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The author:(作者)qqpublished in(发表于) 2015/6/6 7:31:21 Lenovo’s ills： arrogance， conservative， not gas，
Yang yuanqing, Lenovo CEO on June 4 to give national a review of internal conversations people think business is too slow fire.
A section of text is one of the most explosive, "this isn't the PC era, as long as the operation with channel and brand advantage to win. Competitiveness needs are totally different now. Last year I told you a few times, to wake up, I even said you get the hammer struck unconscious, you are too slow, missed the opportunity. ”
This sentence is really saying too. I was touched by these words, and I want to say something, from the point one media observer said that Lenovo mobile why not.
In his opinion, what time do I have to declare.
First, my company WeMedia Media Alliance to be channels of cooperation, my Lenovo mobile media Bianews is reported. Interests and identity have to explain exactly where this relates to your ass.
Second, I said these does not representative I on capable let Lenovo phone line of things, so, to ahead of prevent audience shouted u can u up,no can no BB, I first to media people identity to himself do a exemption, media is observation who, please everyone let I, also not representative WeMedia on can solution problem, Lenovo phone currently encountered of problem, may is many similar enterprise are faced of problem.
Simply put, I declare myself in this article is an observer, sponsored nor any other handset makers, blocked long before. Well, I started to spray, why not Lenovo mobile.
1, who was with Lenovo mobile?
I understand that mobile phone products do not, including hardware and experience, I can't say the technical parameters and terms in order to allow my readers can read, I think I can give a product line for mobile phone line.
My dog is Apple,iPhone whether it's hardware, or touch, or a software service are top. Pays homage to the Apple will be the first in my mind.
Other mobile phone, Android series score in my mind are not high. I used Samsung S4, vivoX5max, millet, 4.
Samsung series can take minutes, S4 charged at home do not move it, optical consumption of it own hi to returning home at night, built countless shit you can't uninstall applications, depending on the consumers of nothing. Since I no longer use Samsung phones.
4 vivoX5max and millet, the phone matched, each system is modified, started operations closer to iOS, and relatively smooth.
Awareness of Lenovo mobile, I still stuck in the era of four-leaf clovers and rarely see someone with Lenovo mobile, may be our circle of people is not Lenovo Mobile's target audience?
All brands are passed through the product, I can see their friends using these products, OPPO, one plus one, but really don't see Lenovo mobile.
All Lenovo Lenovo mobile phone seems to only used to describe it. Which one and what kind, don't remember, can't remember.
2, brand recognition was also staying in the age of technology, industry and trade
Yang yuanqing, I share the message, a friend asked Association is the State-owned enterprises or private enterprises. HA HA, I said no matter what level, as long as you don't consider him to be the mobile Internet business, was a failure.
A, runs social marketing . Association in the PC era has done a lot of interesting spread, around the year 2008 there was a red female, love online case, seconds off other PC companies at least 18 Street, creating a new situation of interactive marketing, unfortunately, could not be continued in the era of cell phones, stole the show by other brands that know more about social marketing.
B, perimeter new partners could not get, rain or shine, from a public relations company to outsource . Times change, dissemination of environmental changes, Lenovo contributed at least 30% when listed on a company's annual revenue, most can only be obtained from the company of other partners.
This advantage is, stability, trust, and without errors. This disadvantage is that aging, stiff, without access to the new generation. Of course, the Lenovo mobile tweeting marketing, satin hands are often indicators of poking fun at a product, are very good. But most also are a company dispatches, Lenovo's own marketing and PR staff will be responsible only for money.
Oh, the Act of paying, is a personal ... Rich wayward anyway.
C, seen as a negative, take advertising hit media themselves see only . Lenovo should is many media of big customer, no out negative, out has negative stopped you advertising, last media Shang are is situation a good, beaming, but many negative actually real can reflect problem, such of consequences is decision makers only see himself good of, was anesthesia, since Hi, lying in rivers a good of hotbed Shang, was millet, charm family, VIVO, glory snatched has Thunder.
You such a business, afraid of negative, negative means there is sound, something you all awfully good Lenovo mobile advertising, you as a consumer idiot cheated once, next time can you cheat?
Millet is one of the most popular time should be negative, tear forced most of the time, the negative, the boss can see fire, in the line, well, it is estimated that Lenovo Mobile's boss saw all sorts of positive, fire in the trenches on the other.
Take money out the negative, newspapers, magazines, Internet School of dance, you already see the sounds from the outside world, which is to take money out himself.
3, Executive hubris, poor execution.
This talk is to be the case, it is true, comparison you know cell phones which has strong.
A,, and last year has array child Beijing fog haze to hit, creative Department suddenly thought a ideas, prepared do a H5, let users participation, called readily took Sky gas died Beijing people, I think is fun, everyone are win se of heart, everyone are like put himself of shows off established in others of pain on, this is spread of core, can let user cool or upset. Program launched, sales team reminded me that this can sell, shoot blue sky may not use cell phones, who took the sky well, that does not mean the mobile kick-ass it, although not with this phone, but it is now taking advantage of, will let users find your brand idea, understand the mobility users emotions.
So I immediately expressed to two brands of our creative marketing ideas. Micro age is good, I was in the letter, direct point to point, executives of the two companies talked, one said we didn't think about it until a day of news, without saying what another group says it's interesting people doing it at once.
So we just did this. A company called Lenovo mobile, a company called Huawei glory.
Local people have uploaded the local people of blue sky and white clouds in Beijing. Recently, Beijing cleared the next day, and this game if there are Beijing people that cannot go on, we'll modify the theme, to sample clip-se, Artemis is the blue sky in Beijing, so Beijing people's best wishes to start Joseph showed off ...
It's just a small case, but is actually fragmented marketing social marketing, want to hold every day has to start from 0.
B, the second case. In 2014, we hosted a media conference, VIVO is the total praise, we are a media platform, of course, hope to set up the stage for people to sing, some manufacturers say that you all have vivo, or ask us to do, but another was still willing to participate, no matter who the sponsor.
Media is responsible for setting up the stage, how do you Opera, how to sing good, that you can do. But if you're going to say exclusive, this way of thinking is wrong. Market is big, exclusive lifetime, himself was holed up in a corner, a sense?
The vendor I tried to contact many times, is that executives, let me pass on the message to the Secretary, said he would ask the Secretary to contact us, up until now, haven't contacted the Secretariat. Oh, now there are clear boundaries of party a party b Ah, friend ... I don't know if I was party a or b.
Another manufacturer is the glory, glory has left Liu Jiangfeng CEO positions come to the meeting this afternoon, received the full barrage, users sometimes directly, but this is actually an opportunity to contact users.
Chinese mobile phone manufacturers in addition to millet, VIVO, Huawei phones should be is widely referred to by users of the brand, and why?
Not acting, atmosphere, boss appeared in the trenches heard gunfire. Turn grief into strength, negative trend, is plot reversals.
are you ok? do you nike? You are not special laugh at Lei, which is close to the people of the story reverses. Who likes to share happiness with the people's leader, you reload, reload you can see his feet.
I like millet, VIVO, glory in the mobile phone, one plus one, they are playing with the user, even flirting with the user.
Now stop what party a party b, stop what manufacturers and users. Right to the word of God more and more, consumers are getting smarter. You reload, reload put himself in.
Concluding remarks:
La talk says a lot, just saw Yang's explosive message of feeling, I think this effect is worth a year Lenovo mobile message communication brand budget receipts, and more. I saw the ad, I will not discuss, is precisely this explosions within the conversation, I feel a little bit mean.
Why is that? He touches my emotions, I'm just a user, without emotional resonance and emotional communication, why do you let the user pay for you?
Of course, in my mind is of the view that every generation has its hero, each leading to 35 years. Impossible for a long time the industry first, you have to chance a new King, the genes will determine the future development of the enterprise. But the opportunities a little bit more of the legend to the new King ...
Change, such as tool change, wishing good luck to new coach Xudong Chen.
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