Just at the end of last year, the global memory market faced a major shock due to contracts signed between OpenAI, Samsung, and SK Hynix. This not only caused memory prices in the PC retail market to skyrocket but also sparked rumors of price hikes for major gaming consoles, potentially even forcing Sony and Microsoft to delay the unveiling of their next-generation consoles. Now that we’ve entered the new year, not only have memory prices failed to improve, but new rumors also suggest that prices for power supplies (PSUs) and cooling solutions are set to rise as well.
《Videocardz》In a recent report, the website shared an internal memo from “Guangzhou Xinhongzheng Electronic Technology Co., Ltd.,” which noted that PSUs and coolers have remained unsold for more than five consecutive days at current price levels. This news suggests that these two key computer components are likely to face a wave of price increases soon, with power supply units potentially rising by up to 10% and coolers by around 8%. Of course, these are merely predictions at this point, and the actual developments and scope of impact remain to be seen.
According to this letter titled “Notice Regarding Expected Price Increases for Power Supplies and Cooling Solutions“An internal memo states:
“To All Distributors: Thank you for your long-standing trust and support of our brand and services! In recent months, due to global market conditions, prices for key raw materials (such as copper, silver, and tin) have continued to rise significantly, placing immense pressure on our company’s operating costs. However, we remain committed to ensuring your competitive edge in the market and will do our utmost to support and drive product sales. We have now received urgent, consecutive notifications from our upstream suppliers, Zi, stating that as of January 6, the factory will no longer accept new orders at the original prices; new orders must be calculated based on the new prices.”
Regarding the current issues, Xinhongzheng Electronics Technology has also outlined three major areas for adjustment in its notification letter (the following is the original text from the official announcement):
I. Given the current situation, we anticipate a 6%–10% increase in the cost of power supplies and a 6%–8% increase in the cost of heat sinks. To ensure our distributors remain competitive in the market, our company has implemented measures to help you benefit from this round of price increases. We hope you will take advantage of this excellent opportunity.
II. In January 2026, you may place orders for power supplies and heat sinks to build up inventory. Please coordinate with your assigned sales representative based on your specific needs. Given that the factory’s new orders and prices are determined based on our current inventory—following the “first confirmed, first shipped” principle—please act as soon as possible to avoid missing this opportunity.
III. Effective February 1, 2026, all promotional policies will be rescinded. In addition to reverting to normal unit prices, more than 90% of items will also see a price increase equal to one price adjustment above their original normal unit price.
In closing this announcement, Xinhongzheng Electronics Technology hopes everyone will understand these changes and not let perceptions of a sluggish market influence their decision-making. We urge all distributors to assess their orders by January 2026 based on their own needs and market conditions, and to plan inventory in advance as appropriate to avoid losses resulting from price fluctuations.
Regardless of how widespread the impact of this “notice of anticipated price increases” ultimately turns out to be, it is a new development that has many gamers concerned—though it is not really all that surprising. Supply and demand dynamics in the global market have long been sweeping in like a tidal wave, and as manufacturing costs rise sharply, the prices of home consoles and other components will inevitably become more expensive over time. Many gamers hope this is just a temporary bump in the road, but it seems that truly affordable memory is a thing of the past.
Source: KOCPC Chinese