The market positioning is not clear. Lenovo’s biggest cause is actually here.

The biggest crisis of the enterprise, the high is not low, not
Take Lenovo's main business PC, although it has achieved the world's largest shipments, but further analysis, behind this first is a crisis. Why? First of all, it is only the first shipment, not the first profit margin, that is to say, watching the lively, in fact, does not make money, most of the profits of the PC market have been taken away by Apple, Apple’s “10,000 yuan machine” long-term Occupy the high end of the PC market, with the growth of the post-90s and 00s, the demand for Apple computers has further expanded. It was originally a pattern in which well water did not make a river. You sell your high-end, I sell cheap, now, consumption upgrade, parity The overall market shifts to the high-end market, high-end demand is increasing, parity demand is decreasing, and the two lines that originally did not intersect have become direct competition with you without me. Lenovo’s PC market is completely tragic, and it has gradually been eaten by Apple but has not returned. force.
High-end is not good, I will go down, the low-end market, as long as there is a quantity. Can't you do it? Not at all. The low-end computer market is firmly occupied by Dell. Dell relies on advanced global supply chain system, 3,000-4,000 yuan PC market, Dell is the absolute king.
This is the real market position of Lenovo, and the high is not low. Any enterprise that does any market, the most feared is that the high is not low, if you are forced into this situation by the opponent, you can basically declare the exit. Even worse, Lenovo is not only the PC, the mobile phone business is facing the same dilemma, the high-end market has Apple, Samsung, Huawei, the low-end will face Xiaomi, Meizu, LeTV, OPPO and other powerful opponents strangled. It is no exaggeration to say that Lenovo is in deep crisis or losing.

Lenovo has everything, there is no clear market positioning.
Lenovo’s situation is today, and its unclear positioning is the culprit. Because the association in the heyday period wants money and money, there must be people, management must be managed, fighting power must be combative, but there is no clear market positioning. Until now, I don’t know whether Lenovo is positioning high-end or high-end or low-end. Companies that are not clearly positioned are chaotic, not competitive, and unable to form synergies.
Compared with Huawei, the market positioning of Huawei mobile phones is very clear. It is positioned at the high end and is slightly lower than Apple's mobile phone, but it has an experience close to high-end mobile phones. At the same time, Huawei mobile phones not only have product positioning, but also have clear channel positioning. The “P” series locates retail terminals, the “Glory” series locates network e-commerce channels, and “MATE” locates high-end businesses. With the positioning, the product design, brand, scene, and sales focus are naturally clear, and the market naturally has it.
In general, unclear positioning or misplacement is the most common mistake for companies, and many of them are well-known companies, and more companies than Lenovo. For example, the Ford car, the old Ford is positioned to let each person a Ford car, the cheaper the better, can go on the road. But as Americans have money, they need identity and need different cars to reflect their status, but Old Ford stubbornly believes that as long as a Ford car is enough, the result is a versatile Chevrolet car with a cooler color. With the shape and more comfortable interior, the same Ford car was defeated. And Kodak, Kodak only positioned himself in the film era, when the digital image came, he did not change the positioning, but stuck to his original position, and the result was quickly abandoned by the times.
Every enterprise is constantly researching and positioning, and no one wants to locate errors. However, with the continuous subdivision of the market and the continuous upgrading of consumer demand, the positioning is constantly advancing with the times. How do companies do their own positioning in the current market environment?

Positioning also needs to be constantly upgraded
It is not difficult to have a good position. The hard part is that it can always be well positioned. The real good positioning is to change with the changes of the market and consumers or to upgrade their own positioning. Never lie in the previous credit book to sleep. For the upgrade of positioning, just change the image, change the slogan, change the tone is not acceptable, and now I have never seen any brand or product, change the image, change the slogan even if the position is changed, there is a new market space. This is not the market person or the advertising company's obscenity.
The upgrade of positioning is a very cautious thing, it is to take the whole body. The adjustment of image and slogan is a trivial matter, mainly the adjustment of the whole strategy, the adjustment of the main direction of the market, and even the adjustment of entering new markets and new fields. This requires a lot of changes in the enterprise. According to our experience, effective positioning and upgrading, it is best to use the new team to make new positions and replace the brand with new markets. It’s better to be overhauled, why is Taobao’s transition to Tmall so successful? It is estimated that the death of the company may not be adjusted. Ma Yun exchanged the positioning upgrade with the new team, the new style of play, and the new brand, in exchange for the success of Tmall.

Positioning also needs to be broken down into important links instead of positioning from top to bottom.
Positioning cannot be limited to slogans or strategic aspects, but needs to be subdivided into every important link. For example, Huawei mobile phones, different channels also have their own different positioning models. Many companies have begun to use the same positioning strategy, such as a positioning of online products, and offline products are a positioning. In the future, the products need to be used according to different consumer levels, different channels, different time nodes (different positioning in early and late use), different locations, so that consumers feel that they use different products, and each product is very The subdivision is tailored for me. This is the beauty of positioning segments, which will lead the company to new areas and create new surprises for consumers.
The era in which we live is the era of economic changes. In such an era, there is no one-on-one, no change, no one is eating all over the sky. Any time, strong or weak, you need to change at any time, think and act at any time to play this era. (Text / Dou Lin Yi)

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