Lenovo Sets Sights on Russia, Style 联想进军俄罗斯市场，研发时尚型PC

By newsdoug on September 6, 2011

There’s a few interesting news bits out there on Lenovo (HKEx: 992), which sum up its interesting search for direction in a brave new world where its biggest rival, Hewlett-Packard (NYSE: HPQ) is leaving the PC business altogether and its new top rival now appears to be Apple (Nasdaq: AAPL). In the first news bit, Chinese media are quoting a Lenovo executive Lenovo chic? I don't think so. saying his company is on track to become Russia’s largest PC seller in the next two years. (English article) The second bit has Lenovo trying to spiff up its image by announcing a chic new line of ultra-portable laptops, clearly more aimed at developed markets (company announcement), while the third bit cites unnamed sources saying Lenovo’s new game console, the eeDoo, won’t debut on schedule this month for unspecified reasons. (English article) The Russian campaign is clearly a smart and necessary move, as that market, one of the world’s five BRICS, is the kind of place where Lenovo can best leverage its expertise as a emerging specialist and lay the foundation for solid future growth. The new line of ultra-light computers, aimed more at developed markets, is a nod to the future, taking Lenovo head-to-head with Apple, which currently dominates that space, both in terms of chic and ultra-portability. If Lenovo wants to compete in developed markets it will need to make more moves like this, though I personally think this particular campaign will flop. After all, no one associates Lenovo with chic, at least not yet, and it will take more than a few new PC models to change that image. As to the game console business, my response is a resounding “Who cares?” Lenovo clearly wants to diversify its products to compete in as many computing areas as possible, but the console business is a dying animal that Lenovo should ignore and focus on products with a brighter future.

Bottom line: Lenovo’s campaign to win Russia is a bold and necessary step to confirm its place as the world’s top emerging markets PC maker, but its bid to become a fashion leader looks misguided.

最近有几则关于联想公司的消息耐人寻味，联想看似正在探索公司发展的新方向。随着惠普剥离个人电脑业务，联想新的最大竞争对手似乎换成了苹果。第一则消息称，中国媒体援引联想高管的报导称，联想将努力在两年後成为俄罗斯最大的个人电脑卖家。第二则消息称，联想宣布一系列超级轻薄的笔记本电脑，这明显是瞄准了发达国家市场；联想尝试以此转变公司形象。第三则消息援引未具名的消息人士称，联想的新游戏机eeDoo本月将不会如期上市，但没有透露具体原因。进军俄罗斯显然是明智之举，也很有必要。在俄罗斯市场，联想能够最大限度地发挥自身的专家优势，并为将来的稳步成长打下基础。以发达国家市场为主打的最新系列超轻薄电脑是对未来的试探，将联想推向与苹果正面竞争的舞台，当前，苹果主导这个市场。如果联想希望在发达国家市场竞争，将需要在这方面多做努力，不过我个人认为本次活动将落败。毕竟还没有人，至少现在还没有人将联想和时尚型产品联系到一起。联想需要推出多款新机型来改变这一形象。至于游戏机业务，我的感觉是“谁去关心它？”，联想显然是希望以多元化产品在尽可能多的科技领域投入市场竞争，但是游戏机业务是个夕阳产业，联想应该对其敬而远之，聚焦于具有更光明未来的产品。

一句话：联想希望赢得俄罗斯市场的举动很大胆、也很有必要，是证明其全球最大新兴市场个人电脑生产商地位的重要一步，但公司希望成为流行科技产品行业领导者的努力看似有些误入歧途。