Due to weak market demand, the current actual selling price of many new and old generation AMD graphics cards in the Chinese market is lower than the official recommended retail price, and dealers are forced to ship at a loss. According to Channel Gate, among the AMD Radeon graphics cards sold in China, the prices of many models fell below the MSRP. Against the backdrop of a 20-30% premium for graphics cards in other parts of the world, a rare "price inversion" phenomenon has occurred in the Chinese market. In the past, the RX 9000 series has been priced lower in regions such as Japan and China, and now this trend has further intensified.
Taking the RX 7650 GRE in the mainstream market as an example, its normal price is about 2,099 yuan, but it has dropped to as low as 1,579 yuan, a drop of 24%. This price level is close to or even lower than the purchasing cost of channel merchants. As a result, merchants not only cannot make a profit but also face losses when selling a graphics card. The same problem also occurs with products with higher positioning.
Although the upcoming RX 9060 XT 8GB version is mainly targeted at the complete machine channel, its single card approval price is expected to be around 2,250 yuan, but the actual transaction price has dropped to 2,150 yuan, which obviously cannot cover the cost. The pressure on the channel side is self-evident. Even the flagship RX 9070XT currently sells for about 4,950 yuan (recommended retail price 4,999 yuan), which means that manufacturers and channels need to make huge concessions in terms of profits.
To sum up, whether it is the entry-level RX 7650 GRE, the mid-range RX 9060 XT, or the flagship RX 9070 XT, AMD graphics cards are currently in a dilemma in the market. This inverted state of price and cost shows that merchants are not actively supporting, but are passively clearing goods.
In addition, not only the RX 9000 series, but also some RX 7000 series models are affected. In regions such as the United States, graphics cards such as the RX 9070 XT are still priced at a premium of more than 20%. However, it is uncertain whether the price reduction in the Chinese market will be long-term.
