Lenovo Yangtian: Covering small and medium-sized enterprises with dense channels

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Lenovo Yangtian: Covering small and medium-sized enterprises with dense channels [Copy link]

　　The mission of 1.5 million units must be completed ahead of schedule. After completing the mission of 1 million units ahead of schedule in 2005, the Lenovo Yangtian team received another "higher instruction". Regarding this high goal, Zhang Jibing, the channel director of Lenovo Yangtian, was confident: "We will definitely complete it ahead of schedule." His confidence was based on a lot of "behind-the-scenes" work of his team.

A large network of 12,000 distributors

　　In 2005, Lenovo struck gold in the SME market, completing its third quarter sales 10 days ahead of schedule, reaching an astonishing 1 million units, and these were just desktop computers. This attracted unprecedented attention from domestic and foreign manufacturers to the SME market.

　　"In fact, before Lenovo, many companies have been working in the SME market, but no one has been as successful as Lenovo. Why?" Zhang Jibing asked this question, but he had already prepared the answer. "Because Lenovo has fully estimated that the size of this market (more than 40 million SME users) is enough to support Lenovo's investment. So once Lenovo has identified this market, it will immediately mobilize the power of the entire group to do this, from developing products specifically for SMEs to mobilizing the channel power accumulated by Lenovo Group over the years. As soon as Lenovo products are launched, they can be immediately spread to Lenovo's more than 6,000 existing channel dealers, and at the same time, advertisements, roadshows, and tours are everywhere. Can you imagine which company can do it so thoroughly? Therefore, we say that only Lenovo can truly leverage the SME market characterized by being scattered and small."

　　Although Lenovo Yangtian can make full use of the most valuable thing accumulated by Lenovo Group - the huge sales network, Lenovo still has to continue to cast a wide net to complete the task of 1.5 million units. "While making good use of Lenovo's original 1+1 home and commercial channels, we are also rapidly expanding new channel systems. At the beginning of this year, we proposed to develop 6,000 more Yangtian dealers on the basis of the original 6,000. Now we have developed more than 5,000 commercial channels, and are still expanding." Zhang Jibing said frankly, "Many of these channels are also selling competitor products, but we are confident that they can sell our products. Because the small and medium-sized enterprise market is too fragmented, it must be covered by dense channels." With the preparations in 2005, Lenovo Yangtian's expansion was easy to achieve. "Yangtian has good profits and high popularity. Which channel dealer would not want to do it?" Zhang Jibing was full of confidence.

　　However, Lenovo also noticed that quantity alone is not enough, and it is also necessary to have its own core channels. "We will soon complete the goal of developing 12,000 channel dealers. The next stage is to sort out this huge channel system and cultivate core channels. All channel dealers who mainly sell Yangtian will be awarded gold and silver channel titles according to their shipments and sales ratios, and given more support."

From the channel to the channel

　　As we all know, users of small and medium-sized enterprises are not as familiar with IT applications as many IT companies. Even many of their bosses do not understand the importance of computers to the development of enterprises. They pursue IT not in terms of how advanced the technology is, but whether it can help them solve problems. In other words, application is paramount. This can be seen from the fact that some brands have equipped small and medium-sized enterprises with relatively cheap chips such as AMD and VIA. "These small and medium-sized enterprise users have great application needs but do not understand them very well, so it is important to educate them." Zhang Jibing said, "Lenovo still hopes to achieve this educational awakening effect through a wide range of channels. Of course, Lenovo will continue to do this through various means."

　　In addition, precisely because small and medium-sized enterprises are small in size, they need more support. "Small and medium-sized enterprises have limited strength. But we are very happy to see that the government has proposed to provide more support to small and medium-sized enterprises. Various government supports will make small and medium-sized enterprises have more information-oriented impulses." Zhang Jibing said, "As a major manufacturer in the 'Small and Medium-sized Enterprise Information Promotion Alliance' guided by the government, Lenovo can of course smoothly enter local markets (the fifth and sixth-level industry markets are also included in the category of small and medium-sized enterprises by Lenovo)."

　　"We are preparing to conduct a new round of training for channel dealers, so that they can change from 'sedentary merchants' to 'mobile merchants', that is, to take the initiative in marketing." Zhang Jibing said, "In fact, we were inspired by our channel dealers when we proposed this concept. In Wuhan, there was a channel dealer who had no resources when he first started. The owner left the contact information of everyone who came to the store, and then followed up, while also accumulating customer resources and data. He would do a statistical analysis every once in a while. Many small and medium-sized enterprises may only come to get a few units at a time, but if they come frequently, the accumulated volume is still considerable, more than many large orders in many industries. The boss paid attention to analysis and saw which ones were relatively large customers, and then focused on maintaining them. With this primitive method, she accumulated five or six hundred core customers, and the number will continue to increase." Zhang Jibing obviously hopes to use these rules summarized from channel dealers to guide other channel dealers and work together to expand this market. [~][&]content

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[quote user="myer"]

　　Regarding this high goal, Zhang Jibing, channel director of Lenovo Yangtian, was confident: "We will definitely be able to complete it ahead of schedule."

In Wuhan, there was a channel dealer who had no resources when he first started. The owner left the contact information of everyone who came to the store, and then followed up with them, while also accumulating customer resources and data. He would do a statistical analysis every once in a while. Many small and medium-sized enterprises may only buy a few units at a time, but if they come frequently, the accumulated volume is still considerable, more than many large orders in many industries. The boss paid attention to analyzing which customers were relatively large, and then focused on maintaining them. With this primitive method, she accumulated five or six hundred core customers, and the number will continue to increase. "Zhang Jibing obviously hopes to take these rules summarized from the channel dealers and go back to guide other channel dealers to jointly expand this market. [&] content[/quote]
The above two points clearly explain the secret of Lenovo's success time and time again, and they are also what all people working in the channel should learn. In the current fierce technological competition, channel work has become increasingly important! ! And how to do it better requires confidence, carefulness, good at discovery, and application, and detailed and in-depth work.