On October 16, 2018, Lenovo held the “Lenovo Killer 2.0 Launch” in New Delhi, India. Lenovo not only unveiled its first AI quad-camera Lenovo K9 and two new Lenovo A5 phones, but also announced its cooperation with Indian e-commerce platform Flipkart.
While the event didn’t generate the same buzz in China as lenovo’s S5 Pro, lenovo also used the event with a message to regain its lead in The Indian market.
From The release of Z5 on June 5, Lenovo mobile phone figure has been in the domestic, now stride out to sea, during what is the strategic logic?
According to people familiar with the matter, the launch in India is an overseas front for Lenovo’s “Normandy Plan” to revive its mobile phone business, spearheaded by the Z5.
The reason for the “Normandy” name, because Lenovo to copy the history of the famous battle – “Normandy landing”, trying to win every battle of the attitude, blow the counterattack on the whole smartphone market “horn”.
Surprise: with the cost to tear open
The Allied “Normandy landings” took the German army by surprise, because of this, but also a mawei. Defeated, panicked and retreating, the Allies pushed their way into the heart of the battlefield, invincible.
With June 5 as the starting point, Lenovo has also made a new history of its own.
On the day of the launch, lenovo sold out the Z5 online in 15 minutes, beating other brands such as honor play and mi 8 to rank TOP1 on jd’s list of mobile phone items. Z5 sales success, Lenovo continued to send force JINGdong 618 promote. Relevant data show that in jd mobile phone brand sales list on the same day, Lenovo advanced into the top five, in the mobile phone sales brand list and 1-18 mobile phone cumulative sales brand list, Lenovo are ranked in the top six. As a result, the pre-order volume of Zhu Yilong’s customized Lenovo Z5 launched by Lenovo in August exceeded 30,000 and 100,000 respectively in two days, and the first-day sales exceeded 10,000 units.
These achievements for Lenovo actually have more extraordinary significance. On the one hand, this is the beginning of the return, the first game is to win, Lenovo mobile phone attack market confidence must multiply; On the other hand, entering the smart phone market with strong rivals, Lenovo won the battle, pressure virtually to “Huamiov”.
Data given by the media show that, rough statistics, after the launch of Z5, the industry’s full screen average price reduction of 200 yuan, at least 5 million products on the market price reduction, the cumulative benefit of consumers more than 1 billion yuan. It has to be said that consumers like to see the emergence of the price trend, Z5 contributed to. So no one can ignore a “determinate association.”
Under the policy of high cost performance, the brand power of Lenovo mobile phone began to explode. What Lenovo proved is still not inferior to the ruling power of the era of “China Cool Union”, which I believe “Huamiov” has a more profound experience.
Through the “Normandy Plan”, Lenovo has initially reshaped the market (competitors and consumers) on its perception, return to this goal, has been accomplished well, even beyond expectations.
On September 27, lenovo announced that an open, cooperative and win-win ecological prototype of intelligent iot has been formed, and it will unite with ecological partners to promote the implementation of new technologies, aiming to jump start SIoT2.0. From mobile phone terminals to intelligent iot ecology, why lenovo put this step into the “Normandy plan”?
Throughout the major mobile phone manufacturers, xiaomi, Huawei, Apple and Samsung, in fact, are trying to build the hardware and software service ecology of consumer terminals. So Lenovo take this step is very clear, is to have occupied the terminal (mobile phone, PC, smart home, etc.) to enhance service capacity, and form a terminal service ecology and terminal scale of mutual benign promotion, continue to roll a snowball, and eventually become a king of the era of intelligent iot.
Implementation up to now, we see lenovo “Normandy plan” at least has brought lenovo two benefits. First, it points out the general direction for Lenovo, and then Lenovo only needs to focus on “how to counterattack more effectively”; second, it boosts the morale of the counterattack for Lenovo, which will undoubtedly make Lenovo explode into more powerful potential.
A counter-offensive that lasted until the end of the year
The Invasion of Normandy began with a great deal of force, but then the Allies moved steadily to break down the German strongholds one by one. Lenovo’s “Normandy Plan” is now in a critical period of step by step. After achieving good results in the early stage, Lenovo is trying to push itself to a new height with the new actions in the “Normandy Plan”. According to statistics, from June to the end of the year, Lenovo has held 5 product launches, and they are all focusing on the core strategy of “conscience excellent national mobile phone” and “counter-attack will win”.
On Oct. 16, Lenovo unveiled its K series in India, a move that reflects its focus on emerging smartphone markets like India. In fact, Samsung, Xiaomi and Huawei are in a fierce battle in India in recent years. Lenovo chooses this moment to regroup and rebuild the glory of the Indian market. On the one hand, lenovo still believes in its strategy of ultra-high cost performance, and on the other hand, lenovo hopes to gradually establish its global map by driving the high-speed growth of overseas markets.
In addition to the overseas market, Lenovo did not relax the point is to continue to target the domestic market, “Normandy Project” shows that Lenovo will be in October 18 to “idol selfie” and AI four photos as the banner, release THE S5 Pro led AI four photos series of new products, launched mobile phone photos Normandy.
A new product which is very likely still the continuation of “cost-effective” route, from lenovo S5, Z5 strong welcome 90% full screen after the introduction of market, the four products will be taken as a lenovo Z5 “blockbuster”, even become clear camera phones on the market at present, four leading AI, the popularity of camera phones.
It is worth noting that Honor and Xiaomi will have a new product launch in October, a tit-for-tat new product competition is inevitable, but from the characteristics of Z5 Pro, lenovo will implement the “high cost performance” to the extreme or through the price advantage to make rivals shine.
This shows that Lenovo itself for “how to open the situation in the current fierce competition pattern”, in fact, has a relatively mature play. On the one hand, Lenovo’s continuous release of cost-effective mobile phones will drive down the prices of similar products in the whole market. When Lenovo becomes the leader of this trend, it will have a cognitive advantage in capturing many wavering consumers.
Consumers are more sensitive to price and product than anything else.
‘s “Normandy plan” in fact, whether it has, or is about to launch new products in October, lenovo to make the tone for the “Normandy plan” is to establish the ratio of absolute advantage, at the same time, lenovo is one of the product layer break “art of war”, such as Z5 phone belong to full screen machine one thousand yuan level, The next S5 Pro is in the field of photography. It is also revealed that Lenovo mobile phones have broken the price bottom line once a month after October in the domestic market. The boundary features of these smart phones have corresponding consumer groups.
Predictably, the first half of the “Normandy plan” has given Lenovo a good start, lenovo mobile phone in the market to establish a relatively stable position. Next, as long as Lenovo continues to grasp the rhythm, it will form a very strong experiential and user loyalty barrier for its everywhere.
However, for Lenovo, time is the hard condition to change the existing mobile phone market pattern. After October, lenovo will continue to implement its carefully formulated “Normandy Plan”, while the ambitious Lenovo will constantly refresh the cognition of rivals and consumers.
Lenovo mobile phone “Normandy project” in the future will be the sword?
The D-Day invasion opened up the second world War in Europe and ultimately changed the pattern of World War II, enabling the anti-fascist side to win. There is no doubt that D-Day was a crucial turning point. Now, Lenovo’s “Normandy Plan” also plays an important role, in addition to helping Lenovo to return to build momentum, in the long run, “Normandy Plan” is a major strategic action for Lenovo to re-establish a foundation in the mobile phone market.
I think not only Lenovo, but the whole market is very curious about what the “Normandy Plan” will bring to the end. On the one hand, Lenovo is a very special role, from the ERA of PC to the era of “China Cool Union”, Lenovo is enough to make opponents feel afraid of the existence, and now Lenovo in the mobile phone market has stirred up the whole market nerve again.
On the other hand, lenovo’s ambition to jump the gun in the SIoT2.0 era has a lot to do with the company’s aggressive efforts to grab the smartphone market. In terms of frequency of use or entrance effect, mobile phone has been the most valuable intelligent terminal at present, and in the previous layout, mobile phone has long become a core of Lenovo’s intelligent Iot service and product ecology.
In other words, occupying more mobile terminals means Lenovo will expand its service scale in the era of intelligent Iot. Therefore, from the point of view of the entrance of the era of smart iot, the ambition behind the phone is bigger and long-term than the phone itself.
It is not difficult to understand why Lenovo will hold the innovation science and technology conference in September, to unite all kinds of equipment, platform, service ecological partners to create THE ISoT2.0 era, Lenovo is actually in the ground for the jump start 2.0 era.
Even now, “Normandy Plan” has shown a very unusual change in the mobile phone market. To some extent, Lenovo has mobilized the power of the whole group to achieve a preliminary rewrite of the order of the mobile phone market through “Normandy Plan”. In the future, in the 5G era, lenovo’s “Normandy Plan” will continue to promote the whole smartphone market may usher in a new round of reshuffle.
Collective price reduction, return that has a strong position…… Like d-Day, project Normandy has given Lenovo a huge say that will help it regain its dominance over mobile phones and establish its generational leadership. In short, lenovo’s “Normandy Plan” has had a lasting impact on the whole market, and “breaking down the old order and establishing a new order” may be a huge ambition of Lenovo’s mobile phone in the future.
Article/Liu Kuang public number, ID: Liukuang110, this article first kuang Venture capital network