In the five years before the acquisition of IBMPC business at the end of 2004, Lenovo's main competitor (Dell) continued to expand its market share and profit margin. Yang, president of Lenovo Group, led the team to conduct in-depth analysis and investigation, and finally came to the conclusion that PC customers are divided into relational and transactional types.
Relational customers refer to those large and medium-sized commercial customers, such as government departments and large and medium-sized enterprises, who are long-term partners; Transactional customers are mainly exposed to the vast number of individual consumers and small and medium-sized enterprises through sales channels and agents. For these consumers, what they buy is a machine. One requirement is tailor-made according to customer requirements; The other is that products promote sales.
Lenovo is good at trading, and IBM is good at relationships, which just forms complementary advantages. After two quarters, the dual operation mode has achieved remarkable results. In 2005, the sales share reached 30%.
Liu Chuanzhi said: "The fruits of this change are still enjoyed today, and we have stepped up our efforts to promote it all over the world."
The success story is evil:
Lenovo's major customer industry case series: The Home Depot case
Since 1999, Lenovo PC products have been used by former world experts. Up to now, The Home Depot has more than 1000 PCs, almost all of which are Lenovo products.
The Information Choice of The Home Depot
The Home Depot (Tianjin) Commercial Co., Ltd. is a large-scale professional storage supermarket chain that deals in architectural decoration, decorative materials and related commodities. Its predecessor was a world home building materials chain supermarket. At the end of 2006, The Home Depot Company of the United States, the world's largest building materials and home furnishing retailer, acquired World Home Furnishing. As The Home Depot began to focus on China as its business development in Asia, its business in China continued to expand. At present, its business has spread all over Tianjin, Xi, Beijing, Qingdao, Shenyang, Zhengzhou and other cities.
The management system ensures the high-speed operation of the business.
Interestingly, after the Home Depot acquired Home World Home, it did not give up using the original information system of Home World Home, but still used the original information system architecture of Home World. As early as 1996, at the beginning of the establishment of Home World Home, the company decided to establish an IT architecture that conforms to the future development of the industry to meet the ever-changing business needs. According to the group's "cluster development" strategy, Home World purchased a set of specialized retail management software-American JDA software. It is hoped that the company can inherit and carry forward the experience of international advanced retail enterprises from the beginning, standardize the business processes of enterprises from the aspects of commodity management, store operation, space category management and customer data, effectively solve the problems of management control, management efficiency, operational risk and customer tracking, and quickly integrate the company's main business processes.
Hardware guarantee highlights the brilliance of Lenovo PC.
For home chain enterprises, ensuring low-cost operation is the key to their survival. However, when The Home Depot is still the world, enterprises never only consider the cost when choosing IT equipment, and the best cost performance is the most important factor in purchasing IT equipment. Therefore, in The Home Depot, some minicomputers and servers are mainly IBM brands. PC is almost 100% Lenovo brand.
Since 1999, Lenovo PC products have been used by former world experts. Up to now, The Home Depot has more than 1000 PCs, almost all of which are Lenovo products.
Talking about the reasons for purchasing Lenovo products, Ren Qingfeng said that the reason why the company has been insisting on purchasing Lenovo PCs for many years is mainly based on the consideration of quality and service. Lenovo PC has always been quality-oriented, and Lenovo services are also well-known in China. Home world has many supermarket chains all over the country, and Lenovo's after-sales service outlets are all over the country, and service support is also in place. Now, The Home Depot, as a big customer of Lenovo Group, also enjoys the special advanced professional services provided by Lenovo for big customers, such as supporting customized production of products and the only special line locking service.
Therefore, although The Home Depot, as the world's largest building materials and home furnishing retailer, has signed purchase contracts with major PC suppliers around the world, and the relevant person in charge of The Home Depot once mentioned the issue of purchasing PC brands to Ren Qingfeng, the person in charge changed his mind after Ren Qingfeng introduced his experience in using Lenovo PCs for many years. Of course, another reason why he changed his mind is that Lenovo has developed into a multinational company with an international background after acquiring IBM PC.
Lenovo Group is an innovative international science and technology enterprise, which consists of Lenovo and the former IBM personal computer department. As a leading enterprise in the international personal computer market, Lenovo develops, manufactures and sells advanced, reliable and high-quality personal computer products, and provides related value-added services to provide better solutions for global customers to improve productivity and competitiveness. The foundation of Lenovo's success is to let customers achieve their goals: efficient work and colorful life.