Stick to high-end market, Fujitsu has finally work up!
Recently, Fujitsu launched in the Chinese market offer for the 5,999 yuan a laptop - LifeBook V1020. Although Hewlett-Packard, Acer, Lenovo, Dell and Asus and other vendors release products compared to 34 thousand dollars, the price remained high, but market analysts believe that it determined to compete enough to reflect the mainstream market, Fujitsu's willingness to complete product line to meet the market demand in China, and portend that a strong brand will be fully involved in the Chinese market.
Shortly thereafter, Fujitsu Personal Systems Division, Kazuhiro Igarashi president told "IT Times": "In 2008, we will insist on high-end market segments, we must also introduce more mainstream products, so consumers know more about Fujitsu. "Igarashi Hiroshi hope to achieve a performance of more than double by 2007, a 5% market share target.
Fujitsu increased its market share in the idea to have a result. Since 2002, China notebook market changes rapidly, has shown the biggest characteristic of the image is turned into high-end portfolio of high-end and mainstream. In the process, to catch the first bus, Lenovo, HP, Acer and other manufacturers have tasted sweet. However, Fujitsu into China five years, despite rapid growth in high-end market, but with Lenovo, Hewlett-Packard and other companies than they have been divorced from the edge of the mainstream market.
Fujitsu executives have repeatedly explained that "blindly compete for market share is not like", but the relevant person in charge of China's recent expression of the urgency is still out of the brand and market position, the situation does not match the desire. This is also the mainstream with its introduction of 5999 yuan in low-priced products move confirm each other.
Loss of low-end market
Lenovo has a wealth of local channel resources, relying on low prices and all-pervasive market activities, gathered in the notebook market, foreign brands and grew. It uses low-end products in the market base, and gradually extended to high-end market. Since then, they launched a 3,999 yuan of products, and force opponents to follow. HP 2006, strike out the second half of low-end commercial and consumer markets, 2007 was also the Romans into Shucu battlefield, making HP the second quarter of 2007 notebook shipments up 139% (IDC data ), market share, second only to Lenovo. Acer, Gateway and more by winning PackBell, improve their market share, in one fell swoop overwhelming global PC Lenovo and firmly secured the third position.
In addition, second and third tier brands such as Asus and Haier planted heavily in low-end market, the two shipments have been a record pace. Among them, the former launch price is only 2,999 yuan for easy-PC, abruptly to the notebook market prices with a large downward move.
Relative to these competitors, the industry that Fujitsu lose lose its high price. Since 1989, the establishment of the first laptop manufacturer has Fujitsu laptops are all independent R & D, produce their own. This is more than 90% of the current global brand PC products are outsourced to OEM manufacturers to reduce manufacturing costs runs counter to the trend.
Fujitsu said the industry agreed to pursue "Quality is the core competitiveness of products" development philosophy, but one million to three million is the price of the Chinese consumers are discouraged, which became the Japanese enterprises in China to curb the development of a major obstacle.
In fact, Fujitsu has been aware of this. According to staff reporter learned that as early as a year ago, Fujitsu PC Asia Pacific director of product and technology policy Chun Fu proposed the "Fujitsu's main competitor is the low-cost" point of view.
Mainstream products + channels
"We always hope that the situation in China can change." Kazuhiro Igarashi, said consumer confidence Fujitsu Chinese product quality and innovation and technology superiority, to enter the low-end market should be ripe. So, in 2006, Fujitsu began preparing for the appropriate strategy, and in this year across the board in November released new notebooks, including a low of 8,000. This year on March 14, 6000 yuan re-launched the following products.
Currently, Fujitsu has variety of yuan of new products, including LifeBookU1010, S7211, S2210, B6220, V1010, V1020, S6410 Standard Edition so. But compared to low-end first into the market, Lenovo, Hewlett-Packard and Dell, and other mainstream companies, Fujitsu's performance was more cautious. In 2002, major vendors cut prices set off craze, landing low-end market, HP has created a precedent for 20% drop; in 2005, into the blowout phase of the notebook market has been taking high-end line of Toshiba and other Japanese manufacturers can not stop the Department of temptation million the following product launch, Fujitsu still insist that only high-end. 2007, 8000 yuan the following products the major manufacturers key to competition. In this price, HP has introduced 54 models, the company launched 38 models, the latter of the "new rural strategy" even want to open up the rural market more low-priced products.
How can quickly catch up with competitors?
Fujitsu PC Caihui Si, vice president of Greater China operations said: "before the introduction of low-priced products would lack the part of consumers attracted attention, and to build strong distribution channels to ensure that they can easily get the appropriate services." She said, in 2005 August, Fujitsu to launch a project called "stars plan" core dealer development program, hope that the implementation agent marketing model, while increasing channel open up the terminal and development of retail channels to better control of resources fully established channel terminal.
According to reports, "stars plan" for the first time, monthly sales of Fujitsu laptop is a more than 1000 units, only more than 50 stores nationwide, and in 2007 for the fifth plan, monthly sales reached 6,000 multiple. Under the impetus of this program, Fujitsu has established a nationwide dealer network, with more than 200 dealers. Formed the east, north, south China three customer areas, covering the domestic industry of the most active market.
Not easy to break
Caihui Si self-confidence reflects the large Fujitsu determination, but said and done, after all, two entirely different level.
BenQ Computer Products Technology Center, Chen Qihong that Fujitsu bones or in the high-end line upheld. "Yuan is mainstream, if we did not turn yourself out of the mainstream. Moreover, the main achievements of today's successful companies from the low-end market success." He said.
The outside world that, even if Fujitsu said Kazuhiro Igarashi into the mainstream market, its brand is not necessarily immediately obvious in the Chinese market, competitive advantage, they will also face two major challenges: First, how to achieve substantially lower prices in an should the market be, and second, how to indulge in high quality to extricate himself.
銆??绗旇鏈數鑴戞槸鏄撹?鍝侊紝涓ゅ勾灏变細鍗囩骇鎹唬涓?銆備竴浜涚幇瀹炵殑娑堣垂鑰呭氨璁や负锛屼笌鍏惰姳杩戜竾鍏冧拱涓?彴涓嶅埌涓ゅ勾閰嶇疆灏辫惤浼嶇殑绗旇鏈紝杩樹笉濡傛瘡涓や笁骞磋姳鍥涗簲鍗冨厓璺熶笂甯傚満涓绘祦銆?April 6, 2008, a former distributor of Fujitsu products admits: "the era of product homogeneity, low to allow more people are concerned about. Although the single profit Fujitsu products will be higher, but sales a month at most stores But 30 units; and mainstream day shipping on far more than this figure, the overall profit is much greater. "He introduced, Shanghai's most famous computer stores - bainaohui Metro City, only a Fujitsu store, Lenovo, HP, ASUS and so there are 56.杩欐牱鐨勫競鍦哄舰鍔匡紝浠呬粎鍑洰鍓嶇殑绛栫暐瀹炵幇2008骞翠笟缁╂瘮鍘诲勾缈荤暘鐨勭洰鏍囧苟涓嶅鏄撱?
Clearly, Fujitsu aware of this, the terminal building channels to speed up the pace. On the one hand speed in Shandong, Jiangsu, Zhejiang and other coastal provinces, distribution, and in-depth second, three cities; the other hand, a positive development in Hefei, Kunming, Xi'an and other inland cities in the channel construction.
"We also know that a lot still needs to be done, but the newness and change is a gradual process." Caihui Si said, "We guarantee quality, channel expansion and marketing team will not be neglected area, and many new strategies has been implemented in an orderly manner. 2008 we started to mainstream high-end market price of products and product strategy of combining the hope that more Chinese consumers to meet the demand, so that more Chinese consumers to experience high-end Fujitsu notebook quality I believe in 2008 on the Fujitsu is a significant year!
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