联想电脑的中年焦虑_创事记_新浪科技

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'uid-white-list-check', '$'], function (main, check) { $(document).ready(function () { main({ uid: 1600422071, view1_el: $("#art-subscribe"), view1_relateElem: $("#author_ename"), view2_el: $("#blk_author_subscribe") }); check({ needCheck: false, suc: function () { }, fail: function () { //隐藏消息和设置 $("#login_wrapper") .find('[data-action]') .css({ display: 'none' }); } }); }); }); }); </script>  <div class="blkContainerSblkCon BSHARE_POP" id="artibody">  <div class="img_wrapper"><img id="0" src="//n.sinaimg.cn/finance/crawl/784/w550h234/20231116/9cc8-96f664ca7d2fa6f498ec4bfc3cd98458.png" alt=""><span class="img_descr"></span></div> <p>　　作者|小满</p> <p>　　来源|惊蛰研究所<font></font></p> <p>　　少了满天飞的品牌战报，让今年的双11显得格外“冷静”。然而，有一个例外：11月12日，联想对外公布双11终极战报，整个双11购物节的全网销售额突破70亿，同日发布的京东电脑数码竞速榜显示，截至11月12日0时，联想在京东电脑（轻薄本、游戏本、平板电脑、台式一体机等品类）竞速排行榜中稳居16个榜单之首。</p> <p>　　商家在双11大促晒一晒自家的成绩无可厚非，但与联想“战报”相反的是，社交媒体上却出现了针对联想电脑的负面评价。有的是反映“屏轴”故障，有的直呼“一生黑”，甚至还有网友直接上升到“人身攻击”。</p> <p>　　从1990年诞生至今，30多岁的联想电脑正在迈入“中年”。面对双11的畅销喜报和网友的集体吐槽，联想电脑或许正在经历自己的中年焦虑。</p> <p>　<strong>　消费投诉频发，用户信任产生动摇</strong></p> <p>　　关于社交媒体上的“差评”，惊蛰研究所查验媒体相关报道以及各大消费投诉平台后发现，联想电脑的多个产品线确实存在被消费者维权的现象，在一些投诉详情中，还涉及到产品工艺问题。</p> <p>　　中国质量新闻网报道显示，2021年4月，高先生在联想智选APP花费13492元购买了一台联想thinkpad x1 nano笔记本电脑，使用不足一个月后就频频出现故障，多次维修，仍有故障。在高先生想要退货的时候，联想客服则答复，由于高先生购买时开具公司名称的发票非个人消费者购买，无法按照三包规定进行退换货，只能维修。</p> <div class="img_wrapper"><img id="2" src="//n.sinaimg.cn/finance/crawl/106/w550h356/20231116/0fa4-262b8fa935213b801c0092a4b8bb3ef1.png" alt=""><span class="img_descr"></span></div> <p>　　2023年3月，据中新经纬报道，联想小新系列笔记本电脑被多名消费者投诉超过质保期就出现黑屏、花屏、开不了机等问题。消费者对其采用的低温锡膏焊接工艺提出质疑，认为联想小新系列产品或存在“计划性报废”。</p> <p>　　同时，与其相关的QQ维权群一度达到900多人。但对于因使用低温锡膏焊接技术而造成电脑一系列故障的种种猜测，联想小新官方都予以了否认。</p> <p>　　据澎湃新闻4月份报道，来自江苏苏州的消费者陈女士在今年4月向澎湃质量观投诉平台反映，其在联想专卖店购买的联想电脑yoga13s自2021年开始就有了系统安装记录，由此她怀疑自己买到的是翻新机，然而门店方否认是翻新机，并拒绝退货。</p> <div class="img_wrapper"><img id="3" src="//n.sinaimg.cn/finance/crawl/60/w550h310/20231116/fe54-bbc3280292bd4842ea475beeeaef56c1.png" alt=""><span class="img_descr"></span></div> <p>　　*陈女士电脑的安装记录（图片来源：澎湃新闻）</p> <p>　　上个月，联想小新系列笔记本电脑再次遭到消费者投诉，称其在过保后出现主板故障、转轴开裂等问题。部分消费者们直指联想小新系列笔记本电脑，存在产品缺陷，所以才会大面积出现相似问题。</p> <p>　　不断出现的售后投诉或许与联想电脑的销量增长有一定关联，但售后问题无法得到解决，也让一部分已经购买产品的消费者开始失去信任。有消费者接受媒体采访时明确表示：“无论这台电脑故障是不是个例，但是对于我个人而言，以后我是不会再信任（联想）这个品牌了。”</p> <p>　　今年年初联想集团副总裁、电脑和智能设备首席质量官王会文还曾表示，联想的每一款产品无论在哪里生产、无论使用哪一种工艺，都是统一的质量要求、严苛的开发验证和生产控制标准。这与消费者的投诉之间存在明显矛盾，其中的原因或许只有品牌清楚。</p> <p><strong>　　<font><font><font></font></font></font>谁买出的“遥遥领先”？</strong><font></font></p> <p>　　据市场调查机构Canalys发布的最新季度PC跟踪数据显示，2023年第二季度中国大陆PC市场（包括台式机、笔记本电脑和工作站）的出货量同比下跌了19%至960万台。其中联想仍然是整个中国大陆地区的最大供应商，2023年第二季度的出货量约为340万台，同比下降24%。</p> <p>　　中国PC市场的低迷，源自全球PC市场的持续走低。一方面是由于疫情后企业和个人对消费仍持谨慎态度；另一方面，移动设备的高普及度也降低了人们对于PC的依赖。但即便如此，联想电脑还是拿到了全球份额的第一。</p> <p>　　据IDC统计数据，2023年第三季度全球个人电脑市场出货量同比下降7.6%，全球PC出货量排名前三的品牌中，联想电脑以1600万台的成绩位列第一，市场占有率环比提高0.4个百分点至23.5%。</p> <div class="img_wrapper"><img id="5" src="//n.sinaimg.cn/finance/crawl/116/w550h366/20231116/ffee-b1a1f2f317a3f7548f19bc1dee7733b7.jpg" alt=""><span class="img_descr"></span></div> <p>　　然而全球和国内市场的冠军地位，没能遏止业绩下滑的趋势。据联想中期业绩报告显示，联想控股上半年收入约2012.86亿元，同比下降15.31%；归属于公司权益持有人净利润约6.68亿元，同比大降68.65%。</p> <p>　　联想以PC为主的IDG智能设备业务集团（PC、平板、手机等）收入从去年同期的153.39亿美元下滑至今年同期的137.16亿美元，下滑幅度为10.56%。尽管如此，联想集团近三年的业务成长，依然要依靠个人电脑和智能设备业务。</p> <p>　　缘何联想的PC业务依然能打？</p> <p>　　首先是集采电脑业务。目前，联想集团的营收由智能设备业务集团、基础设施方案业务集团、方案服务业务集团三大部分构成。其中集采电脑业务归属于智能设备业务集团，并不在联想财报中单独体现，但可在一些媒体报道中窥见一二。</p> <p>　　据《中国政府采购报》报道，2022年中央单位批量集中采购台式机约56000台，其中联想电脑“吃下”台式机7成以上市场份额，成交量超40000台；2022年中央单位批量集中采购笔记本电脑约17000台，联想电脑同样稳坐央采笔记本电脑市场“头把交椅”，以64%的占比稳居成交量第一。</p> <p>　　二是联想电脑产品线层次丰富，价格策略相对明晰。既有面向年轻群体的轻薄本小新系列，也有高端商务YOGA系列和普通商务Think系列，更有型号等级分类明确的拯救者系列游戏本。</p> <div class="img_wrapper"><img id="6" src="//n.sinaimg.cn/finance/crawl/99/w550h349/20231116/48c9-0844bcff1d6fd1a9dc41f804278fcdcd.png" alt=""><span class="img_descr"></span></div> <p>　　在定价策略上，联想既有学生群体可消费的“千元机”，也有顶配的“万元机”系列，特别是在中低端系列机型上，联想往往通过产品升级价格不变的方式，实现变相“降价”策略，使消费者产生“联想性价比高”的认知，从而维持其销量。</p> <p>　　第三则是品牌效应。作为“中年”电脑品牌，联想电脑即便是有一些售后问题，但无法否认的是，其在国内外市场依然具有较高的知名度和美誉度。一些90后、95后大学生的首台个人笔记本电脑，也往往是选择了联想的Think系列，而此次双11在京东平台的多个销售榜单排名第一，也是最好的佐证。</p> <p>　　不难看出，联想并不是不能打，而是一直在过闷声发大财的日子。可随着全球PC存量市场的下降，这种日子变得难过了。</p> <p>　<strong>　AI会是一剂灵药吗？</strong><font><font></font></font></p> <p>　　随着AIGC时代的全面到来，PC市场正将迎来一场颠覆式的变局。英伟达CEO黄仁勋日前表示，PC行业正迎来一次重生的机遇。在未来十年，新的AIPC将取代传统PC，市场价值可达上万亿美元。</p> <p>　　可谁都知道，要想吃到这份蛋糕，前期的付出恐怕要更多。这一点，联想已经在为自己的未来买单。2017年，联想预测AI时代存在巨大机遇，提出“All in AI”，并开启从产品为中心到以客户为中心转型和3S（智能设备、智能基础设施、方案服务）转型两大战略。2023年8月，杨元庆宣布，将追加70亿人民币以上的投资，用于在全球范围内加速部署人工智能的技术和应用。</p> <div class="img_wrapper"><img id="8" src="//n.sinaimg.cn/finance/crawl/117/w550h367/20231116/b300-fdfa7349e6fa70abc31512b13e6b5b90.jpg" alt=""><span class="img_descr"></span></div> <p>　　然而，根据公开资料显示，2018/19财年、2019/20财年及2020/21财年，联想集团研发投入分别仅为102.03亿元、115.17亿元、120.38亿元。在联想2023/24财年第一季业绩报告中，研发费用甚至从去年同期的5.11亿美元下降到了4.51亿美元。</p> <p>　　不仅如此，在联想的身后，还有惠普、华为、小米、荣耀等一众玩家也在“All in AI”。<font></font>华为在2021年的研发投入就已达到了1427亿元；根据国家统计局等部门发布的《2022年全国科技经费投入统计公报》显示，2022年，小米研发投入162亿元。</p> <p>　　联想就像一个中年人，既需要承受当下国内外市场的压力尽可能地“苟且”，也需要面对未来如何生存的问题。一边要抓住“还能赚钱”的机会，一边还要“降本增效”节约每一个“铜板”。</p> <p>　　Canalys发布的2023年一季度中国PC市场出货量数据显示，联想电脑出货量同比下滑24.1%。几大主流PC厂商中只有华为实现了34.1%的正增长，占据了10.7%的市场份额，成为中国市场第二大PC厂商。自身传统PC业务的下滑和竞争对手的业绩增长，使联想不得不“焦虑”。</p> <div class="img_wrapper"><img id="9" src="//n.sinaimg.cn/finance/crawl/117/w550h367/20231116/cd86-796db9f5aa1fa4ce819c92c32fdde469.jpg" alt=""><span class="img_descr"></span></div> <p>　　在2023联想科技大会上，联想展示了首款AIPC产品，并提出了“AI for All”。杨元庆表示，AIPC将在2024年9月份左右正式上市销售，初期定位是高端市场，占比不会超过行业总销量的10%。</p> <p>　　年轻人展示的是冲劲，中年人比的是耐力。AIPC是联想的下一张牌，也是联想从“All in AI”长跑到“AI for All”落子的一步，能否成功还需要时间和实践的检验。</p> <p>　　单从这些年的研发投入看，联想未来的挑战依旧不小。能否凭借AIPC重回“增长的潮头”也并不明了，但这已是中年联想必须要迈过的一道坎。</p> <div 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