Chen Xudong revealed: How Uncle-level association suddenly younger?

"Background Information"

Chen Xudong, senior vice president of Lenovo Group, general manager of China, is responsible for Lenovo Group's overall business in mainland China. The terrible brand aging everyone knows, today, Lenovo in Beijing released a new generation of Yoga tablet computer, recently, he to "Shinruk" share the secret of Lenovo brand rejuvenation.

"Core Experience"

1, in the re-study Lenovo brand positioning, we describe our main consumer group is already net-generation--is a new network generation.

2, to do the global promotion, we have several important experience, one is to seize the world's top exhibition, the second is with our entire strategic partners highly cooperative.

Before our own internal meeting will say, in the PC era, Lenovo brand positioning is middle-aged uncle-style, is a very stable and reliable image, Lenovo to the Chinese left the best impression is trustworthy company. In the present PC era, this image is not enough to meet the needs of the market. So we are now moving towards a more stylish, entertaining and athletic spirit.

Here are some examples. For example, fashion marketing, yoga's press conference is very fashionable. K900 is also through the use of entertainment marketing, such as in the film "Beijing Meets Seattle" and "very lucky", are implanted in K900, Zhang Ziyi is K900. In sports marketing, we sponsor the marathon, and Kobe Bryant speaks for us.

From 2012 onwards, we have been studying how to shape Lenovo into a PC era leader image. In the PC era, in the new study of Lenovo brand positioning, we will describe our main consumer group is already net-generation--is the network generation, they have been very fond of the network of life, and, everywhere in the world, young people, although the nationality and culture are different, But it's getting closer to the fun.

To this end, we have launched a global scope of promotion. For example, in Japan we asked the star of the former football team to give us a promotion. In Moscow we have a reality show, a bit like the "Good Chinese Voice" program, are particularly creative promotional activities. The most interesting thing is that in Russia, you see the entire red wall outside of the 400-meter show board are playing ThinkPad ads, and then use the Lenovo for those who does this ad to replace.

From the beginning of the PC era, we do the first global promotion is Yoga notebook, who do not know yoga? Should know. This is our first multimode products, we are now the entire computer products are in the direction of multimode development. This product is actually sold very well in the United States and Europe, Best buy in the United States, our share can be up to 40%.

To do the global promotion, we have several important experience, one is to seize the world's top exhibition, the second is with our entire strategic partners a high degree of cooperation. At this year's CES show, we won nearly 50 awards, more than all other PC industry brands add up. We will also participate in events like the Milan International Design Week, this year, the Lenovo customer experience and design team won the top honors "annual design team" of the Red Dot Award, the first Chinese design team to receive this award after Porsche, BMW, Bosch, Adidas, Sony and Apple design team. It is also the first Asian brand to receive this award in the last five years. The Red Dot Awards Committee also announced that in 2013 Lenovo had 8 design products to win the Red Dot Design award, in which idea PAD u430s won the Red Dot Awards Supreme Honor "The best of the best". Lenovo has been very highly rated in some of America's high-end magazines.

Our partners, such as Intel, Microsoft and we all have a combination of products. In fact, because our product innovation is very good, they are willing to choose our products. Lenovo's yoga product is actually the best interpretation of Microsoft Windows8 product, so they particularly like to use this advertising.

With such a big investment, from 2011 to now, Lenovo's brand awareness has been promoted very quickly. In particular, Lenovo has become the global PC industry after the No.1, I believe this number will be further enhanced.