Chen Xudong, the recently named head of Lenovo’s mobile group, uses his personal blog at the Chinese social media giant Weibo to talk – in a very personal way – with “everyone, especially partners and media friends” about the changes he’s making through the integration of Motorola and Lenovo’s own smartphone group. He asks for patience, says he is “convinced” Lenovo “has a chance to win” what he calls the “smartphone crowded market melee.”

Top priorities include:

  • One company but two brands.
  • A focus on quality, not price.
  • An emphasis on an “imperative” of “three things.”

Other reports offer more details about what is going on, but in this post Chen covers many of the key bases. (Note: This column is based on a Google translation of Chen’s blog.)

“In my opinion, it is imperative that only do three things, including you can return the trust of users,” he wrote.

Lenovo has taken big hits twice in recent months for adware and bloatware on PCs and other devices. Was mistrust a reason why Lenovo and Motorola smartphone sales tanked this year, leading to the recently announced layoffs and reorganization?

The “imperatives”

Chen’s key objectives:

“First, build quality, in terms of products, take advantage of Motorola’s strong product development team, streamlining product lines to increase the level of differentiation.

“Second, sales management, make full use of Lenovo’s global sales force. To achieve profitable growth, and not just a simple expansion of the sales gain market share.

“The price war will not bring success.

“[I]f we can not occupy a higher range of values, we will not be able to maintain a healthy business growth.

“Third, to accelerate the realization of collaborative supply chain efficiency, continuous optimization, reduce costs, ensure quality, shorten supply cycles.

“In the brand, Lenovo will use Lenovo and Moto two brands, play to their strengths in different markets.”

Emphasis has been added on the comments above.

Lenovo won’t compete on price, he says, even as smartphone prices continue to plunge.

A “higher range of values” means what?

Two brands. Just last week, Chen was quoted as saying in India that over time there would be one brand.

“Please wait”

Chen, a 22-year Lenovo veteran, has worked his way steadily up through the corporate ranks, and he says he is dedicated to the company. He says Lenovo has a chance to win in smartphones after a “cocoon” of a rebirth is over.

“Although knowing the great challenges of this work, but as a person 20 years of association, a mission, duty-bound,” he said in explaining why he took on the job.

“Currently, the smart phone market crowded melee, competitive, but the market structure is still evolving, and there is no established pattern to win, I am convinced that we have a chance to win,” he said.

“The aftermath of this cocoon rebirth after, Lenovo Mobile will experience become more competitive global market challengers and leaders.

“Please wait.”