Shenzhou computer will be accused of profit dependence on export tax refund tomorrow

Sunyan outstanding goods to reduce costs, export tax rebate increased profits after years of preparation, by the industry as "Low-cost killer" Shenzhou computer finally ushered in the dawn of the market. Tomorrow (22nd), Shenzhou Computer will be the China Securities Regulatory Commission's gem listing audit.　　However, the success of the meeting and the successful listing, for Shenzhou Computer founder Wu Haijun, may be the last chance. Because, after 16 years of development, including China, the global computer industry has entered the era of meager profit, and with the advent of the mobile internet era, and Apple's ipad tablet computer whirlwind attack, the computer industry is also in a critical moment of transformation.　　Whether left or right, computer companies face huge challenges.　　In fact, Hewlett-Packard, Dell, Lenovo, Acer and ASUS are all in the form of some sort of strategic adjustment, the first two moving toward IBM, and the last three followed by Steve Jobs.　　and other local brands, has already undergone a different integration: TCL, Amoi, founder Technology has faded out of the mainstream PC, especially founder and Acer Trading, has made people on the two or three-line PC Brand's way out of anxiety. Shenzhou Computer Prospectus (report) showed that last year Shenzhou computer revenue of 4.624 billion yuan, an increase of 7.53%, to achieve net profit of 258 million yuan, the year-on-year growth of 13.16%, the overall product gross margin level of only 6.31%.　　The Internet Consumer Research Center (ZDC) data also shows that 2010 years ago three quarter, Shenzhou notebook in the country's market share of 3.1%, ranked eighth; in the netbook market ranked third, the market share of 11.4%, more than Lenovo. Although the Shenzhou computer held aloft the banner of low price, the role of this sharp weapon in the past three years has been weakening. The data from the prospectus shows that the core components of CPU, hard disk and memory are in the hands of international giants, and since 2008 years, Shenzhou Computer products have maintained a low gross margin level of about 6%.　　In addition, the Shenzhou computer notebook, desktop PC and LCD machine in the 2010-year sales are different degrees of decline than in 2009. Shenzhou Computer said that the most important feature of PC machine industry is large-scale production, on the one hand, enterprises can reduce the fixed cost of unit products, on the other hand, by the upstream manufacturers pay more attention to the purchase cost and marketing and so on to obtain the strong support of upstream manufacturers.　　Therefore, the company raised funds in the deduction of the issue fee, will be used for the total investment of 1.499 billion yuan in Kunshan notebook computer research and development production base construction projects and related to the main business of the operating capital projects. Shenzhou Computer plans to issue 81 million shares, after the issuance of the total share capital of 810 million shares.　　After the public issue of shares, Wu Haijun and its control of Shenzhou computer equity still reached 83.46%, in an absolute holding position. In fact, 5 years ago, the computer market has entered the era of meager profit. "A domestic PC manufacturer middle tier yesterday said to" the first financial daily, "Shenzhou computer is still able to maintain low-cost signs, one is in the international computer market, the outstanding goods and inventory with, the second is to use the country's export tax rebate policy. According to the prospectus, the 92.07%, 16.78% and 25.12% of the net profit of the Shenzhou computer, including the export tax rebate, were obtained in the 2008 ~2010 year.　　However, the practice of the Shenzhou Computer prospectus on the outstanding goods is attached to the theory of "supply production".　　Shenzhou Computer said that the company closely follow the key components of the market trend, when some parts due to various reasons (generally lack of supporting product support) caused by lower prices, timely procurement, and research and development of ancillary products, the formation of Shenzhou computer unique product update speed and price advantage. In the third quarter of 2009, Shenzhou Computer purchased a group of 13.3-inch LCD screens from the market, the screen specifications are more special, the previous has been the special supply of Apple computers, because of Apple's product line adjustment, the cancellation of orders, no longer procurement, and other companies do not fit the screen use of products, resulting in the screen due to the backlog and low price sales. Shenzhou Computer purchased after the development of the screen can use the elegant A300 series notebook computer.　　Reporter found on the internet, the notebook price of 3000 yuan, the price than other brands corresponding size of the product more favorable. "This kind of gimmick big factory generally dare not adopt, because the product quality risk is very big." But the Shenzhou computer is playing low price card, the consumer is more inclusive of product quality. said the middle tier. (journalist Wang Ruichen contributed to this article)