宏碁双屏抢滩新百脑汇

1、Acer宏碁中国区战略方向
What is the strategic directions Acer has over China?
遵循稳健的本土化发展战略，坚持“到市场中去”的策略。在新的宏碁中国架构下,原宏碁方正PC品牌事业部被取消，Acer将整合多品牌战略到两个专注的业务领域，一方面瞄准消费市场及中小企业市场，另一方面锁定大企业客户，以确保以最有效方式进入各市场。

Follow steady localization development strategy and attach to the "go to market" strategy. With new structure of Acer China, the original Founder and Acer brand PC division was dismissed, Acer will integrate multi-brand strategy to focus on two business areas, while one is targeting on the consumer market and the SMB market, another is to focus on large enterprises, therefore, ensure customers the most effective way to enter the market.

2、Acer宏碁对平板电脑与PC产业的判断
What opinion or judgment Acer has over tablet and PC industry?
平板电脑是PC和智能手机之间的过渡产品，不可能取代PC的地位。在两者关系上，传统PC属于内容的创造者，而平板电脑则是内容的消费者。Gartner数据显示，2011年PC市场将继续保持增长，增长率10.5％。但是平板有更令人印象深刻的增长，我们非常看好这个市场。
（Gartner最新数据， 2010年全球平板电脑销售量只有1760万台，2011年全球平板电脑销售量将达到7000万台，2012年销售量将达到1.08亿台。）

Tablet is a transitional product between PC and the smart phone, can not replace the PC position. The relationship between the two, the traditional PC is the creator of the content, while the tablet is the content consumers. Gartner data shows that in 2011 PC market will continue to grow with the growth rate of 10.5%. But tablet has more impressive growth, we are very optimistic about the market.
(Gartner latest data, tablet sales worldwide in 2010 only reached 17.6 million units, tablet sales worldwide in 2011 will reach 70 million units, 108 units in 2012.)

3、方正事业单位的人员调整对宏碁的影响和意义
What are the impacts and meaning toward Acer when confronting Founder’s HR adjustment?
新的组织构架是：两个主要的事业单位,其中一个是消费暨中小企业事业单位,另一个为大客户事业单位。这种调整将使Acer组织结构更加高效，更加适应市场需求的变化，更适合本土化的竞争，并做出更快的市场反应。

The new organizational structure composed by the two main institutions, one is for consumer and SME institutions, another institution is for large clients. This adjustment will make more efficient organizational structure for Acer, more adaptable to changes in market demand, more suitable for local competition, and make faster market response.

About Iconica Tab Brand Level:

1、Acer宏碁是首批采用Android3.0系统的厂家，具有先发优势。
Acer is among the first makers of Android3.0-based tablet and enjoys the first-mover advantage.

2、目标：20%的市场份额。
Target: 20% of market share

3、Acer宏碁在平板电脑市场定位
What is Acer Tablet’s positioning in the market?
Acer的平板电脑追求最主流、最新的功能，以最可靠的硬件与服务，满足主流市场人群的需要。Acer对产品的追求是adorable和affordable，平板追求技术最新、功能最强大，同时价位能够满足最主流市场需求。
 
Acer Tablet pursuit the most mainstream, the latest features, the most reliable hardware and services to meet the needs of mainstream crowd. Acer products are adorable and the pursuit of affordable, tablet pursuit of the latest technology, the most powerful function with a satisfied price to meet the market demand.

4、Acer宏碁在平板电脑市场的竞争优势
What are the advantages for Acer tablet?
产品优势：一步到位，最先采用Google最新开发的Android 3.0系统，在平板电脑市场上，Acer是市场领跑者角色。
Product Advantage: 
One shot move, the first to use the latest Google Android 3.0 system, Acer play the market leader role in tablet market,.

产业优势：得益于高效的组织架构和迅捷的市场反应能力，与产业链上下游都有着紧密的合作关系，Acer能够第一时间实现创新产品快速的主流化应用。
Industrial advantages:  Due to its effective structure and fast market response, and a close relationship with its partners in the industry chain, Acer can turn innovated products into the mainstream product in the first time.

About A500 :
1、Positioning: 内容消费,娱乐和消费的全新体验
 Content consuming, new experience of entertainment and consumption

2、Key message:
?Android 3.0
?Connectivity
?Entertainment
Acer平板重点面向六大主流人群，包括网络社交人群、网上冲浪者、游戏迷、商务精英、影音爱好者和户外驴友等，涵盖生活和工作体验的各个场景.

Acer tablet focus on six groups of mainstream users: social netizens, web surfers, game fans, business elites, video fans and travelers，which almost cover every scene of life and work.

Session I  Q&A（? Financial Media）

策略方向 About strategy

1.兰奇离职后，宏碁的发展方向如何调整？宏碁中国区的战略方向是什么？
 After Acer former CEO Lanci resigned, how is Acer going to change its direction? What is Acer China’s strategy direction? （《第一财经日报》王如晨：China Business News Wang Ruchen）
A.Acer集团的发展战略，是由董事局共同研究决定的，兰奇的离职，董事会成员没有改变，不会影响宏碁的战略发展方向。/Acer Group’s strategy of direction has been decided by the board, and Lanci’s resignation will not affect the direction of the strategy since the board has not been changed.
B.不会对Acer中国区的运营产生任何影响，宏碁中国将继续遵循其稳健的本土化发展战略，包括将方正PC业务整合于多品牌、“到市场中去”的策略之中。Acer将整合其多品牌战略(Acer、Gateway、Parkard Bell、eMachines及方正电脑)到两个专注的业务领域. / The change does not affect current operations. Acer Group China will continue its stable, localized strategy, including the integration of Founder PC business into a coordinated Multiband Go-to-Market approach. Acer Group China will bundle its Multi-brand business (Acer, Gateway, Parkard Bell, eMachines and Founder) into two dedicated business units.
C.今年，我们将积极推进平板市场，在中国的目标是实现非苹果市场20%的市场份额。鉴于PC市场稳定持续增长的势头和Acer的优势，我们将保持在PC市场的领先地位。/
In 2011, we are actively promoting tablet PC products, with the target of non-Apple market share of 20%. Regarding the upward trend of PC market and Acer’s strength, we are going to maintain the leading position in the PC market.

2.有评论称，随着平板和智能手机的崛起，PC已经开始没落，您认为平板会对现有的PC市场产生冲击吗？宏碁如何应对？
Some critics say, with the rise of tablet PC and smart phones, PC business has begun to decline. What do you think about the competition between PC and tablet PC? How is Acer going to face this competition? （《经济观察报》刘丹：Economic Observer Liu Dan）
【相关问题1】
宏碁在移动互联时代的策略，是否会像惠普、戴尔、联想等主要PC厂商那样转型？ [Related question1]How do you view the end of PC era? How do you see the transformation of PC makers, like HP, Dell and Lenovo toward mobile Internet?
【相关问题2】
平板电脑是否会冲击现有的上网本市场？
[Related question2] Will tablet PC give a blow to the current netbook PC market?

A.传统PC更偏向于大型娱乐，属于内容的创造者，平板电脑则是重在交流互动，是内容的消费者。实际上，平板电脑影响的更多是电子书、MP4等在PC和手机中间的产品形态。/PC tends to offer large scale entertainment as the creator of content, while the tablet PC is the consumer of content, more focused on interaction. In fact, the in-between products of PC and smart phone, such as e-book reader and MP4, are being affected more by Tablet PC.
B.未来5年PC的市场还会稳步增长。但是平板有更令人印象深刻的增长，我们非常看好这个市场。（根据市场研究公司Gartner3月份的预测，今年全球PC出货量达到3.878亿台电脑，年增长率仍达到10.5%。同样是Gartner的数据，2010年全球平板电脑出货量达到1560万台,预计2011年的这一出货量将达到5730万台。） /PC market will grow in the next 5 years, but tablet PC grows more impressively, which we are very keen on it. (According to forecasts of market research firm Gartner in March, global PC shipments in 2011 will reach 387.8 million units, with an annual growth rate of 10.5%. Also from Gartner, global tablet PC shipments in 2010 reached 15.6 million units, the number is expected reach 57.3 million units in 2011.)

3.宏碁在平板电脑的布局是否太晚？宏碁从什么时候开始筹备平板电脑业务的？平板电脑业务对宏碁的发展有何意义？
Has Acer been too late in tablet PC setup? When did Acer start the layout of tablet PC? What is the significance of tablet PC business to Acer? (《时代周报》记者王刚：Time Weekly Wang Gang)
A.宏碁一直有平板电脑的技术储备，一直在关注怎么样的平板体验对消费者来说是最好的。我们在2010年纽约就发布了A500，是第一时间将Android转化为主流应用的. /Acer has technology reserves for long, and we are always learning how to improve the tablet PC experience for consumers. We launched A500 in New York in 2010, becoming the leading vendor to turn Android into mainstream app. We are always keen on “bringing the latest technology to everyone”.
B.2002年，全球首款双用笔记型平板电脑 /（Not sure）In 2002, Acer founder Stan Shih displayed the world’s first dual-use notebook-style tablet PC
C在行业里，宏碁一直以高效率著称，在将整合软硬件厂商，打造“移动互联终端”战略部署。从具体产品层面来，宏碁将充分利用三十年的PC行业的优势，提供更无缝过度的产品，再加上alive和clear.fi等应用，带来全新的移动互联体验。/In PC industry, Acer has been famous for its high efficiency. It will integrate hardware and software makers, and work on “Mobile Internet terminal”. In terms of product, Acer will make full use of its 30-year advantages in PC industry, offer seamless product, and bring new mobile Internet experience with alive and clear.fi.
D （发展意义需要补充）/（More development significance to be added）

4.在产品和产业方面，宏碁平板电脑具有什么样的竞争优势？
What kinds of competitive advantages does Acer`s tablet PC have in products and industry?  (《IT经理世界》记者贺志刚, CEO&CIO Magazine He Zhigang )
A.产品优势，即主流产品，第一梯队。Android 3.0，娱乐功能强大，超强连接性。你能够想象到的功能都有 /Products` advantage as the mainstream in the first group: Android 3.0, powerful entertainment function and full connectivity. It has functions that you can imagine.
B.产业优势。首先，得益于高效的组织架构和迅捷的市场反应能力，宏碁有能力“在第一时间将高科技带给每一位消费者“。作为全球第二大PC企业，Acer与产业链上下游都有着紧密的合作关系，第一时间推出采用最新技术和平台的产品，并迅速的进入市场。/Industry advantages. Due to its effective structure and fast market response, Acer is able to bring the latest technology to everyone in the first time. As the 2nd largest PC brand in the world, Acer has close relationship with its partners in the industry chain. We can launch new products with the latest technology and application and enter the market quickly.?

5.宏碁平板电脑的市场定位是什么？请问何时在大陆的销售终端上市？市场价格是多少？ 宏碁平板电脑今年的销量是多少？
How is the positioning for Acer tablet PC? When will the Acer tablet PC be sold in the Chinese mainland? What is its market price? （《新京报》记者林其玲：The Beijing News Lin Qiling）
DO NOT MENTION THE SALES VOLUME GOAL FOR ACER TABLET PC IN CHINA (For Oliver)
A. 我们相信，平板电脑是个好东西，它解放了我们的消费者，你不用再被绑在桌子前面了。宏碁一直都坚持“将新技术带给每一个消费者“，所以我们希望每一个消费者都有机会体验。/adorable， affordable，We believe tablet PC is a good gadget to free every consumer. You are no longer stuck to the desk for fun and information! Acer is able to bring the latest technology to everyone in the first time. We hope everyone has the chance to experience by himself.
B. 我们重点面向六大主流人群，包括网络社交人群、网上冲浪者、游戏迷、商务精英、影音爱好者和户外驴友等，每一种生活方式的人都将体验到A500对生活带来的全新感受./ In detail, we focus six groups of mainstream users: social netizens, web surfers, game fans, business elites, video fans and travelers. People of every life style will be able to experience the brand-new feeling.
C.目前已经在全国大部分PC渠道、3C卖场以及线上零售渠道开始铺货，到本月底，消费者陆续可以买到使用Android 3.0 的A500。/Acer tablet PC has been on sale in most of the PC channels, 3C malls and online stores in China. By the end of April, consumers will have access to Android 3.0-based A500.

6.宏碁平板电脑近期的市场目标是多少？年内有望实现多大的市场份额？
What is the recent sales target for Acer tablet PCs? And what is the expected market share within 2011? （《京华时报》记者牛颖慧：Beijing Times Niu Yinghui）
2011年，宏碁中国区平板电脑目标是占据非苹果市场20%的市场份额。我们希望每个消费者都能来享受Android 3.0带来的冲击，给生活带来新鲜的感受和工作上的便利。/In 2011, Acer China is expected to take 20% of non-Apple market. We hope everyone has the chance to feel the impact by Android 3.0, and experience the freshness of life and convenience of work.

7.宏碁台湾总裁林显郎近日表示，日本地震可能会影响其智能手机和平板电脑的组件供应，请问这会对宏碁在大陆的铺货有什么影响？
Acer Taiwan president said recently, that the Japan earthquake will affect the parts supply of smart phones and tablet PCs, and how it will affect the sales of Acer products in the Chinese mainland?  （《环球时报》黎巧毅：Global Times: Li Qiaoyi）
得益于强大的上下游产业链优势，我们已经储备了一定的组件。我们已经做好了充分准备，满足来自市场的狂热需求。/ Thanks to our strong industry chains, we have stored a large stock of parts. We are well prepared for the crazy appetite for Acer tablets.

8.宏碁近期换标，新的logo色彩变浅，更显得年轻化、更有活力，这是否说明宏碁将树立年轻形象，更加关注年轻人群？
 Acer has changed its logo, and the new logo is light-colored, looks younger and dynamic. Does it imply that Acer is going to establish a younger image and f more focused on youngsters? （《中国日报》记者庹燕南：China Daily Tuo Yannan）
A.4月11日，宏碁集团全球同步更换新LOGO，新logo采用了更为清爽，圆润的字体，以浅绿色代替深绿色，表达更加青春与活力的感受。/On April 11, Ace changed its logo worldwide. The new logo uses fresh and rounder characters, and the light green color replaces dark green color, representing a feeling of youth and vigor.
B.这次Logo改版更加突显宏碁品牌的活力与现代感，希望传达宏碁正从原本的IT领域，迈向移动互联技术的新时代。/The new logo will highlight Acer brand’s vigor and modern spirit, and extend the message that Acer is moving from IT industry to mobile Internet era. 
C.Acer品牌价值不再仅仅是为我们的客户提供硬件; 而是提供一个完整的娱乐体验，强调了“未来愿景”和“分享”. /An acer brand value lies not only in the hardware we are serving clients, but also a full entertainment, highlighting future vision and sharing.

9.宏碁目前是中国PC行业的第二品牌，不过与知名品牌的市场份额差距正在拉大，与第三第四的差距也在缩小，请问宏碁如何保持自己的优势？
Acer is the No. 2 PC brand in China, and its market share gap between that of the No.1 is widening, and the gaps between Acer and the No. 3, No. 4 are also narrowing? How do you retain Acer’s advantages over others?  （《经济观察报》记者刘丹：Economic Observer Liu Dan）
【相关问题1】宏碁对中国这样的新兴市场如何定位的？
[Related question 1] How is the positioning of Acer China business as a key emerging market?
A.宏碁集团成功完成对方正电脑的整合， 来自Gartner四季度的数据显示，宏碁集团已经成为中国PC市场的亚军，达8.6%. /Acer Group has completed the integration of Founder PC. According to Q4 in 2010, Acer has become the No. 2 PC maker in China.
B. 作为宏碁最重要的市场之一，宏碁中国将继续遵循其稳健而本土化的发展战略，Acer将整合其多品牌战略(Acer、Gateway、Parkard Bell、eMachines及方正电脑)到两个专注的业务领域， 我们今年将推出更新、更性感的产品，无论是平板电脑A500，还是Iconia笔记本4830，相信一定会获得消费者的青睐。我对我们的目标非常有信心。/As a key market, Acer Group China will continue its stable, localized strategy, bundle its Multi-brand business (Acer, Gateway, Parkard Bell, eMachines and Founder) into two dedicated business units. We will launch more up-to-date, sexier products, no matter tablet PC like A500 or ICONIA notebook 4830, we are convinced they are going to win support from consumers. We are confident with our goal.
C. 宏碁作为伦敦奥运会的赞助商，将更多利用2012年奥运会倒计时一周年的机会，在国际化的平台上传播宏碁的高端品质。2010年,宏碁中国区营收15亿美元，在2011年，宏碁中国区的营收有望达25亿美元，增幅66.7%。/As an Olympics sponsor for London 2012, Acer will communicate its high-end quality in the international platform when the one-year countdown is drawing near. Acer China’s revenues in 2010 reached $1.5 billion, and we plan to increase to $2.5 billion in 2011, a 66.7% rise over the past year.

10.近日，宏碁公司取消了方正事业单位，设立了大客户事业单位和消费事业暨中小企业事业单位，方正的品牌将会逐渐被淡化，您如何评价？
 Acer has just removed Founder Business Unit recently and established Large Corporate Accounts Business Unit and Consumer & SME Business Unit. Founder brand will fade away, and how do you respond? （《第一财经日报》记者王如晨：China Business News Wang Ruchen）
A. 非常感谢你的关心 /Thank you for your care.
B.在新的宏碁中国架构下,原宏碁方正PC品牌事业部被取消,,新设两个主要的事业单位,其中一个是消费暨中小企业事业单位,另一个为大客户事业单位。方正的产品和品牌将在新的组织架构中得到更充分的发展和提升。/Under the new organization structure, Founder Business Unit was removed, and two new units were established afterwards, Consumer & SMB Accounts Business Unit and Large Corporate Account Business Unit. Founder’s products and brand will be fully developed and enhanced under the new framework.
C. 这种调整将使Acer组织结构更加高效，更加适应市场需求的变化，更适合本土化的竞争，并做出更快的市场反应。相信方正整合带来的利好，将很快释放出来，创造更广受欢迎的产品，为消费者带来更多的收益，进而提高Acer宏碁在中国的市场份额。这种调整将使Acer组织结构更加高效，更加适应市场需求的变化，更适合本土化的竞争，并做出更快的市场反应。相信方正整合带来的利好，将很快释放出来，创造更广受欢迎的产品，为消费者带来更多的收益，进而提高Acer宏碁在中国的市场份额。/ The adjustment will improve the operation efficiency, better meet market change, and face localized challenge with quick market response. We believe the benefits from Founder’s adjustment will be seen clearly and bring more popular products and better serve the consumers, and finally enlarge Acer China’s market share.
 
11.施振荣先生近日曾表示，“宏碁是否做全球先进已经不重要 ”，请问这句话应如何理解？是否说明宏基已经决定战略转型，放弃超越惠普全球先进的目标？是否说明利润比营收或出货量更重要？
Stan Shih said: “It is not so important for Acer to achieve NO. 1”, and what can we read from these words? Can we comprehend that Acer has decided to transform its strategy and give up the goal to surpass HP? Does it mean that profits are more important than revenues and sales? (《21世纪经济报道》记者候继勇21st Century Business Herald Hou Jiyong )

12.您如何理解施振荣先生提出的“宏碁第三次再造”？ 宏碁在移动互联时代的策略，是否会像惠普、戴尔、联想等主要PC厂商那样转型？
How do understand Stan Shih’s purpose of “The Third Reorganization”? In the mobile Internet era, will Acer transform itself like HP, Dell or Lenovo?