If not the ads, people would not think of PC on this topic.
Not long ago, combined with Lenovo, HP, Dell, Microsoft and Intel, five PC manufacturers to jointly launch new PC ads. In the United States this ad titled “PC Does What? “China as a” computer? This line “. Sino-US is the main battlefield of advertising campaigns aimed at educating consumers on PC a new look, new features.
In the ad, people repeatedly shouted “PC Does What?!”. PC of the intent of the ad is to show these new features to surprise people, but surprise is hidden behind another truth about PC forgotten far too long.
From this series of ads launched has been the past half a month, while five companies the cost of $ 70 million, but feedback from people around is flat. Although claims to cover more than 90% of elevator advertising, many people did not even notice it’s there.
When the PC became the third requirement
Once, like previous PC computers for young people like married people must buy three piece, is a kind of “standard” style.
When the PC is the center of home entertainment, is the only Center of all other equipment must be designed around the PC for, matching.
Peaks appear in the PC industry in 2011, global PC shipments this year has reached 365 million. But then sales decline, has shrunk to 304 million in 2014. Corresponds with a Smartphone and Tablet rapid sales growth, data from IDC shows that Smartphone global shipments in 2013 alone has exceeded 1 billion units, increased global Tablet shipments by 2014 to 229.7 million units.
It’s no wonder Apple CEO Tim Cook in 2012 to make “PC is no longer a digital Centre of life” argument.
When slowly faded Halo PC, smart phones and tablets are not only in terms of sales growth, people spend increasing amounts of time on a mobile device. According to the statistics Korea people use Smartphones for 4 hours a day on average. Mobile phones are becoming a new entertainment center.
Support this phenomenon in the commercial market. For the smart-phone market, one industry source said: “I now pretty much everyone in the phone! ”。
Indeed, now phone wars have not only the traditional handset makers, there is a traditional household appliance companies, PC manufacturers, chip companies, Internet businesses, handset market seemed to become a universal participation in the Carnival. Jeremy Scott iPad Mini Case
People’s University Business School professor who declined to be named, said more and more companies launch mobile phone product behind the fundamental reason for today’s business logic is changing. “Used to be single King era, every business depends on a product or range of products ever. Today electronic products and home appliances are changes in the logic of the product, products for personal use are increasingly emphasized the linkage effects, while the Smartphone is the center of linkage. Which is why today household electrical appliance enterprises are also reasons to launch its own brand of mobile phones “, the professor said.
According to the Professor, due to recent Samsung phones sales decline had led to Samsung’s sales of other products are affected. In contrast, is declining in the global PC and Apple MAC computer contrarian growth. Analysts believe that the Apple phone sales boosted the demand for MAC computers, Apple is to strengthen interoperability between devices.
In fact PC manufacturers are aware of this change.
”When consumers cash in hand when faced with multiple choices, he will first meet the needs of replacement phones, then consider devices such as tablet computers, and on the PC you want to be able not to daixian combined make”, said xiaosanle, Executive Director of Dell greater China market.
Marketing Director interviewed several other times although there is no direct opinion, but when it comes to PC market increases, are how to make the PC as described in supplementary mobile device cannot meet the demand.
Although they think demand for smart phones and other smart devices after the meeting, the consumer will come back to update the PC computer. They are not willing to admit that PC to become the third requirement, and some slowdown in PC sales decline in the data, and some slowdown in growth of tablets and Smartphones. But an indisputable fact is that PC computer needs need to be sought from the mobile device market that block has not been met in the market, or using equipment, such as cross-border products, impacts from the existing market. When the PC is no longer the first demand, PC manufacturers need to spend more experience to convince people to buy PC.
Hold together for warmth Jeremy Scott iPad Mini Case
The five companies to launch joint advertising opportunities are very clever. Remove the previously mentioned when PC sales decline slowed, mobile device beyond the slowdown or card in several product and service updates.
Windows10 operating system Microsoft has this year, not only to achieve a Unicom across devices such as mobile phone, Tablet, Xbox, also announced a free upgrade, while Intel has released six daikurui not only boost in performance, there is an obvious decrease in power, six Han daikurui product line covers almost all types of equipment. Both Microsoft and Intel update, theoretically the PC industry is a plus.
After the publication of the advertising, Lenovo released Yoga series, HP PC Dell will continue to introduce new products. Fit is perfect.
Zhang Yi璠, Marketing Director of Intel China represents the point in time by means of a precise calculation. Several partners Windows10 published, six daikurui time to market, as well as the OEM points of the machine listed in large quantities, have conducted many discussions and meet.
Zhang Yi璠 said this in June or July this year the preparatory planning. Five companies in the United States to set up a Special Committee, formed by the Chief Marketing Officer of each. After the establishment of the parties should be carried out once a week to meet the meeting, to discuss the details of the plan.
This Lenovo, HP, Dell three PC isn’t easy at the same time, especially such a monumental task of promoting responsible for teaching the whole PC market.
In the past, who are not willing to do this thankless job, is likely to spend huge sums of money from the new market, cake is carved up by a competitor.
And now five have come together to jointly promote, xiaosanle think the combined issue volume is large enough. But we must also cover is, PC market has faced a longer voice will be drowned in an awkward position. While the industry would interpret this as practice of PC companies hold together for warmth.
They do not reject hold together for warmth, xiaosanle joked that “hold warm”. They also don’t think the PC market has become yesterday’s story, it is only temporarily in a long path of development in-band downlink interval. They believe that the bottom has been formed, State of the PC industry in financial and professional terms, is close to “bottom out” stage.
Consumers desire can be stirred?
PC industry trend is established fact, but the PC industry have reached bottom are things that cannot be estimated.
Not long ago, both IDC and Gartner released its worldwide PC shipments in the third quarter report. IDC report shows that global PC shipments in the third quarter totaled 71 million units, representing a decline of 11%, declined more than the company expected. Gartner expects global PC shipments in the third quarter fell to 7.7%, down 73.7 million units.
Both companies reported that global PC market still in decline, has not adversely affected by Microsoft’s new operating system Windows 10 listed a boost. But because Quad 6 only just launched in August this year, the market still does not reflect.
Through 2015, IDC remains pessimistic. IDC expects worldwide PC shipments to decline again in 2015, 8.7%, and this decline has continued for 5 years until 2017 does not change.
However it is worth noting is that while the PC market continues to slide, but slowed in 2014.
In addition, IT executives most excited is a set of data: the world has more than 500 million with at least 5 years old PC is still in use, while in China the figure is 55 million, 30 million consumer notebooks, business desktop PC of 25 million units.
If you can convince these older PC users to replace the PC, that PC sales will bring an enormous boost.
The other hand, smart-phone shipments slowed, tablets or even negative. This phenomenon is interpreted by PC manufacturers product rule of same industry.
Lenovo Vice President, CMO of China Wang Chuandong at this point and Zhang fan, agreed: “the market development trend perspective, any industry develops to a certain stage, it has a certain degree of saturation, this is an ever-changing cyclical process. “In their view, all kinds of products have a climbing, peak, and decline in the process, as the slowdown in smart phone is close to the peak, PC down to a certain extent will start a new round of increases.
So the question finally came, PC market recovery depends on whether PC makers of new products arouse consumers ‘ desire to update PC.
Problem for now, most consumers still has no plans to replace the PC. Cast how to save consumers say PC manufacturers themselves face problems.
HP enterprise business PC after the business opened into two companies, many in the industry believe that h-p has to shift its strategic focus to the enterprise IT; after Dell buy EMC, also are more likely to transition to a large enterprise technology solution provider; for Lenovo, and they are now more eager to prove himself in the Smartphone market.
At the time of the major PC manufacturers is busy with her new business, also can tell how much energy to PC computer?
IDC analyst tangmu·maineili (TomMainelli) has pointed out that with the PC sales decline, the market is moving to the big four PC manufacturers concentrated. The four major manufacturers Lenovo, HP, Dell and Apple, respectively. In both the current 5 to 10 companies, is likely to have both withdrawn from the market. Current 5 to 10 companies respectively, Acer, ASUS, Toshiba, Samsung, and Fujitsu.
Yang yuanqing, Lenovo CEO has made such a claim, he was that the PC industry will continue in the future to further integration.
But if the joint marketing activities and subsequent new product failed to stop the decline in PC sales, under the principle of pursuers after being intercepted in the first, left in the PC industry market space to let out?
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