EG :: Volume #15

#1409: The Lenovo day does not feel better

Recently Liu Chuanzhi work also very busy, was mainly the Lenovo computer anti- the product challenge of Japan, South Korean and Europe and America, or also had the help of country, but the Taiwan computer brand, started to enter the China market at this time massively. 最近刘传志工作也非常的忙,主要就是连想的电脑抗住了岛国、南韩和欧美的产品挑战,或者说也有国家的帮助,但此时宝岛的电脑品牌,开始大规模进入华夏市场。 China relaxes with the relations of Taiwan at this time, opens Taiwan the market, plan originally helps supply each other, realizes the economic integration, thus assimilates Taiwan. 华夏此时跟宝岛的关系缓和,将市场对宝岛进行开放,原本的打算是互通有无,实现经济一体化,从而对宝岛进行同化。 But has actually forgotten, the place of China powerful, Taiwan is very similarly strong, because instead Taiwan has the superiority in some import, on many products, is more competitive than the China product. 但却忘了,华夏强势的地方,宝岛同样很强,反而因为宝岛有一些进口方面的优势,在很多产品上,比华夏产品更有竞争力。 And has included the computer, the impact that particularly the notebook, is under is biggest. 其中就包括了电脑,尤其是笔记本电脑,受到的冲击最大。 Representative is three brands, ASUS, Acer and BenQ, Acer and BenQ is a founder, or BenQ once was Acer child Corporation, afterward separated. 这其中的代表为三个品牌,华碩、宏基和明碁,宏基和明碁还是一个创始人,或者说明碁曾是宏基的子公司,后来分离出来而已。 This inside ASUS is the world top motherboard supplier, occupies the world to surpass one-fourth motherboard shares, since has started to make the computer, the sales volume of notebook steadily rises, the tendency is swift and violent. 这里面华碩是世界顶尖的主板供应商,占据世界超过1的主板份额,自从开始做计算机以来,笔记本的销量持续上升,势头非常迅猛。 But Acer and BenQ slightly are poor, but also displays good, at least not misses compared with the manufacturers in Japan and South Korea, notebook volume of production and marketing similar world rank front row. 而宏基和明碁则稍差一点,但也表现不俗,至少不比岛国和南韩的厂商差,笔记本的产销量同样世界排名前列。 As for home, there is another quite big computer brand, is called Shenzhou, this mainly also produces the notebook, the price is low, computer with disposition, price compared with Lenovo also low. 至于国内,也有了另外一个比较大的电脑品牌,叫做神州,这家主要也是生产笔记本电脑,偏偏价位非常低,同配置的电脑,价格比连想的还低。 Lenovo itself relies on huge volume of production and marketing, the unceasing cost reduction, in the world is to rank among the best, but has not thought that this Shenzhou cost is unexpectedly lower. 连想本身就凭借庞大的产销量,不断降低成本,在世界都是数一数二的,但没想到,这个神州的成本竟然更低。 After Liu Chuanzhi research discovered why finally understood the Shenzhou cost to be able such lowering. 刘传志研究后发现,终于明白了为什么神州的成本能够如此之低了。 First Shenzhou assembles not completely. Pieces together and assembles, is most downstream, is the bottom of food chain, the profit is lowest, the brand does not do easily. 首先神州不完全是组装。拼凑和组装,属于最下游的,也就是食物链的底端,利润最低,品牌也不容易做起来。 Belongs to the upstream like Intel and Chaowei, researches and develops, designs and produces one grasp, but the computer sales volume of their private brand, general. 像英特而、超威属于上游,研发、设计和生产一把抓,不过他们自有品牌的电脑销量,也一般的很。 The manufacturer in middle reaches, for example Dongzhi and four magnitudes, they produce the main fitting, then some research and development, some purchase assembling. 还有中游的厂商,比如东之、四星等,他们生产主要的配件,然后部分研发,部分采购拼装。 Also there are likely is Nvidia and other top the hardware manufacturers, then gave up itself making the pc opportunity, made their superior products with single-hearted devotion, could be said as the major assembly of computer. 也有像是鹰伟达等顶级的硬件厂商,则放弃了自己做pc的机会,专心做他们的优势产品,也可以说是计算机的主要配件。 This inside ASUS belongs to upstream factory, they are one of the world motherboard manufacturer leadership, their costs can with similar of Lenovo, this Liu Chuanzhi not quite be accidental. 这里面华碩就属于上游厂家,他们是世界主板厂商的领导者之一,他们的成本能够跟连想的差不多,这点刘传志并不太意外。 However Shenzhou, the technology should miss many, even to do medium, the independent development department major assembly, then relies on the superiority to produce the computer, wants them to have the superior product to be good. 但是神州,技术应该差很多,就算想要做中等的,自主研发部分主要配件,然后凭借优势来生产计算机,也要他们有优势产品才行啊。 Shenzhou on any major assembly of computer, does not have the superiority, does not have anything to take the take action product. Regarding patent, when has, but these patents, is not worth others coveting, has no way to compare with Lenovo. 神州在计算机的任何主要配件上,都没有优势,也没有什么拿得出手的产品。至于说专利等到是有一些,但那些专利,也不值得别人觊觎,更是没法跟连想比。 Then Shenzhou is the cost control? One is the worker wages of their factory is lower, this can the reducing production cost. 那么神州是怎么控制成本的呢？一个是他们工厂的工人工资更低,这样可以降低生产成本。 Another they do not have the straight camp shop, specially permits the alliance, but in the expansion time, the expense of special permission alliance is also very low, making their franchise stores rapidly expand. 再一个他们没有直营门店,都是特许加盟,而在扩张期,特许加盟的费用也很低,让他们的加盟店迅速扩张。 Shenzhou Executive gave all staff to draw a pie, took the Lenovo group as the template to the staff the pictures of cakes, told them, the present hard times, can pass quickly, in the future everybody will have the primitive stock, after Corporation listing, everyone were least is 1 million wealthy men, therefore now their staff wages are very low, welfare benefit anything, was unable to place on a par with the Lenovo group by far. 还有神州的老总给了所有员工画了一张大饼,以连想集团为模板给员工画饼,告诉她们,现在的苦日子,很快会过去的,将来人人都有原始股,公司上市之后,每个人都最少是1000000富翁,所以现在他们的员工工资都很低,福利待遇什么的,更是远远无法与连想集团相提并论。 Regarding the listing, Liu Chuanzhi thinks that in a short time Shenzhou is impossible ipo to be successful, because their accounts do not meet the listing requirement, another present home is quite strict regarding the it kind of Company examination, moreover almost does not have the investor to believe that the Shenzhou meeting can stand firmly, possibly appears briefly, quick will be purchased by other manufacturers. 至于说上市,刘传志认为短时间内神州是不可能ipo成功的,因为他们的帐面就不符合上市要求,再一个现在国内对于it类企业审查比较严,而且几乎没有投资者认为,神州会能站住脚,可能昙花一现,很快就会被其他厂商收购了。 Finally, is Liu Chuanzhi thought that a very interesting point, Shenzhou closes right up against the geographical advantage, approaches the harbor, therefore they will import some goods frequently. 最后一点,也是刘传志觉得很有意思的一点,神州靠着地理优势,靠近港口,所以他们经常会进口一些尾货。 Anything is tail goods, was some factories has produced the product, but, the order has cancelled for some reasons, thus created the product backlog. Also or is some factories produces product, has not been own estimate sales volume, thus has created the product backlog. Also some are some reservations „loss”, belongs to the reasonable theory loss, but is actually not big. 什么是尾货呢,就是一些工厂生产了产品,但是由于某些原因,订单取消了,从而造成产品积压。又或者是一些工厂生产产品,没有达到自己的预计销售量,从而造成了产品积压。还有的是一些预留的“损耗”,属于合理的理论损耗,但实际并没有那么大。 The reason that creates the tail goods are many, but is undeniable, the factory will process eagerly the tail goods. On the one hand can clean up the stock, prevents to occupy the warehouse, prevents these material waste. On the other hand, tail goods realization, is an income, although this income is low, but belongs unscheduled. 造成尾货的原因很多,但不可否认,工厂都会急于将尾货处理掉。一方面可以清理库存,防止占压仓库,防止这些材料浪费。另一方面,尾货变现,也是一笔收入,虽然这个收入非常低,但是属于计划外的。 But now, Shenzhou not only purchases some goods the fittings, is used to assemble own notebook, means that are import the tail goods the electronic component, then produces the fitting, thus assembles the computer, this is the Shenzhou so-called independent research and development, they pushed in the second echelon reluctantly. 而现在呢,神州不但购买一些尾货的配件,用来组装成自己的笔记本,还有一个办法,就是进口尾货的电子元件,然后自己生产配件,从而组装电脑,这就是神州所谓的自主研发,他们勉强算是挤入了第二梯队。 But in the tail goods, product quality is unable to be under the effective control, therefore the Shenzhou computer will be frequently bad, even the percentage of products sent back for repair is very high, what becomes candid is can achieve the colleague is lower than 40%! 而尾货之中,产品质量无法得到有效的控制,所以神州的电脑经常会坏,甚至返修率很高,但成本真的是能做到比同行低40！ 40% are any concepts, now notebook profit, 0% several, the profit of desktop, not over 8%, moreover profit also in gradually drop, because the manufacturer are getting more and more, more and more Corporation start to cut the selling price, propaganda, production, sale and other costs rapidly is still increasing. 40是个什么概念呢,现在笔记本的利润,也才0十几,台式机的利润,不超过8,而且利润还在逐渐下降中,因为厂商越来越多,越来越多的公司开始降低售价,宣传、生产、销售等成本还在快速增加。 The Shenzhou most common notebook, cost is also lower than Lenovo 20%, therefore had so big price competitiveness. Others present Lord pushes is a selling point, cheap! 神州最普通的笔记本,成本也比连想低20,所以才有了如此大的价格竞争力。别人现在主推的就是一个卖点,便宜！ You sell 10,000 notebooks, I only sell 8000, even 7000, everybody performance parameter is the same, will the consumer choose? 你卖10000块的笔记本电脑,我只卖8000,甚至7000,大家性能参数还是一样的,消费者会怎么选择？ Even if my this post-sale service is not good, how much money but cultivates a computer to be able? Let alone, although the quality almost, the percentage of products sent back for repair is slightly high, is not too high, this high to other brand notebooks, even is not higher than the percentages of products sent back for repair of some electrical appliances. 就算我这个售后服务不好,但修一次电脑才能多少钱？更何况,虽然质量略差一点,返修率高,也不是太高,这个高只是相对于其他品牌笔记本而已,甚至不比一些家电的返修率高呢。 They also held many users to like cheap product and other psychology, after all this was the notebook, was not the desktop, looks on high-end some. 他们还抓住了许多用户喜欢便宜产品等心理,毕竟这还是笔记本,不是台式机,看着就高端一些。 Therefore the domestic note entered the pattern that the big powers have striven for hegemony, Lenovo, because mainly aims at the manufacturer brand of European and American, Japan and South Korea, thus has neglected other brands, making them start to expand rapidly, has robbed the share of many Lenovo group. 于是国内的笔记本就进入了列强争霸的模式,连想由于主要针对欧美、岛国和南韩的厂商品牌,从而忽略了其他品牌,让他们迅速开始扩张,抢走了不少连想集团的份额。 But in the desktop market, assembly machine are getting more and more, the merchant in especially thoses computer city, they to the loom that the customer accumulates, the price is cheaper than the loom that the Lenovo sale point accumulates. 而在台式机市场,组装机越来越多,尤其是那些电脑城的商户,他们给客户攒的机子,价格比连想销售点攒的机子更便宜。 method/trick that they use, is makes a tie-in sale some goods. The customer cannot look in any case, had problems, they maintained on the line. 他们用的手段,也是搭售一些尾货。反正客户又看不出来,出了问题,他们保修就行了啊。 The notebook and desktop market simultaneously were challenged, this makes the Lenovo group quite passive. They in positive are expanding toward Europe and America, cannot that side not take, the supreme headquarters instead were broken through by others. 笔记本和台式机市场同时受到挑战,这让连想集团颇为被动。他们正在积极向着欧美扩张呢,可不能那边还没拿下呢,大本营反而被别人攻破了。 Happen, at this time when Feng Yu proposed tablet PC, gave him to remind, why a model of function slightly simple notebook? The price is cheaper, in addition the Lenovo brand and certain propaganda, sell well inevitably. 正好,这时候冯宇提出平板电脑时,给他提醒了,为什么不出一款功能稍微简单的笔记本电脑呢？价格更加便宜,再加上连想的品牌和一定的宣传,必然畅销。 How should the marketing, he have the difference with the opinion of Feng Yu. 只是该怎么营销,他又跟冯宇的意见有了分歧。 ...... …… Before down finished, asking the legal copy to subscribe, seeks the recommendation, asked the monthly ticket, asked to hit to enjoy( to be continued.) 五更完毕,求正版订阅,求推荐,求月票,求打赏(未完待续。)
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