DellIt used to be the No. 2 brand in the Chinese market, second only in salesLenovo, ahead of the market competitionhpand other brands, with a market share of as high as 20% at one time. However, at the end of 2022,DellIt is reported that it plans to implement a "de-Chinese" strategy, move production lines to Vietnam, India and other places, and no longer use chips and other parts produced in China. This decision sparked a backlash from Chinese consumers, leading to:DellIn the Chinese market, it has encountered "go."Dell".
DellSales in the Chinese market continued to decline, with sales falling by 45% in the first quarter1%, 52% again in the second quarter, and continued to decline by 36% in the third quarter, and the current market share has been less than 9%, falling to the fourth place. If this trend continues**, the fourth quarter is expectedDellwill be connected to the top five to stand out. It can be said thatDellThe position in the Chinese market is in jeopardy.
Dellhas created a strong sense of distrust among Chinese consumers. Consumers think,DellofComputersThere is no core technology, all the hardware is from Intel, AMD and other processorsSamsung、skHynixMicronand other storage, as well as the Windows operating system. In this case, consumers think that it is easy to change brands, such as having a market share that is far aheadLenovo, andHuawei, Shenzhou, Xiaomi, Honor and other brands are available. Therefore,DellIt's no surprise that sales have fallen sharply.
In the face of the continuous decline in sales,DellWu Dongmei, global vice president, recently refuted the rumorsDellNever posted anything about".Dell** The chain will withdraw from China", calling it a "rumor". However, this "rumor" began to spread as early as the fourth quarter of last year, andDellIt has not come out for clarification. It wasn't until sales fell for three consecutive quarters that it was said to be a "rumor", and such a refutation of rumors inevitably made people suspicious. Predictably,DellThe outlook for the Chinese market is worrisome and is likely to beHuaweiand other brands quickly took away market share, especiallyHuaweiIt has become the third largest brand in the Chinese market.
DellThe "de-Chinaization" decision has made a major change in the pattern of the Chinese market. InDellExit from the vacancy in the Chinese marketHuaweiand other brands emerged and quickly seized market share. HuaweiIt has become the third largest brand in the Chinese market, which shows the support and recognition of domestic brands by Chinese consumers.
Consumers are choosingComputersIn addition to cost performance and quality, more attention is paid to the technical strength and localization degree behind the brand. DellThe decision undoubtedly makes consumers on itBrand valueDoubts arise and provide greater opportunities for other brands to grow. It can be said thatDellThe mistakes that made China'sComputersThe market is gradually realizedDell".
fromDellThe decline in the Chinese market shows that the choice of brands is not unique to consumers. In an era of increasing information transparency, consumers are paying more attention to brandsValues, corporate culture andTechnologyAbility to innovate. DellThe decision not only affected the company's position in the Chinese market, but also damaged its image and trust in the minds of consumers.
As consumers, we should pay more attention to the business decisions and strategies of brands, and choose brands that are truly integrated with the Chinese market and focus on local development. At the same time, for enterprises, they not only need to pay attention to market trends and consumer needs, but also pay more attention to communication and trust with consumers, improve product quality and service levels, in order to stand out in the fierce market competition. After all, the consumer's choice will ultimately determine the fate of a brand.