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Han Shan Yi, Dell is difficult to shake


I have read several articles of PC competition, without exception, they discovered that the new Lenovo is expected to have high, or too much disdain for the potential of Dell, or on the PC competition situation in the absence of profound insight. Weapon for the association, whether the author, or about the brand success, Yang, or other, in fact, we borrow the former GE CEO Welch's words,
【one】
Why Dell's global face of the world, exclaimed, Why the new Lenovo, the new HP fate hanging in? If the Dell model does not dig deep analysis, it is easy to go dogmatism, for the brand and the brand, the marketing and sales for technology and technology.
1984, Michael in 1000 U.S. dollars in a college dorm room business, to the end of 2003, sales had exceeded 40 billion U.S. dollars, becoming the world's fastest growing companies, is truly global PC leader.
What makes a start with the association at the same time, more than IBM,[link widoczny dla zalogowanych], Compaq, but also much later embroidered a newcomer to blow dry in the world PC industry pull rotten, with irresistible force? The answer is Dell's model. There are many researchers in the world to discuss Dell's model,[link widoczny dla zalogowanych], the conclusions varied, but the pattern is the core: direct mode (a lot of people understood as direct sales model, is depressed), low-cost, high quality and standardization. Here we are coming one by one analysis.
【two】
terrible Dell models Dell direct model is not equivalent to direct sales model, which is just trying to sell the flat while Dell's direct model has two implications: First direct-to- raw material suppliers, and second, directly to customers. In this model, Dell established a global supply chain management system and process standardization, as Zhang said, orders. In this mode, the Dell, through its standardization of the management, to build a strong customer pool capacity in order to destabilize its killer suppliers, Dell is usually at least a year to sell 50 million computers, it would need to purchase 50 million display, 50 million hard drives, 50 million network adapter, etc., such a big order for any one supplier for both very large cake, not to eat the problem can not eat, and not to eat right and wrong. In this case, Dell is in a strong position to require the supply of commercial standards must be performed according to Dell, for example, must meet bulk purchase,[link widoczny dla zalogowanych], such as a purchase of 5,000, or 10,000, but the overall procurement volume of the same, solely on the basis to require suppliers to deliver orders. In addition, Dell requires suppliers to be cost-annual mandatory mandatory reductions and quality improve, or lift the supply of qualifications. In order to meet Dell's And raw materials in transit, without access to Dell's factory prior to its property of suppliers,[link widoczny dla zalogowanych], in other words all costs at this time still Supplier. For logistics providers, the requirement is also demanding, for example, must be requested within 2 days, the fastest speed at the lowest cost the most secure way to the product to the customer.
normal circumstances, Dell, retaining only 2-5 hours to ship inventory. Each week in the PC industry as raw materials prices fell 3%, large inventory means a lot of cash and product backlog depreciation, Dell, through its global supply chain system with suppliers and logistics providers virtual integration, to borrow partners reduce inventory and capacity advantages costs, to focus resources on the client pool in order to form a perfect loop, to consolidate its strong position, and further to require suppliers to keep up with Dell's low-cost, high-quality strategy. Dell turnaround
only 4 days and cost management on behalf of the domestic PC Lenovo its working-class time of 25 days, and even HP can only be 15 days. Ability of such rapid turnover in the next, Dell PC prices to avoid the impact of the industry, through lower prices, more abundant products, and constantly updating, their quality, playing opponents defeated.
said low-cost, Dell is scary hard! Dell customers through its powerful ability to unite it mandatory for suppliers to provide low-cost products, even Microsoft, Intel, and Dell technical Empire League, the lowest price to her to provide the latest technology and equipment. Lenovo, Hewlett-Packard in ordinary companies, can only get the Microsoft and Intel technology on the open market, and the price is not so favorable, not to mention Intel and Lenovo relations have been unsatisfactory, has recently co-transfected with the TCL,[link widoczny dla zalogowanych], which associate to that fight too! !
if only to establish low-cost Dell to build a world-class in its supply chain management, it was too Tai Xiaoqiao Dell. Dell interior is very cruel, is Darwinian. Dell's internal culture is a culture of compulsory, mandatory performance indicators, as well as the cost of mandatory targets. Dell (Europe) completed a 3-fold, CEO performance indicators, not only because the costs down 15%, it was leave. In the PC industry, foam and the case of large retreat, Dell requires its PC growth to be higher than 3 times the market growth rate, while costs must be further decreased by 15%, all the competitors are considered to be impossible, but it must be the letter in the Dell implementation.

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