Intel's channel strategy shift: OEM manufacturers has caused uproar Intel quit drugs?
Intel HEDY battle brings out the rumors of Intel channel policy changes. Reporter have OEM manufacturers to HP pavilion dv6000 Battery integrate Intel"s MEEGO that software platform strategy, Intel"s channel policies to ODM tilt.In the notebook computer market in the past, brands, key parts of the procurement, product design generally lies in the hands of international OEM manufacturers. After the emergence from the Internet ODM manufacturers entered the Intel vision. ODM manufacturers, including Taiwan-based mass, Uniwill, Compal, ECS, ASUS, as well as the mainland"s newly rich, such as the rise the past two years BYD, Malata, Powerise into, linda, Topstar, etc., in Intel"s technical assistance to grow rapidly.
Doubts about this, Intel to respond to the South have said, "Intel will continue to evaluate the market environment changes in business operations, and based on partner business strategy and change the focus of consultation and cooperation with partners in the cooperative mode make the appropriate adjustments to the normal adjustments and does not mean that Intel"s channel strategy has changed. "
Channels, the shift also denied saying, "For a long time, Intel is committed to grow with the industry partners, including OEM, ODM, channels, and ISV partners to provide strong and comprehensive support. And need to be taken under different support of different ways. "
Paradox of China"s PC industry in ten countries
Intel is in China, one of the most successful multinational companies, China is Intel"s largest smoking except outside the United States money, it is also the largest overseas investment to Intel. Either marketing or channel control, Intel in China have victory. However, with Intel in China, Yue Huoyue moisture, the Chinese PC industry can not avoid the reality is that, in addition to Lenovo, the PC made the situation difficult.
Intel China has recently irritated, feeling glad former business ally suddenly popped up with Fangleng Jian, continued exposure to the media material circle rule, shake off the circle of the "open secret." In the last Zhouqi Xi Mao Chun Biao, vice president director, told this newspaper blasted Intel suppress PC industry chain, the Mao Chun Biao directed, Intel is the industry-wide loss of PC makers the culprit.
Absorption into the Chinese market, the largest payment to Intel
Chinese PC market has been evolving at high speed, has become the world"s second-largest PC consumer market, is also the base for global PC OEM and consumer market in China"s position in the PC is still rising, many executives of Intel, says that China will surpass the U.S. as the biggest market.
Attention to the Chinese market, in almost all the multinational corporations who out of his right. So far, Intel has formed in China R & D, production, packaging and testing and marketing of the whole industrial chain. In addition, the brand, the Ibm Thinkpad t41 Series Battery "ubiquitous" Intel marketing industry is undoubtedly called "master", not many consumers concerned about their mobile phone, TV, MP3 with what chip, but almost all of the people to buy PC-known the Intel name.
Intel marketing control, can write textbooks. Its best at, is no doubt that its rebate and market development funds two major weapon. According to Gross, vice president director Hedy Chun Biao introduction, Intel"s rebate policy is IIP (INTELINSIDE plan), each bought an Intel CPU, there is turnover of 4% rebate (before all of the CPU are now high end CPU there, such as i3, i5 or more high-end CPU with advertising fund rebate). The need for network or level of reimbursement to return the media, Intel"s reimbursement policy over the last half of the out, forcing the OEM manufacturers to its branded PC vendors go all the promotion of; another called MDF (market development funds abbreviation). This one is not linked with sales. "For instance, PC makers need a push on a high-end Intel"s latest products, which will give you time to market development funds, money in the terminal, store, training, which ensures that the terminal can be seen in the sales of Intel"s shadow . "
OEM manufacturers with a special price bundle
"40 dollars to the final product sold at 60 dollars, and then through a series of dazzling technique, to 20 dollars return customers, while firmly bundled customers, is the genius of Intel"s sales practices," According to information, sales, through a special price (ECAP) this means firmly tied to OEM manufacturers Intel chariot. In the industry, we all know that an open secret that Intel"s pricing system. Intel, the price quotations are very high, especially in notebook CPU, sets the price difference is not big machine. Notebook purchase price is about one-third of its listed price. A CPU150 dollars, the purchase price to about one-third. Desktop purchase price less the difference may also 10 dollars or a few dollars. "You buy 150 U.S. dollars, another 100 U.S. dollars back to you next month. This is an open rebate. The goal is of greater intensity in your control." Chun Biao, Mao"s Road, for example.
Special pricing is not the most important, the most important points of Intel put a lot of customer-level, different levels of customers, different prices of goods from Intel take. "For example, a price 150 U.S. dollars a CPU, HEDY holding 60 U.S. dollars, take the purchase price was 56 U.S. dollars Founder, Lenovo is 54 dollars, this is the direct price difference. Is such a spread, so PC makers in competition different starting points. "
Spread in this situation, there will be an additional rebate (known as special Fandian), which tied things up with concrete. For example a quote of 150 dollars for the CPU, the client could purchase price was 56 dollars, this center has set aside two dollars to OEM manufacturers. OEM customers this quarter of the total requested to do much and, more importantly, the amount of assessment is no more than the number of AMD.
"Especially in 2008, 2009, with volume on the issue of AMD, Hedy and Intel quarrel harm. Sometimes desperate, that you to our store to investigate the terminal, also, we investigate the company"s ERP system."
Intel to kick addiction?
Intel"s success in the Chinese market for all to see, but in sharp contrast with the Intel Small Fujitsu FPCBP130 Battery and medium enterprises is the domestic PC brands in recent years in addition to Lenovo, almost have reached a dead end. HEDY so easy to Katatada chairman of Intel recently to China were made OEM for a very sharp message: "all of China"s PC are at a loss, you (Intel) there is nothing to cattle?"
Out of the hair to expose Intel Chun Biao, the unspoken rules, announced a partnership with Intel reduced with AMD alliance, indeed beyond most people"s expectations. Many people say, mao crazy. However, this is Mao Chun Biao and do not care. From the business point of view, HEDY This time action is rational, with Mao Chun Biao as saying, "Intel"s drug addiction is to quit the time."
Intel"s own values are client-driven, but Jun Biao, Mao"s view, Intel China OEM team aliasing, and indiscreet remarks on customers, performance was very strong, "is the way in the management of lower-level management clients." To product development, for example, "planning from the start, Intel got used to intervene in your R & D, many of the domestic PC brands engage in a joint lab, rural information and the like and so on, are the spectacular opening, silent interest-free exit, so that partners are very passive. "
Some time in 2008 pushed the standard notebook, HEDY was not optimistic about this project, but because of the need to maintain relationships with Intel, so too have paid for engage in this project, the project was aborted, the investment also played seven-up hydroplaning. Intel is pushing again this year, the standard structure of one of Intel machines, early next year in Shenzhen, also staged a summit. HEDY from a dig more than 100 million, opened mold. "Intel is a board can be sold for more than 100 U.S. dollars, when Hewlett-Packard and Lenovo are all the following four or five thousand dollars AMD Platform, are selling very angry, how do we Gaode up? Him to dictate that we can not engage in AMD, support them out this standard. then nothing, this project has ... ... this thing numerous, reflecting the Intel China"s credit culture. "
The challenge Intel and AMD alliance, the seven-up does not seem to recklessness. "We have been demoted, but does not affect my use of Intel chips, thin and light notebook chip, you can buy from Hong Kong, more high-end does not matter, from the Hong Kong market from Intel getting goods cheaper than many mid-range Pentium may be affected, but added that AMD"s products can do, AMD gave me support. in the public notebook market, AMD is more competitive opportunities. "Chun Biao, Mao APPLE M7318 Battery said.