The Rebirth of the Male God Starts From Playing Games Chapter 515

Chapter 515 513. It's so difficult!

 The mobile phone business is partially ended. Liu Qiang also talked about the current research and development status of tablet computers, which are expected to be shipped in the second half of this year.

After that, he transferred to Bomi's laptop business.

The main reason why laptops are produced faster than tablets is that Bomi mainly designs new molds, and all the spare parts inside are made from a very mature supply chain. How did Lenovo get these spare parts? , then that's how Bomi gets it.

The cost may be slightly higher than Lenovo, but the relevant cooperation agreements were negotiated last year.

Because of the participation of many American suppliers, Bomi's laptops have obtained the right to sell them in the United States.

This is also quite difficult, and Liu Qiang's team has been running hard for this.

To put it simply, if Bomi's smartphones were not too advanced and had an impact on the local mobile phone industry in the United States, and the electronic giants boycotted, then Bomi's smartphones might also be sold in the United States.

On the other hand, Bomei insists on giving priority to the domestic supply chain, which is one of the reasons why it cannot be sold in the United States.

But laptops are different.

Because there is nothing that can overwhelm others in this area. Technically, all manufacturers are similar. The fans should be bad, and the batteries, CPUs, memory, and integrated graphics cards used are mostly supplied by these manufacturers. In fact, you can get The profits are also very limited.

They all rely on their own abilities, which is what Lenovo CEO Shi Yanagawa said, human relationships are the most important. Sometimes interpersonal relationships can help you a lot. If you can get cheaper prices and reduce costs, it will naturally happen. more profit margins.

Unfortunately, Bomi is a latecomer, so the cost has not been reduced. On the contrary, among products of the same type and configuration, the cost of Bomi's notebooks is higher than that of Lenovo.

It can be said to be a natural disadvantage.

What makes you a latecomer, you have not accumulated relevant contacts, and you do not have good partners like Lenovo around the world.

Anyway, apart from being beautiful, Bomi's computers don't seem to have much advantages, so the United States is relatively tolerant of this. Since passing the review in the second half of last year, Bomi has been gradually launched in some big cities of Omi. Established offline sales channels.

It can bring profits to American suppliers and provide jobs to local Americans. The local government welcomes it with both hands.

Employment is a problem for all countries around the world.

As long as you don't affect the interests of local capitalists, it's no big deal.

There is a reason why Cao Dewang was able to do the opposite and expand his territory in the United States. Many local unemployed people have a relatively stable job because of the entry of Chinese companies.

Of course, in Chinese companies, you have to work overtime.

"We can look at the total national computer shipments from January to December 2008."

Liu Qiang opened the PPT and displayed a set of data on the screen.

This set of data is the production and sales volume of all computers in the country in 2008. Because Bomi did not launch related notebook computer business last year, Bomi is not included in this set of data.

However, the reference significance is still great, and there are many contents worthy of analysis.

For desktop computers, in the past year, the total domestic production volume was 28.079 million units, a year-on-year decrease of 17.5%, and the sales volume was only 7.682 million units, a growth rate of -12.2%.

What does that mean?

This shows that global purchasing power is declining, or that due to the impact of the financial crisis, the related PC market has shrunk.

"Next is laptop computers. In the past year, our country's total notebook computer production was 108.587 million units, a year-on-year growth of 25%, and the sales volume was 101.114 million units, a year-on-year growth of 38.5%.

Oh, by the way, the sales volume here is the total global sales volume.

I have not calculated the total global PC production.

In 2008, the size of my country's notebook computer market exceeded 300 billion yuan, equivalent to 35.2 billion US dollars. We predict that by 2012, the size of my country's notebook computer market will reach 500 billion yuan.

Equivalent to US$62.5 billion.

The size of the global notebook computer market should be, um... let me take a look, it should be 1,849.5 billion yuan, equivalent to 231.2 billion US dollars. "

Why?

Cao Yang was a little surprised when he saw this set of data.

Because the data Liu Qiang gave was completely opposite to what he knew.

There are several abnormal factors in this.

First, laptop computers are produced and sold in higher volumes than desktop computers.

According to Cao Yang's thinking, he thought that the sales volume of desktop computers was similar to that of laptop computers.

Even higher.

After all, in Cao Yang's opinion, at the same price, desktop computers are obviously more cost-effective. When he was a college student, he preferred to buy desktop computers instead of laptops.

From this point of view, it should be caused by survivor bias. After all, in his previous life, Cao Yang was surrounded by children from relatively ordinary families. They all liked to buy desktop computers, so Cao Yang believed that there must be more people buying desktop computers.

This is not the case.

This question is very interesting.

Why do laptops sell more than desktops, almost 4 times as much as desktops?

Cao Yang thought about it for a while and thought it might be because the user group of desktop computers is relatively small. Desktop computers are mainly used for corporate offices and college students, and only a small number of college students can use computers.

After all, this is 2009, and the popularity of computers among college students is not very high.

So who are the people who use computers the most?

Business people, state agencies, enterprises... It can be said that they cover all walks of life. As long as they can make money, they basically have the need to use computers. It is just a matter of more and less.

So in this case, many people don't actually need such high gaming performance. On the contrary, portability, speed, ability to work, and face are more important to them.

Another point is that the replacement rate of desktop computers is not very high. Companies equip employees with desktop computers, which are usually replaced every 3 to 5 years, unless they are in the gaming industry like Bomi, which has high performance requirements. , it is possible to make more frequent changes for professionals, such as artists and programmers... If they need to develop next-generation products, they must be given the best equipment.

Other industries rarely replace computer equipment in order to control costs.

The same is true for college students buying desktop computers. Unless they encounter games that cannot be carried or the computer is damaged, they can generally be used until they graduate from college.

As for laptops, on the one hand, they are government purchases, and various units purchase them uniformly, with reimbursement, and if you don't replace them, they will not be replaced. On the other hand, for business people, updating their laptops will give them more dignity when traveling on business.

For these business people, their purchasing power is stronger and their spending power is higher, so the cost-effectiveness advantage is a relatively low purchasing criterion for them.

To some extent, having face will make it easier for negotiations to go smoothly.

Therefore, the replacement rate of laptops is higher than that of desktops, which is one of the reasons why laptops are sold more.

Um…

Probably.

Second, the overall sales volume of laptop computers has not declined but has increased a lot, which is completely opposite to his previous expectation of a decline in total sales volume after the impact of the financial crisis.

It is understandable for Cao Yang that the sales volume and overall output of desktop computers have declined. After all, the general environment is like this. Basically, the users who demand this part of the market do not have much spare money, so their purchasing power will naturally decrease when they are affected.

But why are notebook computer sales increasing?

Moreover, Cao Yang himself seemed to have mentioned a similar situation after reading the reports.

This is why?

Liu Qiang gave an explanation, “Affected by the financial crisis last year, many brand manufacturers slashed prices globally in order to recover their blood, and at the same time they also opened up many overseas markets. For example, Lenovo actively explored South America and China last year. Southeast Asian market, Indian market…

Therefore, the overall sales volume has increased significantly.

However, profits are very thin, and there are even losses. Although Lenovo accounted for 28.75% of total sales last year, with an astonishing sales volume of 29.07 million units, it suffered a loss of US$200 million for the whole year.

But if the price is not lowered, the goods may not even be sold, and only more losses will be made.

Therefore, our analysis believes that it was more affected by this aspect, because 2008 was somewhat special and its reference was relatively limited. "

So that's it.

Cao Yang nodded, finally understanding.

Liu Qiang said, "The global notebook computer market in 2008 was US$231.2 billion, and China is still the world's largest computer product production area. With its domestic location and labor advantages, my country's notebook production is in a leading position in the world.

Since 2008, the macroeconomic environment has caused a decline in consumer purchasing power, and the effects of stimulus policies such as sending home appliances to the countryside and replacing old ones with new ones have weakened. In addition, the rise of mobile terminals such as smartphones and netbooks has compressed the growth space of the desktop computer market, resulting in a period of decline in the domestic notebook computer market. is in a downward trend.

Since the first half of 2009, the rapid development of the domestic office field and e-sports industry has provided certain vitality to the desktop computer market, prompting a rebound in output.

In 2008, the demand market size of my country's notebook computer industry was approximately US$13.803 billion, accounting for 24.68% of the global share of US$55.917 billion. In the next few years, the domestic notebook computer industry will account for close to 30% of the global share, which should be considered good news. "

“The main reasons for the overall decline in demand for notebook computers are as follows:

1. Cost advantage decreases

As the main manufacturing force in the domestic computer industry, complete machine manufacturers located near the Yangtze River Delta and Pearl River Delta have gained stable market share thanks to low costs. However, on the one hand, due to the monopoly of upstream resources by a few companies, the price fluctuations of spare parts such as memory have increased; on the other hand, with the economic recovery, labor shortages have occurred in the Yangtze River Delta and Pearl River Delta, resulting in a corresponding increase in labor costs.

At the same time, neighboring regions such as India and Vietnam are increasingly paying attention to the development of the electronic information industry, and their advantages in market, labor and policies are increasingly emerging, which has a certain impact on attracting foreign investment. As a result, the production costs of enterprises are rising day by day, affecting the room for profit growth, and the original low-cost competitive advantage of domestic PC manufacturers has been weakened.

2. Risks of some core components relying on upstream

At present, some domestic manufacturers do not have the production and research and development capabilities for core computer components. The R&D and production capabilities of the core CPU hardware for computer production are mainly monopolized by foreign manufacturers such as Intel and AMD. At the same time, the core operating system of computers is monopolized by foreign companies such as Microsoft. The development of Chinese PC manufacturers is greatly restricted by foreign monopoly giants, which increases production costs and reduces profitability.

3. PC prices fall, product profits shrink

The gradual decline in prices is an inevitable trend in the development of the consumer electronics market. To obtain more profits and development space, it is necessary to expand scale and sales. In order to obtain greater sales, the profit margin of the product must be sacrificed. In the future, the profit margin of the PC market will become increasingly smaller. Manufacturers need to expand in other aspects, such as product personalized design, additional functions, or reducing profit losses in the sales process. Profit margins.

2. China's laptop market structure

From the current stage, the domestic notebook computer market structure can clearly see that the demand for notebook computers in the home field has declined, but the demand in commercial office, Internet cafes, and e-sports fields has increased significantly. In 2008, in China's notebook computer industry, commercial office And the demand for notebook computers in the e-sports field accounts for as high as 69.76%.

3. Development prospects of China's notebook computer industry

(1) Laptop computers in the commercial field have become the main driving force of the market

In the relatively flat laptop market, consumer products are still sluggish, but commercial laptops have become the main driver of market sales.

The main difference between consumer notebook computers and commercial notebook computers lies in the irreplaceability of user needs and the importance that different users attach to the later use costs of the product. While ordinary consumer personal laptops are easily replaced by the development of mobile smart terminals (including mobile phones and tablets, etc.), the status of commercial laptops as a core tool for enterprise productivity has never wavered. The foreshadowing of this difference has been laid even more than ten years ago when computers began to differentiate into two major branches: entertainment terminals and productivity tools.

In the commercial field, computers have always been the core tool for corporate productivity. As long as the enterprise software platform remains stable, the need for enterprises to purchase and replace machines will always exist. When large-scale software updates occur, the demand for enterprise replacement is even more concentrated and intense than that of individual users.

For example, the upgrade and evolution of Microsoft's Windows 7 operating system continues to drive sales of commercial laptops. In corporate procurement, total cost of ownership (TCO) is a more important indicator than initial purchase cost.

This is why commercial laptops are much more expensive than consumer laptops with the same configuration, but companies are still more willing to choose commercial laptops.

(2) Market competition has become fierce

As the trend of product homogeneity in the notebook computer market becomes more and more obvious, manufacturers' profit margins are under tremendous pressure, causing international manufacturers and domestic manufacturers to accelerate their impact on each other's markets and increase marketing efforts to seize the market. International manufacturers value the huge share and potential of the mid- to low-end market, while domestic manufacturers expect to obtain high profit returns from the high-end market. Under such circumstances, price wars, product wars, and brand marketing wars have emerged one after another, and market competition has become fierce.

(3) Integration of online and offline sales channels

The demand for personalization and popularization in China's computer consumer market, as well as the leap-forward development of industrial chain technology, will promote a new round of channel integration. In first- and second-tier cities, the personalized and fragmented needs of consumers and business users require channel providers that can provide a variety of choices, overall solutions and comprehensive service capabilities; the industry trends of network-driven, software-driven and information-driven are also The channel pattern that will make 3C home appliance chains the mainstream will be further consolidated;

(The so-called "3C products" are a collective term for computers, communications and consumer electronics products, also known as "information appliances". For example, computers, mobile phones or digital audio players. Since 3C products are generally not large in size , so the word "small" is often added in the middle, so it is often collectively referred to as "3C small appliances").

B2C online shopping channels will also receive considerable development; the original professional channels will also retain a certain market space.

Sales channels integrating online and offline. The relationship between online and offline is more complementary than competitive, and gradually merges with each other. At any stage of the entire purchase process, consumers may switch between various channels and touch points based on their own needs, choosing the most convenient, most favorable and most comfortable way to shop, such as trying in stores, comparing prices online, placing orders online, Home delivery.

For consumers, both online and offline channels are essential. On the other hand, members of offline retailers are more likely to become customers of online retailers, promoting the development of offline retail omni-channels.

The notebook computer industry as a whole has entered the market maturity stage. At present, the notebook computer market is mainly driven by enterprise demand, which in turn benefits from hardware equipment upgrades driven by Windows 7 system updates. It is expected that the Windows 7 system upgrade cycle will continue until 2012, when the demand driven by upgrades will decrease.

In the rural market, benefiting from the increase in rural income levels, the popularization and application of computer products will be accelerated.

As areas with rapid urbanization focus on rural markets, the three-network integration project will accelerate the pace of rural Internet construction, quickly narrow the differences between urban and rural residents in education, knowledge, information, and entertainment, and expand the demand for notebook computer products in rural markets. "

Doing business is inseparable from ZZ. If you don't understand the latest ZZ trends, you may end up in a mess.

Judging from the report given by Liu Qiang, it shows that the country is taking care of the computer industry and must support this sector no matter what.

To be precise, it should be to support Lenovo so that it cannot fail.

For Cao Yang, there is good news and bad news.

The good news is that the government attaches great importance to the computer industry, so the support will not be small.

The bad news is that Lenovo's domestic monopoly is unbreakable, especially since they have strong backing. It will be more difficult to tap their market than Cao Yang imagined.

But Cao Yang was determined to grab Lenovo's share. The current situation made him anxious.

You can fight Lenovo, but what is their backing?

You can't fight the one at the back.

It's difficult, it's difficult.

It would be great if Lenovo could catch the thunder earlier.

… (End of this chapter)

Chapter end