smart phone field. The first mobile phone that Yang Yuanqing bought was Motorola. He also personally came forward to negotiate the acquisition. But the decision to buy Motorola from American Valley singers for about $2.9 billion seems counterproductive.
Yang Yuanqing believes that Lenovo's mobile phone business in emerging market countries such as China, which is centered on low prices, is strong, and Motorola, which has strong brand strength in developed countries, can complement each other. As part of Yang Yuanqing’s “PC+†strategy, which is the backbone of the business outside of personal computers, Lenovo has strengthened its smartphone business, and its global market share rose to third place in 2014.
Did not insist on not interfering
However, the seemingly beautiful future will soon fade. In Lenovo's home base China, mobile phone sales are in a downturn, and sales in the US and Brazil, which dominate Motorola, are rapidly declining. In fiscal year 2015 (as of March 2016), Lenovo’s smartphone business had a pre-tax loss of $469 million, which was the main reason for Lenovo’s final loss in seven fiscal years. From October to December 2016, Lenovo’s smartphone business saw a 23% reduction in turnover and a pre-tax loss of more than $100 million.
Lenovo’s success in M&A on PCs, why is it frustrated on smartphones? A former executive analysis believes that “the key to success for PCs is to focus on local needs and thoroughly implement non-interventionism, while in intelligence The mobile phone business failed to adhere to these two points."
Liu Chuanzhi, the actual founder of Lenovo and the chairman of the parent company Legend Holdings, once pointed out that don't be addicted to technology, but pay attention to customers and regions. When acquiring IBM's personal computer business, Lenovo only introduced its own mechanism to IBM at least, and all the stocking and business strategies were handed over to the local authorities. When it merged with NEC's PC business, it also occupied the first market share in Japan by adopting a business strategy that met Japanese demand. In addition, there are almost no talents sent from China to Japan.
Sensitive to the customer's voice is sensitive to the DNA of the association. Not only is it technical strength, but Lenovo has also taken the lead in the budding Chinese PC industry with its strong sales capabilities.
But how does Lenovo perform in Motorola's business? According to relevant sources, directors from the personal computer department attach great importance to launching new smartphones in China. Due to the influence of design, etc., the time spent on overseas markets is slightly late. In China, Motorola's brand strength is also lower than expected, and sales growth is slow. There are also points of view that the executives of the mobile phone business are frequently replaced and the organization is chaotic.
According to data from China's survey company Beijing Qunzhi Marketing Consulting, Lenovo's share of smartphone shipments in China has recently reached a peak of 14.1% in 2013 and plummeted to 1.6% in 2016. In order to achieve recovery, Lenovo has reduced the types of goods in China, and the sales of smartphones have also been affected by this move.
In addition, Lenovo also carried out a "big change of blood" for executives, and recently used four vice presidents in one breath. Ma Daojie, who has cultivated the smartphone business in China Telecom Group, Jiang Zhen, who is engaged in the development of Samsung Electronics in South Korea, Zhu Han, who has experience in TCL Group, and the company who is born in China Mobile Group.
Return to the computer?
Analysts familiar with China's IT industry pointed out that "I think it is not easy to win the competition in the highly competitive smartphone market by replacing executives. Lenovo is better to return to the PC business and consolidate its foothold."
Lenovo is negotiating with Fujitsu on the acquisition of the PC business, and there are rumors that it will acquire Samsung's PC business. Yang Yuanqing said that many companies are considering withdrawing from the PC business, and we have to capture this part of the market.
Although it seems to be a strategy to return to the personal computer business, it is impossible to describe the future of Lenovo. At the forum held in Beijing on March 18th, Yang Yuanqing emphasized that through the era of personal computers and smart phones, the era of intelligent networks such as artificial intelligence and big data analysis will soon be ushered in. In order to achieve this vision, Lenovo's next move has received much attention.
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