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联想移动的锅,何必让刘军来背
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Topic: 联想移动的锅,何必让刘军来背 (Read 319 times)
jsgayo
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联想移动的锅,何必让刘军来背
June 02, 2015, 08:38:22 AM
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编者注:很多时候,任何一个战略失误甚至每一个阶段的业绩弱势都要有一个背锅者,这几乎成了定律。这不,联想移动的锅也有人背了。
6月1日晚,联想集团宣布人事调整,联想集团执行副总裁、移动业务集团总裁、摩托罗拉移动管理委员会主席刘军离职,陈旭东将接替刘军的岗位,即时生效。与此同时,陈旭东还将担任神奇工场联席董事长,神奇工场副总裁常程将出任CEO。
这次人事变化的速度让人有些猝不及防,因为就在不久前的联想Tech World大会上,刘军这位时任联想移动掌舵人还谈笑风生。
刘军离任后,并没有“高升”,按照杨元庆内部邮件的表述,“刘军将离开现在的岗位,在一段时间内担任我移动业务的特别顾问。”想到之前联想移动业绩的“瑕能掩瑜”,显而易见,刘军成了联想移动的“背锅者”。不过,联想移动的锅让刘军来背合适吗?
从业绩上看,联想移动在过去的一段时间内可谓喜忧参半,但总体上是让人失望的。今年第一季度,在全球市场,联想移动虽然位居第三,但其发货量及市场占有率却创下新低;而在国内,联想手机竟然被挤出了“第一军团”,仅仅位列第五。这种业绩,联想移动掌舵人自然难逃其咎。但这仅仅是刘军一个人的过错吗?我并不这样认为。在我看来,联想移动的萎靡不是哪一个人的过错,而是一个不同因素综合发力的结果。让刘军一个人背锅是不恰当的。
首先,联想移动的产品线太长,产品过多,质量又难以维持高水准,何以笼络用户?在汽车行业,国内品牌奇瑞在过去曾经有一个“多生孩子好打架”的战略。在品牌初创且有价格优势时期,这个战略是可行的,且颇有成效。但当品牌应该进入成熟期却没有成熟、缺乏品质保证、国外汽车品牌也将价格下探到低区间的时候,这一战略的弊端便显露无遗。而联想手机,同样有一个虽然没说但实际上存在的“多生孩子好打架”战略。它的产品线让人迷糊,什么K、S、P、A系列,还有VIBE Z、VIBE X等等,再加上Moto系列,据说它的在售机型多达70余款。但是,联想的哪一款手机让您记忆犹新、念念不忘呢?少得可怜。加上其难以维持高水准的质量,所以它对用户的吸引力很难乐观。
其次,联想缺乏移动互联网时代的营销基因,或者说,联想缺乏移动互联网时代的粉丝基础。联想崛起于上个世纪,它的成功基于PC市场,公平地说,在PC时代,联想有着极佳的口碑。但过渡到新的世纪,尤其是移动互联网时代,与苹果、三星这些同样从上世纪过渡到今天的公司相比,联想的粉丝基础要薄弱的多,更不用说与近年异军突起的小米等相比了。今天的手机市场,营销基本上依赖品质加于不同类型的粉丝。移动互联网时代的粉丝力量,几乎决定了某款产品甚至某个品牌的兴衰。联想在PC时代的口碑,固然能暂时吸引部分客户。但这种过于老套的吸引,粘合度很差,容忍度很低,一旦用户稍不满意,就会离你而去。诺基亚、摩托罗拉曾经何等的风光,在时代的转型中都马失前蹄,更何况是联想?
第三,嘴里喊着年轻化,却走着老人的步伐。联想要贴近年轻人,它是这么说的。在5月底,联想云服务业务集团总裁贺志强向媒体透露:“元庆很清楚,联想之前多是‘交易型客户’,很难跟联想产生关联性,但他的要求是要更多的‘关系型客户’,这就要求我们跟这些年轻人有更多的接触点。所以联想现在的一切都要跟以前不一样。”但是,联想又是怎么做的呢?在它的手机业务中,我们看不到走向年轻的表现。年轻,不是和范冰冰合张影、参加一下微博盛典就能解决的。就拿收购摩托罗拉来说吧,摩托罗拉并非一个很吸引年轻人的品牌,它的所谓“高端”也是没落贵族的伪高端,很难对年轻人产生吸引力。不谈经营,单看品牌影响力,联想对摩托罗拉的收购难言成功。摩托罗拉,有可能拖累了联想移动的整体业务。
前面这几个因素,有的与刘军有关,可有的则是整个联想的问题,岂是让刘军背个锅就能解决的?突然想起不久前三星的窘境,人家不是挺过来了嘛!那联想移动的锅何必让刘军来背?
作者:姜伯静 | 来源:iDoNews专栏
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