AMD doesn’t like the RX 6750 GRE going for less than MSRP

Some Chinese retailers are having a problem with AMD.

AMD has yet to launch the Radeon RX 7600 XT graphics card in the Chinese market. Instead, the company is giving priority to its Radeon RX 6750 GRE (Golden Rabbit Edition) series, which is built on the older RDNA2 architecture. This strategic move allows AMD to clear out existing stock of GPUs while paving the way for the introduction of newer architecture.

In January, AMD unveiled the Radeon RX 7600 XT GPU, a desktop model based on the Navi 33 architecture featuring 16GB of memory. However, this particular model has not seen a release in China. Retailers in the region have been directed to concentrate on promoting the Radeon RX 6750 GRE models instead.

Following the conclusion of the Chinese New Year holidays, AMD is now focusing on addressing retailers who have been selling these models below the manufacturer’s suggested retail price (MSRP). Initially set at 2219 RMB for the RX 6750 GRE 10GB model and 2379 RMB for the RX 6750 GRE 12GB SKU, the prices have reportedly dropped to 2149 RMB and 2249 RMB, respectively.

To counter this price reduction, AMD is actively collaborating with distributors and retailers to exert stricter control over the pricing of these cards. According to reports, AMD has taken measures such as imposing fines on distributors who engage in these pricing practices. These fines range from 500 RMB to 1000 RMB, and in extreme cases, may even result in the suspension of sales if the issue persists.

It is reported that in the recent enforcement, if AMD discovers online selling prices of RX 6750 GRE below the minimum price, they will directly approach brand manufacturers and distributors, imposing certain penalties.

Specifically, for the first, second, and third instances, a fine of 500 yuan per card will be imposed. If a fourth instance is identified, a fine of 1000 yuan will be applied, and AIB brand manufacturers will be required to halt sales directly.

It must be noted that AMD places significant importance on the special edition RX 6750 GRE for the Chinese market, to the extent that they have prevented the newly released RX 7600 XT from entering the Chinese market, all in a bid to safeguard their market position.

— MyDrivers (translation)

It might seem like a drastic measure to regulate the GPU market, especially considering that, to the best of my knowledge, there are no specific laws in China preventing privately owned companies from exercising control over the pricing of their products.

Source: MyDrivers via Wccftech