Dell variable unchanged

"We believe in direct mode can help us to do everything. "In Beijing in November, a morning, in the airport by plane to the next destination, Dell CEO Kevin Rollins used quite serious · tone he said to journalists in the world," this is the same, although China is a very challenging market, but also does not market than other more challenging. "Say this, Rollins hands folded, look strong.

Obviously, this was a major in classical violin, obsessed with the history of CEO at this point, aptly demonstrated a corporate Manager's calm and confident. He categorically denied that the market for Dell Inc. may change in the Chinese market direct mode speculation. A period of time, such doubts on Dell China rampant.

Admittedly, the last official assumption of Dell's CEO of Rollins in leading Dell ship fullspeed met his ruling for the first time since the storm a few years ago for his formulation of the 2006 annual sales of $ 60 billion, as well as last year energetically to 800 billion of long-term objectives, the most recent period of market situation to his throwing a pot of cold water.

In the second quarter of this year, Dell company despite reached earnings guidance, but revenue in less than financial expectations. Subsequently, Dell this decline in earnings is not able to suppress, in October of this year's third quarter, although the turnover grew by 11%, but due to product maintenance expenses and restructuring expenditure increases, Dell's net profit year-on-year decline of 28%. In the stock market, Dell shares from the share price since the month of August has exceeded 30 percent decline, and achieve more than two years of a new low.

Even more annoying is that Dell United States back service guarantee is also the emergence of new challenges, the United States a recent University of Michigan survey, Dell's customer satisfaction this year than last year dropped by 6.3%, only 74 percent. "We have never seen such a decline. "The hosting of this survey, said Professor Claes Fornell. In addition, Dell Inc. in an internal set of future to extend personal home user's determination, in proportion to the consumer electronics business area is also broken, they just this month the independent operation of the United States consumer product companies.

This seems to be that the company was founded in 1984 in recent years the most difficult time. This in the computer industry with direct mode completely rewriting the rules of the company in the industry, have been those who face fags opponents called "upstart", now, those "old aristocrats" seemed very happy to see this new Dell also encountered challenges of growing up.

However, Dell founder Michael Dell years · partner and ally, Dell's new helmsman Rollins, this time the crisis is clearly within the scope of the bear. "Business is always full of change and accidents. "Rollins said it very easily. After all, 1993, and Dell Inc. intimate contact with him for the market variables has proven that he has successfully helped the company from a series of blunders walked out, including failed laptop promotion activities as well as losses on currency transactions attempt.

This time, he faced with difficult issues also include helping the global number one computer giant, in the United States other than the most strategic position in the market — China's further development. "Many people say that I was the second time this year, in fact, I came to China this year has come three times, but I will in January next year. "Rollins stressed his importance for the Chinese market.

China's challenges

Objectively speaking, Dell Inc. 's development in China, has for three consecutive years, the rapid growth in China. But the distance Rollins requirements might have a shot or slowly. Current Dell PC market in China, ranked fourth, the market share of less than 9%, and Dell in the global market for up to 18% of the share findings are still far.

The key is that this market has also witnessed some discordant voices. In August of this year, one of Beijing's system integrator-hung-guotong company complaints a Dell employee forged contract commercial fraud, and angrily at Dell Inc. is not sincere in response to a lawsuit after preparation. The "door" in the event the contract merely Dell Inc. direct mode in encountering the Chinese market environment under the unspoken rules do not apply in the tip of the iceberg.

"On the one hand, the strong sales pressure, some Dell employees made contrary to the principles of business; on the other hand, Dell Inc. can no longer avoid the direct model in China special market environment of embarrassment, how to treat those who in fact has its large product digestion systems integrators. "Hung-guotong project manager zhangjun said,

Subsequently, the market began to spread across several Dell in the last quarter performance is not good, and even some public opinion begin to guess Dell will convert mode in China. Shortly afterwards, 2 years ago as Dell China President announces retirement of symbols advertised. Although the reasons for his departure from the outside world are, without exception, comes down to performance reasons.

Outsiders guessing is not without reason, according to Gartner's latest report shows that during the third quarter of this year, although Dell Inc. remains China's number one PC companies abroad, but its market share in China from the previous quarter declined to 7.4 8.3%. 2 years ago, Dell has been extracted in the Chinese market, but after that first runner-up in the Crown for two years you will no longer difficult is brilliant.

In contrast, Dell in the world's largest competitor, Lenovo 1 November release of the new quarter of the fiscal report, announced the acquisition of IBM PC achieved since its second consecutive quarter of profitability. In the Gartner report, in the third quarter of this year, the Association not only in the Chinese markets do's head, and the impressive "growth."