Lenovo Chen Xudong: We are facing an unprecedented crisis

Lenovo Group China President Chen Xudong Sina Science and technology news November 28, Lenovo Group announced the establishment of a digital marketing team yesterday, hoping to move the interconnection of the way to strengthen the Lenovo Group brand, culture and product promotion. Chen Xudong, China's president of Lenovo Group, said in an internal speech that compared with internet companies, traditional companies such as Lenovo Group are lagging behind in terms of user focus, rapid response, responsiveness to user needs, employee innovation, and operational efficiency. Such a situation is making him "feel a crisis of unprecedented proportions." To this end, Chen Xudong to the team members, "as soon as possible to the Internet transformation" to do a good customer experience, the accumulation of loyal customers, and communication with users. "To put it simply, focus on the client's pain point, provide solutions through the Internet, and constantly listen to customer feedback, rapid response, continuous improvement; Through this process, the accumulation of loyal customers, the development of a part of the fans; to provide customers with products or services, not the pursuit of perfection, but to the extreme, in a particular aspect of the outstanding It is important to listen to opinions, to communicate and to improve. "Chen Xudong said. (Loliang) Chen Xudong in Lenovo Digital marketing team set up the General Assembly speech, as follows: Dear friends, Good afternoon! Today digital Marketing team finally in my anxiously waiting for the official listing set up! Members of the digital marketing who are present, you have made me wait so hard! As we all know, we are not only a leader in the field of PC, but we have also made great achievements in the field of PC. The speed of our progress to the entire industry is "stunned", our stock price rising speed also let everyone "stunned." But I don't want to spend too much time talking about our past successes. In fact, the whole world has changed a lot. What we have done before is now no longer applicable. To cite an example, we spend a lot of money on the promotion, but we monitor the brand index has not significantly improved. This is the reason why we should set up digital marketing. We are to be from the past to product-centric promotion, quickly turn to customer experience as the center of Mobile interconnection, through the operation of customer relations, widely established their Lenovo's brand, culture, products such love. I see that the new team not only absorbs the elite from the Lenovo promotion system, also has from the partner Blue cursor, the electricity digital, the ring time, cooler and so on company's business backbone, I to you is full of anticipation, will also give you the biggest support and the most relaxed environment, including your exclusive work area. At the same time, I also encourage all colleagues to act, with their own micro-blog, micro-letter and other media, actively publicize the company's performance, products and culture, we join together into the army of digital marketing. Yuanqing, a leading figure in Lenovo, was very unlucky to be abroad, but he was eagerly awaiting the digital Marketing Sail. He sent us congratulations in a special way. This is Yuanqing sent me a micro-letter: "Asahi East, I do not have the means to participate in your digital marketing team sailing ceremony, in this historic moment, I would like to take a few words through the micro-letter, but also please help me to broadcast to you: your digital marketing team colleagues, everyone good! Today is China's digital marketing team officially into the Army day, I think, through the micro-letter to congratulate, should be the most occasional, the most fashionable way. The overall transition to the Internet is our urgent goal. We need to quickly set up the business model of the Internet, products have a better Internet application experience, sales have a stronger Internet access, marketing to give full play to the characteristics of the Internet and means to consumers as the core, promote our products, promote our image. I will always pay attention to your efforts, at any time for your results point "praise"! Come on! "Here I speak only to half. Doing well digital marketing is just the first step towards the Internet. We have done a lot of research on the Internet model, and I just had a conversation with an internet company this noon. Summing up the preliminary review, we and the Internet companies have a few major differences: offensive vs. On the defensive first, internet companies generally have the upper hand, and both investors and ordinary people think that internet companies are more promising and pay more attention to them. But to the traditional enterprise, the attention degree is getting lower. Internet companies are infiltrating all aspects of people's lives, challenging the survival of the traditional enterprise space. Most traditional companies are more defensive than internet companies, trying to protect their territory from being violated, but only to watch the territory erode; a small number of companies have discovered the problem, and there is a huge price to pay for change. For example, Su Ning's O2O change has brought about a decline in profits; Recently, Mr Yu, a micro-credit circle, said the new Oriental was on the verge of collapse on the 20 anniversary of its founding. Companies focus on different, focus on customers vs. Pay attention to numbers. Second, internet companies in general are doing more right things, research customers, quickly respond to customer needs (and change), the accumulation of user's favorite, these are basic competitiveness; so internet companies will become more and more powerful. And the traditional enterprises are concerned about the internal processes, financial indicators, these are more like results; no one is focused on how to achieve these results, compared with internet companies, competitiveness will certainly continue to decline. Employee's working status is completely different, customer satisfaction vs. The boss is satisfied. Third, the employees of Internet companies are innovative and energetic every day, thinking about their customers ' needs and their experiences every day. To test the effectiveness of their work is the customer's support rate. The employees of the traditional enterprise, every day in their own process exhausted, repeat the past work, no passion, not clear, even do not care about what they do, whether it is conducive to enterprises to obtain more customers, as long as the boss satisfied with the line. Flattened vs. Grading systemFour, internet companies are usually a good platform to support business sales, so most people are focused on product development. The development of the product team are very capable: Product Manager + 4-5 developers + 1-2 designers + 4-5 testers. Each product team invests a little, but it also rolls out more teams. Each team can almost 100% according to their own thinking to develop, very high efficiency. But in the end whether successful, to own responsibility, depends on the customer to buy who's account. Which team is successful, focus on the resources to make it bigger. Traditional enterprises also follow a strict hierarchical system, many things to layer approval, reporting, inefficient. The success of the matter seems to depend on the wise decision of the leader. Most leaders are now far from the market, far from the Internet, and cannot make too wise a decision. When I write here, I feel an unprecedented crisis. In order to transition to the Internet as soon as possible, we must first have the spirit of the Internet. I summarize the core of the three points is: Customer experience, rapid response, fan economy. To put it simply, focus on the client's pain point, provide solutions through the Internet, and constantly listen to customer feedback, rapid response, continuous improvement; Through this process, the accumulation of loyal customers, the development of a part of the fans; to provide customers with products or services, not the pursuit of perfection, but to the extreme, in a particular aspect of the outstanding It is important to listen to opinions, to communicate and to improve. Today, I spent so much space on the difference between Internet companies and traditional enterprises, I hope all staff can learn from and realize the gap, can realize the importance of digital marketing. I also gave myself a job, that is, to live like a young man! Young people like to buy things online, I also go online to buy. I bought a movie ticket on the internet and went to the cinema and found that there were still a lot of long queues in the cinema, and I felt a lot more advanced than the people in line. Next, I want to make friends with young people, perhaps one morning you will receive my email, ask you would like to go to the canteen with me for lunch? If you are not careful to receive my invitation, I hope to participate as much as possible! Thank you