Lenovo TV or will set up an independent company with Ali

The huge Lenovo is feeling some kind of pressure from the company's volume, and it hopes to continue its light dance in the market.

"Our large size and flexibility are an elephant that can dance and dance!" said Yang Yuanqing at the 2014 swearing ceremony. To a large extent, this can also serve as an expectation within Lenovo at the moment, and the company has already acted.


Following the “Magic Workshop”, Lenovo’s insiders disclosed to the interface reporter that Lenovo’s smart TV business will soon be separated from the huge Lenovo system and take the form of venture capital investment in the form of new brands and independent companies. Operation.

Similar to the logic of the birth of "magic factory", Lenovo hopes to obtain more wind investments by merging these business units apart from a large system, while at the same time encouraging internal innovation.

In order for these businesses to be truly Internet-enabled and get rid of traditional hardware thinking, Lenovo does not exclude companies like Alibaba.com. According to an interview with a reporter from the interface, the new company is likely to be jointly registered by Lenovo and Alibaba. At the same time, it will introduce other venture capital and will launch a new TV brand "17" around May 20. Alibaba will provide the Yun OS system and Tmall sales channel resources for the TV product.

"You can compare this with Huawei's glory." The person said that he believes that Lenovo wants to do business transformation in a more lightweight way, while retaining the advantages of the old hardware vendors' supply chain.

He further explained that Lenovo has decades of experience in the manufacturing and supply chain, and there are very well-established sales channels online, all of which are currently lacking in hardware for Internet companies. However, the traditional hardware ideas have made Lenovo and Huawei less flexible in terms of branding, promotion, online sales, and other aspects of Internet startups. "It is better to let these departments directly survive in the form of startup companies."

Starting in February of this year, there are reports that Lenovo’s smart business units are facing undoing mismanagement. According to the interface news reporter, the department is not completely repealed, but instead integrates the original TV sales team into the PC business while the TV product team has joined the newly established television company to continue to develop "17" TV.

"Similar to Huawei's launch of the Glory brand strategy, the 17 TVs developed by the new company in the future will be mainly sold online, and the company will continue to be responsible for Lenovo TVs, and Lenovo will focus more on the offline market," said the source.

Allowing more innovative businesses to be independent, retaining their inherent advantages to the maximum extent possible, and maximizing the introduction of more professional teams and more venture capital, may be one of the most significant decisions Lenovo made this year.

In April, "Magic Factory", which was originally launched from inside Lenovo and used for smartphones and smart homes, accounted for 70% of Lenovo Group, 15% of entrepreneurial teams, and 15% of management investment of the Group. After that, the Group could dilute 20% of its shares. Give other strategic investments. In contrast, the proportion of external capital in the "17" smart TV business may be even greater, "the ratio of Lenovo and Alibaba may be similar," said one person close to the deal.

Compared with the mobile phone business, Lenovo’s smart TVs have previously faced even more dismal sales. Lenovo’s Smart TV Division in China began to announce its entry into the TV industry as early as 2012. However, the price is still high. There are thousands of prices at a time without excessive video content support.

Such a product not only failed to compete with LeTV's main Internet companies with low prices and content, but also failed to persuade consumers to abandon traditional TV brands such as Hisense and Changhong, and they never squeezed into the top ten in sales. .

However, LeTV, which entered the smart TV market in 2013, relied on the Internet model and quickly emerged in 2014. It became the first smart TV to sell online from January to November of last year and successfully sold nearly 1.8 million TV sets. a dark horse.

This led Lenovo to start rethinking. Clearly, the supply chain and sales channels are stronger than these Internet companies. In the end, there was a problem until Yang Yuanqing discovered the "Eggplant Express."

When Yang Yuanqing used this product, he completely did not know that the team of "Eggplant Express" had originally come from Lenovo. When Lenovo Group VP Chang Cheng led the team to develop the Lenovo mobile phone system, it split more than 10 small team independent research and development products.


This is totally different from Lenovo's traditional process of separation of R&D, products, and operations. Although an independent team has a connection between reporting and the entire system, it is more independent and more flexible. Each team independently undertakes R&D, product, and operations. Promotion and other functions, "Like an independent startup company." An internal Lenovo employee explained. The "Eggplant Express" is one of these teams.

Lenovo took a step by step to reach the current international scale and operating system, which took nearly 30 years. The "Eggplant Express" took only about a year, and the team of 25 people successfully achieved nearly 100 million users and more than 600,000 users. There are currently more than 20 international versions of different languages.

The speed of the Internet has come so fast that even if the "elephant" association is up to the tiptoe, it will not catch up with such a rapid rhythm, let alone dancing.

Thus, "from the second half of last year to the present, Lenovo is planning an independent brand inside, want to copy the success of eggplant fast pass." A Lenovo internal staff said. He did not know whether it was Yang Yuanqing’s personal consciousness that promoted this matter, or Liu Chuanzhi’s inspiration, or was Xiong Wen, general manager of Lenovo’s digital family division.

"Xiong Wen will be transferred from Lenovo's Digital Home Division to the 17 and be responsible for the operation of the entire company." The above-mentioned sources told the Interfax News that this situation is also what Lenovo people like to see. The change is not reform and it is more open. But it will not take too much risk.

In addition to the distribution channels throughout the country, to ensure adequate supply of supply chain, Lenovo's layout on television content will also be used by "17". In 2011, Lenovo announced the joint venture with Shanghai Radio and Television Corporation and Shanghai Oriental Media Group Co., Ltd. (SMG) to establish "Shanghai Vision Cloud Network Technology Co., Ltd." and enjoy BesTV license. In addition, video sites such as iQiyi and "17" have a cooperative relationship. .

However, from the internal awareness shift to the establishment of a company and the introduction of new products, the time and cost incurred during this period will require Lenovo to use more outstanding and distinctive products to make up for it. Whether it is the smartphones featured in the "Magic Workshop" or the smart TV market targeted by the "17" competition, the competition is very grim.

According to the latest data from IDC, a market research organization, the first quarter of 2015 saw China's TV market witness a decline in its first shipment in six years. In addition, the entire television industry also faces bottlenecks. According to Zhong Yi Kang and Ao Wei data, there was a nearly 10% decline in TV sales in 9 months last year. It is expected that this downward trend will continue throughout 2015.

"But it's better than it is," said one Lenovo employee. They are willing to continue to work hard for such a change. Although the pressure on the shoulders has not been alleviated, but they do not have to bear the weight of the entire "elephant", "the pace will be more flexible, and now it is time to start fighting."

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