Acer's "Sit Two-one" battle with founder Sniper Association

Hou Jiyong May 27, Lenovo and the world's most important rival Acer sang a rival play, Lenovo and Acer are the protagonist, and Lenovo's biggest local rivals founder is the play's best supporting role.　　On that morning, the Pangu mansion, about 100 meters west of the bird's Nest, said: In the afternoon, Acer, just promoted to the world's second-largest PC maker, will announce the takeover of China's second-largest local PC maker, to change its weakness in China and to compete with Lenovo, its biggest PC maker.　　2008, Pangu Mansion has circulated a famous rumor: The world's richest man Getzhau hundreds of millions of yuan, bought the roof of the sky courtyard, in order to watch the Beijing Olympic Games. The results are slightly off the Grapevine: Founder Group and Acer signed a strategic partnership rather than an acquisition agreement. The agreement disappointed the reporters waiting to be there, but also very imaginative space.　　Acer CEO Lanci said: "Cooperation has only just begun, the future does not exclude all possible, Next, founder and Acer will build a team to discuss cooperation details." A participant analyst said: "In accordance with the announced strategic cooperation intentions, founder PC business will be outsourced to Acer operations, founder of the use of local advantages to provide certain policy support."　　The difference between outsourcing and acquisition is that the two sides share the results of China's PC market operation, while acquisitions are Fanghong by mergers and acquisitions alone. Affected by the above news, founder technology stocks rose 5% on the day.　　A source said that founder technology is planning a rights issue, and Acer cooperation to facilitate the promotion of the plan.　　The same night, Lenovo issued an annual report, revenue growth of 53% per cent.　　Acer, founder of the cooperation model founder Li You in an interview with reporters that day, the two sides will be in product development, sales channels, after-sales service, brand and other aspects of cooperation. Founder of the computer sales channel system by the store, 3C stores, agents, industry partners, in addition to Lenovo Group, founder Group has the most powerful PC sales network in China. Founder Science and Technology Service network includes 30 regional service management agencies, more than 100 customer service centers, more than 300 authorized service organizations and more than 3,000 service engineers, distribution of more than 240 cities nationwide.　　Lanci said Acer valued founder's client resources and channel resources in education, government, telecommunications and other industries.　　Acer's Chinese channels include digital China, two agency partners in the UK and dozens of provincial agents, and hundreds of distributors. In the future, Acer and founder will share the above channel and after-sale service system, Acer's products have access to the country, especially the tertiary city sales and service network.　　For founder, we can use Acer's global marketing network to sell our products overseas. Acer is also bullish on founder's local research and development capabilities and local manufacturing capabilities.　　Founder to understand the needs of local consumers, Acer's future sales to the mainland products can rely on founder's local research and development capabilities, founder Technology Suzhou Plant has an annual output of 6 million PCs manufacturing capacity, for Acer to save logistics costs. After the cooperation is completed,Founder Brand will remain independent.　　Acer is adept at multi-brand operations in one region, with the exception of the Acer brand, including Gateway, Packard Bell and Emachines, the three major brands acquired through acquisitions. Founder and Acer will set up a joint team to implement the plan.　　The two sides are already working together on the first time that Acer has launched its own new E-book lumiread in China and is working with founder's Yam network on its content. Founder Group's PC manufacturing business has been the focus of the outside world. Founder Group, including the financial industry, medical and pharmaceutical, it three business areas, it business than the previous two small scale.　　And in IT business, founder and more focus on imagesetter, digital publishing and other software and services business.　　Li You denies that founder will eventually sell the PC manufacturing business to Acer's speculation, stressing that founder PCs will remain proprietary and brand independent. New King new troubles sit two look, Acer is complacent.　　Wang, Acer's chairman, said in an interview on the same day: Acer, as a Taiwanese company from China, has been the world's first notebook, the next goal is the overall desktop and notebook sales to achieve the world's first. Acer's 70% revenue comes from notebooks, which overtook Hewlett-Packard in the first quarter of this year, making it the world's largest with a 19.4% share, with revenues reaching 5 billion dollars. But Acer's overall PC sales ranked second in the world as desktop business shrank globally.　　Lanci that Acer's turnover will grow by 20% in 2010, with overall revenue reaching 20 billion-21 billion dollars. But what makes Wang tangled is that the Chinese market has been less than ideal. Acer's first-quarter report showed that 50% of revenues came from Europe, the Middle East, Africa, 30% from Asia and 5% from China.　　Five years ago, Shih abdicated, Wang, China's regional revenue is still 8%. The rapid rise of the mainland market also gave Wang a sense of urgency.　　Wang predicts that after 1.5, China will overtake the US as the world's largest PC market.　　If you lose China, you will lose the future, to surpass HP as PC King, Wang must make a difference in mainland China, and Lenovo is Acer's most formidable rival. Over the past three years, Acer has been attacking Lenovo's attacks globally in the form of mergers and acquisitions. August 2007, Acer bought the U.S. third largest PC maker Gateway, curbing the expansion of Lenovo Group, which buys IBM's business in North America.　　Successful acquisition of Gateway, Acer also successfully from the Lenovo Group to take away Packard Bell, emachines. Acer began to contemplate emerging markets after the two big mature markets in Europe and North America were blocking Lenovo.　　Lanci said: "In the BRICS, Acer's market share in Russia is the first, in Brazil is the second, in India is the third, all beyond Lenovo Group, but in China, has been far behind Lenovo." Working with founder, Wang tried to get rid of the currentPassive situation. Lanci said: "At present founder and Acer's sales add together, will surpass Dell, ranked third."　　For Acer, China's third-largest strategic significance: China is Lenovo's backyard, and the third is to strategically divert Lenovo and influence its global layout.　　The evolution of mainland channel strategy in Acer founder Shih initial planning, the motherland will be its own hinterland, Shih did not think, after more than 20 years of tossing and turning, the mainland is still the most tangled market.　　Acer has been in a passive position over the past decade in the rise of Lenovo, founder and the same side of local manufacturers.　　Shih in office, its strategic focus has been on the channel strategy, and its strategy based on his understanding of the Chinese market is: China has only the value of selling products.　　1983 Acer first into the mainland, because there is no domestic right to use the national General Agent system, the selected four national total for the days, eight, silver Ka, Shuang-hui, the responsibility of the general agent is customs clearance, collection, shop goods. Subsequently, Acer got the right to sell the domestic market, began to consider the abolition of the four national general generation, the establishment of a separate company system.　　Lin Xianrong, the managing director of Acer Greater China, said at the time that as the profits of the PC industry had slipped to around 10%, a model of tertiary agents under the general generation would eat into the company's profits and keep its operations unsustainable. 2002, Acer successively in Beijing, Shenyang, Xi ' An, Wuhan, Shanghai, Chengdu, Guangzhou, set up seven business institutions (that is, branch), and at the same time in Beijing, Zhongshan set up two assembly plants, its marketing and sales also divided into North China, east China and other seven areas. 2003, more than 10 branches in Jinan, Nanjing and other cities were established.　　November 2003, Shih Killer, the abolition of the four major agents of the total generation, by Acer's own branch directly facing the provincial and municipal agents, the implementation of flat channel policy. But the cancellation of the general generation failed. 2004, the branch began to expose a variety of problems.　　Acer insiders said that the accounts receivable management, the use of credit lines are not satisfactory, sales have not increased with the increase in the branch. Until Shih retires, its adjustment strategy has not yet left the "channel adjustment". Shih, who was retiring, said: Lenovo's success in mainland China is due to the unsuccessful channel strategy.　　This understanding directly affects the incumbent CEO Lanci and current Chairman Wang. At the beginning of 2005, Lanci became the global general manager of Acer, announcing the full replication of the European model, the introduction of the agency and the establishment of a "new distribution model".　　That is, in the mainland to choose two to three national general generation, all over the provincial agent through the national general marketing, at the same time strictly distinguish between agent and distribution.　　The new distribution model did not give Acer the same success as Europe, five years of experience in exchange for the current repentant: To succeed in China, we must not only consider the adjustment of channel strategy, but the need to understand local policies, the use of local talent, to develop a suitable strategy for the mainland, the establishment of a local characteristics of the ecological circle. Cooperation with founder is Acer's breakthrough "Channel Adjustment" circleForce。 After 27 years, Acer began to recognise China again: this is more than a sales division.