Five major challenges of CMO

Absrtact: When "Gujian Tan" starring Choshenyu on stage, Lenovo Yoga conference scene began some agitation. If the audience is not a media reporter but a young one, it is estimated that the scene will immediately boil, scream. October 10, Lenovo in Beijing and London both at the same time

When "Gujian Tan" starring Choshenyu stage, Lenovo Yoga Conference site began a little restless. If the audience is not a media reporter but a young one, it is estimated that the scene will immediately boil, scream.

October 10, Lenovo in Beijing and London also released the Yoga family's latest product, respectively, the built-in projector of the four-mode tablet computer Yoga Flat 2, as well as the world's thinnest multimode notebook computer YOGA3.

The long-designed press conference, which is one of Lenovo's flagship products in the second half of the year, has attached great importance to Lenovo. In order to achieve better results on 10th, Yang even worked with his employees three times in advance, until 12 o'clock in the evening.

The site effect is good, product introduction, video coordination is just right, Yuanqing speech the last "stem" to achieve the desired effect: when Yuanqing said "opponents to catch up with us for a long time, if it is necessary to add a period, is 10,000 years", behind the big screen on the top of the image of a timely appearance, the scene a joy.

About Yoga Family star fan Choshenyu, when mentioned to please Choshenyu as a guest to the scene, Yuanqing asked at that time: "Who is this person?" You know what? You know. ”

365, sir.

Yuanqing very clear, the world he did not understand, but Lenovo needs a. Decision making decisions please Choshenyu Lenovo China and cloud services group CMO Weijianglei said that he did not understand before, but the changes in the technology industry, the notebook has become a quick elimination of these facts, so he had to learn, "I have downloaded the Mo mo, must have to play." ”

Mo Mo, is the label of the young world. In fact, this is Lenovo's two years in the brand positioning of the change: younger-from middle-aged uncle to the young generation of "reverse growth."

Lenovo's reverse growth is not just a change in brand positioning, but also a change in promotional strategies-social and mobile. 10th's conference scene, there is a distinctive feature, this is Lenovo's micro-station. Anyone can scan a different two-dimensional code into Lenovo's micro-station and get all the relevant information about the new product.

The venue is full of two-dimensional code, each feature of the product, such as "thin", have a two-dimensional code. Mobile, always send information, so that Weijianglei team very tired, but, "This is the time to hone the team, can't keep up with the rhythm can only be eliminated." ”

Weijianglei seems a bit cruel, but, in my opinion, Weijianglei more "brutal" side, or he launched this year 365 days of creative copy this matter.

Which company can have stories and news every day, 365 days a year? Every day out of the copy, out of the United States map, daily promotion, consider the topic every day, which company, which person can do it?

But Lenovo's Weijianglei has designed an "impossible task" for both himself and his team. But the upshot is that Lenovo, the 365 idea, has been sticking around for almost 10 months.

Speaking of this matter, Weijianglei recalls, "This thing we mentioned last June, October they reported to me three times, none, because the solution I do not agree." If just say product, say a person, say a person every day, who see? "It was not until last December that a general meeting was established that a direction was set, called" Growing together. " Weijianglei feel it's OK. (In fact, in the technology industry, who does not need to grow?) Whether it is Lenovo, or Lenovo employees, or a science reporter, one day does not study will be outdated-Atlas sister's feelings.

"January We grow together, February we call the reverse growth, growth, growth, common growth as the topic, in the growth of the topic, the framework set." With this foundation, Weijianglei decided to start the 365 day creative copy of the matter. This one has the "reverse growth" that Yang carries a small schoolbag to school, also has the combination of small new product release "sharp double liter, reverse attack in the end", until the recent "tablet computer which strong" Blue Xiang body, by netizens called "this copy, but really a bit Cai." ”

365 days, every day creative copy, adhere to the down is not easy, but the result seems to be good, Weijianglei said, the beginning of the general response, but today, netizens, consumers of Lenovo's "younger" play has been recognized, the daily copy pushed behind, often have a lot of feedback.

Brand Remodeling is a hard work, since the beginning of this year's 365 creative copy, Weijianglei every day to see the copy, and then their own friends in the Circle, micro-blog promotion. It's not easy to read a good copy every day and become a daily job.

So when I heard that Weijianglei had such a 365-day idea, I felt it was too challenging, except to hone the team and even challenge myself. So, I think I can send Weijianglei a title: Mr. 365.

And, two months from the end of this year, let's see if Weijianglei can stick to it.

Five major challenges of CMO

Challenge oneself, this actually is Weijianglei to CMO this position ponder. In a recent speech, Weijianglei mentioned the five characteristics of the science and technology industry CMO: first, the technical ability, the second is the understanding of the product, the third is the company's business grasp, the four is the understanding of the brand, the last is to promote the grasp of means.

What is the grasp of the means of promotion? Weijianglei For example, 2012 Lenovo pushed S880 mobile phone, the first 5-inch mobile phone. "When the product department to us, their target is 150,000 to 200,000 of the volume, the promotion of departmental decision-making, the next 400,000 indicators, the final result, the cell phone sales of more than 1 million." This is the power of promotion.

For CMO, CMO can be very familiar with the name of my product, the purpose is that I can compare with competing goods. If you do not know the competition and product comparison, there is no way to highlight my advantage. Cannot highlight the advantage, the consumer can not quickly perceive, the result is certainly conceivable.

Therefore, in the face of the mobile era, Weijianglei very sigh: "For CMO, there are five mountains-technology, products, business models, brands, promotional means, not everyone can complete." ”

However, it is through a series of brand strategy, promotion strategy of drastic changes, Lenovo's image, Lenovo's market share has begun to change.

Lenovo Group CEO Yang said in a 10th press conference, Lenovo Group's PC market share has reached 20%, ahead of the early completion of the objectives of the financial year. Lenovo's PC market share reached 20% for the first time in six consecutive quarters, according to IDC's latest figures. In the second quarter of this year, Lenovo's Tablet PC sales rose 67% Year-on-year, the first jump to the world's third.

In Lenovo a series of changes at the beginning of the year, I wrote "Take Yuan Celebration, Weijianglei you gall big", Yuanqing dress up as a pupil also public, these play behind, not only Weijianglei bold, Yang's gall is big enough.

Daring, ability to innovate, to subvert, the only way to keep stereotypes.

Through the air: The target is directed at the Apple

The Yoga family's new product is still based on flat and notebook upgrades, in addition to the previous four-mode flat features, in the Hardware innovation level, the biggest feature is the new Yoga Flat 2 Pro with miniature projection function.

This is the bold result, yoga Flat 2 Pro is the world's first built-in projector of the 13-inch flat, allowing users to instantly change the wall into a TV or movie screen, support 40 to 80 inch screen launch.

In addition, the release of the 13.3-inch YOGA3 Pro multimode notebook flagship lightweight, the machine thickest only 12.8mm, only heavy 1.19KG, but also equipped with Lenovo self-developed intelligent software System har mo NY (Intelligent push and intelligent settings). From the scene, the YOGA3 Pro notebook is amazing, the use of the clock craft bracelet-style hinge, 813 parts by hand assembled. The use of bracelet-style hinges for notebooks is Lenovo's original, with a view to achieving the ultimate experience. However, the results of the chain-style hinge are also required for user testing.

Bold innovation, whether it is a product, or brand to reshape, or market promotion methods of change, as Weijianglei said "I have to play Mo Mo", Lenovo's changes are obvious to all. But for Lenovo's challenge, in fact, not just "younger" this point, how to younger, the internet thinking, while retaining their own offline advantages, more need to diversify, multipolar play.

The product line is too long, the scope of business is too wide, need Lenovo to do is, young and business qi, Internet thinking and the line to promote dances, this is Lenovo needs to grasp the delicate balance, this is Weijianglei greater challenge.

This time Lenovo Yoga family Hair New topic is "through the air", what is the passage of air? In fact, beyond the air of the Apple, which is the subtext of Lenovo.

It seems that Lenovo is both bold and modest.

This release of the YOGA3 Pro Multimode notebook is indeed thinner than the Apple air, the hardware has been achieved beyond.

Lenovo has a clear target, pointing to Apple. But can Lenovo really overtake Apple? It will take time.