Perhaps because of the ugly third-quarter earnings report, Lenovo Mobile has recently been crazy.
First, on February 20th, the former China Mobile Terminal Company Zhejiang Branch was introduced, and then on March 2nd, Zhu Han, the general manager of the original Tianyi Telecom Terminal Co., Ltd., was joined. This is not finished. Four days later, Lenovo appointed another operator, Ma Daojie, as the group's vice president and executive vice president of the mobile business group (MGB).
You should know that Ma Daojie’s highest position before him was the general manager of China Telecom Terminal Corporation.
Founder of China Telecom's terminal business
Although they are all operators, compared with Zhu and Zhu Han, Ma Daojie is the real executive.
Ma Daojie can be said to be rich in experience in the field of operators. He first worked in China Unicom, from the Director of China Unicom's Fixed Communications and Data Division, to the deputy general manager of Guangxi Unicom and the deputy general manager of Unicom Huasheng. Later, with the transfer of China Unicom's CMDA business to China Telecom, Ma Daojie also became a member of China Telecom.
After Ma Daojie, after China Telecom, he served as the general manager of China Telecom Tianyi Terminal Company. From 2009 to 2015, Ma Daojie built China Telecom's terminal business in six years and is considered to be the founder of China Telecom's terminal business. Among them, in 2014, the sales volume of CDMA terminals under his leadership reached 80 million.
However, in March 2015, the relevant department reported that Ma Daojie violated the rules to provide benefits to employees, so he was transferred from his post. In December 2016, the media reported on Ma Daojie that his position at the time was: Vice Chairman of the China Telecom Group Labor Union.
At the beginning of March 2017, Ma Daojie was revealed to have left the company from China Telecom. Now that the dust has settled, Ma Daojie settled in Lenovo.
According to Lenovo, Ma Daojie is the executive vice president of MBG China in Lenovo. He reports directly to Qiao Jian, senior vice president of Lenovo Group and MBG co-president. He mainly assists MBG China to achieve strategic transformation and business breakthrough.
Where is the future of Lenovo mobile phones going?
If Ma Daojie, Yan and Zhu Han are compared in Lenovo's position, they will find that Ma Daojie is significantly higher than the other two positions, and he is responsible for sales. Zhu Han is responsible for the operation. Ma Daojie's role is more like a master of the overall situation, but there is also the old Lenovo person Qiao Jian.
In fact, Qiao Jian himself served as the secretary of Liu Chuanzhi. He has had decades of experience in Lenovo and was previously responsible for Lenovo's human resources. However, Qiao Jian did not directly engage in the mobile business before taking up his current position. Therefore, the introduction of Ma Daojie as an assistant can be said to be a matter of course.
At present, in addition to these three operator executives, Lenovo Mobile also has Samsung Electronics executive Jiang Zhen, which was introduced on February 4th. He is also a vice president at Lenovo and is responsible for product portfolio planning and operations. Another vice president of Lenovo Mobile, Chang Cheng, has also had many years of experience in Lenovo. He is mainly responsible for Lenovo's hardware and software ecosystem.
That is to say, among the five Lenovo vice presidents of Lenovo Mobile, three are from operators, and one of them also plays a role in overall planning. This is inevitably reminiscent of the future development of Lenovo Mobile's China business may have a lot to do with operators.
In Lenovo's third-quarter earnings report released recently, Lenovo's mobile business revenue fell 23% year-on-year to US$2.185 billion, which was at a loss.
In terms of share, due to the influence of smart phone manufacturers such as Apple, Samsung, Huawei and OV, Lenovo’s global shipments of smartphones in the third quarter fell by 26% compared with the same period of last year, and market share also fell by 1.6% year-on-year to 3.5%. %.
In response to this challenge, Lenovo Group CEO Yang Yuanqing believes that building channel capacity is the key to reversing performance, and Qiao Jian also said in an internal letter:
In the future, we will strengthen our open market capabilities, innovate our distribution model, and focus on building terminal retail capabilities; optimize the cooperation of operators; and link online and offline sales.
From this perspective, the joining of the three operator executives is indeed in the future development plan of Lenovo Mobile. Moreover, in the mobilization and organization of human resources, Qiao Jian, who was once responsible for Lenovo's human resources work, does have a wealth of experience.
The question is, after such frequent air traffic control and personnel adjustments, will the development of Lenovo Mobile's mobile phone business be improved with the growth of the operator channel; or, the three operator executives can How much change Lenovo Mobile has brought.
After all, the opportunity for the Chinese mobile phone market to leave Lenovo is not much.
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