Yang Yuanqing repeated the mistakes made by Lenovo: the success of the channel made us stand still

Dialogue with Yang Yuanqing, the mistake made by Lenovo in the past year: "The success of the operator channel made us stand back and relax"
The recent negatively entangled Lenovo Group CEO Yang Yuanqing is under great pressure. In an interview with a reporter from Nandu, he frankly reopened the mistakes made by Lenovo in the past year.
Last month, Lenovo released its 2015 financial report that domestic mobile phones sold only 10 million units, which is negligible in 450 million domestic mobile phone shipments; the annual loss was $128 million, which is the first annual loss in eight years. The recent negatively entangled Lenovo Group CEO Yang Yuanqing is under great pressure. In an exclusive interview with reporters from Southern China, Yang Yuanqing also frankly reopened the mistakes made by Lenovo in the past year.
Southern Metropolis Daily (hereinafter referred to as “Southern Capital”): In the past two years, Lenovo’s mobile phone market share has fallen sharply. What is the reason for your conclusion?
Yang Yuanqing: We basically took the operator channel more than two years ago. At that time, there were operator subsidies. Although the low-end products were a little more, the profits were not bad. Later, the market share of operators dropped from 50% to 30%, and more shares came from openness. Market and online market. Frankly speaking, our channel conversion speed is slow, and the success of the operator market makes us a bit of a self-restraint.
Nandu: So you think the channel is the winner of Lenovo's rebound?
Yang Yuanqing: It should be said that the product is still the first. In the past, our service operators were channel-oriented rather than true user-oriented. The operator's custom machine is often a low-end machine of about 500 yuan, and 40-50 models are developed at the same time, which also distracts the focus of our mid-to-high-end market.
Therefore, I have always felt that the decline in Lenovo's mobile phone sales in the first quarter of this year is positive, because we do not need to develop so many models for operators, saving a lot of resources to focus on the music, zuk and motorcycle products.
Nandu: What do you think is the reason for Lenovo's bottoming out?
Yang Yuanqing: First of all, we must do a good job, and then gradually complete the brand image and channel expansion. At the same time, our core competitiveness lies in operations, such as managing inventory, suppliers, production processes, etc. Many manufacturers end up with problems here.
Many people will say that the mobile phone market is saturated, but looking back at Lenovo's history, PC growth mainly occurs in the past five years of slow and slow growth, and still maintains a net profit of 5%. If Lenovo Lenovo can get the same 20% Market share, that is, the level of 100 billion, and now for all mobile phone manufacturers, the market space is still very large.

Techworld held in the United States, Lenovo wants to use the "modular" bottoming out
On June 9th, Lenovo Techworld was held in San Francisco as scheduled, which was the first time that it moved techworld to the United States. At this event, Lenovo released a flexible screen, AR and modular concept machine or new mobile phone, and saw its determination to fight back.
This brings a new perspective to the release of the past, which emphasizes the charging speed and camera resolution. But whether it can really make Lenovo bottom out, it will take time to verify.

Modularity: cost and pricing are key
"The two important trends in the future of mobile phones are flexible screens and modularity," said Chen Xudong, senior vice president of Lenovo Group. In comparison, the flexible screen concept machine released by Lenovo is not much different from Samsung and OPPO, and there is no mass production plan; modularization is the focus of Lenovo's various products this year.
In January of this year, the Lenovo ThinkX1 tablet released the first modular notebook, the main module is 3D scanning, projector and battery. At the zukz2 conference on May 31, the smart accessories such as the dial holster and wireless charging were also emphasized. In Chen Xudong's view, making a mobile phone thinner is one of its selling points. "For example, listening to music may be an hour a day, you certainly will not make the phone so cumbersome for an hour, this is the advantage of modularity."
However, unlike the ThinkX1 tablet release module peripherals, the price was released at the same time. This time, the modular mobile phone motoZ did not announce the price accordingly. After all, no previous production tools such as 3D scanning and projectors were made into PCs. However, mobile consumer-grade peripherals have many competing products.
"Modular business logic should be 'host (mobile phone) to expand the number of users, accessories (modules) to create profits. 'In the past PC era, the profit margin of component manufacturers is significantly higher than the whole machine manufacturers." Insiders told the Southern Reporter, "But the production scale of the hardware determines its average cost. Lenovo's peripheral modules are only for the market of a single manufacturer. Compared with the independent speaker or the charging treasure market, it is certainly not an order of magnitude, and it will face greater pressure on cost and pricing. ”
According to Chen Xudong, the price of motoZ's mobile phone and module will be announced when the US is listed in July, and the pricing of the module will also determine its success or failure in the consumer market.

2B application: play Lenovo's operational strengths
In the application prospect of modularization, Yang Yuanqing and Chen Xudong both emphasized the possibility of 2B. "For example, catering, our mods (modules) are fixed at the table, mobile phones can be connected to order, pay, and even browse your dining history; for example, hospitals can implement registration and medical records," Yang Yuanqing believes, mobile phones It will be a device ecological portal for the future IOT (Internet of Things), changing the entire business model.
This is the concept of completely subverting the business model, but the industry chain involving industry applications has become more complicated. Without the market, no developer is willing to participate, and vice versa. But Chen Xudong emphasized that the cost of industrial application development for mobile devices is extremely high. “Our solution solves computing, storage, and programmable scalability, even with the cost of hosting.”
Similar to the modularization, this release of another mobile phone launched in September, the phabpro2 with AR function is also a brighter future for the industry. At the press conference, it mainly showed the application of home decoration design and a small game of the bone brand. It is obvious that the former gets stronger voices, which can significantly improve the work efficiency of the home decoration design industry and reduce the replacement cost.
To some extent, such 2B applications have always been Lenovo's strengths. Chen Xudong once told the Southern Reporter that the PC is now more oriented to the 2B market, and the product is the first. The mobile phone is a pure consumer market, which will generate many impulse consumption. The brand and channel are equally important. Weak place.
In this interview, Yang Yuanqing also emphasized that operation is Lenovo's core competitiveness. “Managing inventory, suppliers and production processes, many manufacturers will have problems in this area.” This is precisely the most important consideration for the 2B market. Written: Southern Reporter Cai Hui from San Francisco, USA

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