In November 1997, Yang Weiqiang, who was engaged in color TV sales, flew to Chengdu with TCL’s head of delegation Li Dongsheng. On the plane, Li Dongsheng asked Yang Weiqiang: “Is TCL ready to enter the IT field next year. Are you interested?†Yang Weiqiang answered without hesitation: “No interest!â€
In mid-1995, Yang Weiqiang, who had just entered TCL, became one of the two employees of the Henan branch. The Henan branch’s sales task for the year was 35 million yuan, and they completed 76 million yuan in half a year. At that time, the company had an unwritten rule, with annual sales of over 80 million yuan, and the headquarters would award a car to the branch company. They received this award for the first time. In the first half of 1996, the performance of the Henan branch was still leading. In July of this year, TCL held the only sales meeting in the headquarters in Zhengzhou, and Yang Weiqiang became the TCL star. After a long period of time, TCL’s first public appearance in the publicity films played by graduates from colleges and universities was young and handsome.
"Family-oriented household appliance companies have been focusing on uniformity and systematism in their corporate culture and organizational form. This is the biggest obstacle to entering the IT industry known as mobility and flexibility." 1999 On the same month, Yang Weiqiang, the then general manager of TCL Zhifu Computer Co., Ltd., said in an interview.
In May 1998, TCL decided to enter the IT industry. Yang Weiqiang was appointed as the general manager of the computer company. He took 4 people and started a capital of 50 million yuan to enter the computer industry. At that time, the brand in this field was all over the country. Chaoyang industry. Yang Weiqiang said: "If TCL is a brand-new industry, it will start in my hands and start from scratch. This is a very meaningful thing for my life experience and course."
Responding to the outside world's doubts about TCL's computer manufacturing capabilities, Yang Weiqiang stated that as early as the early 1990s, TCL cooperated with Juko, a company engaged in R&D, manufacturing, and sales of computer motherboards, to manufacture motherboards and accumulate manufacturing experience. This joint venture company, Taiwan Zhifu, was a foundry of international brands such as IBM, Hewlett-Packard, Jude, and NEC. It has a certain amount of research and development in the areas of complete machines, motherboards, monitors, notebook computers, wireless communications, networks, and semiconductors. Manufacturing capacity. "As long as we integrate our various resources and act according to the laws of the PC manufacturing industry, we can show our talents in this area. There is no practical significance to the 'originalism' and 'late-comment' arguments," said Yang Weiqiang confidently.
Speaking of channel construction, Yang Weiqiang acknowledged that TCL Computers will rely on rather than relying on the original TCL Group's production, sales and service systems to build the basic structure for future growth.
The TCL computer at the time of creation wanted people to put the ace of TCL's ace color TV on themselves. In fact, at that time, the computer and TV industry chains did not coincide. TCL computers could not reuse the manufacturing and channel resources of TVs. Yang Weiqiang later recalled: “We and the color TVs are at different stages of development. The business methods, management methods, and even ways of spending money are different. At that time, we have to work overtime, and people seem to be out of sync. Understanding the industry. , People's understanding is not the same." As a result, TCL's color TV branch offices around the independent TCL computer business department, viewed as different.
In other words, at that time, TCL Computer had no advantage other than a brand that had yet to be transplanted. After careful consideration, Yang Weiqiang put forward his own strategy: “In terms of product strategy, we mainly use home computers and related information products to provide families with a full range of solutions. Exploiting the home market is like 'cultivating the fields', land reclamation and plowing, Although a series of labors such as sowing and watering are hard, once cultivated their own consumer groups, this fertile soil will bring a steady stream of business opportunities to enterprises. In contrast, getting commercial market orders is more like 'hunting'. The chance of gains and losses is greater, and the successful bidder is often a company that maintains a long-term relationship with the ministry and industry. TCL temporarily does not focus on it.â€
“In the selection of regional markets, our idea is to “open the road and occupy the hatchbackâ€, that is, to avoid the highly competitive Beijing, Shanghai, Guangzhou and other central cities, and to open up the markets of the second and third-tier cities, in the foundation of self-accumulation. We will continue to grow our strengths and consider further expanding the market when the time is right. In terms of channel construction, we will implement our brand in the early stages of the market, and will personally go into battle to promote products together with distributors."
Intel's picking up firewood helps "Can we really have a lot of users? We can't provide satisfying services to a small number of users at present. What qualifications do department heads excuse? The telephone operators aren't just 'fruit', not 'cause' 'Inaccurate prediction of the user's growth rate is the root cause!' In December 1999, Yang Weiqiang was in front of reporters and relentlessly refuted the excuse of TCL's computer service executives.
During the initial period of TCL's computer development, while training the company's internal business department, Yang Weiqiang also had a game with the joint venture Zhifu Company. He was young and he did not like the elbow feeling that the other party brought him. "Let me be the general manager, I think all Everything, including the company's organizational structure, should be built by me." However, in the actual operation of the company, "I was trapped in the middle, and there was no power, only working ..."
Yang Weiqiang hopes that the headquarters will negotiate with Zhifu Company and let him have the right to manage the company. TCL headquarters proposed to purchase the shares of Zhifu at a price that is 20% higher than the investment amount. The benefit price is 40%, and finally reached 35%. This good and good scattered negotiations in the industry won praise, Yang Weiqiang finally got a complete control over the computer company, TCL Zhifu Computer Co., Ltd. also changed its name to TCL Computer Technology Co., Ltd..
In the early days, TCL Computer Company had planned some activities with “showing†ingredients, among which the famous one was giving the TCL computer with the supporting volleyball combat analysis software and training guidance software to the Chinese women’s volleyball team. Lang Ping, the head coach of the Chinese women’s volleyball team at the time In the future, if possible, TCL Computer and related volleyball application software systems will be promoted in the volleyball industry.
Subsequently, Yang Weiqiang found that the promotion of computers requires some meticulous marketing. From mid-September to the end of October 1999, TCL Computer Company made a large-scale return visit to its users in cities such as Shijiazhuang, Nanjing, Shenyang, and Hefei. Yang Weiqiang personally took the company's senior executives to participate.
TCL Computer Inc.’s move has been of concern to the industry, including Intel, which plays a significant role in the computer market.
At that time, in the Chinese market, Lenovo, Founder, Great Wall and other veteran PC makers were already rich. The room for bargaining with major CPU vendor Intel was growing. Intel urgently needed TCL from home appliances camp to contain them. Therefore, Intel decided to focus on supporting TCL Computer Corporation. In November 2000, the Pentium 4 CPU was released. Judging from past experience, Intel's new generation of products will require at least half a year's time from listing to becoming mainstream, which will help ease the market impact on its original products. At that time, the mainstream high-end products of the old PC makers on the market were still Pentium 3 computers. It was believed that before the Pentium 4 became the flagship product, there would be a sufficient buffer period.
However, a few weeks after Pentium 4 CPU was released, TCL introduced the Pentium 4 computer, and the price was set at 13,888 yuan in one step, which was lower than the prices of some high-end Pentium 3 computers at that time.
This severely disturbed the marketing plans of other computer companies. Because these old manufacturers still have a large number of Pentium 3 computers in stock and a large backlog of funds, it is difficult to quickly invest in the Pentium 4 computer competition, even if the crowded out funds are quickly followed up. It also takes about a month. The TCL, which was unencumbered, suddenly became a main force that could not be ignored in the computer field.
That year, "Today China Lion" became a commentary of TCL, and for TCL Computer Technology Co., Ltd., "TCL" was described as "Tomorrow Computer Leader" (future leader of computer market).
The TCL computer went all out and tried its best to catch this rare fighter. On the wall of the conference room was a striking banner: “This year's most important thing, the TCL P4 computer.†R&D personnel will see a sentence on the blackboard every day when they enter the office. Word: "I can do something for the P4 computer"; the head page of the brand promotion director's notebook says: "Be sure to implement 'TCL and P4 computers, you have me, I have you."
Regarding Intel's "eccentricism" statement from other vendors, Yang Weiqiang said: "If TCL is unable to support Adou, Intel will never dare to wager this bet."
The parachuting of the airborne force "maybe TCL's strong wolf culture. It is impossible to leave behind those different wolf species. The children who grew up in their own wolves have come down in one continuous line." In February 2004, the original MG Display executives Yu Cuiwei resigned after she joined TCL Computer 3 months later. She later analyzed the culture of TCL.
As early as the beginning of TCL Computer, Li Dongsheng and Yang Weiqiang knew the insufficiency of the original team's experience and capabilities in the computer and even IT fields. Therefore, they strongly introduced airborne troops.
The first famous person to introduce was Wu Shihong, former general manager of Microsoft (China) Co., Ltd., and Wu Shihong joined TCL on October 11th, 1999. He served as general manager of TCL Information Industry (Group) Co., Ltd. and Yang Weiqiang, general manager of TCL Computer Technology Co., Ltd. Deputy deputy general manager.
Wu Shihong, who once wrote The Book of Fighting Against the Wind, was a man of the industry at that time. Li Dongsheng once told Wu Shihong that he knew her ideals and he also had an ideal. “I just made TCL an internationally competitive, world-class one. Chinese enterprises", this touched Wu Shihong. In 2001, Wu Shihong once said that "in TCL has been almost my career ideals." Li Dongsheng said: "If I get 100 points out of 100, I would give her 85 points. After all, I haven't made any profit yet. When the profits of the information industry can be one-third of the group, I can give her full marks."
This did not materialize. In December 2002, Wu Shihong left TCL. There was no sequel to “Far Windâ€.
In February 2004, Yu Cuiwei, an original Mage Display executive, joined TCL Computers as vice president of the company and was responsible for the marketing of TCL's notebook computer division. At that time, Yang Weiqiang thought that the desktop computer was too competitive and the profit margin was limited, and the rapid growth of laptops was a rare opportunity that TCL Computer should seize.
However, Yu Cuiwei and the original notebook team run in poorly and the drastic reform failed. She later recalled: "In the first 10 days of work, I raised the index of the department's KPI by 25%. One month later, I learned that it was the basis of everyone's salary assessment. I knew that I had violated the people's livelihood; the first 20 days of work, I Explained my channel strategy, reduced notebook channel management process, focused on breakthroughs in several major cities, high-ranking officials of the headquarters, although some agents were added at the time, but it was obviously very difficult to integrate with the original channel management system. I knew that I broke the system. In the first 30 days of work, I put forward the product 'strategy' to actually say that the idea is more appropriate. I know that I moved the cheese of Liu Dongyuan (a senior manager of the TCL laptop business), and later I regret to visit the staff. “Who Moved My Cheese†had not studied it carefully; on the 45th day of work, I proposed to give the consumer the 'thousand-person test' solution to the hottest widescreen at that time, which was obviously inconsistent with the stable corporate culture of TCL at the time. Melt, I violated the culture."
The result is that Yu Cuiwei leaves quickly. Yang Weiqiang once commented that Yu Cuiwei was like an exotic flower and she was very picky about the pH of the soil. It was very provocative of the temperature and humidity of the climate. Others may only see the splendid side of exotic flowers and plants, and they did not see it as critical. Do not know whether Yang Weiqiang and Yu Cuiwei had read the famous narrator Nalan Xingde's sentence, "If life is only as good as it first met," it means "If you can't be as happy and indifferent as you just met, if you don't have any later resentment, Then everything still stays good when it is first seen."
In June 2004, Zhao Peng, the original Lenovo notebook computer, brought some TCL laptops with Lenovo members, but it was difficult to integrate with the original TCL team and had to switch to Tsinghua Tongfang several months later; in November 2004, Shenzhen Shihe Information Limited Chairman Wan Shan cooperated with the TCL notebook computer business department and became the general manager of the notebook business division of TCL Digital Electronics Business Division. He also left after six months.
In the midst of the embarrassment, the rare opportunity for the notebook computer market is gradually evolving from TCL Computer.
Yu Cuiwei later said to her “Yang Shuai†with no regrets: “If airborne, please give them soil and the first bucket of water. They are all exotic wolves. They need to find themselves in the new wolves.â€
A bright light in the evening “is also the flour, which can be used as a steamed bun or as a cake. Its market price is quite different, and the flour has added value when it is made into a cake. Why? Because the process of the cake determines its added value ratio. To be high, the revelation of this story is that the same thing, because of the different processing technology and design later, its value is also different.†Yang Weiqiang once stated his own theory of market value, “women’s computer will be the next Gold mines, why not launch women's exclusive products?"
On March 8th, 2005, TCL released “Female LCD Computersâ€, focusing on women’s needs in product development, market positioning, channel sales measures, and marketing strategies.
At that time, some people opposed it, saying that "Lenovo had launched a computer targeting female users as early as 2000. The result was not ideal. This shows that 'female' is not a good card for computer products." Yang Weiqiang believes that compared with Lenovo’s female computer, the feminization of TCL’s own products is not only reflected in the appearance, but is a deep-seated change in philosophy. It has already achieved “feminization in the bonesâ€.
In September of that year, TCL Women's PC was rated as one of the “Top Ten Brand Cases in China Brand Constructionâ€.
"TCL does not have a large scale of association, Lenovo is the boss, TCL can not follow, must have its own sub-market point, in a certain area of ​​success, in the market segment as a leader." Yang Weiqiang said. However, the success or failure of a market segment has not been able to change the overall pattern of the PC industry. Lenovo at this time has completed the internationalization through the acquisition of IBM's PC department, with a slightly larger market size.
In 2006, TCL Group’s overall loss was as high as 1.932 billion yuan. Li Dongsheng’s internationalization strategy also suffered setbacks. TCL Group adopted a shrinking strategy and could not give TCL Computer more support.
As Lenovo becomes an international brand, it will go away. Another tough opponent of TCL came back with support from Intel. This is Haier!
Haier once entered the computer market like TCL at the end of the last century. However, once the performance was not good, it temporarily abandoned the computer business, leaving only the joint venture company established with Taiwan Baocheng as the fire. As the timing matures, it will return to the computer market.
This time, Intel shifted its focus to Haier. On November 9, 2006, at the Intel Information Technology Summit, Haier Computer and Intel established a high-profile “innovation product R&D center.†In June 2007, the first commercial computer based on the R&D center platform was introduced. It was reported that it was manufactured by Haier. , Intel, Microsoft, Foxconn four giants jointly built. At the time of the contraction of the TCL computer, Haier Computer recruited heavily and recruited many TCL computer talents.
In the face of strong opponents, Yang Weiqiang, the then vice president of the TCL Group, shouted a high-profile slogan "Rebuilding a Lenovo in a Decade" in July.
At this time, the troubled TCL Group is very interested in computer business. On the afternoon of November 30, 2007, TCL Group released the "Announcement on the Transfer of Equity Interest in TCL Computer Technology Co., Ltd.", announcing that it will sell 82% of the shares of TCL Computer to Hong Kong Prachanda Industrial.
“TCL Computer transferred the stock (rights) to the right person at the right time and at the right price.†Shi Lianming, senior vice president of the TCL Corporation, described the case as a shock to the industry.
The trust in proverbs “When innovation has not been successful, you are trusting you before overdrawing the parent. Once the overdraft exceeds the tolerance limit, it will be destroyed.†As early as 1999, Yang Weiqiang once said such a thing if.
In October 2007, TCL Group announced that it would remove the vice president of TCL Group from Yang Weiqiang. Before and after this, Bo Lianming mentioned several times that Yang Weiqiang, as a company executive, “said some inappropriate words at an inappropriate time†and once made the TCL Group very passive. (Jiang Hongjun)
“i殇†reporter’s notes in the final five minutes “The previous operation of TCL Computer was somewhat entertaining. After the personnel changes in last year (August 2007), we hoped to find practical people.†TCL The senior vice president of the group, Lian Lianming, commented on the TCL computer in early 2008.
In fact, the rise and fall of the TCL Group's computer business has nothing to do with the entertainment color, and this color is not only beneficial to the start of the computer market, its final outcome is the outcome of the TCL Group's former IT service.
The “倨†here speaks of tolerance, generosity, and care. In the period of TCL computer creation, TCL Group felt that it lacked the corresponding technical capabilities in computer manufacturing. Therefore, it did not hesitate to give 50% of the shares to the other party, allowing Zhifu to participate in the stock market. TCL's vision is that Zhifu has been making brand names for international famous products. OEM. But as a result, Zhifu gave TCL only the European and American customers to pick up the rest of the design, and did not tailor products for TCL for the Chinese market. After one and a half years of cooperation, the TCL Group redeemed free computers for TCL Computers at a price of 35% of Zhifu Investment Premium. Its generosity and generosity were popular talks at that time. At that time, the TCL Group had a strong financial foundation due to the best-selling color TV sets, which solved the problem.
The "gong" mentioned here is not "arrogance", but it is an ignorance and disapproval. Before and after 2006, TCL Group faced a difficult situation and the headman Li Dongsheng was under great pressure. He had repeatedly emphasized at the meeting that “We must not be dropped by ST. Otherwise, the consequences are very dangerousâ€. He asked leaders of various business units to Live and try everything to stop the loss. Under this background, the credit line of TCL Computer Company has suddenly dropped to RMB 300 million from the original RMB 700 million. The market promotion fee of RMB 30 million approved at the beginning of the year was withdrawn, and the laptop attack launched by TCL Computer in 2006 came to an abrupt end.
Before leaving TCL, Yang Weiqiang said in an interview: “Because of the opportunity to see notebooks, we invested heavily in this area last year. The group also made a commitment to support the development of our notebook business at the time. However, investment will increase sales. There is a lag period."
It can't be said that TCL Computer itself has no problems. In the five years after the brilliant start, the lackluster performance of TCL Computer also made the Group's confidence in this business, which originally had high expectations, be lost.
Looking back, 2006 was a key node in the domestic computer market. After many years of scouring and sandstorming, a number of second- and third-tier brands with insufficient resources left the market. International brand Dell began to show signs of recession, and Lenovo upgraded to an international brand. With the focus shifted to the global Raiders, there is a “neutral†in the domestic computer market, which is why Haier’s computer has been reviving this year.
If the TCL Group's computer business holds its ground and insists on its development in 2008, it will consolidate the reuse of home appliances and computer resources ten years ago to create a scale-linked effect. Only in terms of sales channels, consumers at this time have accepted the consumption patterns of computers purchased by Dazhong and Gome Appliances. The idea that computers are a kind of home appliances has been accepted by the public.
Looking at the ten years of development of the TCL Group's computer business, it can be described as a wonderful start, a boring middle market and a hurried ending. The results of Haier Computer once again testified to Napoleon's famous saying that "the victory was in the last five minutes."
In mid-1995, Yang Weiqiang, who had just entered TCL, became one of the two employees of the Henan branch. The Henan branch’s sales task for the year was 35 million yuan, and they completed 76 million yuan in half a year. At that time, the company had an unwritten rule, with annual sales of over 80 million yuan, and the headquarters would award a car to the branch company. They received this award for the first time. In the first half of 1996, the performance of the Henan branch was still leading. In July of this year, TCL held the only sales meeting in the headquarters in Zhengzhou, and Yang Weiqiang became the TCL star. After a long period of time, TCL’s first public appearance in the publicity films played by graduates from colleges and universities was young and handsome.
"Family-oriented household appliance companies have been focusing on uniformity and systematism in their corporate culture and organizational form. This is the biggest obstacle to entering the IT industry known as mobility and flexibility." 1999 On the same month, Yang Weiqiang, the then general manager of TCL Zhifu Computer Co., Ltd., said in an interview.
In May 1998, TCL decided to enter the IT industry. Yang Weiqiang was appointed as the general manager of the computer company. He took 4 people and started a capital of 50 million yuan to enter the computer industry. At that time, the brand in this field was all over the country. Chaoyang industry. Yang Weiqiang said: "If TCL is a brand-new industry, it will start in my hands and start from scratch. This is a very meaningful thing for my life experience and course."
Responding to the outside world's doubts about TCL's computer manufacturing capabilities, Yang Weiqiang stated that as early as the early 1990s, TCL cooperated with Juko, a company engaged in R&D, manufacturing, and sales of computer motherboards, to manufacture motherboards and accumulate manufacturing experience. This joint venture company, Taiwan Zhifu, was a foundry of international brands such as IBM, Hewlett-Packard, Jude, and NEC. It has a certain amount of research and development in the areas of complete machines, motherboards, monitors, notebook computers, wireless communications, networks, and semiconductors. Manufacturing capacity. "As long as we integrate our various resources and act according to the laws of the PC manufacturing industry, we can show our talents in this area. There is no practical significance to the 'originalism' and 'late-comment' arguments," said Yang Weiqiang confidently.
Speaking of channel construction, Yang Weiqiang acknowledged that TCL Computers will rely on rather than relying on the original TCL Group's production, sales and service systems to build the basic structure for future growth.
The TCL computer at the time of creation wanted people to put the ace of TCL's ace color TV on themselves. In fact, at that time, the computer and TV industry chains did not coincide. TCL computers could not reuse the manufacturing and channel resources of TVs. Yang Weiqiang later recalled: “We and the color TVs are at different stages of development. The business methods, management methods, and even ways of spending money are different. At that time, we have to work overtime, and people seem to be out of sync. Understanding the industry. , People's understanding is not the same." As a result, TCL's color TV branch offices around the independent TCL computer business department, viewed as different.
In other words, at that time, TCL Computer had no advantage other than a brand that had yet to be transplanted. After careful consideration, Yang Weiqiang put forward his own strategy: “In terms of product strategy, we mainly use home computers and related information products to provide families with a full range of solutions. Exploiting the home market is like 'cultivating the fields', land reclamation and plowing, Although a series of labors such as sowing and watering are hard, once cultivated their own consumer groups, this fertile soil will bring a steady stream of business opportunities to enterprises. In contrast, getting commercial market orders is more like 'hunting'. The chance of gains and losses is greater, and the successful bidder is often a company that maintains a long-term relationship with the ministry and industry. TCL temporarily does not focus on it.â€
“In the selection of regional markets, our idea is to “open the road and occupy the hatchbackâ€, that is, to avoid the highly competitive Beijing, Shanghai, Guangzhou and other central cities, and to open up the markets of the second and third-tier cities, in the foundation of self-accumulation. We will continue to grow our strengths and consider further expanding the market when the time is right. In terms of channel construction, we will implement our brand in the early stages of the market, and will personally go into battle to promote products together with distributors."
Intel's picking up firewood helps "Can we really have a lot of users? We can't provide satisfying services to a small number of users at present. What qualifications do department heads excuse? The telephone operators aren't just 'fruit', not 'cause' 'Inaccurate prediction of the user's growth rate is the root cause!' In December 1999, Yang Weiqiang was in front of reporters and relentlessly refuted the excuse of TCL's computer service executives.
During the initial period of TCL's computer development, while training the company's internal business department, Yang Weiqiang also had a game with the joint venture Zhifu Company. He was young and he did not like the elbow feeling that the other party brought him. "Let me be the general manager, I think all Everything, including the company's organizational structure, should be built by me." However, in the actual operation of the company, "I was trapped in the middle, and there was no power, only working ..."
Yang Weiqiang hopes that the headquarters will negotiate with Zhifu Company and let him have the right to manage the company. TCL headquarters proposed to purchase the shares of Zhifu at a price that is 20% higher than the investment amount. The benefit price is 40%, and finally reached 35%. This good and good scattered negotiations in the industry won praise, Yang Weiqiang finally got a complete control over the computer company, TCL Zhifu Computer Co., Ltd. also changed its name to TCL Computer Technology Co., Ltd..
In the early days, TCL Computer Company had planned some activities with “showing†ingredients, among which the famous one was giving the TCL computer with the supporting volleyball combat analysis software and training guidance software to the Chinese women’s volleyball team. Lang Ping, the head coach of the Chinese women’s volleyball team at the time In the future, if possible, TCL Computer and related volleyball application software systems will be promoted in the volleyball industry.
Subsequently, Yang Weiqiang found that the promotion of computers requires some meticulous marketing. From mid-September to the end of October 1999, TCL Computer Company made a large-scale return visit to its users in cities such as Shijiazhuang, Nanjing, Shenyang, and Hefei. Yang Weiqiang personally took the company's senior executives to participate.
TCL Computer Inc.’s move has been of concern to the industry, including Intel, which plays a significant role in the computer market.
At that time, in the Chinese market, Lenovo, Founder, Great Wall and other veteran PC makers were already rich. The room for bargaining with major CPU vendor Intel was growing. Intel urgently needed TCL from home appliances camp to contain them. Therefore, Intel decided to focus on supporting TCL Computer Corporation. In November 2000, the Pentium 4 CPU was released. Judging from past experience, Intel's new generation of products will require at least half a year's time from listing to becoming mainstream, which will help ease the market impact on its original products. At that time, the mainstream high-end products of the old PC makers on the market were still Pentium 3 computers. It was believed that before the Pentium 4 became the flagship product, there would be a sufficient buffer period.
However, a few weeks after Pentium 4 CPU was released, TCL introduced the Pentium 4 computer, and the price was set at 13,888 yuan in one step, which was lower than the prices of some high-end Pentium 3 computers at that time.
This severely disturbed the marketing plans of other computer companies. Because these old manufacturers still have a large number of Pentium 3 computers in stock and a large backlog of funds, it is difficult to quickly invest in the Pentium 4 computer competition, even if the crowded out funds are quickly followed up. It also takes about a month. The TCL, which was unencumbered, suddenly became a main force that could not be ignored in the computer field.
That year, "Today China Lion" became a commentary of TCL, and for TCL Computer Technology Co., Ltd., "TCL" was described as "Tomorrow Computer Leader" (future leader of computer market).
The TCL computer went all out and tried its best to catch this rare fighter. On the wall of the conference room was a striking banner: “This year's most important thing, the TCL P4 computer.†R&D personnel will see a sentence on the blackboard every day when they enter the office. Word: "I can do something for the P4 computer"; the head page of the brand promotion director's notebook says: "Be sure to implement 'TCL and P4 computers, you have me, I have you."
Regarding Intel's "eccentricism" statement from other vendors, Yang Weiqiang said: "If TCL is unable to support Adou, Intel will never dare to wager this bet."
The parachuting of the airborne force "maybe TCL's strong wolf culture. It is impossible to leave behind those different wolf species. The children who grew up in their own wolves have come down in one continuous line." In February 2004, the original MG Display executives Yu Cuiwei resigned after she joined TCL Computer 3 months later. She later analyzed the culture of TCL.
As early as the beginning of TCL Computer, Li Dongsheng and Yang Weiqiang knew the insufficiency of the original team's experience and capabilities in the computer and even IT fields. Therefore, they strongly introduced airborne troops.
The first famous person to introduce was Wu Shihong, former general manager of Microsoft (China) Co., Ltd., and Wu Shihong joined TCL on October 11th, 1999. He served as general manager of TCL Information Industry (Group) Co., Ltd. and Yang Weiqiang, general manager of TCL Computer Technology Co., Ltd. Deputy deputy general manager.
Wu Shihong, who once wrote The Book of Fighting Against the Wind, was a man of the industry at that time. Li Dongsheng once told Wu Shihong that he knew her ideals and he also had an ideal. “I just made TCL an internationally competitive, world-class one. Chinese enterprises", this touched Wu Shihong. In 2001, Wu Shihong once said that "in TCL has been almost my career ideals." Li Dongsheng said: "If I get 100 points out of 100, I would give her 85 points. After all, I haven't made any profit yet. When the profits of the information industry can be one-third of the group, I can give her full marks."
This did not materialize. In December 2002, Wu Shihong left TCL. There was no sequel to “Far Windâ€.
In February 2004, Yu Cuiwei, an original Mage Display executive, joined TCL Computers as vice president of the company and was responsible for the marketing of TCL's notebook computer division. At that time, Yang Weiqiang thought that the desktop computer was too competitive and the profit margin was limited, and the rapid growth of laptops was a rare opportunity that TCL Computer should seize.
However, Yu Cuiwei and the original notebook team run in poorly and the drastic reform failed. She later recalled: "In the first 10 days of work, I raised the index of the department's KPI by 25%. One month later, I learned that it was the basis of everyone's salary assessment. I knew that I had violated the people's livelihood; the first 20 days of work, I Explained my channel strategy, reduced notebook channel management process, focused on breakthroughs in several major cities, high-ranking officials of the headquarters, although some agents were added at the time, but it was obviously very difficult to integrate with the original channel management system. I knew that I broke the system. In the first 30 days of work, I put forward the product 'strategy' to actually say that the idea is more appropriate. I know that I moved the cheese of Liu Dongyuan (a senior manager of the TCL laptop business), and later I regret to visit the staff. “Who Moved My Cheese†had not studied it carefully; on the 45th day of work, I proposed to give the consumer the 'thousand-person test' solution to the hottest widescreen at that time, which was obviously inconsistent with the stable corporate culture of TCL at the time. Melt, I violated the culture."
The result is that Yu Cuiwei leaves quickly. Yang Weiqiang once commented that Yu Cuiwei was like an exotic flower and she was very picky about the pH of the soil. It was very provocative of the temperature and humidity of the climate. Others may only see the splendid side of exotic flowers and plants, and they did not see it as critical. Do not know whether Yang Weiqiang and Yu Cuiwei had read the famous narrator Nalan Xingde's sentence, "If life is only as good as it first met," it means "If you can't be as happy and indifferent as you just met, if you don't have any later resentment, Then everything still stays good when it is first seen."
In June 2004, Zhao Peng, the original Lenovo notebook computer, brought some TCL laptops with Lenovo members, but it was difficult to integrate with the original TCL team and had to switch to Tsinghua Tongfang several months later; in November 2004, Shenzhen Shihe Information Limited Chairman Wan Shan cooperated with the TCL notebook computer business department and became the general manager of the notebook business division of TCL Digital Electronics Business Division. He also left after six months.
In the midst of the embarrassment, the rare opportunity for the notebook computer market is gradually evolving from TCL Computer.
Yu Cuiwei later said to her “Yang Shuai†with no regrets: “If airborne, please give them soil and the first bucket of water. They are all exotic wolves. They need to find themselves in the new wolves.â€
A bright light in the evening “is also the flour, which can be used as a steamed bun or as a cake. Its market price is quite different, and the flour has added value when it is made into a cake. Why? Because the process of the cake determines its added value ratio. To be high, the revelation of this story is that the same thing, because of the different processing technology and design later, its value is also different.†Yang Weiqiang once stated his own theory of market value, “women’s computer will be the next Gold mines, why not launch women's exclusive products?"
On March 8th, 2005, TCL released “Female LCD Computersâ€, focusing on women’s needs in product development, market positioning, channel sales measures, and marketing strategies.
At that time, some people opposed it, saying that "Lenovo had launched a computer targeting female users as early as 2000. The result was not ideal. This shows that 'female' is not a good card for computer products." Yang Weiqiang believes that compared with Lenovo’s female computer, the feminization of TCL’s own products is not only reflected in the appearance, but is a deep-seated change in philosophy. It has already achieved “feminization in the bonesâ€.
In September of that year, TCL Women's PC was rated as one of the “Top Ten Brand Cases in China Brand Constructionâ€.
"TCL does not have a large scale of association, Lenovo is the boss, TCL can not follow, must have its own sub-market point, in a certain area of ​​success, in the market segment as a leader." Yang Weiqiang said. However, the success or failure of a market segment has not been able to change the overall pattern of the PC industry. Lenovo at this time has completed the internationalization through the acquisition of IBM's PC department, with a slightly larger market size.
In 2006, TCL Group’s overall loss was as high as 1.932 billion yuan. Li Dongsheng’s internationalization strategy also suffered setbacks. TCL Group adopted a shrinking strategy and could not give TCL Computer more support.
As Lenovo becomes an international brand, it will go away. Another tough opponent of TCL came back with support from Intel. This is Haier!
Haier once entered the computer market like TCL at the end of the last century. However, once the performance was not good, it temporarily abandoned the computer business, leaving only the joint venture company established with Taiwan Baocheng as the fire. As the timing matures, it will return to the computer market.
This time, Intel shifted its focus to Haier. On November 9, 2006, at the Intel Information Technology Summit, Haier Computer and Intel established a high-profile “innovation product R&D center.†In June 2007, the first commercial computer based on the R&D center platform was introduced. It was reported that it was manufactured by Haier. , Intel, Microsoft, Foxconn four giants jointly built. At the time of the contraction of the TCL computer, Haier Computer recruited heavily and recruited many TCL computer talents.
In the face of strong opponents, Yang Weiqiang, the then vice president of the TCL Group, shouted a high-profile slogan "Rebuilding a Lenovo in a Decade" in July.
At this time, the troubled TCL Group is very interested in computer business. On the afternoon of November 30, 2007, TCL Group released the "Announcement on the Transfer of Equity Interest in TCL Computer Technology Co., Ltd.", announcing that it will sell 82% of the shares of TCL Computer to Hong Kong Prachanda Industrial.
“TCL Computer transferred the stock (rights) to the right person at the right time and at the right price.†Shi Lianming, senior vice president of the TCL Corporation, described the case as a shock to the industry.
The trust in proverbs “When innovation has not been successful, you are trusting you before overdrawing the parent. Once the overdraft exceeds the tolerance limit, it will be destroyed.†As early as 1999, Yang Weiqiang once said such a thing if.
In October 2007, TCL Group announced that it would remove the vice president of TCL Group from Yang Weiqiang. Before and after this, Bo Lianming mentioned several times that Yang Weiqiang, as a company executive, “said some inappropriate words at an inappropriate time†and once made the TCL Group very passive. (Jiang Hongjun)
“i殇†reporter’s notes in the final five minutes “The previous operation of TCL Computer was somewhat entertaining. After the personnel changes in last year (August 2007), we hoped to find practical people.†TCL The senior vice president of the group, Lian Lianming, commented on the TCL computer in early 2008.
In fact, the rise and fall of the TCL Group's computer business has nothing to do with the entertainment color, and this color is not only beneficial to the start of the computer market, its final outcome is the outcome of the TCL Group's former IT service.
The “倨†here speaks of tolerance, generosity, and care. In the period of TCL computer creation, TCL Group felt that it lacked the corresponding technical capabilities in computer manufacturing. Therefore, it did not hesitate to give 50% of the shares to the other party, allowing Zhifu to participate in the stock market. TCL's vision is that Zhifu has been making brand names for international famous products. OEM. But as a result, Zhifu gave TCL only the European and American customers to pick up the rest of the design, and did not tailor products for TCL for the Chinese market. After one and a half years of cooperation, the TCL Group redeemed free computers for TCL Computers at a price of 35% of Zhifu Investment Premium. Its generosity and generosity were popular talks at that time. At that time, the TCL Group had a strong financial foundation due to the best-selling color TV sets, which solved the problem.
The "gong" mentioned here is not "arrogance", but it is an ignorance and disapproval. Before and after 2006, TCL Group faced a difficult situation and the headman Li Dongsheng was under great pressure. He had repeatedly emphasized at the meeting that “We must not be dropped by ST. Otherwise, the consequences are very dangerousâ€. He asked leaders of various business units to Live and try everything to stop the loss. Under this background, the credit line of TCL Computer Company has suddenly dropped to RMB 300 million from the original RMB 700 million. The market promotion fee of RMB 30 million approved at the beginning of the year was withdrawn, and the laptop attack launched by TCL Computer in 2006 came to an abrupt end.
Before leaving TCL, Yang Weiqiang said in an interview: “Because of the opportunity to see notebooks, we invested heavily in this area last year. The group also made a commitment to support the development of our notebook business at the time. However, investment will increase sales. There is a lag period."
It can't be said that TCL Computer itself has no problems. In the five years after the brilliant start, the lackluster performance of TCL Computer also made the Group's confidence in this business, which originally had high expectations, be lost.
Looking back, 2006 was a key node in the domestic computer market. After many years of scouring and sandstorming, a number of second- and third-tier brands with insufficient resources left the market. International brand Dell began to show signs of recession, and Lenovo upgraded to an international brand. With the focus shifted to the global Raiders, there is a “neutral†in the domestic computer market, which is why Haier’s computer has been reviving this year.
If the TCL Group's computer business holds its ground and insists on its development in 2008, it will consolidate the reuse of home appliances and computer resources ten years ago to create a scale-linked effect. Only in terms of sales channels, consumers at this time have accepted the consumption patterns of computers purchased by Dazhong and Gome Appliances. The idea that computers are a kind of home appliances has been accepted by the public.
Looking at the ten years of development of the TCL Group's computer business, it can be described as a wonderful start, a boring middle market and a hurried ending. The results of Haier Computer once again testified to Napoleon's famous saying that "the victory was in the last five minutes."
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