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 service to reconnect with users, which makes Lenovos brand area very wide, but the depth is not enough, and there is a lack of fans;
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
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.
When it comes to live delivery, Lenovos presidents are very busy this year. From Liu Jun to Zhang Hua, they have experienced live delivery for many times, and Zhang Hua has even opened five games in a row. He thinks that this is a kind of direct customer, before the live broadcast, you will seriously consider how to make a product clear in a short time, whether what you say is what users need, what users like on this platform, what their communication methods are, and how to make friends with them. A live broadcast can be divided into multiple dimensions of marketing, and each part is worth studying.
While streamlining products, Lenovo continues to build and output more popular products. Last year, Lenovo Savior, yoga, Xiaoxin, sIot and other series of products were in a high heat state as soon as they were released, with 7 new PC products and 7 explosion, and sIot personal cloud storage ranked the top three in electricity commodity category. At the same time, Lenovo also co named with super IP such as the Forbidden City to inject national style elements into scientific and technological products and lead a new fashion trend.
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.
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 live delivery of goods on 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.