End of life - changes in the pattern of the Chinese PC

 Survival
mm terminal changes in the pattern of China's PC
Lu Xucheng
current PC market growing homogenization of competition. Rage, while the international PC giants in the Chinese market to improve the level of the supply chain, and continue to drive down costs through scale and efficiency of the victory; the other hand, by market segment, creating a blue ocean. domestic PC giants and other second-tier PC brands have taken a similar strategy.
However, for big brands say, by virtue of their superior execution and abundant resources, further improving the market share, which occupy the top of the market; for small and medium brands, the difference of scale and control of all not the same, making the development of the road is also the mm, or go with different brands, or retreated to a corner.
the current PC market, all indications are that China's PC market is dumbbell-shaped pattern.
giant ferocious
6 21, HP's information products in China PSG Group General Manager Zhuangzheng Song predicts that the impact of China's domestic market, HP will soon be the second throne.
2007 year, Dell founder Michael. Dell launched the Dell 2.0 of the reform measures, the main content is to improve service, expand product and control costs.
president of Lenovo Greater China, Chen Shaopeng announced the launch of their dreams come true for the second stage, begin to exert real rural market.
in previous years, the Chinese PC market, HP Yasumori one to three markets Dell insisted on direct sales model, tepid to fight with; and local brands in the Chinese market by virtue of familiarity and mastery of a large channel network in China, in the low-end market and some education, government and other industries market gains are considerable. Now the international giants to start learning the tricks of the local manufacturers: the development of localized products, the establishment of a broad channel network, holding high the market advertising campaigns and to fight a price war. They twelfth of the spirit of the execution, quickly lose ground, to continue to expand their competitive advantage , standing tall spire Xiaokan Delicate thin clouds.
HP's Chinese counterattack
share of 13.7%. laptop computer to the desktop, we have ranked third in the domestic market, if maintained good growth momentum now, and the third is certainly not what we want, we want a bigger goal. PSG Group General Manager Zhuangzheng Song in the June 21, 2007 at the media to communicate the Word of confidence has foreshadowed the impact of China HP will soon be the second of the throne.
Indeed, HP's PC business in China is almost performance gains across the board with its global PC business throughout China since the corresponding .2007 HP's Information Industry Group (PSG) to jump in HP's global ranking third after the U.S. and UK markets. from the first quarter of 2006 to May 2007 China Hewlett-Packard with a year's time from 1.8 times to 3.6 times the market growth, to the first quarter to 4.6 times the market growth, they can be described as speed.
particularly noteworthy is that it share in the SME market has accounted for the second position, second only to Lenovo. in the home desktop, China accounted for 8% of HP's market share, ranked fourth, also reached 42.3% year on year growth. This is the association, Founder and traditional strengths with market parties, HP is also catching up. In the new laptops, HP China has accounted for 19.9% of the Chinese market, ranking second.
HP in the PC business to China on the frenzied growth, IDC analyst Wang Jiping China believes that HP has been a bit late development effort, these actions should have done years ago in two or three. And that is a little late this combination of boxing: a regional breakdown + + product development to enhance market launch and allows for many Chinese PC manufacturer Hewlett-Packard has gripped the growth.
In fact, many of these routines has long been well placed to exploit the Chinese PC manufacturer, HP China began to play the way domestic PC market in China, crazy counterattack. HP to regional development in China the first place.
First, in 2006, HP 8 points to areas in China, began to develop the following three channels of the network, while increasing the number of sales personnel, a large number of new channels of promotion management, since 2003 the number of channels The increase to 330 in early 2007, more than 2000 channels, covering forty-five market. because HP understand that only the channels first, to understand the local market demand, and thus can be targeted to develop products and push to get there, and only the first build the channel, and the PC product shop in place, holding high the advertisements and marketing activities will not waste the pull.
Second, China Hewlett-Packard stepped up for the local product development, and is conducted according to different customers product development. Construction Bank and China Life Insurance's list of major clients such as use of the R & D center is designed to win the product.
Third, China Hewlett-Packard stepped up television advertising and other marketing resource allocation. China HP PSG Group Marketing Manager Ding Hui told reporters that officers from the market three to six markets in addition to strengthening the most influential television ads, the more big outdoor publicity, takes the form of markets finished the, four, five markets take a lot. closely related with the sales revenue, operating income was higher, the higher the market, the absolute number of expenses, it is conceivable that China HP will have a more ferocious the next-to-market.
more important point is that China's use of price leverage HP First, the laptop pulled a 4,999 yuan, the main force for the midrange and high-end consumer product prices are pulled between 6000-10000 yuan. naturally pulled up the most direct impact of sales generated. ; responsible for HP's notebook business in China, Chen Guowei concluded.
HP as an international brand of PC giant market operations in China to learn the practice methods will be moved to various PC manufacturers.
Dell change the channel potential market competition
recruitment of the channels have been opened to Xinjiang the meeting. distribution channels in China do have is an open secret.
Dell's change is a change from foreign to domestic. Dell's sales in China to do the news channels are derived from retail sales of Dell's global strategy of speculation. IDC and Gartner both famous international research company's data show that the fourth quarter 2006 PC sales figures show that HP continues to lead in the fourth quarter, Dell's advantage, two consecutive quarters of sales among the global PC market throne. such a message to Mike . Dell no longer sit still, announced on January 31 this year to get back as CEO, introduced the reform measures called Dell 2.0, the main content is to enhance services and expand product and cost control. Mike. Dell visited in March 21 Shanghai, and released a low price to 2,588 yuan in the computer, Dell, domestic media said the company will pay more attention to China's growing Internet population, Dell is still the network and the telephone or through direct sales. In addition, he said that in order to enhance marketing force Dell will open more points. This seems to imply that the attempt has been operating retail Dell.
for July 2006 and October experience in Chongqing, China set up shop, Mike. Dell stressed: a physical approach to the consumer to feel our products in China is the case, there will be in the United States. encourage the opening of flagship stores, by no means light to give consumers a feeling of physical characteristics of the product so simple. indeed, to June 10, 2007, Dell announced that from June 10 onwards, in the United States, Canada and Puerto Rico 3500 Wal-Mart to provide its Dimension products, are initially lower than the $ 700 supply of 2 desktop computers to reached the retail market, the rapid accumulation of retail experience, and to adjust according to the operation of the organization. Dell's decision-making Now back to China. Then a month later, just jumped to the acquisition of the ECS distribution enterprise in Asia's third-largest VST Holdings on July 9 announced that Dell has been made in the mandate of 12 provinces and cities in the mainland to carry out sub- marketing business. Dell is already in the channel into the potential of China to do. In fact, the market everywhere Dell products claiming to be agents, but was referred to as pseudo-agents Dell the characteristics of the market.
According to reports, Dell's direct sales staff the task is high, they get the job done, for many channel partners together to camouflage large customers directly to the user hand (in accordance with the provisions of Dell, which is not allowed). so, these channels is relatively low purchase price, but Dell is an international big-name, no worries about sales, price is not low, they get even more than the difference machines do many domestic brands even higher. Therefore, the channel on the Dell receives congratulations moment.
Although Dell has repeatedly claimed that China's public relations staff of such machines, Dell not and will not give the warranty, but the warranty package their channels Chamber of Commerce down. Now I heard Dell to do distribution, these pseudo-agents are looking forward to be incorporated. and according to the present observations, it also requires a step by step.
course, China's implementation of HP's regional expansion strategy in recent years with great success on Dell is also a stimulus, Ji Ping said, and this determines the actual Dell must be based on established channels of coverage in China.
Obviously, once the distribution channels Dell get a good experience and ideas into, then the number of winning depend on channel PC manufacturers will be another domestic significant impact.
throw off opponents
Lenovo multi-pronged approach in full swing, getting better in the Olympic marketing, the occupation of four to six markets and enjoy the fruits of victory, while on the rural market through the following six projects, hold high the value of the marketing launch of high-end products to meet the needs of high-end users, the introduction of 3,999 yuan to increase sales hh laptop into the new fiscal year, Lenovo multi-pronged approach in the Chinese market, continue to pull away from competitors.
; Lenovo's Olympic marketing is getting better. slow to mature, released this year include two major strategies and plans of the Olympic top ten strategies. which contains technology strategy for the Olympic Games and events operation, Lenovo plans to develop the technology and equipment, IT operations service projects; for delegations and global media, plans to develop the Olympic bar, multi-brand computer maintenance plans; for the audience to develop cutting-edge experience in digital museum project. In the Olympics, the association for the global public, the Chinese public, athletes and sports teams, as well as domestic and foreign customers, were developed to promote the Olympic torch plan series of public communication plan, the world champion, the Global VIP reception plan, and millions of customer care program. companies in China have a very good reputation and popularity. big media flocked. quarter earnings conference, Lenovo Group Chairman Yang said that from May 1, 2005 Lenovo acquired IBM's PC business has now been more than two years to see the business over the past two seasons, has successfully completed the acquisition of It's integration phase, it could have been seen as a successful acquisition. and Chen Shaopeng believe that, in October 2007, almost a whole year, the Greater China to thoroughly complete all the value chain and depth of the comprehensive integration, no one missing. The completion and successful integration of Lenovo Greater China, means that you can take advantage of the original IBM PC sector R & D, design, strength of Lenovo products to improve quality, cut more high-end users, while improving the Lenovo brand gold content, and enhance Lenovo Greater China's competitiveness. more powerful, on the other brands due to the greater pressure.
Lenovo Another recent concern is the massive big move into the real villages to the market. At the same time on August 2, Lenovo made permafrost low prices to 1,499 yuan a day of blessing computer. Lenovo this landmark action, that he was also in fostering a .
that the current emphasis on governments at all levels of the construction of rural information, the government's appeal is not a country of two large companies can be compared. Therefore, the association wants to use the power of the government speed up the penetration rate. Haier, are so keen with some of the provincial information industry department cooperation, an aspect is to take the opportunity to improve government relations, another aspect of their value is now engaged in information technology in rural branches and some by the Government to promote information technology projects to bring the overall procurement project, this list is relatively large, is able to bring benefits. PC makers stick to the government a threat to the market. of 3,999 yuan by the original low-cost laptop to compete against bigger small PC brand. Tianjiao high-end home PC I, to attract high-end people pay attention to the quality of life. Lenovo PC market share in 2006, far more than the domestic competitors.
dialysis
PC market as a top team, the Big Three mm international PC Hewlett-Packard, Lenovo, Dell, has always maintained a rapid progress in recent years the trend. If previous years, they are in the Chinese PC market share is still at 50%, then Dell and Hewlett-Packard expansion strategy with the work, now the number has more than half .
After looking about, Lenovo is already in 2006, 35.2%, while HP's second quarter of this year reached 13.7%, two-sum, already is 48.9%. After more than 1 year of temper, and now, this figure had than 50%, and the trend was to continue to grow.
doubt, PC industry giants have put it firmly in the thick end of the dumbbell structure.
domestic PC manufacturers: to drop or go up?
2005 years Acer's growth in the Chinese market, it has benefited from the China Business Group General Manager Lai Taiyue implementation of the new distribution model, that is, manufacturers and distributors of a more explicit division of roles.
whether Founder, the same side, or TCL and Haier, are facing pressure to expand. And if Acer and Asustek in the industry has done more on the market, it is expected to enter the ranks of the Chinese market brands.
Haier and TCL's staggering jump < br> the past two years the most dramatic PC manufacturers, Haier and TCL certainly not perfectly. limelight a few years ago is a very healthy TCL, the market has done wind and water; and in the PC business, Haier was three-two, gray head gray face.
from the second half of 2006, with Intel and Microsoft's in-depth with the cooperation and the joint venture, Haier Computer gained more upstream resources, but largely with the success of Haier Computer Haier Group's support for large a relationship .2003 November, Haier CEO Zhang formal position, Haier is the strategic direction to enter the PC industry, it takes great efforts to promote. and then the two parent companies of the joint venture to further increase investment. Since then, the Haier Group's support The following step by step on track, until last year leap.
TCL Computer from 2006 to the present quiet in the second half, but also because the Group support issues. it is difficult to attract investment, even with a high price will be paid. has provided 50 million yuan credit line to support.
PC companies today must reach a certain amount in order to achieve break-even point. TCL and Haier in such a market environment, have to keep bigger in order to avoid being marginalized into the risk of the third camp.
Taiwan-based PC manufacturers ceiling
2007 years should be the year of the outbreak of notebook computers. Fann, senior analyst at CCID Consulting, said such outbreaks mainly from the consumer market. and to notebook computer manufacturing and marketing company known for Taiwanese PC Acer and Asustek, also benefited from this growth.
Acer China's growth is due in April 2005, became general manager of its China business group brings Lai Taiyue the new distribution model, that is the role of manufacturers and distributors imposed more clear division of labor. Wang Jiping that, Acer rely too much on the total generation, after the early rapid growth, will enter into a bottleneck. More importantly, the future incremental market will be mainly the following three, which is the total generation of the two relatively weak coverage. Recently the industry on the Acer have announced the acquisition of Gateway in the end of August when the promising, there are a lot of worries expressed channel.
another ASUS a Taiwan-funded enterprises mm of growth is also very impressive. So get such a good growth on the one hand it through the field of pre-accumulated in the motherboard brand equity and technology, .
, of course, the two Taiwanese PC companies have a weakness, that is, desktop and commercial markets. now they all in strengthening the consumer business, also think of ways to improve business operations.
Founder and the same side:
where to go?
Founder and the same side, the Chinese PC market has always been the top three players, but in 2006, has spread Founder PC business to be sold in order to concentrate financial resources PCB development more profitable business, and with the PC side is due to the overall competition, and in 2006 over betting AMD, slow growth.
and the rapid development of modern commerce, the Chinese PC market still has much room for growth. the extent and sources familiar with the level of development is the Founder of the real advantages, .
and Founder similar to, the same side, Vice President and General Manager Li Jianhang Computer Systems Division is also the future of the blue ocean with the side were located in the Gome and Suning, represented by one to three cities in the 3C store, four to six markets and the SME market.
Clearly, both the strong domestic PC market are aware of future opportunities, will not give up relatively large proportion of total group sales in the PC business, and strive to improve their sales and level of profitability. But if they behave in the consumer business is not very prominent, and its market share will decline.
2007 to 2011 China's PC market forecast
dialysis
domestic manufacturers has been considered the mainstream PC China's largest PC market, the main force. present a good economic environment in China, PC market grew rapidly from 2007 to 2010, there will be 11% of the chain growth; but on the other hand, fierce competition has never been Now this way, the factory only to the average growth rate faster than the speed of the market to grow, can not be giants and the big fish are eating Kuaiyu, then the team will not be out of the mainstream manufacturers listed.
can be expected that agile, and the effectiveness of the main force of good that they will have the honor to join the ranks of PC giant; loose half-hearted, ineffective competition, players will be forced to retreat to the ranks of three lines or regional brand; The final area in the middle of those companies will survive very painful, they will be connected at both ends of the dumbbell extruded part of the suffering.
regional brands: Expedition
lively retreat and regional markets (The picture shows the Shenyang CyberMart Square).
and second-tier PC standing in the middle of embarrassment manufacturers squeeze much different in China's vast market, still retain a number of small to withstand the pressure of competition PC brands. Although they attract much attention, stirred the market can not afford the big waves, but they are distributed in the various regions have their own strong base, you can also find some opportunities in the national point of strategy by the slot is moving steadily, over a very nourishing. It is the entire PC industry, which constitute the most solid dumbbell pattern of the other side.
flexible stick
2004 年 small PC brand collective to secure the brand is strong government support and purchase orders, as these companies can give real benefits the local economy. The most obvious effective date of the mountain West Hui building computers and computer production in Shaanxi-day base. infiltrate a large number of local government resources local PC brand, of course, be given priority in government procurement considerations.
2005, at the Chongqing Municipal Government to promote urban and rural information project bidding process, the local brand Octopus computer to victory, becoming the only Chongqing .2006 cooperation PC brand in Taiyuan City Centre office automation equipment, government procurement, procurement bid announcement protocol, Mountain West at the computer followed by Lenovo, HP, Founder, the winning share of more than the same parties, Dell, Acer, ranked fourth; 2006 Yunnan government procurement industry results, to local brands, led by Jin Li, winning 22% of the total share, with shipments more than 2 million units.
Second, the local PC brands use of existing channels to cover the market. Many local PC brands are strong local agents Xinhua sea itself is the parent company of brands such as one of the best local channel. They use their distribution throughout its stores in the face and affix their own distribution network to sell brands of computers out strong, Recommended. Natural to maintain good sales. while some of the original is the brand, the brand has now become a local PC manufacturers, on their own server, systems integration master customer advantage, cleverly marketing their own PC.
again, by the flexibility of the local PC brands to win. The first is the product customization services and flexible. Generally speaking, enterprises purchase a national brand of PC, at least more than 100 possible number of customization to meet user demand, and in Chongqing the local education market, school requirements for the configuration of the machine is rather special, either professional particularly strong, a very special configuration required; or configuration requirements are particularly low, only for the simple teaching. one high and one low on the national brand configuration difficult to meet. Chongqing Bada was able to meet those needs.
Finally, the local PC brands can provide a flexible service. a national brand is a perfect service system, but the spares are often located in capital cities need to travel long distances, replacement parts have to go through layers of inspection. level too, which seriously affected the response rate. The local brand manufacturers in the country itself is a local distributor, their own brand of accessories can place PC find, without much adjustment, the natural rapid response speed. Yun Nan Jinli soup Hui told reporters that a customer had bought a famous brand of computer, and soon the display to a fault. good about the attitude of staff, but replace the product It took 3 months. said: , as long as the overall market capacity in the local growth, they will have steady growth. has a chance. But he also warned, do not expanding rapidly, The expedition
local PC brand in the sit tight, point so frankly with the media said. Blue's strategy is to encircle the cities in rural areas, the first gain a firm foothold in Hunan, began in Guizhou, Nanchang and other computer penetration rate is not high, the pursuit of the brand is relatively not high four to six cities to take root, and in-depth cooperation with Asustek, the Blue is also the product differentiation bit of tactics, the introduction of computer graphics card, plus high-definition 2006, pushing the computer screen. Zhang Yijun told reporters that today's IT market price of 4,000 yuan, said section of the PC can be dazzling, but the real high-performance graphics card standard Few. significant independence strategy second. It is consolidating the South China market, it is also careful to launch in April this year, . mobile phone industry, HEDY Holding Chairman Yi Xianzhong even shouted, , the profit decreased 83.82% over the same period, net profit decreased 85.28% over the previous year. President and Vice President Li Xun Ma Yinliang so left.
Wang Jiping told reporters that seven-cautious in the PC business did well, It can be used in the 2002 and 2003 the construction of some channels in the north, and slowly force, Shandong better conditions for the bridgehead for the second home in Shandong market to do this as a springboard, competitive pressures to live small PC brands. and just as the long tail theory called block They constitute the dominant pattern in the other end of the dumbbell heavy part.
Reporter's notes: When the giants have become flexible
151% increase, when the reporter saw the China HP notebook shipments growth in Q2 numbers when the first feeling is crazy mm multinational corporations began to freak out, while China's domestic PC makers began to difficult.
But on second thought, this is an international PC vendors the most normal action. However, we used the original PC manufacturers report the international chain of long, used to get them from abroad on a global release of the products sold in China, they are only used in one to three elegant high-end market to survive hh suddenly, they changed to the Chinese PC corporate learning, in-depth study of customer needs in different regions of China, R & D sub-populations to adapt to different products, poaching, or develop their own sales team, the channel network to the four to six rapid market penetration. channel network,