Lenovo: We have the responsibility to promote the better development of the PC industry in China

Compared with the fierce competition in the mobile phone market, the PC market has seen steady profits, slow growth and a stable structure in recent years. However, this apparent stability may be disrupted by later disruptors.

According to statistics, there are currently 500 million old PCs that have been used for at least 5 years still in use around the world. This also means that there will be a large wave of laptop replacement in the future, and the PC market is expected to once again become a blue ocean.

No one wants to miss out on new opportunities, including new brands. Lenovo, which holds the top spot in the domestic PC market, will naturally not underestimate its competitors.

Focus on thinness and lightness to leverage the market segment

Ever since Steve Jobs first pulled out an Apple notebook from a brown paper bag, extreme thinness has become the goal pursued by all PC manufacturers. For consumers, thinness has also become the primary consideration for mobile office. Removing the optical drive, subtracting the fan, and changing the material are all aimed at making the notebook more portable and more beautiful.

In Lenovo's newly launched Xiaoxin Air 13 and Xiaoxin Air 12, which are aimed at young consumers, the designers' pursuit of lightness can be seen everywhere.

Xiaoxin Air 13 adopts an all-metal appearance, weighs 1.1kg, which is only equivalent to the weight of two bottles of regular cola, and has a thickness of 13.9mm. Xiaoxin Air 12 also adopts an all-metal appearance, weighs 1.2kg, and is as thin as 13.4mm. The appearance is formed in one piece using CNC diamond cutting technology, and the internal structure is also equipped with a metal frame. In addition, Xiaoxin Air 12 adopts a fanless design.

It is worth mentioning that the price of the extremely light and thin all-metal notebooks on the market is generally around 5,000 to 6,000 yuan, and the price of Apple's 12-inch MacBook is even more than 10,000 yuan. However, Lenovo's newly launched Xiaoxin Air 12 Wi-Fi version is priced at only 2,999 yuan, which is equivalent to the price of an Android phone.

Bo Peng, general manager of Lenovo's notebook business unit, said, "Generally speaking, there are not many similar products on the market. This is a niche market. The concept of thin and light is not new, but what kind of products can be bought in the price range of 3,000 to 4,000 yuan? Generally speaking, there is still a gap in this price range, but user demand exists. Therefore, the 2,999 product first targets the needs of young people in the market. Although there are similar price ranges, they are not as light. The innovation of Xiaoxin Air can fill the current market gap."

As computer chip manufacturing technology continues to improve and power consumption and heat generation continue to decrease, lightweight and thin notebooks are indeed the future development trend. IDC data shows that global PC shipments fell 10.6% year-on-year in the fourth quarter of 2015. However, despite the decline in overall PC shipments, Apple's shipments increased by 2.8%. The industry generally believes that this is due to its focus on fashion and thinness.

It has been observed that not only Apple, but also high-end thin and light laptops from brands such as Samsung, LG, and Lenovo have performed well. This proves that the PC market still has vitality, but this market is in urgent need of innovation and needs to introduce new forces to bring changes to the market.

Lenovo regards the launch of Lenovo Xiaoxin Air 13 and Air 12 as strategic products, milestone products and industry-changing products, hoping to drive changes in China's ultra-thin notebook industry.

The notebook market is not lonely at the beginning of 2016. First, Huawei disrupted the market, and later it may face the pursuit of a series of mobile phone brands such as Xiaomi. Lenovo's attitude towards new brands has become the focus of the industry overnight.

Facing the entry of new competitors, Lenovo CEO Yang Yuanqing previously said that he welcomes new competitors. On the one hand, the entry of new companies shows that the industry is still full of vitality and life, and the market development prospects are bright; on the other hand, new competitors can let the wind blow in, which will inevitably give rise to new competition in the industry and bring new innovations.

Compared with developed countries, China's PC utilization rate is still very low. It is a large enough market. This market may have a relatively balanced period at a certain stage, but it also means that it has gathered a lot of potential energy. After all, China still has a vast second- and third-tier market and farm market, and the penetration rate of notebooks is far from that deep. Many manufacturers are willing to join in because they see the huge potential of this market.

Compared with developed countries, China's PC utilization rate still has a long way to go. There is still a large enough market. This market may have a balance period at a certain stage, and there will be great potential in the future. After all, many people have not been exposed to it. Many low-level markets and rural markets in China have not been exposed yet. For example, many people in the sixth-level market use desktops, and the penetration rate of notebooks has not reached that deep. This is a process of replacement. The participation of many manufacturers just proves the importance of this industry. "This industry is an industry with a future!" said Zhao Hong, vice president of Lenovo Group, in an interview.

As mentioned in the previous article, the newly launched Xiaoxin Air series is regarded as Lenovo's transformation work. Instead of being revolutionized by more new Internet brands and mobile phone brands, traditional PC companies might as well choose to have an open mind and carry out self-revolution first. After all, followers will never surpass the leaders.

We are looking forward to the revival of the PC market, but we are also looking forward to a more rational revival of the PC market. "Lenovo is the leader in China's PC industry. We have a 40% market share, so we have the responsibility to make the PC industry flourish again. We hope that this product will drive more demand from young people, and we also hope that Lenovo will better drive the development of the PC industry in China." Bai Peng said.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.