When you are late to the Internet, what are the odds?

In the race to the Internet, Lenovo has a bit of a sense of later. Lenovo is the last giant to make a transition to the Internet in the Chinese Cool Alliance camp. According to Lenovo's official sources, the newly established subsidiary, the business is the introduction of internet-based models of smartphones and other terminal products, April 1, 2015, the official operation.

According to Lenovo's plan, the affiliate of the Internet model will not operate until 5 months later. Such a slow pace is really confusing. At present, the name and brand name of subsidiaries have not yet been determined, positioning is with Huawei Glory, ZTE Nubia, cool great God, as well as Iuni, a plus and other mobile phone manufacturers, in the Internet marketing and sales competition.

Why does it take 5 months for a subsidiary to be so clear to operate? The Internet company itself is a fast-paced company that starts operating only a few months after shouting out its subsidiaries, which is itself a straggling rhythm. With Huawei, ZTE, Cool faction of these three competitors, Lenovo has fallen behind a lot, do not accelerate the move forward, how to surpass the already-leading rivals?

Slow-running practices have reflected Lenovo's weakness in the Internet's transformation. From the post-knowledge to the Internet transformation, to the transition of procrastination, Lenovo and the spirit of the Internet are not compatible with the performance.

In fact, Lenovo's High-profile shout out to the Internet, not because of the need for strategic planning, but under the helpless transformation of survival.

In recent years, Lenovo's handset sales have been good. In the first quarter of 2014, some survey agencies reported that Lenovo's mobile phone had surpassed Samsung in the domestic market, ranking first. Behind this impressive performance, the operator of this channel is not. According to media reports, Lenovo mobile phone nearly 70% of the market share from the operator customization machine. According to the requirements of SASAC, the three major operations three years to reduce the cost of 40 billion yuan marketing, custom machine first.

Lenovo's market share will fall sharply once the operator's custom machine subsidy disappears. To this end, Lenovo had previously adjusted mobile phone sales channels, divided into 100 sales grids nationwide, push channel sinks. The transition to the Internet is also due to the loss of the carrier channel passive defense.

For Lenovo, moving to the Internet can be a challenge. Huawei has the honor of this Internet brand, ZTE has Nubia, Cool faction has great God, three in the Internet channel has formed a set of its own marketing system. Just announced to the Internet transformation of Lenovo, everything is self-made, not only to build offline channels, but also with rivals to compete with the level of internet marketing.

Lenovo has long been a traditional tycoon and has not had much experience with internet marketing. Although Lenovo's Internet subsidiary by Lenovo's right-hand Chen Xudong as CEO, but Chen Xudong can be competent or not an unknown. Admittedly, Chen Xudong has a wealth of market development experience, but these experiences are based on traditional markets rather than the Internet as an emerging market. In addition, Internet companies emphasize marketing and interaction, this piece is Lenovo's soft rib, but also Chen Xudong.

The key point is that Huawei, ZTE, cool and millet have built up a very high wall, late people Lenovo how to break the bureau? Put aside the quality of products do not say, only in terms of product visibility, Lenovo launched high-end models K920, the popularity and Huawei Mate7 and China-xingguo mother phone has a very big gap. After the transition to the Internet, under the pattern of competitors, in the internet marketing in a weak association, it is difficult in a short period of time will be a brand new son, pulled up to the same height as millet, glory.

Whether the product layout, or Internet marketing, Lenovo needs to fill a lot of homework. Coupled with the Internet company's biggest feature is the fast-paced, independent of the brand can be completely rid of Lenovo Group for many years of influence, become a fast-paced Internet company? This remains an unknown. It is obvious that Lenovo did not make adequate preparations for the transition to the Internet, but was forced by the operator channel changes in the passive transformation. Some of the moves from Lenovo's transformation suggest that companies such as Huawei, ZTE and cool are imitating.

The establishment of a separate Internet subsidiary will, to some extent, help Lenovo's mobile phone more flexible and more free to participate in competition, free from the old Lenovo Group operating mechanism of the shackles. Just, outdated transformation, too slow operation, strong-arm market, let Lenovo transformation of the success of the hope is increasingly slim.