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Commercial weekly publication: Mode of the price war that wear Er is onefold heavy brace up suffocate suffocate

September 2, 2008

Guide language: ” commercial weekly publication ” the website publishs analytic article to say, dai Er will be newest profit drops first quarter 17% ascribe to product value falls considerably, will restore to grow be thwarted to ascribe to afresh intense market competes. Dai Er of Michael Er · (after Dai Ershuai of Michael Dell) new in control of imprints, whether to hold to weigh truly brace up door of arteries and veins?

　　 Deviate orbit

This summer, those who wear Er is heavy brace up plan deviate orbit. On August 28, dai Er announced 2008 money year newspaper of money of the 2nd quarter, because lower product price considerably, daierdi 2 quarters profit glides 17% . This company releases early-warning to say at the same time, future the profit of a few quarters will fluctuate up and down. Because the corresponding period is other the profit of company of science and technology is driving, investor brings about its share price to be in to Dai Er’s pessimism dish hind trade drop 10% .

Dai Er of Michael Er · admits in analyst telephone conference, current outstanding achievement not as a result of,beautiful is ” oneself reason ” , intercurrent oath improves current condition. 2007, to turn round successive nearly two years market share glides reach the declining tendency with slow growth, dai Er of Michael Er · (Michael Dell) new in control of Dai Ershuai imprints. Dai Er of Michael Er · expresses: “The course that resumes growth afresh always can have deviation. Some business we are too radical. Some business we are too radical..

Investor fears 4 months will climbed the share price wearing Er that raise to whether had arrived continuously inflection point. Since May 1, the share price that wear Er already rose 33% . Before money newspaper is announced, share price newspaper of Dai Er closes at 25.21 dollars, drop 42 cent, drop for 1.6% . The share price of its competitor HP dropped since May 1 1% , malic share price dropped 0.75% . Last year October, the share price that wear Er is achieved 52 Zhou Xin is tall, amount to 30.77 dollars.

　　 The price competes

After Dai Er of Michael Er · gives mountain again, big thrust is reached into products plan abroad and patulous, try to be in consume kind of notebook computer and desktop PC domain to recapture an user. But Dai Er takes price war means and adversary competition as before, bring about operation profit margin to glide. Senior analyst of American Technology Research of market research firm is like · (Shaw Wu) points out, be in up to the money season August 1 in, operation profit margin of Dai Er from last year of the corresponding period 6.1% drop to 5.3% . Be like · offer Dai Er the share with neuter grade, he thinks: “Actually, price war is (Dai Er) exclusive and effective weapon. Wear the product of Er and change a dominant position without difference, they become computer besmear different color, sell in different area, but other computer firm also can accomplish this. But other computer firm also can accomplish this..

Daierdi the outstanding achievement of 2 quarters under wall street anticipate. The 2nd quarter, profit of the net that wear Er drops to 6.16 dollars, every gain 31 cent. Last year the corresponding period, profit of the net that wear Er is 746 million dollar, every gain 33 cent. The battalion that wear Er closes exceed anticipate, relatively 14.77 billion dollar rose the corresponding period last year 11% , amount to 16.4 billion dollar. Wall street analyst predicts before this, 2 quarters battalion receives Daierdi for 15.95 billion dollar, every gain is 36 cent.

The sales promotion defray that sells positional generation in competition of zero sale field squashed profit space. Storefront is sold is Dai Er is brand-new task, 90 time reach the century on at the beginning of this century, enterprise of the have the aid of that wear Er is sold continuously mode and by order custom-built computer obtained swift and violent development, but at present industry growth basically comes from at consuming the market, the Dai Er that champion position already was replaced by HP needs to get used to this change afresh. The 2nd quarter, dai Er consumes kind of product battalion to close grew 28% , amount to 2.7 billion dollar, 17% what occupy integral battalion to close.

　　 Profit drops

Dai Er CFO Brian Geladeng (Brian Gladden) points out, reducing price of computer of European market notebook considerably is the main factor that influence profit drops. American company is right of IT defray ” conservative ” the manner has diffused Europe and Asian part area. His complement expresses, the operation profit margin of a few quarters won’t have the future that wear Er to be improved apparently.

Meanwhile, good outstanding achievement of the competitor more brought greater pressure to Dai Er. On August 19, HP publishs newspaper of money of the 3rd quarter, its profit exceeds an analyst to anticipate, express to outstanding achievement of the fourth quarter hopeful, push raised HP share price. On July 22, the apple issues bulletin of newest quarter money, its profit and battalion closed to all exceed an analyst to anticipate.

Of course, dai Er’s business also is put in window. The 2nd quarter, the scale that wears Er operation expenses to occupy total battalion to close from last year of the corresponding period 13.9% drop for 12.2% , the part was finished 2009 money year before the goal that reduces expenditure of 3 billion dollar every year. The 2nd quarter, dai Er cut 1500 position, from 2007 money year begin, dai Er already accumulative total cut down 8500 works station.

Additional, dai Er also devises more product extension through be benefit radical market product line. IDC considers to experience Richard Ximu (Richard Shim) points out: “Dai Erzheng follows market opportunity in follow closely, get larger market share. ” Dai Er rolled out computer of a series of notebook of new fund commerce recently, dai Er of Michael Er · says to will roll out a batch of new desk discuss with sb face to face use computer immediately. July, dai Erceng alleges to media, outstanding achievement of this company second half of the year will have improve considerably.

　　 Competition is intense

Dai Er’s increase rate still level of prep above market, IDC report says, 4-6 month, sales volume of PC of the whole world that wear Er grows 21.4% , increase rate of industry of the corresponding period is only 15.3% . Current, dai Er is in the portion in global PC market 16.4% , HP is 18.9% .

Wall street is anxious, whether did the addition of market share bring about the addition of corresponding cost, be like · point out, dai Er’s competitor has a batch of customer ” blame have cannot ” product or service, for example malic Mac, IPod and IPhone, the software of HP printer and IBM and advisory service. These products make them not easy suffer the effect of retail market price war. (Xiao En)

　　Relevant report:

Daierdi 616 million dollar of 2 quarters net profit falls compared to the same period 17%

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Written by ITTech · Filed Under Instant Technology