Lenovo Russia
Performance indicators
2020: Turnover of online store and brand zones on Ozon.ru and Yandex.Market - 593 million rubles
Inventive eCommerce (part of the Inventive Retail Group) on March 23, 2021 announced the results of the first year of the D2C project of the world computer manufacturer Lenovo. The annual turnover of the official online store and brand zones on the marketplaces of Ozon.ru and Yandex.Market amounted to 593 million rubles at the end of 2020 .
The main share of sales of brand equipment fell on the online store (58%), in second place - sales to corporate customers (28%), followed by brand zones on Ozon.ru and Yandex.Market (14% collectively). Total everything Lenovo sites were visited by more than 3 million people over the year of the project.
According to Inventive eCommerce statistics, the basis of the audience is people aged 25 to 44 years. At the same time, representatives over 65 had the highest average check. One in five shoppers return to the brand's online marketplace for repeat purchases. Male audiences prevail over female audiences.
 | "Direct sales have become a trend of recent times. This model allows brands to be more flexible in conducting marketing actions, promoting unique products and communicating values and meaningful information to the consumer. Direct communication with your audience opens up new opportunities for promotion, makes it possible to better recognize the client and increases his loyalty, "said Evgeny Usenko, CEO of Inventive eCommerce. |  |
| | "We were faced with the task of entering new dynamically developing platforms and building Russia omnichannel both the company's main products and client services into the sales system, paying special attention not only to the overall increase in sales volume, but also to customer satisfaction. Moreover, we wanted to achieve this as soon as possible. It was almost impossible to carry out such a project without involving a local partner. The experience and competencies of Inventive eCommerce e-commerce in allowed us to implement everything planned in 2020 and set new ambitious tasks, "commented Denis Belyaev, head of e-commerce at Lenovo. | |
In 2021, Inventive eCommerce will continue to develop Lenovo's D2C project: it will launch mobile applications Internet a store, expand financial its product line (leasing, installments), and organize a premium delivery service. In addition, it will be possible to rent the device for both short and long periods.
For b2b clients, a full self-service portal and device lifecycle management services will be launched. In 2021, Inventive eCommerce also plans to open Lenovo brand zones on new marketplaces, which is expected to make the brand's products even closer to the Russian consumer.
2019: Revenue growth by 5% to RUB 1.6 billion
At the end of 2019, the company Lenovo Russia took 46th place in. Ranking TAdviser: 50 most profitable representative offices of foreign IT companies in Russia The company's revenue for 2019 amounted to 1,618,546 thousand rubles, which is 5% higher than in 2018. This indicator includes the revenue of legal entities LLC Lenovo (Vostochnaya/) and EuropeAsia Lenovo Global Technologies Rush.
History
2022: Resumption of laptop sales in the official Lenovo online store in Russia
In the official Lenovo online store in Russia, the company's laptops began to be sold again. Izvestia was the first to write about this on December 23, 2022. The editors of TAdviser were convinced of the resumption of sales of laptops.
Lenovo laptops disappeared from the Russian online store Lenovo in the spring of 2022. At the same time, many computer manufacturers began to curtail their business in the Russian Federation against the background of the Russian special operation in Ukraine.
As Izvestia writes in the issue of December 23, 2022, in Russia particular, they began to massively import laptops, HP Lenovo,. Asus At the same time, retailers confirm that the range of laptops of those brands that previously left the Russian market is growing in the country, their parallel imports have been established, certain difficulties arise only with HP supplies.
Retailers and distributors could not previously establish deliveries of laptops for parallel imports due to a change in the exchange rate and unpredictable market conditions, the newspaper said.
The "" emphasized to the M.Video-Eldorado publication that the laptops of world leaders are presented on the windows "at the expense of their own import operations." More than a third of laptops sold in the 11 months of 2022 were from Chinese manufacturers, according to the retailer. And in the III and IV quarters of 2022, they accounted for up to 45% of all laptops sold.
The beginning of parallel imports of the world's leading brands can be a problem for many Chinese vendors, whose names are much less known to the Russian buyer, says TelecomDaily CEO Denis Kuskov. This will force to adjust the plans of manufacturers from the PRC, which quickly and effortlessly hoped to gain a foothold in the Russian market: now they have to seriously start promoting their laptops. But in the end, competition always benefits the buyer, concluded Denis Kuskov.[1]
2021: Creation of a single sales channel for partners in Russia
On January 10, 2021, Lenovo in Russia announced the start of the transformation of the existing SMB sales model in Russia through the merger of divisions responsible for working with partners of its key Intelligent Devices Group businesses (personal computers, laptops, all-in-ones, etc.) and Infrastructure Solutions Group (servers, disk systems, etc.).
Sergey Kupriyanov becomes the head of the combined structure - he will be responsible for the strategic planning and development of the joint SMB sales channel in Russia. Dmitry Kolomiets has been appointed the head of the partner direction.
This association is part of the implementation of the global Lenovo 360 sales partner program. Developed jointly with business partners of the company, it combines all the key elements: people, software tools and tools. The concept provides for a standardized approach to the formation of global sales and distribution teams, the use of tools to improve the efficiency of business processes, employee productivity, infrastructure flexibility and business sustainability; as well as individual industrial solutions.
Based on a single platform, Lenovo will provide Partners with access to a large portfolio of products, infrastructure solutions and services of the company. This will enable a comprehensive approach to handling and meeting the needs of business partners and end customers. As part of this approach, Lenovo plans to significantly increase the staff of technical support engineers, as well as launch new motivational programs for business partners to jointly promote all Lenovo product groups (Better Together, TrueScale Accelerator).
| | This Lenovo program gives our partners access to a large portfolio of PCs, infrastructure solutions and services as part of a single approach. This opens up new opportunities for our partners to develop their business and generate additional income, "said Sergey Kupriyanov, head of the new combined SMB organization Lenovo in Russia. | |
During the first quarter of 2022, all elements of the created structure will adapt to the existing market realities. The full functionality of the program will be available starting April 1, 2022.
2020: Lenovo Data Center Division Builds Investment and Staff in Russia
In 2019, Lenovo's data center solutions division (Lenovo Data Center Group, DCG) significantly increased investments in the Russian market and decided to more than double the number of staff. This was told to TAdviser by Lenovo DCG EMEA CEO Per Overgaard in January 2020.
At that time, he found it difficult to name the exact number of employees of the Russian division of DCG, explaining that the recruitment process continues at the beginning of the year. Dmitry Parshin, CEO of Lenovo DCG in Russia, clarified TAdviser that at the end of 2019, the company's staff was 32 people, not including accounting, lawyers, financiers, operationists. And by March 2020, it is planned to increase the team 1.5 times - up to 47 employees.
| | Vacancies have already been opened for customer representatives, technicians, architects, partner managers and marketing. If we talk about an increase in the staff in Russia and the CIS, then by 2021 we plan to grow 2 times in relation to 2019, "says Parshin. | |
Russia is one of the most successful markets for Lenovo DCG, which is why it increases investment in development in the market and in personnel, explains Per Overgaard. In December 2019, Dmitry Parshin in an interview with TAdviser said that every year this direction adds 35-40% year-on-year from the company's turnover in the local market. His European counterpart connects this with the correctly selected team and the quality of Lenovo's technologies themselves.
Per Overgaard told TAdviser that to further increase sales in Russia, Lenovo DCG sees prospects in expanding the number of partners whose solutions would be sold along with its products. For example, he says, the possibility of promoting Nutanix products on the Russian market is being considered. This company already works here, but Lenovo DCG would like to help it become more visible in Russia.
| | Part of our plan for business development in Russia is to expand the network of partners. We are especially interested in partners who have specialized solutions in the field of hyper-converged infrastructure, storage systems, high-performance computing, - explained the executive director of Lenovo DCG in the EMEA region. | |
At the same time, Lenovo DCG is aimed at sales in both the corporate sector and the public sector. The division already has a number of large customers in the segment, Per Overgaard said. However, he preferred not to specify their names.
Per Overgaard, in a conversation with TAdviser, noted that Lenovo DCG notices in the Russian public sector the effect of the import substitution policy, which especially affects Western vendors. The company is exploring opportunities for how to better compete in these conditions in the future.
Maybe in the future it will be necessary to produce products in Russia, he argues. According to Overgaard, Lenovo DCG is studying this issue together with the regional CEO. We are talking, in particular, about data storage products.
The executive director of Lenovo DCG in the EMEA region does not exclude the release of products based on Russian processors in the future.
| | We don't know yet if we will, but this is a possible option. Why not? We partner with Intel, with AMD. This is an open market, and if we see significant demand from customers, we need to consider such an opportunity, "says Per Overgaard. | |
2019
TAdviser interview with DCG CEO Dmitry Parshin
In December 2019, Dmitry Parshin in an interview with TAdviser spoke about the development and plans of Lenovo in Russia. Read more here.
Return to the Russian smartphone market
July 22, 2019 it became known about the return to Lenovo the Russian market. smartphones The company will bet on the segment of inexpensive devices.
Mobilidi (part of the RDC Group holding; smartphone supplier Xiaomi and) Hisense signed an exclusive distribution agreement with Lenovo, writes with Kommersant reference to Mobilidi CEO Galina Khaletskaya.
Lenovo mobile devices will be distributed through the Lenovo.Store online store, the Hitbuy retail chain (includes three stores in Moscow, one each in St. Petersburg and Yekaterinburg) and a network of other federal retailers.
"Communication| Euroset "plans to sell new Lenovo smartphones, Mikhail Komkov, procurement director of the company, told the publication. According to him, in previous years Lenovo occupied a significant share in the Russian smartphone market, and after returning, the Chinese manufacturer can gain a foothold in the segment of inexpensive devices.
Negotiations on sales of Lenovo phones are also being conducted by M.Video - Eldorado and VimpelCom. A Kommersant source in one of the large retail chains says that Lenovo will offer smartphones in Russia at prices from 6 to 14 thousand rubles. According to MTS estimates, devices worth 10-20 thousand rubles demonstrated the best dynamics in the first half of 2019, sales of which increased by 20% compared to the first half of 2018.
Subject to active marketing, the company in the future of two years will be able to occupy up to 5% of the market, the source said. Mobile Research Group analyst Eldar Murtazin doubts that Lenovo will be able to successfully compete with low-cost smartphones that have entrenched in the segment, and in terms Samsung Honor of Xiaomi price-quality ratio. The brand is well known in the laptop market, but not in smartphones, he notes.[2]
2018: Revenue - RUB 1.5 billion
Revenue Lenovo Russia (Lenovo (Vostochnaya/) and EuropeAsia Lenovo Global Technologies Rush LLC) for 2018 amounted to 1,538,617 thousand rubles.
2017
Lenovo challenged HP Enterprise in the Russian server market
In August 2017, Lenovo introduced in Russia a new wide range of products and solutions for data centers, which it calls the largest product update in the history of the company. Lenovo expects that the updated portfolio will allow it to strengthen its position in the Russian market for data center solutions and significantly displace competitors in the Kh86 server market, including its main competitor, HP Enterprise.
After acquiring the server business from IBM in 2014, Lenovo sold computing equipment under the System x and ThinkServer brands. In the updated portfolio, Lenovo servers, DSS, and network equipment are now combined with a single brand, ThinkSystem. It includes 14 servers, 7 DSS, and 5 switches. The solutions of the line use the new Intel Xeon Scalable processors.
The company says the ThinkSystem series combines "all the best" from System x products, the legacy of IBM and ThinkServer. With the advent of the ThinkSystem line, products under old brands will still be available to customers for some time, but will subsequently leave the market, Lenovo explains.
The company also introduced a line under the ThinkAgile brand, which includes software-defined solutions based on Lenovo ThinkSystem platforms.
Lenovo Global Technology Russia Director Dmitry Parshin says that in 2014-2016, Lenovo's portfolio of solutions did not allow it to offer the customer to close all his needs for infrastructure projects. The portfolio lacked, in particular, 4-processor high-density servers built entirely on flash memory SHD, FC director (fibre channel director) and Ethernet 25/100Gb switches. With the updated line, the company can offer the customer the creation of a data center entirely on Lenovo equipment, as well as a single window of service support, Parshin notes.
Lenovo expects to increase its share in the Russian server market, first of all, by "biting off" the share of HP Enterprise. According to IDC analysts cited by Dmitry Parshin in his presentation, in 2016 the share of this vendor in the Kh86 server segment in Russia was 36% in monetary terms (see the slide below). Lenovo's share was 11%. In 2014, Lenovo announced plans for three years to occupy up to 10% of the Russian server market[3].
It is worth noting that earlier IDC analysts stated that the results of the Russian server market in 2016 were the most modest over the past 12 years in monetary terms and over the past 6 years in pieces, exceeding the results of only 2004 and 2009, respectively.
The company expects to compete in the server market by improving the functions of its products in the new line. Lenovo says that a significant part of the improvements are related to client experience with servers. For example, equipment controls have been improved.
In the new line of equipment, the components are unified, which, the company notes, makes it possible to reduce the cost of production and maintenance of servers and DSS based on them.
The representative of Lenovo Global Technology Russia Artem Zybin noted in a conversation with TAdviser that niche solutions have now appeared in the portfolio - servers with the simplest possible configuration. In this segment, the company was previously inferior to competitors, betting mainly on higher-level models.
Lenovo's largest clients by server are in the financial sector, retail, and the oil and gas industry. There are also customers in industry. For example, Lenovo servers are used by Sukhoi, and in August 2017 a large contract was signed for the supply of servers with Severstal. Lenovo solutions for the construction of a data center in Russia were used by Alibaba.
Lenovo told TAdviser that Sberbank remains its largest client for servers in Russia "since IBM." The company also conducts active cooperation with VTB24 Bank.
Changes in company structure and management structure
In April 2017, Lenovo announced changes in its structure and management rotation. The company has restructured: now its business is being built in three main areas - consumer, corporate and mobile. The main development and promotion efforts are focused on them.
The newly formed division of PC & Smart Device Business Group, whose interests include PCs, tablets, transformers, phablets, gaming and smart devices based on platforms, and Microsoft Windows Google Chrome Android is divided into two areas - corporate and consumer. Alexey Muzhevlev is now responsible for the consumer direction in the Russian office of the company, and Pavel Zotov is now responsible for the corporate direction.
LTG is also focused on working with corporate customers, which has recently been transformed into a separate legal entity Lenovo Global Technology. It was headed by Dmitry Parshin. Its division, as before, will deal with the direction of servers, disk storage, software and server-class services.
The third key division of the company responsible for working with mobile technologies, MBG (Mobile Business Group) was headed by Alexey Klochkov. It did not change its name, also maintaining its priorities in work.
The post of Lenovo CEO in Russia is occupied by Alexander Kataev.
All structural and personnel changes carried out by the company are aimed at optimizing activities and improving work with customers and corporate customers, Lenovo notes.
2016
FAS check in Lenovo's Russian office
On November 17, 2016, Andrei Tenishev, head of the anti-cartel department of the Federal Antimonopoly Service (FAS), said that the department was conducting an audit at the Moscow office of Lenovo in connection with a large anti-cartel investigation into public procurement of computers. More details - at the link.
Mass layoffs
On February 1, 2016, it became known about major job cuts in the Russian representative office of Lenovo. The layoffs came as the computer market fell.
As the head of Lenovo in Russia, the CIS and Eastern Europe Gleb Mishin told the Kommersant newspaper, in 2015 the staff of the Russian division of the company decreased by 30%, and in the direction of PC - by 50%.
| | The optimization of the number of employees has been going on for a long time, because the PC market continues to narrow. We are cutting people down gradually. We bring into line the size of the office with the amount of revenue that it brings, "Mishin said. | |
Among the dismissed Lenovo employees were Andrei Babenko, Lenovo's head of medium and small businesses in Russia, Almas Abuzyarov, key customer manager, who led large retailers, as well as a number of regional representatives, a source in one of the competing vendors told the publication. The departure of Babenko and Abuzyarov Gleb Mishin confirmed.
Lenovo's problems in the Russian PC market, due to which the company is cutting staff, analysts confirm. IDC According to them, in the fourth quarter of 2015, Lenovo slipped to third place in the list of the largest PC suppliers in the Russian Federation, while the previous two years it was the leader (except October-December 2014).
Lenovo, with a 17.1% market share, missed ASUS (28.3%) and HP (20.07%) ahead. The top five computer manufacturers also included Acer (14.6%) and Dell (8.7%).
According to Gleb Mishin, against the background of the devaluation of the ruble, Lenovo decided to reduce PC supplies instead of maintaining volumes and maintaining prices.[4]
2012: Gleb Mishin appointed head of Russia, CIS and Eastern Europe
On April 9, 2012, it became known that Gleb Mishin received the position of vice president at Lenovo and will now lead the company's business in Russia, the CIS and Eastern Europe.
According to 2102 data, the Russian market generates the largest revenue for the Chinese company Lenovo among the countries of the EMEA region (Europe, the Middle East, Africa).
Mishin will develop the company's corporate and consumer business, as well as strengthen the positions of the Think and Idea product lines in his region. He reports to Gianfranco Lanci, who previously also left Acer, and at that time headed Lenovo in the EMEA region. [5].
General managers Bai Yuli (responsible for work in Russia and the CIS) and Oliver Ebel (Eastern Europe), in turn, are now subordinate to Mishin.
"Everything that Lanci created was crossed out in Acer with one stroke of a pen," says Gleb Mishin. In his opinion, the choice of Lenovo as an employer for the former top management of Acer is very logical: "This is the only company in the market that sets really ambitious goals - to become number one in the PC market in the world, and has all the resources to achieve these goals," Mishin said in a conversation with CNews.
According to the ex-head of Acer in Russia, it is quite possible to expect that other Acer managers will follow Lenovo. Mishin says that in addition to Lanci and himself, several other top managers at the level of EMEA and other countries have already done this. Mishin chose not to name these top managers due to the fact that there were no official announcements on this matter yet.
Earlier, Mishin's predictions had already come true: for example, after changing the global strategy, he expected the company's global revenue to fall by more than 20%. Revenue decreased by 24%, to $15.7 billion. In Russia, the fall in turnover was about 17% - from $1.2 billion to about $1 billion. Along with revenue, the company's market share in Russia fell: both IDC and Gartner agree that in 2011 the company lost the title of leader in the PC market in the country.
With the arrival of Lanci, Lenovo has separated EMEA into a separate region in its structure, it is one of the key for the company. Foreign media quoted Lianchi with words about Lenovo's goal to enter the top three players in the region in 2012. In the 4th quarter of 2011, according to Gartner, the company ranked fifth in PC shipments here - after HP, Acer, Asus and Dell - with a share of 8.2%.
2011: 1.3 million units delivered (+ 38 %)
FY 11/12 delivered over 1.3 million pieces of equipment (laptops, all-in-ones, desktops and tablets), 38% higher than the FY 10/11. In monetary terms, during the specified period, deliveries to Russia increased by 26% and reached 838.14 million dollars. In Russia, in terms of total sales of PCs, Lenovo ranks not second (as in the world), but only third. According to IDC, in Q1/2012 Lenovo took 1st place in the supply of PCs in the corporate sector of Russia and the CIS (with a market share of 20.4%).
2009
Big development plans in Russia
In 2010, the Chinese PC manufacturer Lenovo planned to double the scale of its business in Russia: both in terms of investment and market share. Analysts call the vendor's plans quite realistic, noting that the company owes its success in the domestic market to budget models, as well as the trust gained at one time by IBM machines.
As Arthur Wei, vice president of Lenovo and general director for business development of the Chinese vendor in Russia and the CIS, told CNews, in 2010 the company's investments in the Russian office will increase more than 2 times.
According to Wei, the funds will be spent on expanding the company's staff (by the end of 2010 it should double - from 35 to about 70 employees), as well as on training and training of all Russian sales managers (now there are 20 of them). New employees will be recruited mainly to work in the regions. Now, in addition to Moscow and St. Petersburg (which, according to Lenovo's top manager, account for about 70% of the Russian PC market), the company is represented in five more cities. At the same time, Lenovo service centers are located in 80 cities of the Russian Federation, and in 2010 their number is also planned to double.
As a result, Lenovo intends to double its share in the Russian PC market - from 4.8% in the 3rd quarter of 2009 (according to IDC) to 10% in 2010 - and enter the Top 3 largest vendors. At the same time, the company owns 8.9% of the PC market in the world (also according to IDC). Lenovo Vice President called Russia the first priority market among developing countries.
Analysts believe that Lenovo is quite able to overcome the 10% of the Russian PC market in 2010 (in piece terms). "We would not like to comment in detail on the plans of the company's management to increase its share in the Russian market; however, based on the dynamics demonstrated by the sales of the Chinese manufacturer recently, the figure of 10% of the total market volume looks quite real, - said Alexander Zagnetko, senior analyst at IDC for corporate systems, in an interview with CNews.
Lenovo expects the consumer segment of the PC market to grow by 10% in Russia in 2010. PC sales in SMB and large enterprises will grow at about the same pace. The main prerequisites for growth, according to Artur Wei, here will be public investment in the development of e-government and telecom, as well as the growth in the distribution of 3G and WiMAX. Wei noted that Lenovo currently has the largest share of the WiMAX laptop market in Russia.
The vendor also plans to reduce the number of distributors in Russia from 9 to 7 in the 4th quarter of 2009, leaving only "key suppliers." Who exactly will remain is not specified. Artur Wei stressed that the company does not intend to switch to direct supplies from China, traditionally preferring to work through partners. Lenovo also has plans to optimize logistics in Russia. The company uses partner warehouses in two capitals and 10 other cities.
5th place in the PC market in Russia
In the 3rd quarter of 2009, Lenovo, according to IDC, ranked 5th in the Russian PC market. Compared to the 2nd quarter of 2009, the company expanded its market share by 2.2% and moved from the 7th to the 5th position of the overall rating. As for the results of the 2nd quarter of 2009, here the Chinese PC vendor was the only one of the top 10 to demonstrate growth.
Alexander Zagnetko from IDC also noted that in annual terms, the supply of Lenovo PCs (total, laptops and desktop machines) in Russia increased by more than 133%.
"It's worth clarifying that we are talking about sales indicators in unit terms," he emphasizes. "If you analyze the market by vendor revenue, Lenovo's performance looks more modest."
IDC also generally confirmed the numbers named by the vice president of Lenovo: the volume of deliveries of Lenovo laptops in the 3rd quarter reached 99 thousand units in Russia (compared with 35 thousand in the 2nd quarter), and in the 4th, as expected in the company, this figure will be "much more."
In the segment of consumer laptops, according to Artur Wei, Lenovo also has 5th place in Russia, and the market share is 7.7% (+ 2.6% compared to the same indicator in the 2nd quarter of 2009). At the same time, in the corporate laptop sector, also with reference to IDC data, the share of the Chinese vendor in the 3rd quarter increased from 6.5% to 7.8%. The largest customers here are the public sector, telecom companies and banks.
"Lenovo's success in the Russian market is due to fairly obvious factors," IDC comments. "The main contribution to the company's performance was made by budget models. The company very competently conducted a number of marketing actions - which was extremely important during the crisis - timely brought inexpensive laptops to the market, which were often inferior in their characteristics to the decisions of competitors, but appeared in retail chains earlier. A role was also played by the fact that in the eyes of many consumers Lenovo laptops are still perceived as the successors of the successful IBM series. "
Sales of Lenovo netbooks in the domestic market in IDC are assessed as "relatively successful" - again, mainly due to their insignificant price.
"It should be added that for various reasons, high-quality and inexpensive solutions of other vendors (for example, Dell) are practically not represented or poorly promoted on the Russian market, which could undoubtedly have serious competition for Lenovo products." adds Alexander Zagnetko.
Notes
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