Why Lenovo failed?

PC giant Lenovo made a low-key four-year television show, but the results were unsatisfactory. On November 24th, Hisense Chip Company and Lenovo Group jointly announced that the two sides have started in-depth cooperation with Hisense Hi-View Pro picture quality engine chip to help Lenovo's 2017 flagship TV development, which makes Lenovo's TV program gradually emerged water surface.

In an interview, the reporter found that as a PC giant, Lenovo had long been known as the “third smart entrance” living room television, and in 2012 it launched the K series television products K71 and K91 for the first time. Subsequently, the S series, A series, E series and C series were successively introduced.

Now, four years later, Xiaomi TV and LeTV are occupying a place in the Internet TV market. Lenovo TV has not improved, and many users still do not know that Lenovo has TV products. Why Lenovo TV has not been able to do it yet? What is the disadvantage?

According to report, Lenovo's early launch of TV products, the price is very "high cold", the first generation 55-inch product K91 listed price as high as 14999 yuan, and the same period of the Samsung ES7000 and other flagship products at a level, the flagship product K82 price is also Above 12,000 yuan. However, as a newcomer to the television industry, directly colliding with a veteran foreign brand in the top-end market is tantamount to hitting a stone with eggs. Looking back at competitors, LeTV and Xiaomi's means of entering the TV market are very simple and rude. They are cheaper than all traditional TVs of the same size and are not badly configured. Through the Internet channel, take the high cost model.

The results can be imagined, according to Zhong Yikang's monitoring data on 7,280 stores in 912 cities. In April 2013, Lenovo ranked 25th in the overall color TV market, and its TV retail share was 0.02%. Retail sales The proportion is 0.02%.

In addition, when Internet TV such as Xiaomi TV, LeTV, etc. began to compete in content, Lenovo TV lacked content layout. In the end, Lenovo's TV has quietened because of its high prices and its lack of content.

However, Lenovo still has the desire to do television, and then Lenovo changed its strategy. In May 2015, it launched a new brand of smart TV Internet, 17TV, and held a press conference on May 20 to announce the launch of 17TV 55i, the first generation of the 17TV brand. At the beginning of its establishment, 17TV emphasized that unlike the orthodox brand associations, the 17TV positioning of the independent operation is more clear, integrating multiple video content providers such as Bestrade, iQiyi, Sohu and Ali, and targeting the newly emerging middle class as the target group. .

When 17TV was released, former senior director of Lenovo Group and director of Lenovo's MBG smart TV division, Xiong Wen, took office as CEO of 17TV. According to the person who was on the scene at the time, at the press conference, Xiong Wen said loudly and said: “Long under a big tree There is no other big tree,” he explained further. “If a business is to grow and develop, it must be in a better environment and soil.” The implication is that after the smart TV business is operated independently, he will The goal is to become a "big tree." However, just three months later, the news of the departure of Xiong Wen was revealed and eventually settled.

This also indirectly led to the release of the first product 17TV 55i, no new products released six months, which is not a small blow for a new brand. Until mid-November 2015, Wei Jin, former general manager of Lenovo’s smart TV division, took over 17TV, and released a new TV at the beginning of this year, 17TV gradually getting on track.

However, according to the reporter's understanding, Lenovo’s emphasis on television services is still insufficient. Online channels such as sales outlets do not exert force. 17TV products are still sold mainly by Tmall flagship stores and Jingdong flagship stores. Single products are available on both platforms. Monthly sales of more than a thousand units, and if the search TV, sales of the top 80 are not Lenovo's presence. In addition, according to sources in the industry, Lenovo Group’s communication efforts for the television business are not high.

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