Lenovo's move recalled the magic factory: ZUK mobile phones or put on their soldiers to Opera-associate, ZUK-IT information

On April 1, the return of Lenovo mobile announced the magic factory, it also means that Lenovo have "Internet model" the task of mobile terminal unit has yet to complete tasks are "emergency" recall.

Prior to that, when it comes to vision of magic workshops, owner, current head of Lenovo mobile said Xudong Chen, to magic workshops as a career, as a start-up company, 3 years to $ 5 billion. It is easy to see, for a magical workshop, Lenovo hopes, hopes its association to colonize soil outside the Kingdom.

However, with the significant adjustment of June 2015 Lenovo mobile, the magic factory's fate began to deflect. Former head of Lenovo mobile Liu Xia Ma, Xudong Chen took over. Magic Workshop by Chang Cheng had to pick up the baton as the CEO, and dominated by the Chang Cheng launched based on "Internet business" ZUK Z1. Before Lenovo recalls, ZUK as independent subsidiaries of the last big public event is Kim Soo-hyun representative.

From operating independently, inviting Kim Soo-hyun endorsement brand, the last being the group, ZUK, more like a has been State military governors of had to go back to the founding of the Beijing loyalist story.

▲ Figure 1: Kim Soo-hyun endorsements ZUK

Feng Bang State, independent development

History is littered with this scene: Central Court complex, heavy burden of history, also saw sizeable surges, and Wang Feng Wang of younger reform to a place and let it open up Xinjiang soil.

ZUK was born to a large extent similar to this. Lenovo mobile business in the domestic progress, and continuing impact of millet, Huawei and other mobile phone manufacturers. From magical workshop since its founding, it was given "aside historical baggage, embrace the trend" of tomorrow.

In October 2014, Lenovo Group announced it would set up a building products subsidiaries, and stressed the important features of the new company is "mode based on the Internet", April 1, 2015, the new company was officially named the magic workshop, official version is the ability to launch many "magical" intelligent hardware products, and one of the most important intelligence hardware, is named ZUK Smartphone brands. ZUK of attention, can even be seen as magic workshop's core brand, magic workshop at least e-commerce channels, are labeled as ZUK.COM name.

In August 2015, ZUK ZUK Z1 officially unveiled its first product, at $ 1799 more important sales figures, when sales of 40,000 units, sold out in a matter of minutes--which is "Internet model" showing one of magic.

Subsequently, the independent brand development and communication, ZUK, and even invited to taking you from stars hot Korean Kim Soo-hyun to speak. At the end of March this year, ZUK United fans of Kim Soo-hyun dominated the meeting. Although the Sun seed Song Zhongji normalizing, but Kim Soo-hyun unabated, fans not only raised ticket, also outside the Wukesong ZUK mobile billboards lining up in long queues.

ZUK said, everything is orderly in 2016, will be published during the year's second phone ZUK Z2.

Central potentials, and Beijing loyalist

▲ Figure 2: share of the domestic mobile phone market of data released

However the situation did not continue to allow ZUK battles go on, will be recalled and reverted to Lenovo mobile subsidiary. Earlier, the legend just for the group structure, Lenovo moved in adjusting the overall structure was given the most important duty, Lenovo Chief Executive Yang yuanqing also repeatedly stressed: Lenovo dafanshenzhang in mobile this year.

Data, although Lenovo realized overseas losses this year after Motorola, and in India as the third-largest manufacturer, but in the domestic market, according to 2015 Trustdata the latest year data, ownership of smartphones in China, Lenovo was ranked eighth. If only the domestic mobile phone manufacturers ranked Lenovo's falling behind not only the millet and Huawei, also lagged behind the OPPO, Vivo and Meizu.

No improvement of the mobile service also questioned Yang yuanqing, Lenovo's Chairman and CEO, the opinion in question after the Spring Festival this year, Mr Yang was questioned as Association at the helm failed move is considered one of the main reasons for missing the opportunity.

In fact, Lenovo Group in the mobile business cannot be said to not value, especially in the past two years, not only swallow hard buying veteran mobile phone manufacturer Motorola, using Motorola's brand overseas to build influence once again building a PC business acquisition of IBM's PC business and historic moments. Also the biggest mobile services last year warning – to change the Mobile Business Director Liu, who had previously been to Lenovo the third-generation heir apparent concern.

However, that was a different time, Lenovo mobile condition facing the year already with the PC business faced at that time different. Acquisition of IBM's PC business, Lenovo and its PC computer business in its rise, but for now, mobile business, dominated by millet and its domestic, and more adverse conditions are: 2015, the domestic smartphone market growth slows.

Lenovo currently Xudong Chen, head of China Mobile of mobile business opportunity has its own understanding of business, he said in an interview with Sina science and technology, the domestic mobile phone market growth slows, but great design is no more than 20% per cent, still have the opportunity to dafanshenzhang.

Now, will magic workshop and ZUK recalled adjustment Hou of Lenovo mobile, from Xudong Chen of internal letter in the not difficult see, while is hope concentrated fire, will magic workshop and ZUK of products design, and hardware and software development, and application store, and game and user business, aspects experience with to Lenovo mobile in the; on the also can see Lenovo mobile hope change situation of urgency--ZUK of exploration started, is when "Beijing loyalist" has.

Integration of VIBE, three-wire parallel

However, even magical workshop and ZUK return Lenovo, Lenovo mobile problem is not resolved within there product line.

Earlier, the Association has two main brands in mobile business, a Lenovo brand is the flagship in the low-end market, the other main Moto brand of high-end overseas markets.

In 2016, on the CES, Xudong Chen has indicated to the Sina science and technology this year will get the Moto brand back home, helping Lenovo to compete in the local market.

But in the main the Lenovo brand hit the low end of the market, Le lemon and VIBE series is bound to conflicts with return ZUK brand product line.

Among them, Le lemon series is the flagship brand of cheap low-end market under the Lenovo brand, mainly red rice and its glory, average phone prices at around 700. But the VIBE series, the target market is coinciding with the ZUK, both phones are in the 1500-2500 price.

Letter from within Xudong Chen, ZUK will not be integrated, at least in the letter, Lenovo's head of China Mobile made it clear that: "in the new fiscal year, ZUK will become Lenovo mobile phone owned by one of the most important products. ”

ZUK said of the news, the party is probably the VIBE series is integrated. When asked "ZUK in Lenovo Mobile's position after" when ZUK told Sina science and technology: is MOTO, ZUK and lemon after three-wire in parallel.

On the for, this wire parallel of products line schema meet currently of domestic trend, with market increasingly saturated, domestic phone manufacturers have will zhiqian "price" of thought do has adjustment, at least in price Shang, relies on with "price" way March of millet, currently has formed has main cheap market of Red meters, and in the high-end flagship millet and more high-end of millet note of products matrix. Huawei, glory, Huawei Mate series and p series.

Three parallel may be domestic mobile phone manufacturers for a long period of time, "the new normal", but the wire is good both for the city and open up, flagship on the domestic side, rural in China and India and other emerging markets were the main cheap overseas developed countries pushed the main high-end machines.

In fact, high-end market is a big piece of cake from Samsung the sales decline, but the Apple market, the domestic mobile phone manufacturers has been unable to shake.

联想移动召回神奇工场：ZUK手机或上演勤王大戏 - 联想,ZUK - IT资讯

4月1日，联想移动正式宣布神奇工场回归，这也意味着被联想集团寄予“互联网模式”重任的移动终端子公司尚未完成既定任务便被“紧急”召回。

此前，在谈到神奇工场的愿景时，当时负责人、现任联想移动负责人陈旭东曾表示，要将神奇工场当做自己的事业，当做一个创业公司，希望3年能够做到50亿美元。不难看出，对于神奇工场，联想集团给予厚望，希望其在联想王国之外开疆辟壤。

不过，随着2015年6月联想移动的重大调整，神奇工场的命运也开始发生偏转。原联想移动业务负责人刘军下马，陈旭东接任。神奇工场只好由常程接棒出任CEO，并在常程的主导下推出了基于“互联网运营”的ZUK Z1手机。在被联想集团召回之前，ZUK作为独立子公司完成的最后一件重要公众事件是金秀贤代言。

从独立运营，邀请金秀贤代言打造品牌，最后被收归集团，对于ZUK来说，更像是一个已经被封邦建国的藩王不得不回京勤王的故事。

▲插图1：金秀贤代言ZUK

封邦建国，独立发展

历史上不乏此景：中央朝廷关系错综，历史包袱沉重，又眼见外患汹涌，于是老王封年幼但有改革心的小王到某地，任其开疆拓土。

ZUK的诞生很大程度上类似于此。联想移动业务在国内进展不利，又不断面临小米、华为以及其他手机厂商的冲击。从神奇工场成立之日起，便被赋予了“放下历史包袱，拥抱趋势”的重任。

于是2014年10月，联想集团正式宣布将成立一家打造终端产品的子公司，并强调这家新公司的重要特点便是“基于互联网模式”，2015年4月1日，新公司被正式命名为神奇工场，官方的说法是能够推出诸多“神奇”的智能硬件产品，而其中最重要的智能硬件，便是被命名为ZUK的智能手机品牌。对于ZUK之重视，甚至可以看做是神奇工场的核心品牌，至少神奇工场的电商渠道，都被冠以ZUK.COM的名号。

2015年8月，ZUK正式推出了首款产品ZUK Z1，售价1799，更为重要的是销售数据，当天销售的4万台，在几分钟内售罄——这无疑是“互联网模式”展现魔力的表现之一。

其后，为实现独立品牌拓展和传播，ZUK甚至邀请到以《来自星星的你》火爆中韩的金秀贤进行代言。在今年3月底，ZUK还联合金秀贤的粉丝一起主导了见面会。虽然时下《太阳的后裔》中宋仲基正火，但金秀贤热度不减，粉丝不仅众筹购票，还在五棵松外的ZUK手机广告牌下排起长队。

ZUK方面表示，一切都在有序进行中，2016年年内将发布第二款手机ZUK Z2。

中央势微，进京勤王

▲插图2：数据机构发布的国内手机市场份额

然而形势没有继续允许ZUK闯荡下去，便将其召回，收归联想移动旗下。此前，联想刚进行了集团架构调整，联想移动在整体架构调整中被赋予了最重要职责，联想掌门人杨元庆也在多次公开强调：联想今年要在移动业务上打翻身仗。

数据方面，虽然收购摩托罗拉后联想今年实现了海外扭亏，并在印度成为第三大厂商，但在国内市场方面，根据Trustdata最新发布的2015年数据，在国内智能手机保有量方面，联想排名第八。如果仅国内手机厂商排名，联想不仅落后于小米和华为，还落后于OPPO、vivo和魅族。

移动业务的不见起色也使得联想集团董事长兼CEO杨元庆受到质疑，在今年春节以后的舆论质疑中，作为联想掌舵者的杨元庆被质疑不合格的主要原因之一就是被认为错失了移动机遇。

实际上，联想集团在移动业务方面不可谓不重视，尤其是近两年来，不仅生吞硬购了老牌手机厂商摩托罗拉，希望借助摩托罗拉的品牌在海外打造影响力，再度打造PC业务上收购IBM个人电脑业务的历史性瞬间。还在去年做出了移动业务上的最大警示——换掉了移动业务总负责人刘军，而后者此前一直以联想第三代接班人受到关注。

然而，今时不同往日，联想移动面临的光景早已与PC业务当年面临的境况不同。收购IBM个人电脑业务时，联想集团和其PC电脑业务皆处于蓬勃的上升期，但现在，移动业务方面，国内由小米和华为占主导地位，并且更为不利的情况在于：2015年以来，国内智能手机市场增长放缓。

联想现任移动业务负责人陈旭东则对国内移动业务所面临的机遇有自己的理解，他在接受新浪科技采访时表示，国内手机市场增长放缓，但大格局是没有哪一家超过20%占比，仍旧有机会打翻身仗。

现在，将神奇工场和ZUK召回调整后的联想移动，从陈旭东的内部信中不难看出，一方面是希望集中火力，将神奇工场和ZUK的产品设计、软硬件开发、应用商店、游戏和用户经营等方面经验带到联想移动中；另一方面也能看出联想移动希望改变局面的紧迫感——ZUK的探索初见成效，是时候“进京勤王”了。

整合VIBE，三线并行

不过，即便神奇工场和ZUK回归联想集团，但联想移动内部尚有产品线问题没有得到解决。

此前，联想移动业务下主要有两个品牌，一个是主打中低端市场的Lenovo品牌，另一个是主打高端海外市场的Moto品牌。

在2016年CES上，陈旭东已向新浪科技表示，今年会让Moto品牌重回国内，帮助联想进行国内市场的竞争。

但在主打中低端市场的Lenovo品牌方面，乐檬系列和VIBE系列势必与回归的ZUK品牌发生产品线冲突。

其中，乐檬系列是Lenovo品牌下主打低端廉价机市场的品牌，主要对标红米和华为荣耀，手机售价平均在700左右。不过VIBE系列，目标市场则与ZUK重合，二者手机均在1500-2500价位。

从陈旭东内部信来看，ZUK并不会被整合，至少在信中，联想移动的中国业务负责人明确表示：“在新的财年，ZUK产品将成为联想手机旗下的重要产品系列之一。”

而从ZUK方面透露的消息来看，被整合的一方很可能是VIBE系列。在被问及“以后ZUK在联想移动的定位”时，ZUK方面告诉新浪科技：以后会是MOTO、ZUK和乐檬三线并行。

另一方面来说，这种三线并行的产品线架构符合目前的国内趋势，随着市场日渐饱和，国内手机厂商纷纷将之前“性价比”的思路做了调整，至少在价位上，依靠着“性价比”一路高歌猛进的小米，目前已经形成了主打廉价市场的红米、中高端旗舰小米和更高端的小米note的产品矩阵。华为来说，则有荣耀、华为P系列和Mate系列。

三线并行可能会是很长一段时间内国内手机厂商的“新常态”，但三线并举对于守城和开拓都有好处，在国内以中端旗舰为主，国内农村和印度等新兴市场则主打廉价机，海外发达国家则主推高端机。

实际上，高端机市场目前很大一块蛋糕来自三星销量的下滑，但更大的苹果市场，国内手机厂商尚无法撼动。