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2022-01-28T03:37:30+00:00
来源：[url]https://hardocp.com/blog/gpu-msrp-is-not-meaningless[/url]
略微调整的机翻：[url]https://www.chiphell.com/thread-2390603-1-1.html[/url]
[quote]There are a lot of talking heads squawking nowadays about video card MSRP, otherwise known as “Manufacturer Suggested Retail Price.” You might also see this referred to in company slides as, “SEP,” or “Suggested Etail Pricing.” For this conversation, MSRP and SEP mean the exact same thing to us, the consumer.
如今，有很多谈论视频卡MSRP(也称为"制造商建议零售价")的头脑吵吵嚷嚷。您可能还会在公司幻灯片中看到这一点称为"SEP" (Suggested Etail Pricing) 或"建议的线上零售定价"。对于这次对话，MSRP和SEP对我们消费者来说意味着完全相同的事情。[/quote][quote]If you are a computer hardware enthusiast, like me, you are surely aware of the retail/etail cost of video cards currently selling well over AMD’s or NVIDIA’s stated MSRPs. Does this suck? Absolutely, but some of the folks that talk about this subject do not seem to fully understand the way the GPU/video card supply channel works.
如果您像我一样是计算机硬件爱好者，那么您肯定知道目前销售的GPU的线上/线下实际售价远远超过AMD或NVIDIA的MSRP。这很糟糕吗？当然可以，但是一些谈论这个主题的人似乎并不完全了解GPU供应通道的工作方式。[/quote][quote]If you are a computer hardware enthusiast, like me, you are surely aware of the retail/etail cost of video cards currently selling well over AMD’s or NVIDIA’s stated MSRPs. Does this suck? Absolutely, but some of the folks that talk about this subject do not seem to fully understand the way the GPU/video card supply channel works.
前几天，在观看我最喜欢的TechTuber之一时，他暗示GPU制造商正在"兑现"膨胀的MSRP。我认为这种说法是错误的，无论它是否与AMD有关，希望很快就会成为英特尔，还是NVIDIA。让我们在不拖出白板的情况下更深入地挖掘，但帮助每个人了解AMD或NVIDIA等公司所说的MSRP实际上是什么。然而，在我们直接解决为什么MSRP数字并非毫无意义之前，我们确实只需要一段背景故事。[/quote][quote]When AMD and NVIDIA sell a GPU to a company such as ASUS, MSI, or Gigabyte (these companies are referred to as AIBs, short for Add In Board partners), it rarely sells the GPU only. Most of the time, what is sold to the card builder is called a “BOM kit.” BOM stands for Bill Of Materials. As “kit” would imply, it is not only a GPU in a BGA package. On a lower end card, one that is usually much easier to build, the BOM kit will usually consist of the GPU and the VRAM. There are several reasons for VRAM to be supplied with the GPU. One, VRAM for that specific GPU needs to meet a particular specification. Two, VRAM availability has been tremendously violative for the last couple of years and may be priced “too high” when needed. Three, due to fluctuating stocks, it may be difficult for the AIB to source VRAM at all. In all these cases, either AMD or NVDIA supply the VRAM to make sure the right VRAM is there to build the video card to specifications that either AMD or NVIDIA have directed to be part of the card’s design. BOM kits might also have more than just a GPU and VRAM as well. On higher end cards we might see AMD or NVIDIA supply power components as well as the less efficient, higher-powered cards get a bit pickier about what components play nicely in delivering a card without issues. VRM, capacitors, and other power components might also be hard to source at the time of need as well, for the same reasons stated above for VRAM. AMD and NVIDIA also have much more buying power and better product foresight than the AIBs and of course AMD and NVIDIA know exactly how many GPUs are going to be sold, so therefore they know how much they need of what, and exactly when. This allows AMD and NVIDIA to purchase VRAM and power components in bulk well ahead of release of the GPUs so it can be sure that the needed components will be there to build the card when it is time to launch into retail.
当AMD和NVIDIA向华硕，微星或GA(这些公司被称为AIB，Add In Board合作伙伴的缩写)等公司出售GPU时，它很少只销售GPU。大多数时候，出售给卡片制造商的东西被称为“BOM(这是Bill Of Materials的简写) kit”。正如"kit"所暗示的那样，它不仅仅是BGA封装中的GPU。在通常更容易构建的低端卡上，BOM套件通常由GPU和VRAM组成。VRAM 与 GPU 一起提供有几个原因。首先，特定GPU的VRAM需要满足特定的规范。其次，在过去几年中，VRAM的可用性一直受到极大的侵犯，并且在需要时可能定价"太高"。第三，由于库存波动，AIB可能很难采购VRAM。在所有这些情况下，AMD或NVDIA都提供VRAM，以确保正确的VRAM能够按照AMD或NVIDIA指示成为卡设计一部分的规格来构建视频卡。BOM套件可能不仅仅具有GPU和VRAM。在高端显卡上，我们可能会看到AMD或NVIDIA提供供电组件，以及效率较低，功率较高的显卡，对于哪些组件在交付卡时表现良好而变得更加挑剔。VRM、电容器和其他供电组件也可能难以在需要时采购，原因与VRAM的上述原因相同。AMD和NVIDIA也比AIB拥有更多的购买力和更好的产品远见，当然AMD和NVIDIA确切地知道将要销售多少GPU，因此他们知道他们需要多少东西，以及确切的时间。这使得AMD和NVIDIA能够在GPU发布之前批量购买VRAM和电源组件，因此可以确保在进入零售领域时，所需的组件将在那里构建该卡。[/quote][quote]With that out of the way, let’s talk about MSRP from AMD and NVIDIA. While we are not paying those company’s MSRP at retail, those MSRP numbers from AMD and NVIDIA do mean something. Let’s use the Radeon 6500XT as our example since it has been getting the most attention from the press in the last week. AMD’s MSRP on the 6500XT is $199USD. What that means is, when AMD sells its 6500XT BOM kit to an AIB, the profit margins can support it being sold at retail to consumers for $199USD.
说完这些，让我们来谈谈AMD和NVIDIA的MSRP。虽然我们没有在零售时支付这些公司的建议零售价，但AMD和NVIDIA的那些建议零售价数字确实有意义。让我们以Radeon 6500XT为例，因为它在上周得到了媒体的最多关注。AMD在6500XT上的建议零售价为199美元。这意味着，当AMD将其6500XT BOM套件出售给AIB时，利润率可以支持以199美元的价格零售给消费者。[/quote][quote]For this discussion, let’s say you see a 6500XT for sale at Newegg for $1000 and you see a 6500XT for sale at Microcenter for $199 on the same day. When both those cards sell, AMD’s profit margin, and even its overall revenue on that BOM kit does not change. AMD and NVIDIA, at least in the USA/Canada and EU, cannot legally dictate prices that products are sold at to consumers. Those dollars over MSRP go into the AIB’s and retailer’s pockets.
对于此讨论，假设您在同一天在Newegg看到6500XT以1000美元的价格出售，并且您在Microcenter看到6500XT以199美元的价格出售。当这两张卡都售出时，AMD的利润率，甚至其在该BOM套件上的总体收入都不会改变。AMD和NVIDIA，至少在美国/加拿大和欧盟，不能在法律上规定产品向消费者销售的价格。MSRP的这些美元进入了AIB和零售商的口袋。[/quote][quote]Traditionally the profit margin for AIBs and retailers is much lower than those of AMD and NVIDIA on a GPU/video card. However, we also must keep in mind that AMD and NVIDIA are the ones that take the overall risk on the research and development that goes into a GPU. What you may not know is that AMD, NVIDIA, and Intel may offer avenues of protection to its AIBs on retail products when or if market factors contribute to slow moving stock and/or falling prices. If Product X is left stagnant on the shelf due to pricing being too high in retail, those AIBs are often offered different ways to soften the blow since traditionally their margins are much lower. This in itself is a whole other discussion so we will not dive into that here. So again, we see the companies like AMD, Intel, and NVIDIA shouldering most of the risk if not all to a certain extent. There are very real risks to the likes of AMD, Intel, and NVIDIA when you look at the entire channel picture.
传统上，AIB和零售商的利润率远低于AMD和NVIDIA在GPU /视频卡上的利润率。但是，我们还必须记住，AMD和NVIDIA是在GPU的研发方面承担整体风险的。您可能不知道的是，AMD，NVIDIA和英特尔可能会在市场因素导致库存缓慢和/或价格下跌时为其零售产品上的AIB提供保护途径。如果产品X由于零售价格过高而停滞不前，那么这些AIB通常会被提供不同的方法来减轻打击，因为传统上它们的利润率要低得多。这本身就是一个完全不同的讨论，所以我们不会在这里深入探讨。因此，我们再次看到AMD，英特尔和NVIDIA等公司承担了大部分风险，如果不是全部，在某种程度上也是如此。当你看到整个渠道图片时，AMD，英特尔和NVIDIA等公司存在非常现实的风险。[/quote][quote]Another argument that you might bring up as to retail shelf pricing is companies like Apple, Microsoft, and Sony that enforce MAP (Minimum Advertised Price). Again, this would be another long conversation, but long story short, those companies are delivering a finished product to market where a GPU BOM kit is not when it leaves the hands of AMD or NVIDIA. That is more of a discussion about lower than “MSRP” pricing which of course is not the current focus.
关于零售货架定价，您可能会提出的另一个论点是像Apple，Microsoft和Sony这样的公司，它们执行MAP(最低广告价格)。同样，这将是另一个漫长的对话，但长话短说，这些公司正在向市场提供一种成品，而GPU BOM套件在离开AMD或NVIDIA的手中时却不是。这更像是关于低于"MSRP"定价的讨论，这当然不是当前的重点。[/quote][quote]AIBs and retailers have recently made huge profit margins when you look at the channel market historically. It is worth adding that in our “new” GPU economy, AIBs have also had rising costs associated with shipping and manufacturing and are having to deal with those as well. When we see MSRP prices come from AIBs that are hugely inflated over AMD and NVIDIA MSRPs, that is another discussion in its own as well.
从历史上看渠道市场，AIB和零售商最近取得了巨大的利润率。值得补充的是，在我们的"新"GPU经济中，AIB也面临着与运输和制造相关的成本上升，并且还必须应对这些成本。当我们看到MSRP价格来自AIB时，这些AIB在AMD和NVIDIA MSRP上大幅膨胀，这也是它自己的另一个讨论。[/quote][quote]The next time someone tells you that AMD, Intel, or NVIDIA are “cashing in” on pricing in the consumer market, that statement is somewhat misleading. There is certainly a lot more depth to the MSRP subject that is not covered here, but I wanted give my thoughts on the core of the GPU MSRP issues and hopefully help you understand it more thoroughly.
下次有人告诉你AMD，英特尔或NVIDIA正在消费市场的定价上"兑现"时，这种说法有些误导。这里没有介绍的MSRP主题肯定有很多更深入的内容，但我想谈谈我对GPU MSRP问题核心的看法，并希望能帮助您更彻底地理解它。[/quote][quote]Another conversation, which is even more convoluted is what does it mean when a company does not list an MSRP/SEP on a product like the GeForce RTX 2060 12GB? It makes me wonder if we will see an MSRP on the 3080 12GB. I am personally still trying to digest all the ramifications that are subject to that and how it effects us, the gamers and enthusiasts.
另一个更复杂的对话是，当一家公司没有在GeForce RTX 2060 12GB等产品上列出MSRP / SEP时，这意味着什么？这让我想知道我们是否会在3080 12GB上看到MSRP。就我个人而言，我仍在努力消化所有受此影响的后果，以及它如何影响我们，游戏玩家和发烧友。[/quote][quote]I will close with the immortal words of Jimmy McMillan, that I think ring true with all of us. “The rent is too damn high!”
最后，我要用吉米·麦克米兰(Jimmy McMillan)的不朽之言来结束我的发言，我认为这句话对我们所有人来说都是正确的。"房租太高了！"[/quote]
略微调整的机翻：[url]https://www.chiphell.com/thread-2390603-1-1.html[/url]
[quote]There are a lot of talking heads squawking nowadays about video card MSRP, otherwise known as “Manufacturer Suggested Retail Price.” You might also see this referred to in company slides as, “SEP,” or “Suggested Etail Pricing.” For this conversation, MSRP and SEP mean the exact same thing to us, the consumer.
如今，有很多谈论视频卡MSRP(也称为"制造商建议零售价")的头脑吵吵嚷嚷。您可能还会在公司幻灯片中看到这一点称为"SEP" (Suggested Etail Pricing) 或"建议的线上零售定价"。对于这次对话，MSRP和SEP对我们消费者来说意味着完全相同的事情。[/quote][quote]If you are a computer hardware enthusiast, like me, you are surely aware of the retail/etail cost of video cards currently selling well over AMD’s or NVIDIA’s stated MSRPs. Does this suck? Absolutely, but some of the folks that talk about this subject do not seem to fully understand the way the GPU/video card supply channel works.
如果您像我一样是计算机硬件爱好者，那么您肯定知道目前销售的GPU的线上/线下实际售价远远超过AMD或NVIDIA的MSRP。这很糟糕吗？当然可以，但是一些谈论这个主题的人似乎并不完全了解GPU供应通道的工作方式。[/quote][quote]If you are a computer hardware enthusiast, like me, you are surely aware of the retail/etail cost of video cards currently selling well over AMD’s or NVIDIA’s stated MSRPs. Does this suck? Absolutely, but some of the folks that talk about this subject do not seem to fully understand the way the GPU/video card supply channel works.
前几天，在观看我最喜欢的TechTuber之一时，他暗示GPU制造商正在"兑现"膨胀的MSRP。我认为这种说法是错误的，无论它是否与AMD有关，希望很快就会成为英特尔，还是NVIDIA。让我们在不拖出白板的情况下更深入地挖掘，但帮助每个人了解AMD或NVIDIA等公司所说的MSRP实际上是什么。然而，在我们直接解决为什么MSRP数字并非毫无意义之前，我们确实只需要一段背景故事。[/quote][quote]When AMD and NVIDIA sell a GPU to a company such as ASUS, MSI, or Gigabyte (these companies are referred to as AIBs, short for Add In Board partners), it rarely sells the GPU only. Most of the time, what is sold to the card builder is called a “BOM kit.” BOM stands for Bill Of Materials. As “kit” would imply, it is not only a GPU in a BGA package. On a lower end card, one that is usually much easier to build, the BOM kit will usually consist of the GPU and the VRAM. There are several reasons for VRAM to be supplied with the GPU. One, VRAM for that specific GPU needs to meet a particular specification. Two, VRAM availability has been tremendously violative for the last couple of years and may be priced “too high” when needed. Three, due to fluctuating stocks, it may be difficult for the AIB to source VRAM at all. In all these cases, either AMD or NVDIA supply the VRAM to make sure the right VRAM is there to build the video card to specifications that either AMD or NVIDIA have directed to be part of the card’s design. BOM kits might also have more than just a GPU and VRAM as well. On higher end cards we might see AMD or NVIDIA supply power components as well as the less efficient, higher-powered cards get a bit pickier about what components play nicely in delivering a card without issues. VRM, capacitors, and other power components might also be hard to source at the time of need as well, for the same reasons stated above for VRAM. AMD and NVIDIA also have much more buying power and better product foresight than the AIBs and of course AMD and NVIDIA know exactly how many GPUs are going to be sold, so therefore they know how much they need of what, and exactly when. This allows AMD and NVIDIA to purchase VRAM and power components in bulk well ahead of release of the GPUs so it can be sure that the needed components will be there to build the card when it is time to launch into retail.
当AMD和NVIDIA向华硕，微星或GA(这些公司被称为AIB，Add In Board合作伙伴的缩写)等公司出售GPU时，它很少只销售GPU。大多数时候，出售给卡片制造商的东西被称为“BOM(这是Bill Of Materials的简写) kit”。正如"kit"所暗示的那样，它不仅仅是BGA封装中的GPU。在通常更容易构建的低端卡上，BOM套件通常由GPU和VRAM组成。VRAM 与 GPU 一起提供有几个原因。首先，特定GPU的VRAM需要满足特定的规范。其次，在过去几年中，VRAM的可用性一直受到极大的侵犯，并且在需要时可能定价"太高"。第三，由于库存波动，AIB可能很难采购VRAM。在所有这些情况下，AMD或NVDIA都提供VRAM，以确保正确的VRAM能够按照AMD或NVIDIA指示成为卡设计一部分的规格来构建视频卡。BOM套件可能不仅仅具有GPU和VRAM。在高端显卡上，我们可能会看到AMD或NVIDIA提供供电组件，以及效率较低，功率较高的显卡，对于哪些组件在交付卡时表现良好而变得更加挑剔。VRM、电容器和其他供电组件也可能难以在需要时采购，原因与VRAM的上述原因相同。AMD和NVIDIA也比AIB拥有更多的购买力和更好的产品远见，当然AMD和NVIDIA确切地知道将要销售多少GPU，因此他们知道他们需要多少东西，以及确切的时间。这使得AMD和NVIDIA能够在GPU发布之前批量购买VRAM和电源组件，因此可以确保在进入零售领域时，所需的组件将在那里构建该卡。[/quote][quote]With that out of the way, let’s talk about MSRP from AMD and NVIDIA. While we are not paying those company’s MSRP at retail, those MSRP numbers from AMD and NVIDIA do mean something. Let’s use the Radeon 6500XT as our example since it has been getting the most attention from the press in the last week. AMD’s MSRP on the 6500XT is $199USD. What that means is, when AMD sells its 6500XT BOM kit to an AIB, the profit margins can support it being sold at retail to consumers for $199USD.
说完这些，让我们来谈谈AMD和NVIDIA的MSRP。虽然我们没有在零售时支付这些公司的建议零售价，但AMD和NVIDIA的那些建议零售价数字确实有意义。让我们以Radeon 6500XT为例，因为它在上周得到了媒体的最多关注。AMD在6500XT上的建议零售价为199美元。这意味着，当AMD将其6500XT BOM套件出售给AIB时，利润率可以支持以199美元的价格零售给消费者。[/quote][quote]For this discussion, let’s say you see a 6500XT for sale at Newegg for $1000 and you see a 6500XT for sale at Microcenter for $199 on the same day. When both those cards sell, AMD’s profit margin, and even its overall revenue on that BOM kit does not change. AMD and NVIDIA, at least in the USA/Canada and EU, cannot legally dictate prices that products are sold at to consumers. Those dollars over MSRP go into the AIB’s and retailer’s pockets.
对于此讨论，假设您在同一天在Newegg看到6500XT以1000美元的价格出售，并且您在Microcenter看到6500XT以199美元的价格出售。当这两张卡都售出时，AMD的利润率，甚至其在该BOM套件上的总体收入都不会改变。AMD和NVIDIA，至少在美国/加拿大和欧盟，不能在法律上规定产品向消费者销售的价格。MSRP的这些美元进入了AIB和零售商的口袋。[/quote][quote]Traditionally the profit margin for AIBs and retailers is much lower than those of AMD and NVIDIA on a GPU/video card. However, we also must keep in mind that AMD and NVIDIA are the ones that take the overall risk on the research and development that goes into a GPU. What you may not know is that AMD, NVIDIA, and Intel may offer avenues of protection to its AIBs on retail products when or if market factors contribute to slow moving stock and/or falling prices. If Product X is left stagnant on the shelf due to pricing being too high in retail, those AIBs are often offered different ways to soften the blow since traditionally their margins are much lower. This in itself is a whole other discussion so we will not dive into that here. So again, we see the companies like AMD, Intel, and NVIDIA shouldering most of the risk if not all to a certain extent. There are very real risks to the likes of AMD, Intel, and NVIDIA when you look at the entire channel picture.
传统上，AIB和零售商的利润率远低于AMD和NVIDIA在GPU /视频卡上的利润率。但是，我们还必须记住，AMD和NVIDIA是在GPU的研发方面承担整体风险的。您可能不知道的是，AMD，NVIDIA和英特尔可能会在市场因素导致库存缓慢和/或价格下跌时为其零售产品上的AIB提供保护途径。如果产品X由于零售价格过高而停滞不前，那么这些AIB通常会被提供不同的方法来减轻打击，因为传统上它们的利润率要低得多。这本身就是一个完全不同的讨论，所以我们不会在这里深入探讨。因此，我们再次看到AMD，英特尔和NVIDIA等公司承担了大部分风险，如果不是全部，在某种程度上也是如此。当你看到整个渠道图片时，AMD，英特尔和NVIDIA等公司存在非常现实的风险。[/quote][quote]Another argument that you might bring up as to retail shelf pricing is companies like Apple, Microsoft, and Sony that enforce MAP (Minimum Advertised Price). Again, this would be another long conversation, but long story short, those companies are delivering a finished product to market where a GPU BOM kit is not when it leaves the hands of AMD or NVIDIA. That is more of a discussion about lower than “MSRP” pricing which of course is not the current focus.
关于零售货架定价，您可能会提出的另一个论点是像Apple，Microsoft和Sony这样的公司，它们执行MAP(最低广告价格)。同样，这将是另一个漫长的对话，但长话短说，这些公司正在向市场提供一种成品，而GPU BOM套件在离开AMD或NVIDIA的手中时却不是。这更像是关于低于"MSRP"定价的讨论，这当然不是当前的重点。[/quote][quote]AIBs and retailers have recently made huge profit margins when you look at the channel market historically. It is worth adding that in our “new” GPU economy, AIBs have also had rising costs associated with shipping and manufacturing and are having to deal with those as well. When we see MSRP prices come from AIBs that are hugely inflated over AMD and NVIDIA MSRPs, that is another discussion in its own as well.
从历史上看渠道市场，AIB和零售商最近取得了巨大的利润率。值得补充的是，在我们的"新"GPU经济中，AIB也面临着与运输和制造相关的成本上升，并且还必须应对这些成本。当我们看到MSRP价格来自AIB时，这些AIB在AMD和NVIDIA MSRP上大幅膨胀，这也是它自己的另一个讨论。[/quote][quote]The next time someone tells you that AMD, Intel, or NVIDIA are “cashing in” on pricing in the consumer market, that statement is somewhat misleading. There is certainly a lot more depth to the MSRP subject that is not covered here, but I wanted give my thoughts on the core of the GPU MSRP issues and hopefully help you understand it more thoroughly.
下次有人告诉你AMD，英特尔或NVIDIA正在消费市场的定价上"兑现"时，这种说法有些误导。这里没有介绍的MSRP主题肯定有很多更深入的内容，但我想谈谈我对GPU MSRP问题核心的看法，并希望能帮助您更彻底地理解它。[/quote][quote]Another conversation, which is even more convoluted is what does it mean when a company does not list an MSRP/SEP on a product like the GeForce RTX 2060 12GB? It makes me wonder if we will see an MSRP on the 3080 12GB. I am personally still trying to digest all the ramifications that are subject to that and how it effects us, the gamers and enthusiasts.
另一个更复杂的对话是，当一家公司没有在GeForce RTX 2060 12GB等产品上列出MSRP / SEP时，这意味着什么？这让我想知道我们是否会在3080 12GB上看到MSRP。就我个人而言，我仍在努力消化所有受此影响的后果，以及它如何影响我们，游戏玩家和发烧友。[/quote][quote]I will close with the immortal words of Jimmy McMillan, that I think ring true with all of us. “The rent is too damn high!”
最后，我要用吉米·麦克米兰(Jimmy McMillan)的不朽之言来结束我的发言，我认为这句话对我们所有人来说都是正确的。"房租太高了！"[/quote]