Lenovo Service has recently been repeatedly exerting force

Absrtact: Lenovo after-sales Service has recently been repeatedly exerting force, in the initial introduction of cross-brand door-to-door and software remote service after the home, and Jingdong Mall cooperation, the introduction of extended warranty services, and the scope of the service is also not limited to Lenovo PC (PC, tablet computer

Lenovo Service has recently been repeatedly exerting force, in the initial introduction of the cross-brand door-to-door and software remote service "Le" after the cooperation with Jingdong Mall, the introduction of extended warranty services, and the scope of the service is also not limited to Lenovo PC (PC, Tablet PC, notebook, mobile phone) brand products, but also including HP, Dell, Acer and Apple, Samsung, Huawei and other non-Lenovo brands.

This service, if successfully launched and quickly become a standard service in the industry, will have an important impact on the existing service model and even the hardware market of the entire 3C product.

The core idea of Lenovo's move is "cross-branding", so what is the meaning of a cross brand?

Almost everyone has had the experience of purchasing hardware products, and we, in addition to focus on its configuration and performance, the most concern is the quality of warranty these value-added services. In a sense, the after-sales service itself is a simple and effective means of promotion.

If Lenovo does not have a far-reaching layout, then alone from this service, Lenovo will also earn enough of the market eyeball, will be in the competition with Apple, Samsung's most advantageous position. Why is this conclusion possible?

One of the most important point is that the after-sales service is today's market conditions for enterprises to participate in market competition sharp weapon. Lenovo, Apple, Samsung, Hewlett-Packard and other mobile phones and PC hardware manufacturers, their common is: have their own brand of mature products, in the function and quality is also very close to the difference in quality itself is getting smaller, and the traditional Bo on the "price war" is not enough to shake the competition system.

In such a market background, style, packaging, brand, after-sales service and other aspects of the difference in the enterprise to establish market position and win the competitive edge of sharp weapon. For today's market competition system, only brand-name products are not enough, must be corresponding to provide brand-name services. Pay attention to the high level of after-sales service, to improve the credibility of enterprises, expand the market share of products, improve the efficiency and effectiveness of marketing work will have important significance.

In addition, the high level of after-sales service is the user's rights and interests of the last line of defense, but also the final line of user psychology, for the maintenance of customer satisfaction, loyalty has an important role. A study from the United States suggests that if the user's complaint does not get the attention of the enterprise, 2/3 of the customers will turn to the company's competitors to take place the purchase behavior; If the user complains eventually resolved, about 70% of the customers will continue to patronize the business; If the complaint is properly and promptly resolved, The proportion of customers who continue to patronize will rise to 95%. From this point of view, whether it is to maintain their own old users or will hand to the competitors of the shallow loyal users, after-sales service level will play a decisive role.

Therefore, if we only focus on Lenovo a series of after-sales service action surface, in fact, we can find that this for Lenovo brand, will be a great promotion, "insurance, cross-brand services" will not only help Lenovo to retain the already deep sticky users, It will also lay the groundwork for future users to attract and transform more Lenovo competitors.

So what's the deep sense?

The author believes that the deep meaning of this is: Lenovo will be through after-sales service suddenly exerting force to stir the entire PC and mobile phone market. To put it bluntly, it is giving its rivals such as Apple, Samsung, Hewlett-Packard, Dell, Acer and other manufacturers to sprinkle a few fires in the backyard. Qualcomm provides multiple brand extension services, will rival brand customers into Lenovo Brand customers, is the so-called, concerned, subterfuge.

The current market competition pattern has stabilized, for Lenovo, if the rut, want to catch up with such as Samsung, Apple such a strong competitor is not very big, want to achieve Yang's ambitious goals may take too long. And through such a way to try, it is a way to overtake the curve. Perhaps in the near future, Lenovo can be a high-profile announcement, the current user composition for the "core users + services from the user group", which is Lenovo's old opponents, will be really tricky problem.

However, this problem is not so easy, because Lenovo to allow competitors to buy Lenovo's extended warranty services or software remote services, must be online under the line of sales channels to complete. And for the main sales channels (such as Jingdong, Suning), allowing Lenovo to Samsung, Apple, Dell's customers to provide extension services, channel balance of the brand manufacturers of the interests of the pattern will be broken, will incur these Lenovo competitors brand manufacturers a great challenge and challenges.

In the current situation, Lenovo is only with the Beijing-east and other electric platform for cooperation, the channel is relatively single and covert, and the current sales capacity of these platforms is not in the market to determine the status of competition. If the future association of all sales channels in the country spread out, it will suffer from the strong competition brand. It remains to be seen whether winner.