Huawei and Xiaomi enter! Mobile phone manufacturers cross-border computers. What does Lenovo think?

Huawei recently released more than 65,438+00 new smart office products, including laptops and business desktops. Previously, the smartphone brand realme also released its first notebook computer and officially entered the notebook computer market.

It is nothing new for mobile phone manufacturers to make computers. From Apple and Samsung abroad to Huawei and Xiaomi at home, notebook computers have already been listed. Why do mobile phone manufacturers like to do computers across borders? What do traditional computer manufacturers think? With these questions, the Economic Daily reporter interviewed many experts.

Enhance brand stickiness

"Mobile phone manufacturers making computers will be the standard in the future. This is just like mobile phone manufacturers will launch other electronic products such as headphones. At present, well-known mobile phone manufacturers basically have a layout computer industry. " Zhang Yi, CEO and chief analyst of Ai Media Consulting Group, said in an interview.

Mobile phone manufacturers are happy to make computers across borders, and the attractive "big cake" in the computer industry is obviously an important reason. Affected by the epidemic, personal computers have returned to the center of digital life. According to the latest data from IDC, a market research organization, the PC market in China increased by 49.7% in the first quarter of this year, with greater market demand in small and medium-sized cities below the third tier. IDC also predicts that the PC update cycle is shortening and the penetration rate is increasing. By 2025, the total market volume will at least maintain the current scale, and the demand for higher-value business customers is rapidly recovering.

On the one hand, the mobile phone industry has limited profits and needs to expand new tracks. Wang Liping, a senior consultant of Zhongcheng Think Tank, told the reporter that the overall "lack of core" in the industrial chain led to the slow shipment of mobile phones and the slow realization of the mobile phone industry. The mobile phone market is close to the ceiling of growth rate, and the market profit space is limited, so new industries are needed to support the survival and future development of enterprises.

On the other hand, "notebook computers can be bundled with their own mobile phones to increase mobile phone sales and cultivate users with strong brand stickiness." Wang Liping said that this is a measure for mobile phone manufacturers to extend the product industry chain and expand the product ecology. It is also the strategic layout of mobile phone manufacturers embracing the era of "Internet of Everything", which meets the development needs of the times.

"In the current sales channels of mobile phone manufacturers, offline stores are still the absolute main sales channels, and these offline stores are often in prosperous areas, and the rental cost of stores is high. Selling computers helps to share the cost of operating channels and is also beneficial to consumers. One stop experience. In addition, the epidemic has promoted the development of online office, online education and online entertainment, and the computer industry has developed rapidly. Mobile phone manufacturers naturally cannot miss this market opportunity. " Zhang Yi said.

Xu Qi, vice president of realme and president of China, told reporters that mobile phones are the core of terminals used by users, and mobile phone brands have gradually brought some subversion in other fields, such as bracelets, watches and headphones. The computer industry has a certain particularity, and the traditional brand has been cultivated for a long time, which is in an obvious leading position. It is difficult for mobile phone brands to subvert the whole industry when they enter the PC industry. But in recent years, Huawei and other mobile phone brands have also successfully entered the computer industry. With the development of mobile Internet, other mobile phone manufacturers may also enter this track, bringing new changes to the PC landscape.

Have a unique advantage

Do mobile phone manufacturers have advantages in making computers? "Advantages can be said to be unique. The industrial design of mobile phones is more difficult and competitive than computers. From the perspective of production and sales channels, mobile phone manufacturers are all making computers by hand. " Zhang Yi said.

Wang Liping analyzed that both mobile phones and laptops belong to mobile Internet terminal devices, and it is easy to leverage the popularity of existing mobile phone brands; From the manufacturing process, the manufacturing process of the two is roughly the same, which is easy to use; With a mature industrial chain, we can quickly find suppliers of notebook computer accessories and quickly realize cross-border development; Mobile phone manufacturers rely on existing offline stores to lay out laptops, which can also let consumers know and buy new laptops faster; Mobile phone manufacturers have a large number of mobile phone users, which is impossible for traditional computer manufacturers.

Xu Qi also said that in recent years, consumers have increased their demand for upgrading the speed, thinness and high-definition display of notebook computers; In addition, mobile phone brands have accumulated a large number of users, with sales reaching 654.38 billion units. It is a good opportunity to further accelerate the ecological layout of artificial intelligence Internet of Things at this turning point.

Not only that, "the seamless connection between mobile phones and computer consumption scenes is the power point and the biggest advantage for mobile phone manufacturers to make computers." Zhang Yi said.

When the first Xiaomi laptop was released, Lei Jun, chairman and CEO of Xiaomi, once said that Xiaomi's laptop was largely needed by rice flour, and the fundamental reason was that users needed the integration of various intelligent hardware.

Ecological integration is also the core competence in Huawei's smart office scenario. Previously, Huawei's multi-screen collaborative function took the first step in the ecological integration of computers, mobile phones and tablets. Huawei's latest mobile application engine allows people to turn on their computers and play with their mobile phones, realizing the deep integration of computer application ecology and mobile application ecology.

"Apple mobile phones and Apple computers can be connected through the same ID account, which has raised Apple's ecological barriers and has always been the benchmark for domestic mobile phone manufacturers. In addition, Huawei's success in testing laptops from mobile phones has also set an example for other mobile phone manufacturers to make laptops across borders. " Wang Liping said.

Industry has ushered in change.

How do mobile phone manufacturers make computers across borders? From the market point of view, in addition to Apple, Huawei and Xiaomi are also outstanding. For example, Huawei entered the notebook computer market from 20 16. According to a market statistics report in August 2020, Huawei's notebook computer market share has occupied the second place in China, second only to Lenovo.

From the product highlights, "Huawei laptops have functions such as full screen, pop-up camera and multi-screen collaboration; Xiaomi laptop simplifies the classification, further lowering the price of thin and light notebook; Realme is aimed at young consumers and is excellent in screen design, heat dissipation performance, new multi-screen interconnection experience and color matching. " Wang Liping analyzed.

How do traditional computer manufacturers view these new cross-border competitors? In the second quarter of this year, Lenovo continued to be the world's largest PC manufacturer. For new entrants, Lenovo said that this proves that computers are still a good track for high prosperity. At the same time, Lenovo also said that after more than 30 years of deep cultivation in the PC field, it has accumulated profound supply chain capabilities, intelligent manufacturing capabilities and product innovation capabilities, and will continue to enhance the advanced nature of products, and combine technology accumulation in artificial intelligence and 5G to meet the personal computing needs of users in the post-epidemic era, and consolidate and expand the industry's leading edge. In the fields of virtual reality, augmented reality and foldable devices, Lenovo is also constantly developing core technologies, exploring the customer and industry needs of new generation computing devices, and constantly strengthening the "moat" of smart device business.

Editor: Zhang Qian