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Lenovo now number one in personal computer sales


Lenovo has just been named the number one seller of personal computers globally. In the Chinese market Lenovo is number two in sales of mobile phones.

The Lenovo Group Limited is a Chinese multinational company that makes personal computers, tablet computers, mobile phones, smart televisions, and other devices. About eight years ago Lenovo took over the IBM personal computer division. The company paid $1.25 billion and also assumed $500 million of IBM debt. This purchase turned the company into a global competitor and made the company the third largest computer manufacturer in the world by sales volume.
Lenovo has its operational headquarters in Morrisville, North Carolina but its registered office is in Hong Kong. Products such as the Thinkpad have been renewed by Lenovo. In October of this year, Gartner research, said that Lenovo had overtaken former market leader HP. Gartner claimed Lenovo shipped 13.8 million units in the third quarter, compared with only 13.55 million for Hewlett-Packard. However another firm showed HP as still number one. Gartner said that Lenovo was gaining market share by aggressive price cuts
The company wants to change its image so as to be cool and fashionable. At the Beijing headquarters of Lenovo, Arthur Wei, a marketing executive said:
"My goal is that one day Lenovo can be recognised as one of the hundred most valuable brands in the world."
Wei played a BBC reporter a video of a recent launch of a new laptop with plenty of glitz and glamor attended by a crowd of celebrities.
In Lenovo's design center is Yao Yingjia the company's top industrial designer. Yingjia designed the Olympic torch for the Beijing Olympics. He is head of a group that assesses the look and feel of every new product. Yingjia caresses a Yoga Thinkpad and talks about it as "creating a new emotion":
"It really touches the customer."
The new laptop can convert into a touchscreen tablet. While many analysts see the PC market as declining rapidly. Lenovo is attempting to create products that are PC plus.
However, Lenovo recognizes that much innovation will be in the area of mobile computing. It has already built a strong position in the Chinese smartphone and tablet market. It is now advancing in these markets outside China. The company describes it strategy as "protect and attack". It protects its lead in China while marketing in new areas and producing new products.
The strategy has not only worked in Russia but in a mature market such as Germany. However, many young IT professionals prefer Apple and Samsung smartphones over Lenovo's phones. While Lenovo leads in the market it is through charging much lower prices than its name brand competitors.

Mr Wei started his career marketing for U.S. firms before returning to China. He says that Lenovo has been successful by continually reinventing itself. He said:
"If you keep pushing yourself as a start-up company, you're fighting for survival even though you're number one. That's the reason this company has a chance to win."
But both Wei and Yao would like to see Lenovo not just number one in sales but a brand producing products that people want to show off and brag about owning. They think that they can make that happen.

Quelle: www.digitaljournal.com

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