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小米向左联想向右常程跳槽背后的国产手机变局
2020-01-10 21:13   来源:  www.ultrue.cn   评论:0 点击:

小米向左联想向右常程跳槽背后的国产手机变局元旦是一个辞旧迎新的日子。也就在2020年元旦前一天,集团副总

元旦是一个辞旧迎新的日子。也就在2020年元旦前一天,集团副总裁、中国区移动业务负责人常程也告别了老东家,并旋即在新年的第一个工作日加入了。从2000年加入联想开始,常程为联想服务了长达19年,而从宣布离职到正式入职新东家,仅仅用了2天。

New Year's Day is a day of old and new. The day before New Year's Day 2020, the group's vice president and head of mobile operations in China also said goodbye to the old owners and immediately joined on the first working day of the new year. Since joining lenovo in 2000, chang has served lenovo for up to 19 years, only taking two days from the announcement of a new job.

常程的火速跳槽背后,是联想和小米在中国市场不同的进退抉择。更重视移动业务整体盈利的联想,正在将业务聚焦于利润表现更好的美洲市场,中国区等“刺刀见红”的新兴市场并非其发力重点。而国产厂商第一梯队中敬陪末座的小米,正在“磨刀霍霍”,准备在接下来的一年里借着5G的东风,打一个翻身仗。

Behind the rapid change of career, Lenovo and Xiaomi are different choices in the Chinese market. Lenovo, which focuses more on the overall profitability of its mobile business, is focusing its business on better-performing american markets, and emerging markets such as china, such as bayonets, are not its focus. And domestic manufacturers in the first echelon to accompany the last Xiaomi, is \"grinding the knife \", ready to borrow the next year 5G Dongfeng, a turnaround.

2019年12月31日早上6点多,常程在自己的认证微博账号上承认了自己从联想离职一事。“19年成长在联想,感悟、感谢、感恩。”常程在微博中写道。在微博发出后不久,联想集团方面也对常程的离职进行了“官宣”:常程长期奋斗在竞争激烈的手机一线,承受了巨大的业务压力,家庭聚少离多,基于个人身体健康和希望更多精力照顾家庭的原因,常程近期提出离职。公司感谢他的巨大付出,他仍将作为联想移动的顾问继续为联想移动业务作出贡献。

On December 31,2019, more than 6 a.m., Chang acknowledged his departure from Lenovo on his certified Weibo account. \"19 years of growing up in association, feeling, thanking, grateful.\" Chang wrote in Weibo. Shortly after weibo's launch, lenovo group also made an \"official announcement\" about the long-term departure: long-term struggle in the fiercely competitive mobile phone line, under great business pressure, family gathering more, based on personal health and hope more energy to take care of the family, the long-term proposed departure. The company thanked him for his tremendous effort and he will continue to contribute to Lenovo's mobile business as a consultant.

不过,2天后常程火速入职小米,证明上面这些温情脉脉的表示仅仅是成年人之间的体面言辞。常程最后一次公开亮相是在2019年7月,当时联想发布了联想Z6以及MotoP50两款手机。在常程离职之前,联想在中国市场的手机业务已经持续疲软数年。

However, two days after the frequent rush to enter Xiaomi, to prove that the above these tender expressions are only the decent words between adults. The regular last public appearance came in July 2019, when Lenovo released two phones, Lenovo Z6 and MotoP50. Before the departure, Lenovo's mobile phone business in China had been weakening for years.

在继任者问题上,联想方面表示,常程的工作将由联想集团副总裁、联想移动亚太新兴市场负责人赵允明代管,此外,联想移动中国区营销负责人陈劲,将协助赵允明共同推进中国区移动业务的发展。有意思的是,赵允明是2019年7月才刚刚“空降”联想,并且在短短数月后的12月底就接替了常程。

On the succession issue, lenovo said that the regular work will be managed by lenovo group vice president, lenovo mobile asia-pacific emerging market leader zhao yunming, in addition, lenovo mobile china marketing director chen jin, will help zhao yunming jointly promote the development of mobile business in china. Interestingly, mr zhao was just \"airborne\" lenovo in july 2019 and took over at the end of december just a few months later.

据悉,赵允明在科技行业有超过30年的资历,曾在英特尔任职超过20年,管理能力备受业界看好。在宣布组织调整的内部邮件中,赵允明不但高度评价了常程,还以个人身份“借此机会表达对他的谢意”。赵允明表示,“在我加入联想后的这几个月里,他给予我全力的支持,迅速与团队融合,熟悉业务。”结合常程的迅速离去与赵允明的这份个人的谢意,不难看出,过去几个月中常程对赵允明的“支持”,似乎更有一丝交接的意味。

It is reported that mr zhao has more than 30 years of qualifications in the technology industry, has served in intel for more than 20 years, and management ability is favored by the industry. In an internal email announcing the restructuring, mr zhao not only spoke highly of the agenda, but also \"took the opportunity to express his gratitude\" in his personal capacity. Mr zhao said:\" in the months since i joined lenovo, he has given me full support to quickly integrate with the team and become familiar with the business.\" Combined with the rapid departure of mr zhao's personal thanks, it is not difficult to see that the past few months of the \"support\" for mr zhao seems to have a touch of handover.

赵允明对常程作出的高度评价,或许能够代表联想对常程过去19年贡献的认可:常程“19年间在公司担任了多个重要岗位。由他开发出的K860、K900、Yogatablet等旗舰产品以及乐商店、茄子快传、乐安全、联想游戏等明星互联网服务产品,为联想移动互联业务做出了突出贡献。”

Zhao Yunming's high assessment of the long-term may represent Lenovo's recognition of its contribution to the past 19 years: the long-term \"19 years in the company held a number of important positions. The flagship products, such as K860, K900 and Yogatablet, developed by him, as well as star internet services such as Le Shop, Eggplant Express, Le Security and Lenovo Games, have made outstanding contributions to Lenovo's mobile Internet business.

联想中国区手机业务的频繁换帅已经不是什么新闻。2014年以前,在运营商渠道占据手机销售重要地位的时代,“中华酷联”在国产安卓手机市场上表现出色。不过,随着运营商补贴退坡,四家厂商中只有成功转型,联想与中兴逐渐成为边缘厂商,而酷派已经不复存在。

Lenovo's frequent mobile phone changes are no news. Before 2014, in an era when carriers were playing an important role in mobile sales, chinese cool was doing well in the domestic android market. However, as carrier subsidies retreated, only four of the firms were successfully transformed, with lenovo and zte becoming marginal and cool pie no longer exist.

2014年,联想收购了摩托罗拉。2015年6月,陈旭东接任刘军,以moto、ZUK和乐檬三个品牌分别剑指高端、中端和低端市场,但收效甚微。2016年11月,原先负责人力资源的乔健接管了中国的手机业务,也没能阻止联想手机业务的下滑。常程接手中国区移动业务时,已经是2018年5月。靠着频频“碰瓷营销”,常程赢得了一个“万磁王”的外号,但联想中国区的移动业务始终未见起色。

In 2014, lenovo acquired motorola. In june 2015, mr. chen took over as mr. liu, with moto, zuk and le lemon brands pointing to the high-end, middle-end and low-end markets, with little success. In November 2016, Mr. Qiao, formerly in charge of human resources, took over China's cellphone business and failed to stop Lenovo's decline. Changcheng took over the mobile business in China area when it was already May 2018. Relying on the frequent \"touch porcelain marketing \", won a\" ten thousand magnetic king \"nickname, but lenovo china's mobile business has not improved.

市场研究咨询机构Counterpoint大中华研究总监闫占孟认为,从个人能力上讲,常程的产品线管理、产品定义能力是很强的,但在华米OV的产品竞争力和渠道优势面前,常程多少有些无能为力。在产品上,联想没有得到芯片供应商高通的额外支持,市场营销投入也远比不上OPPO、vivo,在这样的竞争环境下,常程的施展空间确实不大。

According to Yan Zhanmeng, director of Greater China research at market research consultancy Counterpoint, the ability of product line management and product definition is very strong in terms of personal ability, but in the face of Huami OV's product competitiveness and channel advantages, Chang is somewhat powerless. On the product, Lenovo did not get the extra support from the chip supplier Qualcomm, and the marketing investment is far less than OPPO, vivo, in such a competitive environment, the permanent display space is really not big.

而从联想移动业务的全球版图上来看,联想正在收缩市场以保证盈利。截至2019年9月30日的联想集团半年财报显示,2019/2020上半财年,公司移动业务收入同比下降7%,为亿美元。下降的原因,在于“集团仅聚焦具有盈利增长潜力的国家进行投资,这无可避免地令经营规模缩小”。在半年总营收的亿美元中,移动业务仅占比约%,与PC业务相比,规模十分有限。不过,在盈利上,联想移动业务在上半财年的税前利润,较上财年同期高出亿美元。这也是其移动业务连续第四个季度实现盈利。

On the global map of Lenovo's mobile business, Lenovo is shrinking the market to keep it profitable. In the first half of 2019\/2020, revenue from the company's mobile business fell 7 percent year-on-year to $100 million, according to Lenovo Group's semi-annual earnings as of September 30,2019. The reason for the decline was that \"the group only focused on countries with profitable growth potential to invest, which inevitably reduced the size of its operations \". Mobile accounts for only about% of half a year's total revenue of $100 million, and is very limited in size compared to the pc business. However, Lenovo Mobile's pre-tax profit for the first half of the fiscal year was $100 million higher than a year earlier. This is the fourth consecutive quarter that its mobile business has made a profit.

在中国手机市场中,联想的手机产品早已归入了“其他”类别,市场占有率不足1%。联想集团中国区总裁刘军在中期财报发布后的媒体沟通会上表示,2019年的市场端比较务实,并没有做很大的投入,因为2019年中国手机市场整体情况不好,竞争也非常不同,除了第一家赚钱,可能后面的都在丢份额和亏钱,所以联想在市场上相对没有做很大的投入,但是在研发端还是一直在持续投资。

In the Chinese mobile market, Lenovo's mobile products have long been classified as \"other\" categories, with a market share of less than 1%. Liu jun, china president of lenovo group, told a media briefing after the interim earnings report that the market end of 2019 was more pragmatic and did not invest much, because the overall situation of the mobile phone market in china in 2019 was not good, and the competition was very different, except for the first one, which may be losing share and losing money, so lenovo has relatively not made much investment in the market, but has been investing in the research and development end.

对于移动业务的盈利追求,意味着不赚钱的中国区手机业务重要性在下降。联想董事长兼首席执行官在沟通会上表示,在过去的一年中,联想的手机业务主要专注盈利,而要做到盈利,就要把不盈利的市场放在次要的位置上,因此,亚太的新兴市场,全球的新兴市场都不是联想重点发展的领域,因为这些市场的竞争是“刺刀见红”的价格战。

The profit-making pursuit of mobile business means that the importance of unprofitable mobile business in China is declining. Lenovo's chairman and ceo told a communications conference that in the past year, lenovo's mobile business has focused mainly on profitability, but to be profitable, it has to put unprofitable markets on the back burner. Therefore, emerging markets in asia-pacific, global emerging markets, are not the focus of lenovo's development, because the competition in these markets is the \"bayonet see red\" price war.

杨元庆表示,过去一年,联想在主要市场的盈利能力很好,在拉美和北美的利润率都接近了PC业务的利润率。“从现在开始,我们就要注重盈利性增长。盈利性增长,是指在保证盈利的前提下,要更加关注增长。”杨元庆指出,在注重盈利性增长的同时,联想还是会首选可能盈利的地方,比如欧洲将会是下一个战场。

Lenovo's profitability in major markets has been good over the past year, with margins in Latin America and North America close to those in the PC business, Mr Yang said. \"From now on, we need to focus on profitable growth. Profit-making growth means paying more attention to growth on the premise of ensuring profitability. While focusing on for-profit growth, mr yang points out, lenovo will be the preferred place to be profitable, such as in europe.

可以预见的是,在未来一段时间内,联想都不会加码中国市场。作为中国区移动业务负责人的常程,自然也不会有太大的用武之地。闫占孟表示,或许是公司和个人共同的想法。联想目前手机业务的重点是摩托罗拉品牌,而摩托罗拉目前是由美国团队主导,常程的决策空间有限。

Predictably, for some time to come, lenovo will not add to the chinese market. As head of mobile operations in China, there is no room for much use. Mr yan says it may be a common idea for companies and individuals. Lenovo is focusing on the motorola brand, which is now led by an american team and has limited decision-making space.

战场的另一边,是常程的新东家。1月2日,2020年的第一个工作日,小米创始人、董事长兼首席执行官雷军发布了新年全员信。在信中,雷军专门提到了常程的入职。雷军表示,常程在消费电子领域拥有丰富的经验,他将出任小米集团副总裁,负责手机产品规划等,向集团副董事长、手机部总裁林斌汇报。

On the other side of the battlefield is the new permanent owner. On January 2, the first working day of 2020, Lei Jun, founder, chairman and chief executive of Xiaomi, released a full-staff letter for the New Year. In the letter, Lei Jun specifically mentioned the entry of the regular program. Lei said Chang, who has extensive experience in consumer electronics, will become vice president of Xiaomi Group, responsible for mobile product planning and so on, reporting to Lin Bin, vice chairman of the group and president of the mobile phone department.

“只要真心认同小米价值观,只要能力出众,我们都求贤若渴,将以海纳百川的姿态在全球持续招募更多行业顶尖优秀人才。”雷军在内部信中表示。随着智能手机市场整体萎缩和竞争的白热化,越来越多的玩家逐渐边缘化乃至彻底退出。华米OV四大厂商除了要争夺市场,还要争夺这些企业中逸出的优秀高管。一年前,原金立高管卢伟冰入职小米,成为小米副总裁兼Redmi品牌总经理。年底的人事调整中,卢伟冰更是从雷军手中接过了中国区的重担,可见其融入得相当顺利。

\"As long as we truly agree with the values of Xiaomi, as long as the ability is outstanding, we all want to be virtuous, will continue to recruit more industry top talent with the attitude of all rivers in the world.\" Lei Jun indicated in the internal letter. With the overall shrinking of the smartphone market and the white-hot competition, more and more players are gradually marginalized and even completely withdrawn. In addition to vying for the market, the four giants are also competing for the top executives who have escaped. A year ago, former Jinli executive Lu Weibing entered Xiaomi and became vice president of Xiaomi and general manager of Redmi brand. In the personnel adjustment at the end of the year, Lu Weibing took over the heavy burden of the Chinese region from Lei Jun, and its integration was quite smooth.

在刚刚过去的2019年,小米的日子并不好过。由于华为大举从海外撤回国内市场,小米和OV的市场占有率受到强烈的挤压,市场占有率纷纷下降。其中受影响最大的厂商,当属小米。根据市场调研机构IDC的数据,今年三季度,小米在国内的市场占有率仅剩%,下降了%。

In the past 2019, Xiaomi's life is not easy. Xiaomi's and OV's market share has been strongly squeezed as the Huawei has aggressively withdrawn its domestic market from abroad. One of the most affected manufacturers, when millet. Xiaomi's domestic market share fell by only% in the third quarter, according to market researcher IDC.

2020年,5G的强势来袭,成为小米想要借以翻身的“东风”。雷军在全员信中提出,小米2020年将进行重大战略升级:2019年年初提出的5年“AIoT”100亿元的战略,加码升级为5年投入“5G AIoT”500亿元。而雷军此前也曾在多个场合表示,2020年,小米将发布超过10款5G手机,覆盖中高端的各个价位。

In 2020, the strong attack of 5G has become the \"east wind\" that Xiaomi wants to use to turn over. Lei Jun in the letter, Xiaomi 2020 will carry out a major strategic upgrade: early 2019 put forward a five-year \"AIoT \"10 billion yuan strategy, plus code upgrade to five years to invest \"5G AIoT \"50 billion yuan. And Lei Jun has also said on several occasions,2020, Xiaomi will release more than 10 5G phones, covering the high-end of the various prices.

“2020年是小米5G业务的冲锋年,是小米推动‘手机 AIoT’双引擎的关键年。”雷军在内部信中强调,“5G AIoT”是贯穿集团全产品、全平台、全场景的服务能力,将是小米互联网基因在新时代全面爆发的“题眼”。StrategicAnalytics分析师吴怡雯告诉新京报记者,小米在智能硬件方面的布局较早,在推动5G手机价格下降的过程中也表现得非常激进,5G确实是小米一个很好的发展点。

\"2020 is a charge year for Xiaomi's 5G business and a key year for Xiaomi to drive the'mobile AIoT' dual engine.\" Lei Jun stressed in his internal letter that \"5G AIoT \"is the service ability that runs through the whole product, the whole platform and the whole scene of the group, and will be the\" topic eye \"of the full burst of Xiaomi Internet gene in the new era. Wu Yi-wen, an analyst at Strategic Analytics, told Beijing that Xiaomi's layout in smart hardware was also very aggressive in driving down the price of 5G phones, and that 5G was really a good development point for Xiaomi.

小米与常程的牵手,目前并没有更多细节曝光。但一个主流的猜测是,小米或许是看上了常程的产品能力。闫占孟就认为,小米之前引进的高管卢伟冰更偏重于对外的渠道、品牌和市场方向,而产品层面目前还没有看到很得力的高管,小米正需要补强这方面的能力。而常程此番加入小米,负责范围正是在手机产品规划方面。

Xiaomi with the ordinary hand, there are no more details exposed. But a mainstream guess is that millet may be interested in the product capacity of ordinary. Mr yan believes that mmi's previous introduction of lu wei-bing is more focused on external channels, brands and market direction, and the product level has not yet seen very effective executives, xiaomi needs to strengthen the ability to do so. And Chang Cheng this time to join Xiaomi, the scope of responsibility is in the mobile phone product planning.


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