"Demoted" seven-hi to Intel "poisoning"

At the beginning of July, the seven-Hi computer, which was getting closer to AMD, was abruptly downgraded by Intel – downgrading seven-Hi Localoem partners to channeloem customers. A complaint about Intel mode followed, seven-Hi holding Company (002027.　　SZ) Vice president of the Mao Jun, said the first financial daily, including the "Market fund rebate" policy, such as the establishment of Intel's business unspoken rules, has made the Chinese PC industry to drink "chronic poison", not only on the market risk resistance is worse, but also unable to extricate themselves. Whether forced or active to eat the "chronic poison" of the two or three-line PC Enterprise, the PC business is gradually losing the ability to grow rapidly. This reporter looked at the Great Wall computer (000066. SZ), founder Technology (600601.　　SH) and shares of the same party (600100.SH) in recent years, also found that these several computer business development rate is basically lower than the average growth level of China's PC market, individual or even show the opposite trend. And how much responsibility should intel and PC companies have to bear in the Chinese PC brand "flagging"? IT industry veteran, stroll motherboard general manager Wu Fulu pointed out: "To get rid of Intel control, Chinese PC manufacturers must have enough innovation ability, to Intel design ' hotbed ', the factory actually can choose to reject. Today's situation is only the result of PC manufacturers ' choice. "Chronic poison" in Intel's customer rating, the highest level is MNC, that is, first-line PC manufacturers, such as HP, Lenovo, Dell and so on, the second level of localoem, such as the local Shenzhou, founder, the same side, seven-Hi and other domestic manufacturers, this level is generally with the Intel Greater China cooperation　　Third-level channeloem, the industry said channel partners, such as New blue, octopus and other local regional brands are this level.　　Last May, the European Commission ruled that Intel had a monopoly on offering discounts to lure computer makers into not using or using AMD processors, and imposed a fine of up to 1.06 billion euros on intel. "Intel has been much more cautious in the past two years, possibly in a global antitrust quagmire, but it still has rules in its sales policy in real business operations," he said. "Unlike the previous two years, Intel will no longer have written requests and become verbal," Mao Jun said, "and the sanctions will follow if downstream PC vendors do not listen." "" A lot of front-line PC manufacturers are directly with Intel headquarters to talk about cooperation, they take the price is very favorable, although there are market funds rebate, but they no longer need to sell the CPU parallel imports, directly from the PC products to profit.　　"In this case, Intel's demand for first-line PC manufacturers is typically the ratio of Intel to AMD chip usage, and Intel regularly returns relatively sizeable profits if it meets Intel's requirements," said a senior PC manufacturer. However, Localoem's source of profit is basically market fund rebate and the sale of CPUParallel。 The so-called CPU parallel is: the manufacturer may only need 30,000 ~4 per quarter CPU, but it can to the Intel China requirements 70,000 ~8 million CPU, and then through the Hong Kong parallel importers, sold to Channeloem next level customers.　　Because Localoem is cheaper than channeloem. "Compared to front-line PC manufacturers, the business model of other domestic PC manufacturers is basically sub-health." "The Great Wall computer insiders pointed out that some manufacturers in order to meet the Intel released every year, and even the product is a loss of sales, to earn the market advertising fund and access to the trading of CPU parallel opportunities," the sale of CPU profit for PC manufacturers overall profit proportion, sometimes more than 30%,　　If combined with the marketing advertising fund, it basically constitutes the source of the total profit at the end of the year. "This has become the most PC manufacturers in the survival of the way, and eventually led to the domestic PC manufacturers market competition is weakening."　　Said the insiders. Mao Jun points out that Intel has absolute CPU pricing power because of the absolute dominance of the market.　　The business model for LOCALOEM customers is that: the original cost is 20 dollars of things, Intel must sell 60 U.S. dollars, when the manufacturer of 60 U.S. dollars to the purchase of Intel, Intel again out of 20 U.S. dollars, according to Localoem customer loyalty to carry out a different "reward."　　The embarrassment of the PC listed company may be from the PC listed company's performance data in recent years, more reflect the embarrassment of the domestic PC manufacturers.　　From 2007 to 2009, the seven-Hi holding computer revenue is 1.686 billion yuan, 803 million yuan and 591 million yuan, the proportion of total income from 2007 56% to 2009 years of 30%, seven-Hi holding profit status also from the profit of 52.32 million yuan to the loss of 68.21 million yuan. A middle-class computer in the Great Wall pointed out that over the past two years, Intel has gradually reduced its marketing advertising fund, many of the low-end CPU does not have AD rebate compensation.　　And the performance of the seven-Hi holding falls, should be related to this.　　If the seven-hi-holding computer performance has shrunk sharply or the case, the Great Wall computer, founder technology and the same side of the computer business trend is basically explained the problem. 2007 Great Wall computer and peripherals (including display services) revenue of 3.994 billion yuan, 2008 Great Wall Computer computer and peripherals income of 3.676 billion yuan; founder Technology computer and related products income is also unstable, 2007 7.714 billion Yuan, 2008 6.113 billion Yuan, 2009 is 6.494 billion yuan;　　The same side shares of computer revenue, which is 4.414 billion yuan, 3.589 billion yuan and 4.256 billion yuan respectively in three years. However, founder technology in the earnings said that 2008 China's PC shipments compared to 2007 growth of 8%, the Great Wall computer, founder technology and the same side of the computer business is invariably reduced year-on-year. and 2009China PC market Desktop shipments in 2008, notebook shipments increased by 42%, but founder technology and the same side of the computer business growth rate is far lower than the Chinese PC market average growth rate. And in these three years, there is a tragic fall of the TCL computer. Wu Fulu said that when the Intel support Tcl computers, because TCL computers take a lot of p4cpu, and these CPU orders are not fully digested by Tcl computer, a lot of a string of goods to the Hong Kong Market Digest. In addition, when TCL computer crazy into advertising, it should also be a considerable market fund rebate.　　However, in this process, TCL Computer did not create its own core competitiveness, and eventually eliminated by the market. Intel Solo win "in addition to Lenovo, that year's domestic PC brand market share is shrinking, some very small manufacturers have eaten away."　　"Mao Jun's understanding is that the seven-hi computer is" degraded ", in addition to performance problems, there is another reason: Intel will support the seven-HI computer technology Service personnel, deployment to Shenzhen, service creators Wisdom and BYD and other emerging manufacturers.　　The downgraded Mao Jun that smaller manufacturers are more likely to be controlled by Intel's business unspoken rules, which is Intel's consistent market support strategy. Great Wall computer insiders also said that, although the share of domestic brand PC manufacturers in the shrinking, but the domestic small PC manufacturers are emerging, leading to Intel in China market share and revenue has increased year by year. Intel has been guided by the development of PC technology, consumers have recognized, and core technology is controlled by Intel, "for consumers, do not buy this to buy the home, Intel has nothing to lose." "In this regard, Intel (China) said that the" seven-Hi and Intel cooperation model is due to its use of competitor products, "This is not true. Intel has developed a variety of cooperative models to support its partners in China with different business models, business sizes and industry inputs.　　Intel will make appropriate adjustments to the cooperation model based on the change in partner business strategy and focus. "The processor market is a highly competitive market. Partners have the right to choose Intel's products or competitor's products. The decision on which processor product to use is the partner, and ultimately the choice of the consumer.　　"Intel (China) sources said. Wu Fulu that the company's successful IPO in 2004 years as a regional computer maker relies on Intel's support as well.　　In the past few years has not established the market core competitiveness, on the contrary, because the competition intensifies, the product gross profit margin is thinning gradually, the performance falls year by day, finally was abandoned by Intel. According to the data provided by the domestic PC manufacturers, currently in the Desktop CPU market, AMD and Intel accounted for half of the rapid development of the notebook CPU market, Intel accounted for more than 90% of the share.