Second half of 2009, the development of Shenzhen, just like a roller coaster ① notebook industry, straight from the top of the abyss sony vgp bps8 battery, sony vgp-bpl8 battery, some of the media and even asserts that “cottage this ② dead.” Where is the Way, which is troubled by the problems of each in the trade, this article tries to specific examples and data to explain the relative Shenzhen notebook industry, competitive advantage, revealing industry trends.

Domestic brand notebook and laptop, Shenzhen, the difference is rooted in the different manufacturing industry chain, it is to understand the basis of their competitiveness. On top of that, the formation of a different product market positioning, determine the difference between marketing, determine the marketing costs.

1: Manufacturing industry chain decided to make the cost of

In traditional notebook sector, through the notebook motherboard manufacturing and control of mold design, the Taiwan Department of Plant and effectively prevented the entry of mainland companies. In the real advent of low-power chip (VIA Delicate, Intel Atom), very little heat because the chip itself, Powerise Cheng, Canon Xin (brand books) and other motherboard heat Shenzhen, tackled the problem, to create a mature access to the Internet this board, the same time, continuous improvement dell latitude e5400 battery, dell latitude e5500 battery, the Superman and other Shenzhen mold has developed sophisticated online this mold, the Internet with the conditions of Shenzhen.

Current brand manufacturing enterprises, most enterprises from Taiwan OEM, such as the Shenzhou most products from Quanta, and Shuo foundry. In the Yangtze River Delta, Kunshan, Suzhou, Songjiang, etc., to foundry business as the core, over computer-related accessories, products packaged by the OEM business to the brands, formed a company controlled by the Taiwanese OEM notebook manufacturing industry chain, that is, The so-called vertically integrated industry chain. In this large-scale production, the maximum reduced cost, while ensuring quality, this is the so-called “Taiwan OEM” mode.

Since Quanta, and the relative lack of master data, and this paper Foxconn OEM 900 (901) to do analysis, the model of domestic second and third line brands ③ and Shenzhen, some enterprises are sold, so a typical representative. ④ from the cost point of view, its manufacturing costs and the Shenzhou series of elegant small roughly equal, in Foxconn’s offer, the price of the OEM models between 1450-1480, according to the amount of different, slightly different prices, the same period, Shenzhen Factory OEM price between 1350-1400.

To facilitate the presentation hp pavilion dm3 battery, hp pavilion dm4 battery, we can simply put the material of two types of notebook ⑤, first for the five main parts, including CPU, motherboard, hard drives, memory, display screen, which determines the main performance notebook. The second category of other accessories, these items had little effect on the notebook, but instead to influence the user experience.

In the first class of five main parts, the 900 model is concerned, CPU with N270, Fujitsu hard drive, memory crystal star, display group record, and Shenzhen enterprises to adopt, whether quality or price, basically no difference. Motherboard Foxconn were manufacturing and manufacturing in Shenzhen, because the key is very close to the cost of IC materials, quality and price are the same. It costs about five pieces of 1,000 yuan, accounting for 70% of the total cost laptop around.

Parts of the second class, including: shell material (including mold) charges, battery, camera, keyboard, fan, shaft, touch pad, plus a number of accessories, power adapter, packaging, etc., in addition to labor costs. Because these parts basically localized in Shenzhen, Shenzhen price is relatively cheap.

From the above analysis asus a32-f3 battery, asus a33-f3 battery, we can draw some conclusions, first of all affect the quality and performance as the five pieces in all from the same large manufacturers, Shenzhen notebook with second-tier brands, product performance and quality, basically no difference . But unfortunately, most consumers do not understand this situation, the plight of the largest, still lies in the lack of consumer confidence, is the “lack of training of ⑥”. Brand enterprises defamation, misleading the media, past history image, both on the Shenzhen notebook consumers lack confidence in how to establish a brand image in Shenzhen, rebuild consumer confidence, Shenzhen notebook companies must carefully consider.

Second, the manufacturing costs, lower business costs in Shenzhen, Shenzhen, mainly due to minor parts localization. Since purchasing the brand size enterprises, in five cases, they have a comparative advantage. In the secondary parts, the Shenzhen company has a cost advantage, especially in the molds.

2: different costs of product marketing, product positioning decision

The above calculation, only the manufacturing cost, the price of the actual channel, the price of the Shenzhen factory about 1450-1500, while the price of the Shenzhou small compared to 1800-1850. Shenzhen enterprise channels increased production costs than the price of just 100 yuan, while the Shenzhou has increased 400 yuan, it is because the product costs more than manufacturing costs, marketing costs also included. Product marketing costs, including product advertising costs and channel costs toshiba pa3728u-1brs battery, toshiba pa3634u-1bas battery.

2010, Shenzhou investment in CCTV has reached 127 million tender, Wu Haijun claimed that the CCTV will reach 200 million yuan of total investment giant, according to its estimated 2.5 million computers (including notebooks and desktops) in sales terms, each computer “contribution” to the CCTV 80. This just is a part of their advertising investment.

So in the end little advertising can not even advertise, this way we can more effectively reduce costs, this is the crux of the issue. The course of development from the observation of the mobile phone industry in Shenzhen, Shenzhen, most SMEs have never advertised, but was in the low-end mobile phones in Shenzhen area of scenery is fine, and this gives us a profound revelation.

In short, the role of advertising is that consumers understand the product, which is the industry so-called “pull”, that is driving consumers to buy. Shenzhen notebook sales, relying on the channel business, “thrust” through them to introduce the product to the consumer, as long as the channel, retailers profitable, they will spare no effort to promote.

Management told us that marketing to determine the positioning of the product. Brand enterprises, market their products sony vgp-bps15 battery, sony vgp-bpl15 battery in high-end, more attention is the brand and image, and this must be through advertising in this form. The notebook industry in Shenzhen, the products targeted at the low end, affect the low-end consumers to buy the primary factor is the price, only more effectively reduce costs, to win the support of low-end consumers.

3: Change coming, and the plight of Intel and the brand’s market

In the PC industry over the past 20 years development, has been technology-oriented, mainly in the continuous improvement of CPU performance and promote continuous development of the industry. Tireless performance thanks to Intel chips increase, to date, even the most low-end Intel chips, have been able to meet the needs of most consumers, notebook industry conversion from durable goods to consumer goods, from technology-oriented to market-oriented transformation , the emergence of netbooks hp probook 4510s battery, hp probook 4710s battery, a market-oriented a classic example.

However, all along, Intel has a prohibition: the prohibition of Atom chips use 10. Inch above models. Intel from their own interests and do everything possible to promote its high-profit brands of chips, low-profit limited Ling chip shipments moving against the market and consumer demand, which is Intel’s market difficulties. Brand enterprises, the same difficulties exist, the current impact of the Internet this is the traditional notebook profits. Intel and brands together, the large size of the market demand for netbooks is artificially suppressed, the damage is the interests of consumers.

The plight of our competitors is our breakthrough of the road, about 2 years in the future within the industry, large-size notebook Shenzhen Internet this will have a strong competitive advantage, a step by step occupied by low-end market, in the process, Shenzhen notebook manufacturing industry chain will become more perfect and competitiveness is improved, the industry’s low-end and brand of full-face confrontations.

In the more distant future, everything is full of variables, but the only sure is that the competitiveness of the Shenzhen notebook industry more and more powerful, and eventually place the entire notebook dell vostro 1310 battery, dell vostro 1710 battery industry.