Lenovo plan to become the No 1 PC vendor in Russia
Chinese computer maker Lenovo group have announced its plans to become the No. 1 PC vendor in Russia in the next three years as part of its efforts to expand in emerging overseas markets.
The director of Lenovo in Russia, Bail Yuil said: “Russia has a huge market potential for us and we have a vision of taking Lenovo to the top spot before 2013”. Lenovo first made its mark in the Russian market through its acquisition of the PC divisions of IBM Corp in 2005. However, the company did not start serious expansion in the market until 2007, when integration with the acquired division neared completion.
Over the past few years, Lenovo has established a local sales channel and started to target sales to individual consumers, after both the corporate and government business slowed during the global financial crisis. Last quarter, Lenovo achieved a market share of 9.6 percent in Russia, making it the fifth-ranked PC vendor behind Acer, ASUSTek, Hewlett-Packard and Samsung. Bai believes Lenovo’s brand awareness improved in Russia through a series of advertising campaigns such as sponsorship of the Beijing Olympic games. He notes that many of Lenovo’s customers are familiar with the IBM “ThinkPad” range and only started trusting Lenovo when they realized that the company is now the name behind those products.
Furthermore, to boost brand awareness, Lenovo set up a huge advertising board near Red Square in Moscow . In the first six months of this year, sales of Lenovo’s ThinkPad line, which contributed to 20 percent of the company’s sales in Russia, grew more than 240 percent year-on- year.
Bai said “In the long term, Russia as an emerging market still has a great potential, because PC penetration rate in the country is still less the 30 percent”. He added that Lenovo is also considering establishing its first factory in Russia, as part of its efforts to fuel the company’s dynamic growth.
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