Lenovo has long been the number one in the PC industry, which is widely regarded as the Red Sea. Nearly one out of every three domestic users will choose Lenovo. However, every year, Lenovo can continue to surpass itself and reach new heights. PC market is not easy to do, but home PC is even more difficult. As an individual users demand is not as common as the industry users, it is not too much to describe it with thousands of people and thousands of faces. Under such a background, the transformation of Lenovos consumer business began quietly three years ago.
Lenovo did a big thing three years ago, and the transformation of consumer business is imperative
This starts with the sunrise East strategy proposed by Liu Jun, executive vice president of Lenovo Group and President of China in 2017. This is an important strategic vision put forward by Liu Jun after his return to Lenovo. He has reorganized the business in China and clearly proposed the customer-centric transformation and intelligent IOT transformation. As a veteran of Lenovo, Zhang Hua has returned to Chinas consumer business from the back-end R & D system and become a promoter of the implementation of this strategy. As Zhang Hua, vice president of Lenovo Group and general manager of Chinas consumer business division, he has three problems besides a blueprint for Lenovos Transformation:
First, Lenovos sales fee business is too far away from its customers. Under the traditional sales mode of long-term operation, it is difficult for the general agent, distribution and after-sales to contact users again, which makes Lenovos brand area very wide, but the depth is not enough, and there is a lack of fans;
Second, Lenovos product line covers a wide range, but the disadvantages are obvious. There are too many trivial models. In the trend of younger market, there is no star product to stabilize the brand strength, and the business focus is only on the level of computer products, so the product richness is not enough;
Third, Lenovos channel layout is all over the online and offline channels. However, the online and offline channels may have their own small abacus because of some interests, so they cant form a good joint force.
To solve these problems, Zhang Hua understood that there was only a thorough business change.
Where the customer is, we will go there, go straight to the customer and make friends with the customer
Where the customers are, we will go to them directly, make friends with them, which is our principle; listen to the voice of customers, accept the feedback of customers, and make products that everyone loves, which is our purpose.. This is what Zhang Hua said in June 10th when tiktoks official flagship store was launched live. Tiktok love is tiktok tiktok because of the change in the young user position. The jitter is a favorite social place. Users spend more time on short video. Lenovo should move the official store to the jitter on the basis of user preferences, giving users the best products and services.
The official flagship store tiktok live in live
This is the marketing power reform of Lenovos consumer business. This is a revolution around users, including improving the marketing system, transforming the terminal stores, strengthening the mechanism of members and fans, and increasing service. In Lenovos double turbo driving model of implementing the whole network marketing, it covers many elements such as fan marketing, member operation, double line integration, etc. At present, Lenovo has established a membership system of more than 100 million, with more than 3 million loyal fans, which will become an important support for the further outbreak of Lenovos consumer business transformation.
Zhang Hua brings products to Lenovos small new pro13 notebook during live broadcast
Product strength is fundamental and core. Good products speak for themselves
All along, Lenovos products are proud of its core competitiveness. In this years 618 promotion, no matter which e-commerce platform, Lenovo won the championship of PC product category without any suspense, and in terms of subdivision categories, no matter on the list of lightweight, game book, game desk, integrated computer and other subdivision lists, it also ranked first. The core competitiveness of Lenovos products is to solve the users pain points and create explosive products. Lin Lin, marketing director of Lenovos consumer notebook products in China, takes the initiative to work on a complex product line to make the product line and SKU more streamlined. In this way, the characteristics of Lenovos consumer notebook are clearer and more convenient for users to choose. Data shows that after such streamlining, the sales volume of Xiaoxin air alone has increased by 100% year-on-year, and the rescuer has become a star product of buy is earn. Two years ago, Lenovo took the lead in launching a small, new and user-friendly model with 16GB of memory under the standard level of 8GB memory in the industry, which solved the users pain points in use; and the direct connection technology of the Saviors video card was exactly what the game players expected. These concrete substantive actions have greatly benefited the peoples hearts.
Lenovo lebais official shopping mall was born across the sky, and a flag has been set up online and offline
Lenovo Le Bai is a brand new official mall established a year ago. Its biggest feature is OMO (Online-Merge-Offline), i.e. online and offline integration. In Lenovos offline retail system, it embodies the strategy of one store, one pleasure. Every Lenovo to cool smart life shop, there will be matching Lenovo lebai mall. Lebai mall is a small program specially developed by Lenovo for the Omo system, which can be accessed by scanning wechat code. It does not need to install app, so it is very convenient and easy to use.
This move enlivened Lenovos offline channels for many years. On the one hand, it upgraded and transformed the offline stores into experience stores that are more in line with current consumers habits. On the other hand, it moved the offline stores to online stores. Every store has its own lebai mall. Users can place orders online and enjoy offline services at the same time, breaking the barriers of online and offline shopping. For users, they can not only receive the coupons of lebai mall, but also take the coupons to offline stores to enjoy the exclusive services of offline stores, such as new machine pioneer, one-year extension, cleaning care, etc., which are affordable and intimate.
The online and offline integrated operation mode unifies the online and offline prices, breaks the shackles of stores in time and space, and allows users to place orders online or go to the stores to buy, creating a technology trendy store with thousands of people and thousands of faces for users, which does not close for 7 * 24 hours.
In this 618 promotion, Lenovo lebai official mall became a live show with goods, connecting brands, dealers and consumers in the form of live broadcast, completing the retail closed-loop of product sales integration. On the one hand, the store carries out its own live broadcast and establishes its own user circle and fan position. On the other hand, lebai stores across the country direct their users to the live delivery of large platforms, and merge small streams into rivers and seas. The question is, why are dealers willing to contribute their customers to online platform sales? In the past, every big promotion node, no matter 618 or double 11, will become a source competition between online and offline dealers, but this situation has not appeared in Lenovo this year.
Live broadcast of Lenovo lebai anniversary
In this years several large-scale live broadcasting products, lebai has contributed considerable traffic to the live broadcasting room. Because every lebai store has its own community, these customers enter the live room through their own codes during the live broadcast, and after placing an order, they can trace back to the customers from which store. Customers enjoy a special price in the live broadcast, and local dealers can also get sales commission, which is a win-win situation. Link the marketing of brand dealer user, and activate offline dealers while directly reaching users.
Three forces in one to consolidate the layout in the next three years
Through the marketing, product and retail power changes mentioned above, Lenovos consumer business has achieved phased results. Zhang Hua revealed that in addition to adhering to the three forces reform, Lenovos consumer business should further consolidate the three cornerstones of intelligent engine, member center and intelligent service, so that these measures become the core support of customer direct consumer business.
At the product level of smart IOT, a global scene experience from PC to sIot should be built to generate scene fission. On the basis of adhering to the transformation of consumer business, Lenovo sIot will focus on the breakthrough of key categories, break through the million sales volume and compete for the top 3 market, so as to achieve triple growth. In fact, during this years 618 promotion, there have been many top 3 in the field of intelligent IOT, such as Lenovos personal cloud won the first place in the storage category of 618, Lenovos microphone won the first place in the category of 618, and so on.
Tiktok is a key direction based on Lenovos huge PC user base. Starting from the needs of users, such as Lenovo computer manager, it has built software stores, allowing users to install PC terminal APP on PC, and enjoy the convenience brought by mobile Internet, such as using computer to brush and shake. Based on this concept, Lenovos consumer ecosystem business has also set a small goal in 2020: to achieve a $100 million breakthrough. Lenovo 618 has made such achievements at its peak. We can see the transformation of Lenovos consumer business around direct customers, and the achievements achieved by consolidating the brand cornerstone of marketing force + product force + retail force. We can also see the thinking of Lenovos consumer strategy transformation. In line with the development of the Internet era, the transformation and breakthrough made by Lenovos consumption also provides a thinking direction and a way to break the situation for many traditional manufacturing brands. Source: editor in charge of mass news: Chen Tiqiang_ NB6485
Tiktok is a key direction based on Lenovos huge PC user base. Starting from the needs of users, such as Lenovo computer manager, it has built software stores, allowing users to install PC terminal APP on PC, and enjoy the convenience brought by mobile Internet, such as using computer to brush and shake. Based on this concept, Lenovos consumer ecosystem business has also set a small goal in 2020: to achieve a $100 million breakthrough.
Lenovo 618 has made such achievements at its peak. We can see the transformation of Lenovos consumer business around direct customers, and the achievements achieved by consolidating the brand cornerstone of marketing force + product force + retail force. We can also see the thinking of Lenovos consumer strategy transformation. In line with the development of the Internet era, the transformation and breakthrough made by Lenovos consumption also provides a thinking direction and a way to break the situation for many traditional manufacturing brands.