MORRISVILLE, N.C. – Lenovo is establishing a consumer business unit, and in a reflection of the importance the world’s third leading personal computer manufacturer is putting on the effort its chairman is leading the effort.

“Yes, we are creating a Consumer Business Organization,” Lenovo spokesperson Kristi Fair told WRAL Local Tech Wire. “Its structure is like other any other business unit in Lenovo.”

Fair also confirmed that “the Chairman will lead it.”

The chairman is Yang Yuanqing, a charismatic leader who has been referred to as the Bill Gates of China.

William Amelio, the former IBM and Dell executive who has lead Lenovo as chief executive officer for over a year now, has made an increase in sales of PCs to consumers a major point of emphasis for the company this year.

“The launch of our consumer business globally is very important to the company and Yang Yuanqing will lead the organization until a permanent executive is appointed,” Fair said.

“One of our key long-term strategic goals is to replicate worldwide the success we’ve enjoyed in the China consumer market by rolling out the transaction side of our dual business model in other parts of the world,” she added. “The creation of a new consumer business unit organization will help us further lay the groundwork to implement this strategy worldwide.”

Fair’s confirmation late Tuesday came following media reports in China that a consumer unit was rumored to be in the works.

The Shanghai Securities News, which is based in Beijing and covers companies that are publicly traded in China, first reported the story.

Sinna.com, an online media company focused on China news and information, also reported the Lenovo move and that Yuanqing would be involved.

Sina.com cited “internal” e-mails from Amelio as its source for the report.

Lenovo’s headquarters is located on a new campus in Morrisville, but its stock is traded on the Honk Kong exchange.

The company is under increasing pressure from Taiwan-based Acer. That firm’s management has made passing Lenovo in worldwide sales a priority this year and is considering making acquisitions. U.S.-based Gateway has been mentioned as a potential target.