When will all have to IBM PC business sold to Lenovo, and Hewlett-Packard to sell PC business is just sooner or later move to a dim view of the global PC market, and have issued a highly sophisticated industry does not deserve to spend too many resources comment; this is a very gray situation difficult and interviews, but the mention of selling PC on the enraptured the world's fourth largest branded PC Factory chairman JT Wang, or a natural conversation slaughtered together.
For many manufacturers for international science and technology, PC, in their eyes as if the Chinese Southern Song Dynasty poet Lu You said the "failure looms", however, Acer is, PC is the "vista" shine again the rely. Also, Wang is the eyes, the global PC market is not just a village, or a Omura, inside, he served as General Manager for Range proud of the opportunity he felt the impact of Acer Dell (DELL) stock price, he considers the macro Acer's presence will bring important global PC industry, the balance of power.
Q: Acer 2005 notebook computer (NB) and desktop (DT) of total shipments, will be the first time in more than 1,000 million units of the new era, Outlook 2006, how will the performance of Acer? Also, you mentioned earlier Acer hoped to get 10% of the global PC market share in the vision, when it can be achieved? How?
A: Acer brand business in 2005 estimated (in PC hardware sales-based) revenue can be more than 8 billion U.S. dollars (consolidated overseas subsidiaries and service revenue forecast to more than 9.5 billion U.S. dollars), estimated in 2006 will grow 40% over 11 billion U.S. dollars, for the first time breaking 10 billion U.S. dollars.
Won 10% share of the global PC market, Acer is the most important goal at this stage, currently estimated in 2008 to achieve this vision. Acer internal statistics, the second quarter of 2005, approximately 4% of winning the global PC market share in the third quarter and fourth quarter could further increase the number.
As to how I would like the performance of the new Lenovo and HP are to continue to operate PC business, caused by the global PC market turbulence will Acer be able to target more quickly to reach 10% one of the important factors.
China and the United States market is the Acer from 10 billion U.S. dollars to 20 billion U.S. dollars of the important growth engine, Acer is now Europe's largest NB industry in the next 3 to 4 years in the European market will continue growing, but can not be maintained strength of the current high growth will be inevitable, the opposite, Acer and other markets in the United States only "small potato", you can grow 2 to 3 times a year, sway very large.
By 2008, Acer brand break through 20 billion U.S. dollars of total revenue (estimated annual growth of 40%, consolidated revenue of more than 25 billion U.S. dollars), Acer can rely on healthy and optimistic about the growth of self-organic growth, to achieve operating target acquisition is not an option now, Acer is now very fast, but if the acquisitions may increase the burden and slow down the speed, but this does not mean that Acer closed doors with no regard to mergers and acquisitions.
Big change! No longer pursue the Greater China market as the dream of Home Market
Q: You and Lanci (Gianfranco Lanci) led Acer, committed to promotion of the world's top three big brand PC manufacturers, Acer now you think has the vision to achieve all the conditions have yet? Or, what other things must be done?
A: Acer to reform in 2000, when the total revenue of 20 billion U.S. dollars, revenues from contributions to the Greater China market accounted for about 22 ~ 23% of total revenue, when the Acer line up and down the common view is that the development of a global brand must have a Home Market, follow the example of Dell, IBM, HP, SONY and Toshiba (Toshiba) and other U.S. and Japanese brands in the same, so we shared the same determination would like "the same language and the same kind of" Greater China market, creating Acer true for the promotion of global brand Home Market, particularly in the mainland market as the focus lock.
Our approach is to ask for money give money, VIP people, so Scott (Linxian Lang English name, the current general manager of Taiwan) to carry out this task, concentrating full sprint, goal is to make revenue contributions to the Greater China market to Acer 30% of total revenues.
However, the fact that a few years, Acer is now the world's fifth-largest brand PC makers, the mainland is the proportion of revenues accounted for only 11% of total revenue, we can not help but ask ourselves, what does that really mean?
During this period, we re-reflection, and finally get the new findings and practice is no longer the mainland as a Home Market to run.
U.S. Department of manufacturers to the United States for the Home Market to develop a global brand, Japanese manufacturers can rely on Home Market in Japan into the world, but we now believe that the mainland will not be Acer's Home Market, NO WAY!
Acer future, the strategy set or organizational changes, will the mainland as part of the global market only, rather than look at the past, the focus of Home Market blessing, this is not to continue Taiwan's experience of the mainland market, but the decision business model in the mainland of Europe to implement the main reason.
Q: Acer is probably no longer be Taiwan's first continent as a Home Market in the technology industry, why is there such a big change?
A: Each company's strengths and characteristics of different products, to find the best combination of input and output preceded by the so-called Home Market is everything priorities, strategy setting, resource allocation, product development and other operational planning to the main Home Market This makes the entire company, "deformation", resources are easily wasted between invisible.
Acer is the home cautious and conservative, but what is hidden entrepreneurial spirit of the enterprise, the conservative nature of this market will not work in China, because, in order to stress all legal, many of the mainland domestic and foreign enterprises dare to try to walk a legal strategy of the edge , Acer Ze is completely touch, which insisted that the macro Gateway made the mainland market's business opportunities have lost 50%, Er Ju, Acer in the mainland has always insisted Yao Cai accounts receivable received delivery of goods, this conservative practice also Acer in China to fall another 50% of small business opportunities, that is, regardless of Acer further efforts could not compensate for this loss.
We ask ourselves, is difficult to Acer to begin "not conservative" it? Not so, anyway, Acer is now in the mainland is "dead horse a living horse doctor," the introduction of the European model, the accounts receivable sold to the banks.
We now believe that his vision and focus from Greater China, looking at things can truly global, what regions, market or business Gai priority, will be able to objectively "relative interests" perspective to assess the relevance to global view allocation of resources.
Q: as a general manager and Range Matter?
A: This is, of course, the Range is the Europeans, on Acer, Taiwan's business all day long even on the Taiwan and the mainland, natural feel uncomfortable and wonder.
More importantly, let Lanci to "wield the sword", not "debts of gratitude," including Stan (Acer founder Stan Shih English name) and myself, my mind is "Long Dream Comes True", "Dragon Teng International "and" old thinking ", there is too much history and emotion, from the point of view Lanci, Taiwan and the mainland are only part of the global market only.
Q: This change will inevitably result in the Acer is not a small impact on the internal?
A: I have abandoned mainly in Taiwan, or China as a Home Market scope of thinking, but that the full evolution of thinking, requires very long time, I believe that most people need at least Acer 3 5 years to change, to make Acer the upper and lower employee can completely change the thinking, it may take 10 years.
I mentioned earlier, "more than three hundred and thirteen" (31 for a single brand, single company and one team was more than three multi-brand, multi-channel and multi-supplier) strategy, in fact, only in Taiwan at the center of "Taiwan of more than three hundred and thirteen ", including the leadership team of the establishment, deployment and other channels of thinking, are all in the guide, and now no longer regarded as non-Greater China has not the Home Market, my mind more than three hundred and thirteen , really degenerated into "globalization more than three hundred and thirteen," This is a set of consistent can My Dao's business model, can be globally applicable.
Moreover, the vision and the mind of a release and found that in the future can do a lot, Acer's global competitiveness can be further increased dramatically. Of course, this is not to accept whatever the market this business model, but to change some parameters of the market characteristics, the same formula.
No one won the international PC makers are not 40% of the global market
Q: Can Acer outlined the past few years in the global PC market, the main success factors?
A: The speed and flexibility, even if the future revenue of more than 20 billion U.S. dollars, too, only difference is that then must be able to re-balance the speed and flexibility while dealing with 300,000 to 50 million units over a large number of orders with the business.
U.S. companies flaunted a large number of Japanese industry-planned production and marketing, etc., are not suitable for Acer, Acer NB in 2006 will exceed the total estimated sales of 1,000 million units, a likely change in 200 000 units a month of sudden , then, Acer and ODM partners, key component suppliers, logistics distribution and other businesses can quickly and flexible perfect match, no doubt is the final key to success.
Only part of the advantage is not successful, must have a set of advantages, the ability to research and development, services, and complete integration of technologies and products in pairs of business model.
Acer's operating expenses in the United States accounts for only 4% of revenue in Europe and 5 to 6% by the end of 2005 is expected to be reduced to below 5%, compared to 4% in China, covering operating expenses such as marketing, personnel all fees and services fees, contrary Dell, 10 years, high revenue growth of 10 times, won 18% of the global market, but operating expenses have been maintained at 9 to 10%, Acer now has the world's only PC market share of only 4%, but operating expenses up 11% but never dropped sharply to 5%.
Strictly speaking, Acer is now truly open global access system, thanks to Dell, a big help for the world to survive a threat to retailers, forcing them to Acer as a savior.
Acer's high growth in recent years to process all the way only to find the strongest existing partners, such a strong partner standing on the shoulders at a higher level of "by then," to let the Acer stronger Acer stronger and more able to attract more powerful join the festivities, forming a virtuous circle.
Q: Dell committed to winning 40% of the global PC market share, you think it is possible to achieve the goals? Or, are there any global PC industry, able to win 30 to 40% of the global market?
A: No, mobile phones and communication industry with proprietary (proprietary exclusive) features, can occur 1 ~ 2 30 ~ 40% of the market control the overlord, but I do not think there is any one international PC manufacturers, the standard in emphasis and the commonness of the PC market, to achieve such domination.
The most important key point is to grasp the lifeline of the key components of the global PC industry, manufacturers would not agree, a long time, Dell's hegemony, and the like "is behind the global PC industry in the hands" of the key components manufacturers have close relationship, but now the hand has begun to "move", and since this time Acer has obtained many excellent results "encouraging."
Q: So, imagine that when Acer grasp of 10% PC market, this hand will still go behind other people?
A: definitely will.
Q: after 2008, Acer has a 10% global market, then, PC sales accounted for the proportion of Acer's changed?
A: By 2008, Acer or PC brand, Acer then PC will remain the most important source of revenue, however, Acer will also be "IT Centric" global brand, in the eyes of Acer, Digital Home Digital Home Mobility and mobile phone-based mobile communications market, will be IT Centric, therefore, from the perspective of deepening IT Centric Mobility and Digital Home market, Acer does not limit can not have cell phones and Home Appliance products, and now just want to see when is the best for the best Acer Cut time into it.
IT Centric's industry is the most aggressive, as the global PC market, fierce competition from these years, so you can survive the PC industry, are trained in all areas, "Wudu magic", not only to endure various challenges, in adoption of new technologies or ideas are relatively superiority.
I always think that when in high growth industries to cut into the best time for gathering the forces of industry and have the most available resources, direct access to new areas is often more than 70% failure rate, unless it is really nothing to make, or do not touch .
Therefore, any technical, ID, products and ideas, must have commercial value makes sense, for example, has introduced the Ferrari Acer Ferrari 4000 Series NB with the carbon fiber chassis, the Acer before the launch, Friends of the business they will be advertised The first carbon fiber chassis used in the NB of the industry, and even emphasize the acquisition of German iF design award, but, in fact, this friendly ship operators can not mass production, but also, Acer already has the technology and products, but can only determine the mass production until the launch, and now, Ferrari 4000 sales of more than 10,000 units per month, on the strength of the Acer brand image and technology of great help.
Acer can not copy or imitate Apple
Q: But, how to determine which technologies, ID, and ideas may have commercial value? It is very difficult!
A: This must rely on Marketing, but also, it is true that the market value and the key success factors of Marketing, Acer is now one of the most competitive.
Generally always thought, Marketing's primary purpose is to make consumers feel sympathy, so that they feel the product or technology is very fancy, it is not easy as, I view the past Marketing is "the world can accurately predict the market Only two individuals, one has died, one yet unborn. "
However, I now believe, Marketing yes pragmatic, and not metaphysics, through rigorous investigation and objective analysis and rational decision-making, Acer now the market changes, service, supply chain management, product planning and Meiti interactive, Douyouziji 1 complete set of ideas, and now Acer products, technology and the accuracy of volume estimates as high as 90%.
In fact, Acer Marketing can only rely on food, not anything else. Worked hard in Marketing, Acer in the past four years, ODM partners to ensure that the shipment volume forecast, never had no cattle (between the two sides of the agreed number of high-level), we find new business opportunities arise, more than two months can release the corresponding product, far better than its competitors frequently 6 to 9 months of slow speed, and, once the products not found which can immediately replace replacement by other products, ODM partners and component suppliers have lost a lot of trouble, but also do not worry about inventory risk, I am happy to do business with Acer, you Buddy, Buddy (like brothers).
Q: pragmatic and only do profitable business, Acer now has become the most obvious explicit nature, which seems to focus on innovation over the past Sze, the challenges adventurous spirit Acer inconsistent, and, in recent years to Apple online music download platform, and the digital home architecture iTune, iPod, etc. A comparison of new business models, Acer is still inevitably been compared with an apple, we often ask, Acer have the ability to make such a thing?
A: Acer, and Apple is totally different, Apple is not a rival Acer, Acer is not Apple's competitors. Apple is the most with the spirit of innovation from the United States and several years of experience in the PC industry, brand positioning and national identity are closely related, Apple on behalf of the world's most powerful country in the innovative brand, Acer no such country or brand positioning, therefore, Acer, Apple's business model did not come, can not imitate or copy Acer Apple approach.
Innovation is difficult in the PC industry, immediate difficulty, because almost complete control of Intel and Microsoft products, technologies and standards regime change, and, PC profit margins are low, investment innovation must be relatively high cost.
Dell, Acer will be the impact of stock! ?
Q: Some Taiwanese NB industry that Dell is very concerned about the actions of Acer, Dell in addition to continue to introduce ultra-cheap NB and DT, seems not as direct continuation of previous years, the strong momentum, your previous stands for the direct sales and distribution model duel is one of the industry focus of attention, can analyze the current status?
A: Over the past 2 to 10 years, direct sales momentum in price from the highest point, not only because of the global PC market, Dell's excellent results demonstrated, Dell must also be attributed to extraordinary marketing tactics, but I now believe that the world now channel distribution and direct two large camps, at least have been able to play a field "5:5 wave" of equal war.
3 years ago, I went to New York to face foreign investment corporation, or channel partners, whether I would like to emphasize Acer advantage of the new distribution model, completely fell on deaf ears, now, I just say the same thing with them, they not only focus on listening and believe.
Some large global investment funds analyst told me that they are most concerned about is how Acer will be the impact of Dell's stock price, because Dell is a global PC leader, most of the funds to buy a lot of Dell stock, which two years Acer performance so that they began to worry that if the Acer in the global PC market to Dell threat, they've got a lot of Dell stock did not know what to do.
You know? According to these analysts estimate the market value of Dell's existing about 1,000 billion U.S. dollars, Acer is only 40 million, 3% buy Dell stock funds needed to buy three-quarters (75%) of Acer.
Q: will Acer and Dell alone to fight the war situation 5:5 wave?
A: Not only Acer, now the entire distribution channel camp has "stabilized", and as far as I know, bought a new Lenovo IBM PC, ready to devote the cause of the distribution channel management, new HP CEO Mark Hurd took office there so plan.
Former Hewlett-Packard and Toshiba, to deal with channel inventory issues, often take the lead in clearing bargain, so the whole market into chaos, and now the situation has improved, manufacturers began to produce these international understanding, and even sent people to tell Do not bargain with each other.
Q: But in recent months, Dell rolled out 549 U.S. dollars and 499 U.S. dollars in the ultra-low NB, has sparked the global PC market, a Dell 2001 NB 999 U.S. dollars since the launch of a new wave of price war, but, in fact, , including Acer, including many international manufacturers and Taiwanese NB PC industry, Dell is just for fun nature of the original that will not allow this to make money products survive in the market for too long, and now the result is that all operators were forced to follow-up, the entire PC industry, Dell still seems to decide how to operate?
A: I am not worried about that, because Acer ability to take on, and the sale of 500 U.S. dollars NB can still make money, this is the focus at this stage only a few global PC industry has some way to go.
Now Toshiba, IBM, Hewlett-Packard and other international companies have tried to set itself from the "elephant shaping into a mouse" (from elephant to mouse), Acer is keen to be grown from small rodents rats (from small mouse to large mouse) , Acer sway very large stage.
Dell is the master ideological struggle
However, to be a joke, Dell is really the "ideological struggle master," the world from a PC brand manufacturers, component manufacturers, distributors to the consumer, are Dell's "brainwashing", and Dell's direct sales to the world believe is the future, no hope of distribution channels, this situation in the PC market, Dell dominated the United States is particularly evident, and many dealers had to switch channels page, the entire Europe and the United States of channel distribution system almost collapsed.
Consequence, IBM, Toshiba and HP, etc. simply do not understand the original manufacturers of direct marketing, have begun to believe that we must confront direct and Dell, its own direct sales business and hurt the original structure of the channel distribution partners, however, these manufacturers did not expect is constant killers kill people, then betrayed by their partner, now and Acer cooperation of its competitors.
Q: Why the Acer has not considered the direct marketing?
A: We have self-knowledge, know that they can not learn the true essence of Dell's direct sales.
Range and its European team, then almost leave! ?
There is also a very important key to decisive, Acer in 2000 and 2001, the brand and manufacturing division of a large reorganization, Lanci its European team, the team was likely to leave the Acer, this is my retrospect of speculation.
At that time, the team quite a scare in Europe Lanci, Acer, they are very worried about whether the cause is no longer business PC brand, because this is the most important team in Europe Lanci results show that in Europe the impact of channel distribution system, it is blue Odd strongest European team advantage, if the Acer is no longer business PC brand, they remain in the Acer will not be meaningful.
Just restructuring soon, Lanci to me to be active in Milan, Italy (Acer European headquarters), hopes to lead the European team, show them to my PC market in Europe, the attempt and distribution planning, which will include the end of 2005 Acer the European operating expenses, decreased to 5% the following programs.
Of course, I went to Milan and Range touched the surface, but I retrospect, Lanci was very cautious, sensitive and cautious man, he and I know him, he and Simon (Linxian Ming, the current Chairman and Wistron general manager) and Jim (Wengjian Ren, the current Acer Information Products Group General Manager) Jiaoshu, plus he seldom wanted me to go to Europe, but are very important things each time, so he wanted me to go that Europe should be in the test me, if I did not go, he and his European team is likely to say goodbye with Acer.
Q: The international PC makers to embrace the channel distribution, you Acer is proud of the "new distribution model," not afraid to imitate it?
A: I believe that other PC manufacturers, Acer macro learning new distribution model is not difficult to do with Acer Zai demonstration in front of the case, the people Geng Rongyitouru, however, Guan Jian would be established to right the business model, to make their very strong.
Acer has brought the global balance of power PC industry
Q: Do you think the global PC industry, Acer's biggest contribution to that?
A: Acer's greatest contribution to the global PC market will virtually have a "balance of power", no longer overwhelmingly believe that direct sales, and some partners that the PC market Acer is happy, and even think that Acer is the path of salvation Unfortunately, the scale is still too small.
Acer's revenue in Europe, now accounting for more than 60% of total revenue is estimated to be reduced to 50% in 2008, another 50% in the Asia Pacific, China and the United States shared equally.
Acer in Taiwan stock market to withstand the high profit and growth requirements, stress than US Department of manufacturers of small, do not suddenly make a lot of money, can be a solid step towards goal, the global PC market, Acer has shown that only business model can be displayed on the power, do not rely on the market to buy bargain.
Acer next few years will remain 40 to 50% growth, now want to see "Acer collapse" of the people, I am afraid can not see it!
Served as general manager for Range is most proud of me
Q: In recent years, you think of Acer's most so proud of you, and unfortunately things have?
A: I am most proud of is none other than General Manager for Range as Acer, of course, this is because of Stan's support in order to obtain success, Acer, or even the whole Taiwan industry, it takes courage , Acer is also the key towards a truly global one.
In fact, the decision by the Range as a general manager after the news spread everywhere can hear the "JT cited Forces Entering Shan", "JT Acer should be sold" and other negative comments, and now, the facts speak for themselves.
In addition, the precision, respect and careful thinking and work habits and other characteristics into Acer's corporate culture, but also I am proud of the past, Acer, attention and understanding of human nature, for failure to achieve business plan is usually a more inclusive mind, however, the PC industry, global competition and market-oriented business marketing knowledge, whether accurate than most needed to complete the established business plan, Acer is now the team scattered around the world, it is impossible to review at any time to communicate with , precision is more important characteristics.
Acer is now the case regardless of what the full plan will be done in advance, 9 October each year to develop annual operating plans to finalize the implementation rate and the gap between the original estimates only less than 5% over the past 20 to 30% margin of error much better .
Let all the past 10 years to build, conversion to a new realm is really not easy, in retrospect, thanks to make these decisions and find the sustainable use of globalization to maintain more than three hundred and thirteen other new distribution model, not Taiwan headquarters for all the core, so Acer's global resources to get the best play, so Acer wisdom of global talent to display their good, as long as good people, no matter where, can have decision-making status in Acer, Acer to allow full competition in the global PC market to survive.
For the more regrettable things, should be considered in mainland China Debiao Xian, and in the past have not been able to find the best of the measures but indeed of we really do the, I believe this is the macro Acer in China adhere to all Duyaogefa must face the reality, regardless of who do, the results are the same.
Q: Can you talk about this for 2 years to lead Acer to feel? Also, you think you and Mr. Shih's the biggest difference lie?
A: Really, have the opportunity to helm (handle) Acer plight to that period of the development of brilliant, really feel very good, I believe that many managers dream of opportunity, then Acer restructuring and transition process , is a dead end previously thought, but really did not expect a turn, the situation is completely changed, we often talk about "vista", I and all of Acer's see now is "a big village" not the small village of 200 families, but 30,000 of Omura.
Stan greatest feature is "out of nothing", "Acer" is a masterpiece, my strengths are, "there is the change, innovation and integration", and the people I used to joke that the education market and industry is the most difficult to like Stan so people do.
Most companies in Taiwan are relatively good at something out of nothing, which is good, but the industry has been changing, there is always the added value will be different, before the Acer does not know things like layout, the layout of the money now will have to make use of innovative integration to master these added value.
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