加载中…
惠普东芝蚕食ThinkPad 联想面临傲慢与偏见
(2006-04-18 00:30:35)
歇了几天，手头压了好几篇好稿子没动了，最近晚上要加把劲儿作清理。
文章并非西方观点，很实在，寥寥数语道出联想ThinkPad的窘境症结所在。
联想起中国大陆市场ThinkPad的天价以及维修之种种不公，苦笑。
终于，老外怒了，联想要毛了。
http://www.sina.com.cn 2006年04月18日 00:19 新浪科技
导读：北京时间4月17日，国外媒体发表分析文章称，联想正在失去其目前的ThinkPad笔记本客户，因为他们一定程度上都由于对联想的偏见转而购买惠普、东芝等其他品牌的笔记本电脑。消费者并不太情愿购买一家中国公司的产品，这一点与数十年前日本消费类电子产品的境遇类似。文章善意指出：消费者没有过错，症结可能在于联想自身。
联想在从IBM获得独立的ThinkPad品牌后，尚未有真正作为。ThinkPad的成功缘自于以下原因，比如它享有盛誉的可靠品质，以及来自于科技巨擎IBM的支持，用户信赖蓝色巨人。事实上，这也正是联想收购这个知名品牌的初衷之一。
遗憾的是，联想并未从ThinkPad继承认可与尊重。一定程度上，ThinkPad拥趸的叛离影响了产品的销售。一些曾经是ThinkPad的用户转而使用惠普或者东芝。当问询个中缘由后被告知：“谁会从一家中国公司购买产品？”显然，这并非是一个客观的回答，情绪压制了理性。
但联想不能责备客户，这一问题已横亘在联想前进之路。
今日中国几乎是廉价劳动力和质量平平的形象。不难理解，没有人乐意购买产自中国，或者中国公司销售的消费类电子产品。这一点与数十年前日本产品的境遇类似。
但是，事实上每个人都在购买中国产品，问题何在？IBM是一家伟大的公司，产出卓越的产品。苹果也是这样，iPod虽然在中国制造，但是由美国公司销售，所以为消费者信赖。
由于这种信赖，消费者乐于对这种品牌价值做相应支出。但是如果他们不再信任产品出产的公司怎么办？
时下联想正面临这样的窘境，消费者不愿购买一个他们在联想收购IBM PC业务前从未听说过的中国品牌。简言之，联想还不具备像IBM这样的品牌美誉度。但令人费解的是，联想的产品依旧保持先前的价格，甚至没有半点形式上的折扣。当惠普大幅调低它产品价格的同时，联想的售价依然高高在上。无疑，联想将丢掉它的市场份额。
联想在笔记本市场依然一言九鼎，ThinkPad是了不起的产品。它能及时加以修正先前的失误么？一切都有待于联想自身如何出牌。(长乐未央)
The End of Reliable Notebooks
Author: Varun Dubey
Date: Monday, 17 April 2006
Topic: Columns
(Column) - After having finally acquired IBM’s ThinkPad division, Lenovo has not really had an impressive ride thus far, and not without reason. There was a reason why ThinkPad was so successful (legendary reliability with support from one of the world’s largest technology companies). Users trusted IBM. In fact, they still do and that is one of the prime reasons that even though Lenovo has bought over the brand, nowhere on a ThinkPad does it say Lenovo.
Despite the overall poor performance, Lenovo has still not gained the mindshare or the respect that the ThinkPads command. In fact, it has, to some extent, alienated ThinkPad’s fans and taken a sales hit. In my immediate vicinity, those who owned ThinkPads have now traded up to an HP or a Toshiba. None of them went back to their ThinkPads. After asking for a clarification, I was told, "Who wants to buy things from a Chinese company?" Clearly, this isn’t a sensible answer and is derived emotionally (subjectively) than objectively, but could you really blame them?
And there in lies Lenovo’s problem.
China today is synonymous with inexpensive labor and average quality workmanship (similar to the way Japan was portrayed in consumer electronics decades ago until it changed its image). Similarly, no one wants to purchase anything consumer electronics related that’s made in China and is sold by a Chinese company.
Again, I agree that everyone gets products made in China anyway so what’s the problem? The problem is perception. The perception is that IBM is a great company and makes great products. This was reinforced by the truly legendary products that ThinkPads were (are?). Same is the case with Apple. Sure, iPod may be manufactured in China, but since an American company retails it, we trust it more.
And for this trust, we are willing to shell out a premium. But what if they [users] don’t trust the parent company any more?
Today, users don’t trust Lenovo. They don’t see the point in buying notebooks from a Chinese brand which they hadn’t much heard about until it acquired IBM’s PC division. In short, Lenovo doesn’t command the brand premium like an IBM does or can. Strangely though, Lenovo has decided to maintain the same prices. There won’t be any price cuts, not many anyways. And it’s due to this that it might perhaps begin to lose its accumulated marketshare. As HP and others cut prices and get them down to seriously unheard of levels, Lenovo is still sitting pretty at exorbitant levels. Result? Drop in marketshare.
As lenovo embarks on step two of the integration, I sincerely hope it learns from its previous mistakes and begins to make amends. It has the volume and a smashing product to truly be the number one player in the notebook segment. All it has to do is play its cards right.
文章并非西方观点，很实在，寥寥数语道出联想ThinkPad的窘境症结所在。
联想起中国大陆市场ThinkPad的天价以及维修之种种不公，苦笑。
终于，老外怒了，联想要毛了。
http://www.sina.com.cn 2006年04月18日 00:19 新浪科技
导读：北京时间4月17日，国外媒体发表分析文章称，联想正在失去其目前的ThinkPad笔记本客户，因为他们一定程度上都由于对联想的偏见转而购买惠普、东芝等其他品牌的笔记本电脑。消费者并不太情愿购买一家中国公司的产品，这一点与数十年前日本消费类电子产品的境遇类似。文章善意指出：消费者没有过错，症结可能在于联想自身。
联想在从IBM获得独立的ThinkPad品牌后，尚未有真正作为。ThinkPad的成功缘自于以下原因，比如它享有盛誉的可靠品质，以及来自于科技巨擎IBM的支持，用户信赖蓝色巨人。事实上，这也正是联想收购这个知名品牌的初衷之一。
遗憾的是，联想并未从ThinkPad继承认可与尊重。一定程度上，ThinkPad拥趸的叛离影响了产品的销售。一些曾经是ThinkPad的用户转而使用惠普或者东芝。当问询个中缘由后被告知：“谁会从一家中国公司购买产品？”显然，这并非是一个客观的回答，情绪压制了理性。
但联想不能责备客户，这一问题已横亘在联想前进之路。
今日中国几乎是廉价劳动力和质量平平的形象。不难理解，没有人乐意购买产自中国，或者中国公司销售的消费类电子产品。这一点与数十年前日本产品的境遇类似。
但是，事实上每个人都在购买中国产品，问题何在？IBM是一家伟大的公司，产出卓越的产品。苹果也是这样，iPod虽然在中国制造，但是由美国公司销售，所以为消费者信赖。
由于这种信赖，消费者乐于对这种品牌价值做相应支出。但是如果他们不再信任产品出产的公司怎么办？
时下联想正面临这样的窘境，消费者不愿购买一个他们在联想收购IBM PC业务前从未听说过的中国品牌。简言之，联想还不具备像IBM这样的品牌美誉度。但令人费解的是，联想的产品依旧保持先前的价格，甚至没有半点形式上的折扣。当惠普大幅调低它产品价格的同时，联想的售价依然高高在上。无疑，联想将丢掉它的市场份额。
联想在笔记本市场依然一言九鼎，ThinkPad是了不起的产品。它能及时加以修正先前的失误么？一切都有待于联想自身如何出牌。(长乐未央)
The End of Reliable Notebooks
Author: Varun Dubey
Date: Monday, 17 April 2006
Topic: Columns
(Column) - After having finally acquired IBM’s ThinkPad division, Lenovo has not really had an impressive ride thus far, and not without reason. There was a reason why ThinkPad was so successful (legendary reliability with support from one of the world’s largest technology companies). Users trusted IBM. In fact, they still do and that is one of the prime reasons that even though Lenovo has bought over the brand, nowhere on a ThinkPad does it say Lenovo.
Despite the overall poor performance, Lenovo has still not gained the mindshare or the respect that the ThinkPads command. In fact, it has, to some extent, alienated ThinkPad’s fans and taken a sales hit. In my immediate vicinity, those who owned ThinkPads have now traded up to an HP or a Toshiba. None of them went back to their ThinkPads. After asking for a clarification, I was told, "Who wants to buy things from a Chinese company?" Clearly, this isn’t a sensible answer and is derived emotionally (subjectively) than objectively, but could you really blame them?
And there in lies Lenovo’s problem.
China today is synonymous with inexpensive labor and average quality workmanship (similar to the way Japan was portrayed in consumer electronics decades ago until it changed its image). Similarly, no one wants to purchase anything consumer electronics related that’s made in China and is sold by a Chinese company.
Again, I agree that everyone gets products made in China anyway so what’s the problem? The problem is perception. The perception is that IBM is a great company and makes great products. This was reinforced by the truly legendary products that ThinkPads were (are?). Same is the case with Apple. Sure, iPod may be manufactured in China, but since an American company retails it, we trust it more.
And for this trust, we are willing to shell out a premium. But what if they [users] don’t trust the parent company any more?
Today, users don’t trust Lenovo. They don’t see the point in buying notebooks from a Chinese brand which they hadn’t much heard about until it acquired IBM’s PC division. In short, Lenovo doesn’t command the brand premium like an IBM does or can. Strangely though, Lenovo has decided to maintain the same prices. There won’t be any price cuts, not many anyways. And it’s due to this that it might perhaps begin to lose its accumulated marketshare. As HP and others cut prices and get them down to seriously unheard of levels, Lenovo is still sitting pretty at exorbitant levels. Result? Drop in marketshare.
As lenovo embarks on step two of the integration, I sincerely hope it learns from its previous mistakes and begins to make amends. It has the volume and a smashing product to truly be the number one player in the notebook segment. All it has to do is play its cards right.
文章引用自：http://tech.sina.com.cn/it/2006-04-18/0019906944.shtml
喜欢
0
赠金笔