????在這個(gè)對(duì)PC的未來憂心忡忡的行業(yè)里，聯(lián)想公司（Lenovo）卻不急不躁,，十分篤定,。

????上周，這家中國(guó)的PC廠商又發(fā)布了一份漂亮的季度財(cái)報(bào),，營(yíng)收與利潤(rùn)雙雙大幅增長(zhǎng)——甚至在PC銷售下降的市場(chǎng)也是如此?，F(xiàn)在，聯(lián)想幾乎快要趕上其最大的競(jìng)爭(zhēng)對(duì)手惠普公司（Hewlett-Packard）,，登上世界頭號(hào)個(gè)人電腦廠商的寶座了,。而當(dāng)業(yè)內(nèi)眾多公司正為疲軟的全球PC市場(chǎng)和平板電腦的崛起煩惱時(shí)，聯(lián)想的PC業(yè)績(jī)卻保持著高歌猛進(jìn)的態(tài)勢(shì),。聯(lián)想公司總裁兼首席執(zhí)行官楊元慶在接受《財(cái)富》雜志（Fortune）專訪時(shí)稱：“平板電腦是很出色的創(chuàng)新產(chǎn)品,，也是對(duì)傳統(tǒng)PC很好的補(bǔ)充。有人說平板電腦將吞噬PC,。我不這么認(rèn)為,。”

????那么他的觀點(diǎn)是什么呢,？消費(fèi)者將向高端大屏幕電腦和智能手機(jī)轉(zhuǎn)移,，而平板電腦將作為一種重要的細(xì)分產(chǎn)品而存在。聯(lián)想甚至為即將到來的計(jì)算時(shí)代起了個(gè)雅號(hào)：“PC+”時(shí)代,。

????已有無數(shù)人對(duì)日新月異的電腦行業(yè)進(jìn)行過預(yù)測(cè),，楊元慶是其中之一。過去三年間,，他的公司已證明,，聯(lián)想比大多數(shù)公司都能更好地預(yù)測(cè)未來。據(jù)市場(chǎng)研究公司IDC的數(shù)據(jù),，2009年,，聯(lián)想在全球市場(chǎng)的份額是9%,，經(jīng)過幾年飛速發(fā)展，今年這一份額已增至15%,，幾乎與惠普的15.7%旗鼓相當(dāng),。聯(lián)想稱，上一季度其PC出貨量增長(zhǎng)了24%,，而全行業(yè)則下降了2%,。

????這些似乎不太現(xiàn)實(shí)的大幅增長(zhǎng)主要來自于服務(wù)水平較低的市場(chǎng)的銷售增長(zhǎng)。比如,，上一季度聯(lián)想在中國(guó)的市場(chǎng)份額達(dá)到了創(chuàng)紀(jì)錄的35%。而與美國(guó)這樣的PC擁有率接近100%的國(guó)家相比,，中國(guó)的PC擁有率只有美國(guó)的約五分之一,。聯(lián)想一直專注于拓展中國(guó)農(nóng)村和中小城市地區(qū)，這些地方的PC擁有率尤為低下,。在全中國(guó)它擁有超過3萬家特許經(jīng)銷店,。相比之下，以城市為戰(zhàn)略中心的蘋果公司（Apple）在中國(guó)只有6家專賣店,。聯(lián)想在中國(guó)的銷售網(wǎng)絡(luò)堪稱無孔不入,，在卡車運(yùn)輸不方便的地方，聯(lián)想有時(shí)候會(huì)用自行車運(yùn)送產(chǎn)品——楊元慶說,，有時(shí)甚至還會(huì)用驢來馱,。

????在其他新興市場(chǎng)，聯(lián)想高歌猛進(jìn)的增長(zhǎng)戰(zhàn)略是以犧牲高額利潤(rùn)為代價(jià)的,，但換來的是銷售額的猛增,。花旗集團(tuán)（Citigroup）的分析師在一份研究報(bào)告中稱，一年前,，聯(lián)想只在12個(gè)國(guó)家實(shí)現(xiàn)了兩位數(shù)的增長(zhǎng),，現(xiàn)在則在35個(gè)國(guó)家都實(shí)現(xiàn)了這一點(diǎn)。楊元慶稱,，在其他公司當(dāng)前面臨需求萎縮的情況下,，聯(lián)想?yún)s進(jìn)入尚未開發(fā)地區(qū)的市場(chǎng)，憑借這個(gè)戰(zhàn)略獲得了增長(zhǎng)空間,。

????楊元慶表示,，驅(qū)動(dòng)增長(zhǎng)的另一大動(dòng)力將是聯(lián)想在PC之外的投資項(xiàng)目。聯(lián)想全新的移動(dòng)技術(shù)部門貢獻(xiàn)的收入現(xiàn)在占公司總收入的7.3%,，比去年的3.6%增長(zhǎng)了不少,。去年，聯(lián)想在中國(guó)售出了700萬部手機(jī),，其中500萬部是智能手機(jī),。盡管這是個(gè)相對(duì)較新的業(yè)務(wù)，但其智能手機(jī)在中國(guó)的市場(chǎng)份額已達(dá)10%，僅次于三星公司（Samsung）,。這一業(yè)務(wù)預(yù)計(jì)很快就能實(shí)現(xiàn)盈利,。

????聯(lián)想還在服務(wù)器領(lǐng)域大顯身手。本月初,，它宣布計(jì)劃與信息存儲(chǔ)領(lǐng)先公司EMC合作,，為后者的存儲(chǔ)部門開發(fā)服務(wù)器。聯(lián)想預(yù)計(jì),，這一合作將在今后幾年帶來數(shù)十億美元的收入,。巴克萊銀行（Barclays）分析師在致投資者的一封信中這樣寫道：“（聯(lián)想）已從一家專注于中國(guó)和美國(guó)企業(yè)電腦領(lǐng)域的PC廠商”轉(zhuǎn)型為一家多元化的企業(yè)，它的觸角已伸入新興市場(chǎng),、消費(fèi)者產(chǎn)品,、智能手機(jī)、平板電腦和服務(wù)器領(lǐng)域,。

????但也有人擔(dān)心,，目前正困擾整個(gè)行業(yè)的那些麻煩會(huì)讓聯(lián)想難以獨(dú)善其身。市場(chǎng)研究公司IDC的研究總監(jiān)大衛(wèi)?達(dá)伍德稱：“聯(lián)想現(xiàn)在的表現(xiàn)比競(jìng)爭(zhēng)對(duì)手勝出一籌,，但他們也面臨和競(jìng)爭(zhēng)對(duì)手一樣的環(huán)境,。問題是他們能否持續(xù)交出這樣的成績(jī)單。因?yàn)槲磥泶嬖诤芏嗟牟淮_定因素,?！?/p>

????其中之一就是全球PC銷量的滑坡，另一個(gè)因素是中國(guó)經(jīng)濟(jì)發(fā)展放緩,。中國(guó)市場(chǎng)占聯(lián)想銷售額的42%,。7月份，中國(guó)經(jīng)濟(jì)增速開始下滑,，出口增長(zhǎng)僅為1%,，比6月的11%下降了不少。楊元慶稱：“確實(shí)存在一些不確定因素,?！彼硎荆渲幸粋€(gè)主要原因是政府對(duì)房地產(chǎn)泡沫的調(diào)控,。另一個(gè)因素是全球經(jīng)濟(jì)低迷對(duì)中國(guó)出口造成的影響,。

????但楊元慶補(bǔ)充說，他認(rèn)為這些因素都不會(huì)造成持久影響,。他說：“長(zhǎng)期來看,，我對(duì)中國(guó)經(jīng)濟(jì)和PC市場(chǎng)仍然樂觀?！敝袊?guó)PC的整體出貨量下降了3%,，而聯(lián)想則增長(zhǎng)了9%,。楊元慶表示，成功的部分原因在于聯(lián)想了解這個(gè)市場(chǎng),。對(duì)美國(guó)公司來說,，它們不可能用驢和自行車把產(chǎn)品運(yùn)往偏遠(yuǎn)城市，只會(huì)花大價(jià)錢用聯(lián)邦快遞（FedEx）這樣的快遞公司來完成物流,。聯(lián)想還更懂得如何在中國(guó)中小城市有策略地投放廣告,，而不是像美國(guó)公司那樣，依靠盛世長(zhǎng)城（Saatchi & Saatchi）這樣的大型廣告公司來在中國(guó)市場(chǎng)探路,。

????聯(lián)想在中國(guó)的優(yōu)勢(shì)似乎可以歸結(jié)為,，它是一家本土企業(yè)，了解本土市場(chǎng),，擁有足以與美國(guó)同類產(chǎn)品相抗衡的成熟產(chǎn)品（楊元慶本人也具有這些特點(diǎn),。這位47歲、土生土長(zhǎng)的中國(guó)人身穿一件領(lǐng)口敞開,、樣子時(shí)尚的紫色襯衫來到專訪現(xiàn)場(chǎng),。他的下屬對(duì)他以姓相稱,，或直接管他叫YY,，這可是很多中國(guó)首席執(zhí)行官無法容忍的做法）。坐擁本土優(yōu)勢(shì)的楊元慶歡迎競(jìng)爭(zhēng),，他甚至可以向競(jìng)爭(zhēng)對(duì)手介紹自己的農(nóng)村物流和營(yíng)銷策略,。不過他補(bǔ)充說：“就算我告訴他們?cè)趺醋觯麄円厕k不到,?！?/p>

????譯者：清遠(yuǎn)

????In an industry riddled with angst over the future of the PC, Lenovo is not sweating it.

????Last week the Chinese personal computer maker posted another quarter of big gains in revenue and profit -- even in markets where PC sales fell. Lenovo has now nearly overtaken its largest rival, Hewlett-Packard (HPQ), as the largest personal computer manufacturer in the world. And while many in the industry are fretting about the soft global PC market and the rise of the tablet, Lenovo remains bullish on, well, computers. "The tablet is a good innovation, and a good compliment to the traditional PC," said company chairman and CEO Yang Yuanqing in an interview with Fortune. "Some say the tablet will cannibalize the PC. I have a different opinion."

????His view? Consumers will move toward high-end computers and smartphones with a large screen, leaving tablets as an important niche product. The company even has a moniker for the coming age of computing: the PC-plus era.

????Yang's is one of countless predictions about a fast-changing industry. But in the last three years, his company has proved that it can read the tea leaves better than most. Lenovo has skyrocketed from global 9% market share in 2009 to 15% this year, almost even with HP at 15.7% according to research firm IDC. Its PC shipments rose 24% in the last quarter, the company said, compared with a 2% decline in the industry overall.

????Those improbably large gains come largely from increasing sales in underserved markets. For example, last quarter Lenovo reached a record market share of 35% in China, where personal computer ownership rates are about one fifth what they are in the US.. In the US, that number is closer to 100%. The company has focused in particular on rural areas and small cities in China, where PC ownership is lowest. It has more than 30,000 franchise locations in the country. Urban-centric Apple (AAPL), by comparison, has six. Lenovo's reach is so broad in its home country, that where truck distribution isn't convenient, it sometimes moves its product via bicycle -- or even by donkeys Yang says.

????In other emerging markets, the company's aggressive growth strategy has come at the cost of high profit margins, but has resulted in big sales. Market share is now in the double digits in 35 countries, analysts from Citigroup (CIT) wrote in a research note, up from 12 countries a year ago. The strategy of going into untapped areas has left the company with room to grow, says Yang, even as other companies are facing shrinking demand.

????Another growth driver, Yang says, will be the company's investments beyond PCs. The company's new mobile technology division now makes up 7.3% of company revenue, up from 3.6% last year. Lenovo sold 7 million phones in China last year, 5 million of them smartphones. Despite being a relatively new business, its smartphones have snagged 10% market share in China, second only to Samsung. The business is expected to reach profitability soon.

????The company has also made a play in the server businesses, announcing plans earlier this month to partner with EMC (EMC) to develop servers for EMC storage units. It expects the deal could bring in billions in revenue in the next several years. In a note to investors Barclays (BCS) analysts wrote that "[Lenovo] has transformed from a PC company focusing only on China and the US enterprise PC segment," into a diversified company with a hand in emerging markets, consumer products, smartphones, tablets and servers.

????But some worry that Lenovo is not immune to the woes ailing the industry. "They're doing much better than their competitors, but they're also facing the same environment as their competitors," said IDC research director David Daoud. "The question is could they continue to deliver the types of results that they've delivered. There are a lot of wildcards out there."

????One of those wildcards is the global slump in PC sales, another is a slowdown in the Chinese economy. China accounts for 42% of Lenovo's sales. The country's growth appeared to stutter in July, with exports increasing just 1%, down from an 11% increase the month before. "There is definitely some uncertainty here," Yang says. One of the primary reasons, he says, is government control over the real estate bubble. The other is that the global economic slowdown could impact Chinese exports.

????But Yang added that he thinks neither of those factors would have a lasting impact. "Long-term, I'm still optimistic on the Chinese economy, and the PC market," he said.

????In China, PC shipments declined 3%,while Lenovo's PC shipments in the country grew 9%. Part of that success, Yang says, is knowing the market. Instead of using donkeys and bicycles to move product to cities off the beaten path, American companies might try to hire a carrier such as FedEx (FDX) to make deliveries at a greater cost. Lenovo also knows how to strategically advertise in smaller Chinese cities, rather than having to rely on an ad company such as Saatchi & Saatchi to navigate the landscape for them, as an American company might.

????Indeed, Lenovo's advantage in China seems to be that it is a local player that understands its home market but boasts a product that's sophisticated enough to go toe-to-toe with its U.S. counterparts. (The same could be said for Yang, a 47-year-old Chinese native who arrived at the interview slightly breathless in an open-collared, stylish purple shirt. His staffers call him by his first name, or Y.Y., a practice many Chinese CEOs would not tolerate.) As a result of its local edge, Yang welcomes the competition and says he'll even explain his playbook on logistics and marketing to rural customers. But he adds: "Even if I told them how to do that, they couldn't."