Lenovo's mobile phone suddenly turned to its development inflection point: either Reborn or die

Absrtact: After the acquisition of Motorola Mobile, Lenovo mobile phone business began a series of executive, brand and channel adjustment, in 2014 the whole industry upgrade and the fierce shuffle in the background, Lenovo mobile phone suddenly to its development inflection point: either reborn, or die.

After the acquisition of Motorola Mobile, Lenovo mobile phone business began a series of executive, brand and channel adjustment, in 2014 the whole industry upgrade and the fierce shuffle in the background, Lenovo mobile phone suddenly to its development inflection point: either reborn, or die.

In the past 5 years, Lenovo has adjusted its products, channels and brand strategy after the initial failure of the music phone, and its handset business began to explode, and is now the second-largest handset maker in the domestic market. However, behind the growth in sales, Lenovo mobile phone has been delayed in the high-end market breakthrough, over-reliance on the operator market also led to its mobile phone business basically hovering in the margin of profit and loss,

Under pressure, Lenovo's mobile phone has been fully adjusted this year:

1, the acquisition of Motorola mobile phone business. January 30, 2014 (Lunar New Year Eve 6:00), Lenovo announced 2.9 billion yuan to buy Motorola Mobile, began to enter the United States and other developed overseas markets, while harvesting an international mobile phone brand.

2. High-level adjustment. This March, Lenovo's smart phone business management team adjusted. Zhang Hui replaces Feng Jue as head of Lenovo's smartphone business. Zhang Hui has been the head of the global consumer Notebook, after entrepreneurship, and then return to Lenovo, and responsible for the music phone business, and then transferred to the company's CEO Lenovo Ren Bao.

3. Channel. Lenovo has tried to sell handsets through its own PC channel before, but the effect is very general, and then Lenovo mobile phone began mainly through the channels of sales operators. Zhang Hui, Lenovo's mobile phone business increased the "Open business Unit", this year will expand the electrical and traditional open market sales. Reduce reliance on carrier channels.

4, Brand. Lenovo will strengthen social network marketing based on hot spots this year and highlight the role of "music powder" in the spread of the brand.

However, Lenovo's adjustment to the mobile phone business, with the 2014 global, especially China's mobile phone industry upgrading and restructuring of the big background coincide, this makes Lenovo mobile phone business adjustment increased a lot of uncertainty:

1, 3G to 4G fast upgrade. Relying on the 2011 domestic 3G market and the thousand-yuan smartphone full outbreak, a high level with the operator of the Lenovo mobile phone business also led to the outbreak of growth. However, Lenovo on the development of 4G mobile phone is still slow, in cool, ZTE, Huawei, and even oppo and other domestic manufacturers turn to 4G, Lenovo in the low, medium and high market overall weakness. To be aware, China Mobile is ready to stop the 3G mobile subsidy this year, Lenovo 4G to speed up.

2. Change of personnel. Zhang Hui, the new head of Lenovo's mobile phone business, has no doubt about its sales and execution capabilities. However, mobile phones are completely different from the PC business products and operating mode, from Lenovo before the music phone and channel hit the wall also illustrates this point. Before the war, the change of handsome, also let Lenovo mobile phone transformation increased uncertainty.

3, with Motorola mobile phone business integration. Lenovo has successfully integrated IBM PC business, although after eight years to finally get the endorsement of Mr Liu, but also a rare success stories and experience of domestic technology enterprises. However, the integration of Motorola mobile phone business is expected to be completed by August. The 2014 has been nearly three quarters, with limited help for Lenovo's mobile phone business this year. And in China, as a result of the previous basic exit from the Chinese market, for young consumers, the brand of motor phone is no longer fashionable, and no longer "cool", Lenovo mobile phone in the domestic market in the implementation of the dual brand strategy, in the short term it is difficult to achieve obvious results. In the international market, Lenovo also needs to pay a lot of effort to integrate the motorcycle mobile valuable design and development team, as well as the North American operator market, which is a great test for Lenovo.

4, capital chain tension. Lenovo's recent acquisitions cost more than $5 billion trillion, and Lenovo is still looking for acquisitions in the domestic market. At present, Lenovo's cash flow is not abundant, largely from bank loans and issue bonds. In the face of "sucking gold" and the profit is very thin or even loss of its own mobile phone business, but also bear the huge loss of Motorola mobile phone business This "bottomless pit", Lenovo cash flow will be tested, the expansion of mobile phone business investment will be limited.

2014 is Lenovo entrepreneurship 30 years, from the small workshop to the world's largest PC enterprise, Lenovo walked the road, eating bitter for domestic science and technology enterprises is a valuable experience. However, from Lenovo's purchase of Motorola Mobile can be seen, mobile phone business is Lenovo-oriented electronic consumer market in the future, in the changing pattern of drastic changes again, this is the choice of Lenovo mobile phone and the reality of the situation. So for Lenovo, the 2014 mobile phone business was either reborn or died in internal and internal turmoil.