Taiwan's most famous three technology brands, are now caught in a different degree of crisis. In the HTC to seek sales and negotiations with Google, Asus computer also appeared in the profits plummeted. According to the latest media reports, ASUS has adjusted its business strategy, emphasizing profit margins priority, hoping to decline in the case of product shipments, to ensure profitability.
According to the Taiwan Electronic Times website September 19 quoted industry observers as saying that ASUS has taken measures to pay more attention to high margins orders, and the average price of higher products.
In the second quarter, ASUS net profit fell half of the year, only 2.01 billion Taiwan dollars, equivalent to 68.14 million US dollars, which is the fourth quarter of 2010 after the worst quarterly profit ASUS. ASUS profits plummeted, mainly due to the emergence of new smart phones appear on the market, while the notebook computer sales weakness.
In 2017, ASUS is expected to pay 18 million notebooks, lower than last year's scale, but as the ASUS personal computer products to the end and high-end products tilt (such as gaming laptops, hybrid products and ultra-thin), so ASUS The gross margin may be raised.
In the Asia-Pacific market in China, India, ASUS failed to achieve the expected growth, but in Europe, Latin America (such as Peru, Colombia, Chile) and other regions, ASUS still received sales growth.
In order to ensure profit margins, ASUS to avoid and rival to start a price war. According to sources, ASUS aimed at high margins of the strategy gradually produced results, is expected in the fourth quarter of this year, sales revenue will rebound, and the first quarter of next year, operating income will stabilize.
ASUS's main business includes laptops and smartphones. However, IDC and other authoritative statistics show that in the global personal computer market, Dell, Lenovo and Hewlett-Packard three are forming a centralized trend, market share increased, and Acer, Asus, Apple, the three companies, including second-tier manufacturers, computer shipments The amount has been a sharp decline, which Asus and Acer's decline is often among the best.
In the field of smart phones, ASUS entered the market late, to avoid the highly competitive mainland China market, focusing on the development of the Indian market, but with the mainland brand accounted for half of India's smart phone market share, ASUS situation in India is also quite embarrassing The
In 2017, ASUS smartphone shipments target of 20 million, has been adjusted to 15 million. In view of the strength of the Chinese mainland brand in India, ASUS is able to complete this goal, surviving question.
At the end of June, ASUS also began restructuring the internal business structure, a large number of staff positions were adjusted, ASUS hope to improve staff efficiency, more quickly adapt to market changes. ASUS official stressed that in this internal restructuring, did not carry out layoffs.
In the global PC market, Acer and Asus are caught in a dilemma, before the outside world have voices that the two Taiwan personal computer companies should be merged to achieve synergies, and strong competition, and HP, Lenovo and other giants of competitiveness.
However, Acer executives said before, ASUS and Acer is unlikely to merge, the merger will usher in some anti-monopoly review.
As the most difficult Taiwan science and technology enterprises, HTC, Taiwan media reports to Google to transfer the smart phone business negotiations have entered the final stage, it is possible to announce the transaction before the end of the year. Because Google is only likely to accept the mobile phone business, so HTC and Wang Xuehong still need to find a virtual reality business buyers or strategic investors. The outside world generally believe that HTC in the field of virtual reality "gamble" risk is huge, whether there is a large technology companies willing to access disk, still unknown.