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小米向左聯想向右常程跳槽背后的國產手機變局
2020-01-06 22:39  www.korraniha.com

元旦是一個辭舊迎新的日子。也就在2020年元旦前一天,集團副總裁、中國區移動業務負責人常程也告別了老東家,并旋即在新年的第一個工作日加入了。從2000年加入聯想開始,常程為聯想服務了長達19年,而從宣布離職到正式入職新東家,僅僅用了2天。

New Year's Day is a day of old and new. The day before New Year's Day 2020, the group's vice president and head of mobile operations in China also said goodbye to the old owners and immediately joined on the first working day of the new year. Since joining lenovo in 2000, chang has served lenovo for up to 19 years, only taking two days from the announcement of a new job.

常程的火速跳槽背后,是聯想和小米在中國市場不同的進退抉擇。更重視移動業務整體盈利的聯想,正在將業務聚焦于利潤表現更好的美洲市場,中國區等“刺刀見紅”的新興市場并非其發力重點。而國產廠商第一梯隊中敬陪末座的小米,正在“磨刀霍霍”,準備在接下來的一年里借著5G的東風,打一個翻身仗。

Behind the rapid change of career, Lenovo and Xiaomi are different choices in the Chinese market. Lenovo, which focuses more on the overall profitability of its mobile business, is focusing its business on better-performing american markets, and emerging markets such as china, such as bayonets, are not its focus. And domestic manufacturers in the first echelon to accompany the last Xiaomi, is \"grinding the knife \", ready to borrow the next year 5G Dongfeng, a turnaround.

2019年12月31日早上6點多,常程在自己的認證微博賬號上承認了自己從聯想離職一事。“19年成長在聯想,感悟、感謝、感恩。”常程在微博中寫道。在微博發出后不久,聯想集團方面也對常程的離職進行了“官宣”:常程長期奮斗在競爭激烈的手機一線,承受了巨大的業務壓力,家庭聚少離多,基于個人身體健康和希望更多精力照顧家庭的原因,常程近期提出離職。公司感謝他的巨大付出,他仍將作為聯想移動的顧問繼續為聯想移動業務作出貢獻。

On December 31,2019, more than 6 a.m., Chang acknowledged his departure from Lenovo on his certified Weibo account. \"19 years of growing up in association, feeling, thanking, grateful.\" Chang wrote in Weibo. Shortly after weibo's launch, lenovo group also made an \"official announcement\" about the long-term departure: long-term struggle in the fiercely competitive mobile phone line, under great business pressure, family gathering more, based on personal health and hope more energy to take care of the family, the long-term proposed departure. The company thanked him for his tremendous effort and he will continue to contribute to Lenovo's mobile business as a consultant.

不過,2天后常程火速入職小米,證明上面這些溫情脈脈的表示僅僅是成年人之間的體面言辭。常程最后一次公開亮相是在2019年7月,當時聯想發布了聯想Z6以及MotoP50兩款手機。在常程離職之前,聯想在中國市場的手機業務已經持續疲軟數年。

However, two days after the frequent rush to enter Xiaomi, to prove that the above these tender expressions are only the decent words between adults. The regular last public appearance came in July 2019, when Lenovo released two phones, Lenovo Z6 and MotoP50. Before the departure, Lenovo's mobile phone business in China had been weakening for years.

在繼任者問題上,聯想方面表示,常程的工作將由聯想集團副總裁、聯想移動亞太新興市場負責人趙允明代管,此外,聯想移動中國區營銷負責人陳勁,將協助趙允明共同推進中國區移動業務的發展。有意思的是,趙允明是2019年7月才剛剛“空降”聯想,并且在短短數月后的12月底就接替了常程。

On the succession issue, lenovo said that the regular work will be managed by lenovo group vice president, lenovo mobile asia-pacific emerging market leader zhao yunming, in addition, lenovo mobile china marketing director chen jin, will help zhao yunming jointly promote the development of mobile business in china. Interestingly, mr zhao was just \"airborne\" lenovo in july 2019 and took over at the end of december just a few months later.

據悉,趙允明在科技行業有超過30年的資歷,曾在英特爾任職超過20年,管理能力備受業界看好。在宣布組織調整的內部郵件中,趙允明不但高度評價了常程,還以個人身份“借此機會表達對他的謝意”。趙允明表示,“在我加入聯想后的這幾個月里,他給予我全力的支持,迅速與團隊融合,熟悉業務。”結合常程的迅速離去與趙允明的這份個人的謝意,不難看出,過去幾個月中常程對趙允明的“支持”,似乎更有一絲交接的意味。

It is reported that mr zhao has more than 30 years of qualifications in the technology industry, has served in intel for more than 20 years, and management ability is favored by the industry. In an internal email announcing the restructuring, mr zhao not only spoke highly of the agenda, but also \"took the opportunity to express his gratitude\" in his personal capacity. Mr zhao said:\" in the months since i joined lenovo, he has given me full support to quickly integrate with the team and become familiar with the business.\" Combined with the rapid departure of mr zhao's personal thanks, it is not difficult to see that the past few months of the \"support\" for mr zhao seems to have a touch of handover.

趙允明對常程作出的高度評價,或許能夠代表聯想對常程過去19年貢獻的認可:常程“19年間在公司擔任了多個重要崗位。由他開發出的K860、K900、Yogatablet等旗艦產品以及樂商店、茄子快傳、樂安全、聯想游戲等明星互聯網服務產品,為聯想移動互聯業務做出了突出貢獻。”

Zhao Yunming's high assessment of the long-term may represent Lenovo's recognition of its contribution to the past 19 years: the long-term \"19 years in the company held a number of important positions. The flagship products, such as K860, K900 and Yogatablet, developed by him, as well as star internet services such as Le Shop, Eggplant Express, Le Security and Lenovo Games, have made outstanding contributions to Lenovo's mobile Internet business.

聯想中國區手機業務的頻繁換帥已經不是什么新聞。2014年以前,在運營商渠道占據手機銷售重要地位的時代,“中華酷聯”在國產安卓手機市場上表現出色。不過,隨著運營商補貼退坡,四家廠商中只有成功轉型,聯想與中興逐漸成為邊緣廠商,而酷派已經不復存在。

Lenovo's frequent mobile phone changes are no news. Before 2014, in an era when carriers were playing an important role in mobile sales, chinese cool was doing well in the domestic android market. However, as carrier subsidies retreated, only four of the firms were successfully transformed, with lenovo and zte becoming marginal and cool pie no longer exist.

2014年,聯想收購了摩托羅拉。2015年6月,陳旭東接任劉軍,以moto、ZUK和樂檬三個品牌分別劍指高端、中端和低端市場,但收效甚微。2016年11月,原先負責人力資源的喬健接管了中國的手機業務,也沒能阻止聯想手機業務的下滑。常程接手中國區移動業務時,已經是2018年5月。靠著頻頻“碰瓷營銷”,常程贏得了一個“萬磁王”的外號,但聯想中國區的移動業務始終未見起色。

In 2014, lenovo acquired motorola. In june 2015, mr. chen took over as mr. liu, with moto, zuk and le lemon brands pointing to the high-end, middle-end and low-end markets, with little success. In November 2016, Mr. Qiao, formerly in charge of human resources, took over China's cellphone business and failed to stop Lenovo's decline. Changcheng took over the mobile business in China area when it was already May 2018. Relying on the frequent \"touch porcelain marketing \", won a\" ten thousand magnetic king \"nickname, but lenovo china's mobile business has not improved.

市場研究咨詢機構Counterpoint大中華研究總監閆占孟認為,從個人能力上講,常程的產品線管理、產品定義能力是很強的,但在華米OV的產品競爭力和渠道優勢面前,常程多少有些無能為力。在產品上,聯想沒有得到芯片供應商高通的額外支持,市場營銷投入也遠比不上OPPO、vivo,在這樣的競爭環境下,常程的施展空間確實不大。

According to Yan Zhanmeng, director of Greater China research at market research consultancy Counterpoint, the ability of product line management and product definition is very strong in terms of personal ability, but in the face of Huami OV's product competitiveness and channel advantages, Chang is somewhat powerless. On the product, Lenovo did not get the extra support from the chip supplier Qualcomm, and the marketing investment is far less than OPPO, vivo, in such a competitive environment, the permanent display space is really not big.

而從聯想移動業務的全球版圖上來看,聯想正在收縮市場以保證盈利。截至2019年9月30日的聯想集團半年財報顯示,2019/2020上半財年,公司移動業務收入同比下降7%,為億美元。下降的原因,在于“集團僅聚焦具有盈利增長潛力的國家進行投資,這無可避免地令經營規模縮小”。在半年總營收的億美元中,移動業務僅占比約%,與PC業務相比,規模十分有限。不過,在盈利上,聯想移動業務在上半財年的稅前利潤,較上財年同期高出億美元。這也是其移動業務連續第四個季度實現盈利。

On the global map of Lenovo's mobile business, Lenovo is shrinking the market to keep it profitable. In the first half of 2019\/2020, revenue from the company's mobile business fell 7 percent year-on-year to $100 million, according to Lenovo Group's semi-annual earnings as of September 30,2019. The reason for the decline was that \"the group only focused on countries with profitable growth potential to invest, which inevitably reduced the size of its operations \". Mobile accounts for only about% of half a year's total revenue of $100 million, and is very limited in size compared to the pc business. However, Lenovo Mobile's pre-tax profit for the first half of the fiscal year was $100 million higher than a year earlier. This is the fourth consecutive quarter that its mobile business has made a profit.

在中國手機市場中,聯想的手機產品早已歸入了“其他”類別,市場占有率不足1%。聯想集團中國區總裁劉軍在中期財報發布后的媒體溝通會上表示,2019年的市場端比較務實,并沒有做很大的投入,因為2019年中國手機市場整體情況不好,競爭也非常不同,除了第一家賺錢,可能后面的都在丟份額和虧錢,所以聯想在市場上相對沒有做很大的投入,但是在研發端還是一直在持續投資。

In the Chinese mobile market, Lenovo's mobile products have long been classified as \"other\" categories, with a market share of less than 1%. Liu jun, china president of lenovo group, told a media briefing after the interim earnings report that the market end of 2019 was more pragmatic and did not invest much, because the overall situation of the mobile phone market in china in 2019 was not good, and the competition was very different, except for the first one, which may be losing share and losing money, so lenovo has relatively not made much investment in the market, but has been investing in the research and development end.

對于移動業務的盈利追求,意味著不賺錢的中國區手機業務重要性在下降。聯想董事長兼首席執行官在溝通會上表示,在過去的一年中,聯想的手機業務主要專注盈利,而要做到盈利,就要把不盈利的市場放在次要的位置上,因此,亞太的新興市場,全球的新興市場都不是聯想重點發展的領域,因為這些市場的競爭是“刺刀見紅”的價格戰。

The profit-making pursuit of mobile business means that the importance of unprofitable mobile business in China is declining. Lenovo's chairman and ceo told a communications conference that in the past year, lenovo's mobile business has focused mainly on profitability, but to be profitable, it has to put unprofitable markets on the back burner. Therefore, emerging markets in asia-pacific, global emerging markets, are not the focus of lenovo's development, because the competition in these markets is the \"bayonet see red\" price war.

楊元慶表示,過去一年,聯想在主要市場的盈利能力很好,在拉美和北美的利潤率都接近了PC業務的利潤率。“從現在開始,我們就要注重盈利性增長。盈利性增長,是指在保證盈利的前提下,要更加關注增長。”楊元慶指出,在注重盈利性增長的同時,聯想還是會首選可能盈利的地方,比如歐洲將會是下一個戰場。

Lenovo's profitability in major markets has been good over the past year, with margins in Latin America and North America close to those in the PC business, Mr Yang said. \"From now on, we need to focus on profitable growth. Profit-making growth means paying more attention to growth on the premise of ensuring profitability. While focusing on for-profit growth, mr yang points out, lenovo will be the preferred place to be profitable, such as in europe.

可以預見的是,在未來一段時間內,聯想都不會加碼中國市場。作為中國區移動業務負責人的常程,自然也不會有太大的用武之地。閆占孟表示,或許是公司和個人共同的想法。聯想目前手機業務的重點是摩托羅拉品牌,而摩托羅拉目前是由美國團隊主導,常程的決策空間有限。

Predictably, for some time to come, lenovo will not add to the chinese market. As head of mobile operations in China, there is no room for much use. Mr yan says it may be a common idea for companies and individuals. Lenovo is focusing on the motorola brand, which is now led by an american team and has limited decision-making space.

戰場的另一邊,是常程的新東家。1月2日,2020年的第一個工作日,小米創始人、董事長兼首席執行官雷軍發布了新年全員信。在信中,雷軍專門提到了常程的入職。雷軍表示,常程在消費電子領域擁有豐富的經驗,他將出任小米集團副總裁,負責手機產品規劃等,向集團副董事長、手機部總裁林斌匯報。

On the other side of the battlefield is the new permanent owner. On January 2, the first working day of 2020, Lei Jun, founder, chairman and chief executive of Xiaomi, released a full-staff letter for the New Year. In the letter, Lei Jun specifically mentioned the entry of the regular program. Lei said Chang, who has extensive experience in consumer electronics, will become vice president of Xiaomi Group, responsible for mobile product planning and so on, reporting to Lin Bin, vice chairman of the group and president of the mobile phone department.

“只要真心認同小米價值觀,只要能力出眾,我們都求賢若渴,將以海納百川的姿態在全球持續招募更多行業頂尖優秀人才。”雷軍在內部信中表示。隨著智能手機市場整體萎縮和競爭的白熱化,越來越多的玩家逐漸邊緣化乃至徹底退出。華米OV四大廠商除了要爭奪市場,還要爭奪這些企業中逸出的優秀高管。一年前,原金立高管盧偉冰入職小米,成為小米副總裁兼Redmi品牌總經理。年底的人事調整中,盧偉冰更是從雷軍手中接過了中國區的重擔,可見其融入得相當順利。

\"As long as we truly agree with the values of Xiaomi, as long as the ability is outstanding, we all want to be virtuous, will continue to recruit more industry top talent with the attitude of all rivers in the world.\" Lei Jun indicated in the internal letter. With the overall shrinking of the smartphone market and the white-hot competition, more and more players are gradually marginalized and even completely withdrawn. In addition to vying for the market, the four giants are also competing for the top executives who have escaped. A year ago, former Jinli executive Lu Weibing entered Xiaomi and became vice president of Xiaomi and general manager of Redmi brand. In the personnel adjustment at the end of the year, Lu Weibing took over the heavy burden of the Chinese region from Lei Jun, and its integration was quite smooth.

在剛剛過去的2019年,小米的日子并不好過。由于華為大舉從海外撤回國內市場,小米和OV的市場占有率受到強烈的擠壓,市場占有率紛紛下降。其中受影響最大的廠商,當屬小米。根據市場調研機構IDC的數據,今年三季度,小米在國內的市場占有率僅剩%,下降了%。

In the past 2019, Xiaomi's life is not easy. Xiaomi's and OV's market share has been strongly squeezed as the Huawei has aggressively withdrawn its domestic market from abroad. One of the most affected manufacturers, when millet. Xiaomi's domestic market share fell by only% in the third quarter, according to market researcher IDC.

2020年,5G的強勢來襲,成為小米想要借以翻身的“東風”。雷軍在全員信中提出,小米2020年將進行重大戰略升級:2019年年初提出的5年“AIoT”100億元的戰略,加碼升級為5年投入“5G AIoT”500億元。而雷軍此前也曾在多個場合表示,2020年,小米將發布超過10款5G手機,覆蓋中高端的各個價位。

In 2020, the strong attack of 5G has become the \"east wind\" that Xiaomi wants to use to turn over. Lei Jun in the letter, Xiaomi 2020 will carry out a major strategic upgrade: early 2019 put forward a five-year \"AIoT \"10 billion yuan strategy, plus code upgrade to five years to invest \"5G AIoT \"50 billion yuan. And Lei Jun has also said on several occasions,2020, Xiaomi will release more than 10 5G phones, covering the high-end of the various prices.

“2020年是小米5G業務的沖鋒年,是小米推動‘手機 AIoT’雙引擎的關鍵年。”雷軍在內部信中強調,“5G AIoT”是貫穿集團全產品、全平臺、全場景的服務能力,將是小米互聯網基因在新時代全面爆發的“題眼”。StrategicAnalytics分析師吳怡雯告訴新京報記者,小米在智能硬件方面的布局較早,在推動5G手機價格下降的過程中也表現得非常激進,5G確實是小米一個很好的發展點。

\"2020 is a charge year for Xiaomi's 5G business and a key year for Xiaomi to drive the'mobile AIoT' dual engine.\" Lei Jun stressed in his internal letter that \"5G AIoT \"is the service ability that runs through the whole product, the whole platform and the whole scene of the group, and will be the\" topic eye \"of the full burst of Xiaomi Internet gene in the new era. Wu Yi-wen, an analyst at Strategic Analytics, told Beijing that Xiaomi's layout in smart hardware was also very aggressive in driving down the price of 5G phones, and that 5G was really a good development point for Xiaomi.

小米與常程的牽手,目前并沒有更多細節曝光。但一個主流的猜測是,小米或許是看上了常程的產品能力。閆占孟就認為,小米之前引進的高管盧偉冰更偏重于對外的渠道、品牌和市場方向,而產品層面目前還沒有看到很得力的高管,小米正需要補強這方面的能力。而常程此番加入小米,負責范圍正是在手機產品規劃方面。

Xiaomi with the ordinary hand, there are no more details exposed. But a mainstream guess is that millet may be interested in the product capacity of ordinary. Mr yan believes that mmi's previous introduction of lu wei-bing is more focused on external channels, brands and market direction, and the product level has not yet seen very effective executives, xiaomi needs to strengthen the ability to do so. And Chang Cheng this time to join Xiaomi, the scope of responsibility is in the mobile phone product planning.