Using self-media "redemption" Lenovo mobile phone

Absrtact: Recently, Lenovo Group vice President, MBG, general manager of China Mobile phone business Zhang Hui successor Feng Jue, the first high-profile debut. In addition to attending the launch of the gold Fighter S8, and the signing of the Beijing-east strategy, but also attended the small from the media to Lenovo mobile phone discussion, let the industry

Recently, Lenovo Group vice president, MBG China Mobile phone business general manager Zhang Hui successor Feng Jue since the first high-profile debut. In addition to the launch of the gold Fighter S8, and the signing of the strategy, but also attended the small from the media to Lenovo mobile phone discussion, let the industry from the media to Lenovo mobile phone "Cannon", willing to listen to Lenovo put "malicious words".

To tell the truth, the 3G era, China-made mobile phone and the international brand of Apple Samsung compared to the gap is significantly reduced. Into the 4G pattern, ZTE Huawei in overseas markets, especially in Europe, the wind, cool sent the 4G thousand smart machine, and Lenovo reflects some "slow", in addition to the acquisition of Motorola a bit of sound, there is still no 4G killer product momentum.

Zhang Hui said that at present in micro-letters and media, Lenovo mobile phone does not do a good job, mainly because last year, the financial and human resources are not enough, this year to set up an Internet team in the group, internet people, independent thinking and marketing.

Ordinary users of Lenovo's impression, is still a PC. Stepped's Zhang Hui How to change this passive situation in the future, Zhang Hui discussed the following several aspects of the idea:

1, Lenovo made 80 million mobile phones in China, rely on a product or a marketing model is not good, to use the Internet thinking and fan exchange;

2, Lenovo to the brand occasion, the Internet (from the media) to pull up the voice, will be held regularly some from the media to participate in the internal seminars, brainstorming.

3, in Lenovo only two spokesmen, an old willow, a Yuanqing, others simply do not have. I don't have a chance at all. Because Lenovo's people are very calm, do not want to be criticized in front of the public!

4, since the media team set up a plan has been reported to Lenovo Group president and CEO Yang, with its approval can operate independently;

5, occasion marketing. Lenovo's success in the past is that MTK,4G products will force in June this year. In the future, Lenovo will use the acquisition of Motorola's brand gradually build international mobile Brand: 4-June as the learning period, 7-September proved Lenovo in the high-speed growth, 11-December can see Lenovo mobile phone success.

The author observes:

In the PC (2G/3G) era, the channel for the King, Lenovo and the three telecommunications operators have been very close, in particular, mobile TD customized channels to occupy a larger market share, which is Lenovo's biggest advantage in the past. But with the advent of the Open Internet era, this advantage has turned into a stumbling block to its progress.

1, the operator channels more powerful, dragged Lenovo's "back." For example, in the number of 4G mobile phone shipments, Feng Jue is always more entangled, in the end to the mobile commitment to 4G shipments how much appropriate. What if the 4G network drives slowly and produces a lot of inventory? In addition, in the thousand-yuan 4G mobile phone, domestic mobile phone price war, performance war, the profit behind?

2, operator terminal procurement is more "harsh". For example, the mobile phone embedded too many operators themselves thinking, too restrictive, too low profit, resulting in the lack of personalized mobile phones. Earlier, the Phantom of the family CEO Zang has openly criticized the move "evil forces", causing widespread controversy.

3, the operator transformation of the Internet system leads to thinking lag. Lei Millet using hunger marketing, the internet is full of a variety of mobile phone explosion, but the user through the regular channel "Can not buy." and domestic mobile phone thinking just the opposite, a new product to the business platform, users do not know who is the product, what is the selling point. The salesman hurried to see the instructions, to sell, it is difficult to imagine.

In addition to these external factors, there are resistance from Lenovo's internal traditional PC mindset. So, Lenovo mobile phone to break the cocoon into butterflies, not Zhang Hui one can, need to "persuade" Lenovo group high-level such as Liu, Yang, and so on, and willing to accept criticism in the public.