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SilverStone explains why the TJ11 is so expensive

SilverStone explains why the TJ11 is so expensive

The TJ11 is an enormous case, but SilverStone says there are other reasons why it's so expensive

SilverStone's Temjin TJ11 case is one of the most expensive cases we've reviewed, and SilverStone has now explained some of the reasons for the high price.

When we reviewed the TJ11 back in April, it could have been easy to hail it as the long-awaited replacement for the venerable and much sought-after TJ07. However, while it offered vastly superior air cooling to its predecessor, the TJ11 also retailed for more than double the price of a TJ07 at the time.

The first snippet of information SilverStone told us was that it actually takes far more time to make a TJ11 than it does to make a TJ07. In fact, it's only able to get five TJ11s out the door in the same time it takes to manufacture 50 TJ07s.

A part of the reason for this is that the case is bigger and more complicated - this much we already knew. However, the TJ11's internal aluminium parts are also sand-blasted and anodised, while the TJ07 only receives chromate treatment. The TJ11's dual-layered aluminium panels also play a part in its price tag - it's a beast of a case that will certainly stand the test of time, but the panels require much more work.

We'll be back soon with a feature on SilverStone's unibody manufacturing process, variations of which are used in both the TJ11 and TJ07. In the meantime, we've also spotted one of the first modding projects to involve the company's giant case - recent Mod of the Month winner Kier is current hard at work on his latest project, which is simply called Silverstone TJ11 Carbon.

What do you make of the TJ11? Do you think SilverStone went a step too far with the price tag? Let us know in the forums.

37 Comments

Discuss in the forums Reply
tonyd223 25th July 2011, 13:55 Quote
Poor production engineering. Or a poor excuse...
Velkro 25th July 2011, 14:12 Quote
Rediculous pricing these days.....
Remember these.....?? http://www.trustedreviews.com/Asetek-VapoChill-XE-II-Refrigerated-PC-Case_Peripheral_review
now that was a case....a bit ugly yeh but u got all the cooling kit with it..... and they were around the price of a TJ11.....so why pay soooooo much for an empty box?????
lga45 25th July 2011, 15:05 Quote
Brits are always complaining about the price being too high ;) And bit-tech/custom pc has a tendency to mark down the highest quality hardware on price, give it a low score for "value for money". How do you mark down a new model of a rolls royce on "value for money"? and do you think ppl who consider buying such hardware really care about the odd extra hundred quid here or there? Please remember the old(er) - ahem - adults - who read forums like this, who have good jobs andwho care about quality first of all... price being a secondary consideration for our favourite hobby :)
Star*Dagger 25th July 2011, 15:15 Quote
Value for me is buying good quality and having it stand up to the trials I put a gaming computer through. Buying 3 100€ cases instead of one 250€ one is not wise. Additionally less expensive parts will usually give you poorer performance over the shorter time they work, not at all useful for online combat operations.

Always buy the best and make sure to have a backup monitor, kb and mouse ready to be plugged in if the primary one fails!

S*D
[USRF]Obiwan 25th July 2011, 15:38 Quote
Ah this is bull... make a minified version with same build quality and options for half the price of this monster.
azazel1024 25th July 2011, 16:11 Quote
The point is it is a rolls royce. So the value for the dollar is really low. A civic has WAY more value for the dollar than any rolls ever produce. Now if you've got the money, you get a lot more out of that rolls than you do the civic. They'll both get you from point A to point B though. This case isn't an entry level case for a budget build, its a high end case for a high end build (or at least I hope that is what you are doing with it). Almost any market segment, and in particular in consumer electronics and computers, invested dollar has rapidly dimminishing returns. A $1,000 Intel extreme processor does not have 10 times the processing power of a $100 processor (assuming same generation of processor).
kzinti1 25th July 2011, 18:11 Quote
Actually, the point being, they thought they charged what the market would bear. They found out that they overestimated the present economic situation and now they go to the press, like a bunch of whiny bitches crying about how much more they are worth working the conventions instead of walking the streets, crying and mewling about how much it costs them to barely squeeze out 5 cases a day on the measly pittance that they are asking us rich, round-eyes for, to own one of their dear and precious play pretties.
Which slaves are making these things? Chinese, Vietnamese or the almost never mentioned Japanese slaves? I just looked it up. They're Taiwanese, so that means Chinese slave labour. How many kilo's of rice do you think these cases are actually worth to you, my dear readers? Especially when your rice pilaf is colored with the blood of the downtrodden and oppressed?
Whenever you buy that item with the "Made in China" label, you're financially supporting the system that destroys so many lives, each and every day. As long as you pay the master, the slave will surely suffer and die.
Ain't a "free economy" grand? Enjoy!
mp3manager 25th July 2011, 18:16 Quote
So...an article discussing the price of something which doesn't actually mention the price of something.
B1GBUD 25th July 2011, 18:44 Quote
Quote:
Originally Posted by mp3manager
So...an article discussing the price of something which doesn't actually mention the price of something.

The link is on the 1st line, http://www.bit-tech.net/hardware/2011/04/08/silverstone-temjin-tj11-review/1 but I agree... sloppy writing/editing given that the price/value is up for discussion

It's £474.90 now so you can save a whopping 28 pence... w00t
John_T 25th July 2011, 20:27 Quote
Quote:
Originally Posted by lga45
Brits are always complaining about the price being too high ;)

In fairness I think many of us (some of us anyway) get upset not so much at the given price of something, but at the fact that many products simply cost 30-35%+ more here than in other countries - and that's after all taxes have been stripped out and you're comparing the ex. VAT prices. It obviously doesn't happen on all products, but it happens enough to be damned irritating. And not just on hardware, but on software too: stuff that is downloaded (hence no shipping fees) doesn't need translating, and so has absolutely no excuse for the huge mark-up.

That's what winds me up anyway.

I understand your point re: the Rolls Royce analogy, that value is obviously a subjective thing with diminishing returns the higher up the scale you go, but even with a Rolls Royce you can still compare values. You can't fairly compare it to a Honda Civic like azazel suggested, but you can compare it to similar class cars: a Bentley, a Mercedes S-Class, a Maybach 57 etc. If the Rolls cost £285k, with the Bently £133k, the S-Class £165k and the Mayback £280k, then you can look at it and say the Rolls is dear, but it's reasonably priced compared to the competition - whereas if it cost, say £585k, you can say it's bad value for money full stop - even for a high-end luxury product with an expected premium.

I think Bit-tech are right to include value scores - people can easily enough look at the other scoring criteria and decide whether it's worth the premium to them...
SMIFFYDUDE 25th July 2011, 20:32 Quote
All that effort into making somthing someone is going to take a Dremel to
SlowMotionSuicide 25th July 2011, 20:50 Quote
At the end of the day, this case is ugly, out of proportions and full of useless gimmicks. It has nothing on clean lines and functional simplicity of TJ07. Just look at the Murderboxes, one can't possibly imagine a beautifully thought out and elegant system built into a trash dump like TJ11.
faugusztin 25th July 2011, 20:59 Quote
Quote:
Originally Posted by azazel1024
This case isn't an entry level case for a budget build, its a high end case for a high end build (or at least I hope that is what you are doing with it).

The issue is, they missed the "high end" price level altogether. Sorry for using german euro prices as a base for comparison, but i find hard to find UK shops which sell all the stuff i'm going to compare.

TJ11B-W with window is 559,90 EUR, while Lian Li PC-V2120X Big-Tower is 399 euros and Lian Li PC-X2000FB TYR - 379 euros ? True, they don't have a window, but does a 160-180 euro price bonus really justifies that ?

Simply, Silverstone overestimated what people will and can buy (or justify to buy), and now dislikes that their sales are not where they expected it to be.

Dear Silverstone, if it is so hard to produce, so expensive to produce, maybe it is time to create TJ11L aka Lite. Use the older, cheaper technology, use single layer panels etc etc...

Get the price down to the usual high end case price range (300-400 euros max), and you will get customers. At 500+ euro price range, you will whine why customers aren't buying.

Quote:
Originally Posted by SlowMotionSuicide
At the end of the day, this case is ugly, out of proportions and full of useless gimmicks. It has nothing on clean lines and functional simplicity of TJ07. Just look at the Murderboxes, one can't possibly imagine a beautifully thought out and elegant system built into a trash dump like TJ11.

You know, the most ugliest part of the case is that hole in middle. I mean, seriously ?
zoom314 25th July 2011, 22:29 Quote
It's a Nice case and all, But way too expensive for Me, All I can afford in March 2012 is to supplement My old HAF-932 case with a Danger Den 3x360 radiator enclosure(CAS-EX10-2), I'm saving for a possible move.
Fizzban 25th July 2011, 23:15 Quote
It's a nice and well equipped case. Is it worth over £400? Not to me, but I can see that to some people it would be.
Big Elf 25th July 2011, 23:37 Quote
I looked at getting one but the price and reversed motherboard among other things put me off. I didn't think I'd be getting £500 worth of case. I also looked at the Mountain Mods, Little Devils and XSPC H2 then got a Case Labs instead.
zoom314 25th July 2011, 23:48 Quote
Quote:
Originally Posted by Big Elf
I looked at getting one but the price and reversed motherboard among other things put me off. I didn't think I'd be getting £500 worth of case. I also looked at the Mountain Mods, Little Devils and XSPC H2 then got a Case Labs instead.

Me too, at least on the first two as I needed a case that could hold 2 psus and do water cooling too, But when one is disabled and receiving SSI-D(Supplemental Security Income - Disability here in the USA), It would take Me a while before I could buy it, so it's the less expensive route for Me to just buy an add-on case instead.
The_Beast 25th July 2011, 23:59 Quote
Quote:
Originally Posted by tonyd223
Poor production engineering. Or a poor excuse...

Yup or they just don't care about the price


BTW sandblasting and anodizing don't take that long if you do it right
metarinka 26th July 2011, 01:39 Quote
as a manufacturing engineer, it sounds like they came out wrong in their processes. Usually their sales folks will set a target market price the engineers would try to hit. Some of it might be the cost of tooling, but I doubt it could be that big of a difference.

All I can say is they probably screwed the pooch on the manufacturing end. 1/10th the build time is way off base, unless it was completely hand-built or offered revolutionary performance.

Also whatever happened to those phase changers, at those prices it would be neat to see a phase change unit again. I remember thinking "whoah" when I saw the vapochill back in the day... now the case seems dated and the concept dead as you can hit 4ghz on air.
OCJunkie 26th July 2011, 05:07 Quote
Quote:
Originally Posted by The_Beast
Quote:
Originally Posted by tonyd223
Poor production engineering. Or a poor excuse...
Yup or they just don't care about the price
My thoughts exactly. I'm sorry but the TJ07 is actually nicer and alot cheaper.
It's just gonna get dremeled anwyay :P
Tattysnuc 26th July 2011, 11:08 Quote
I call shenanigans!

Nice link to the Vapochill rig. I remember my XE II unit all too well....

The pricing is simply a supply and demand thing.

If you don't buy, they will be forced to reduce their costs and in turn do their job better. Why should the consumer subsidize lazy manufacturing....?

The analogy of 50 to 5 is irrelevant because the TJ07 was at the end of it's life cycle, and has been optimised as this is where THEY have chosen to invest.

This item has been priced to make them money, which in the current clime is somewhat insensitive, but a valid and well practised tactic.

£500 for an ali case is ridiculous though. At least they haven't said "it's the price of aluminium" which is a standard response.
M7ck 26th July 2011, 11:22 Quote
Quote:
Originally Posted by Tattysnuc


This item has been priced to make them money, which in the current clime is somewhat insensitive, but a valid and well practised tactic.

A business makes a product and then sells it to make a profit, and you call this insensitive?

What do you suggest they do?
karx11erx 26th July 2011, 11:35 Quote
Well, nobody has to buy it, right?
faugusztin 26th July 2011, 11:43 Quote
Quote:
Originally Posted by M7ck
A business makes a product and then sells it to make a profit, and you call this insensitive?

What do you suggest they do?

Well, clearly they don't sell them enough, if they whine about people whining about price :).
Tattysnuc 26th July 2011, 13:32 Quote
I'd suggest that they do market research, and what price the average joe is willing to pay for a case. Double the market value is clearly outrageous when talking about premiumising a product. Look at Corsair fro example. They launched a premium case range with the Obsidian series, and they come in at £200 give or take, WITH hot swap facilities. Lian Li are the nearest other competitor in that market IMNSHO and their top models are just over the £200 mark for their top limited edition cases...

This move prices them out of the mass market and turns them back into a low volume high premium manufacturer. There's a market, but I for one certainly am not going to be party to their consumer mugging.
Quote:
Originally Posted by M7ck
Quote:
Originally Posted by Tattysnuc


This item has been priced to make them money, which in the current clime is somewhat insensitive, but a valid and well practised tactic.

A business makes a product and then sells it to make a profit, and you call this insensitive?

What do you suggest they do?
Evildead666 26th July 2011, 13:55 Quote
Quote:
Originally Posted by mp3manager
So...an article discussing the price of something which doesn't actually mention the price of something.

THIS.
Just because you linked to your review with the price in it doesn't mean we all should have to go click on it to read what should have been in the article in the first place.
Quote:

Manufacturer SilverStone
UK price (as reviewed) £475.18 (inc VAT)
US price (as reviewed) $660 (ex tax)
Preferred Partner Price: £474.90 (inc VAT)
M7ck 26th July 2011, 14:04 Quote
Quote:
Originally Posted by Tattysnuc
I'd suggest that they do market research, and what price the average joe is willing to pay for a case. Double the market value is clearly outrageous when talking about premiumising a product. Look at Corsair fro example. They launched a premium case range with the Obsidian series, and they come in at £200 give or take, WITH hot swap facilities. Lian Li are the nearest other competitor in that market IMNSHO and their top models are just over the £200 mark for their top limited edition cases...

This move prices them out of the mass market and turns them back into a low volume high premium manufacturer. There's a market, but I for one certainly am not going to be party to their consumer mugging.

The TJ11 is not marketed towards 'Average Joe' and although I am not privy to sales figures I would be willing to bet it is hitting targets. Christ, even the TJ07 wasn't aimed at Average Joe.

And where do you get the £200 price tag for Lian Li's?

Some examples

X500 £250.78
X1000 £275.98
B71b £287.96
P80b £292.76
X900b £335.03
X2000 £357.25
X900r £359.99
A77FR £383.96
2120x £399.97
X2000FB £400.39

This case is not marketed at people like you.

I suggest you do some research before you make wild assumptions.

I think even Lian Li can see a market for high end ultra expensive cases.
faugusztin 26th July 2011, 14:17 Quote
Quote:
Originally Posted by M7ck
I think even Lian Li can see a market for high end ultra expensive cases.

So Silverstone puts 20% premium over the other most expensive highend case (X2000FB) and you say they have their pricing right ?

And about hitting targets - do you really think this news post would be there if they would be "hitting their targets" ? It is clear that they are not satisfied with the number of sales, otherwise they wouldn't complain about users complaining about the price.
M7ck 26th July 2011, 14:34 Quote
Quote:
Originally Posted by faugusztin
So Silverstone puts 20% premium over the other most expensive highend case (X2000FB) and you say they have their pricing right ?

Yes
Quote:
Originally Posted by faugusztin

And about hitting targets - do you really think this news post would be there if they would be "hitting their targets" ? It is clear that they are not satisfied with the number of sales, otherwise they wouldn't complain about users complaining about the price.

Yes, unless you can show me the sales and target figures of the TJ11?
Tattysnuc 26th July 2011, 17:42 Quote
I think you've just substantiated my point. They are even more expensive than the most expensive EQUIVALENT model, which is a mark up of 25% over the markets most expensive comparator.

Even bespoke build Little Devil are cheaper than that, imported from Lithuania or somewhere (or now from Specialtech.co.uk)

The only thing that makes these cases this expensive is the name Silverstone, and that is on this specific model. Other models of theirs are more expensive, but not priced this wide of the mark.

The "cost to produce" quote is misleading - the price they are charging has nothing to do with the cost which goes into producing the case, and likewise it has nothing to do with the "market value" as it is WAY outside of that. What was your point?

Quote:
Originally Posted by M7ck
Quote:
Originally Posted by Tattysnuc
I'd suggest that they do market research, and what price the average joe is willing to pay for a case. Double the market value is clearly outrageous when talking about premiumising a product. Look at Corsair fro example. They launched a premium case range with the Obsidian series, and they come in at £200 give or take, WITH hot swap facilities. Lian Li are the nearest other competitor in that market IMNSHO and their top models are just over the £200 mark for their top limited edition cases...

This move prices them out of the mass market and turns them back into a low volume high premium manufacturer. There's a market, but I for one certainly am not going to be party to their consumer mugging.

The TJ11 is not marketed towards 'Average Joe' and although I am not privy to sales figures I would be willing to bet it is hitting targets. Christ, even the TJ07 wasn't aimed at Average Joe.

And where do you get the £200 price tag for Lian Li's?

Some examples

X500 £250.78
X1000 £275.98
B71b £287.96
P80b £292.76
X900b £335.03
X2000 £357.25
X900r £359.99
A77FR £383.96
2120x £399.97
X2000FB £400.39

This case is not marketed at people like you.

I suggest you do some research before you make wild assumptions.

I think even Lian Li can see a market for high end ultra expensive cases.
DBA 26th July 2011, 19:00 Quote
Good value is when a product for fills all your criteria, and does it at a low price compared to equal and near equal products!

This case has a downright bad value, since you can get a lot of cases with just about the same features and quality for a substantial lower price. You will have to lose one or two fearues, such as the 90 degree turned motherboard tray, but that won't justify the price difference.

There is a marked for it however, there will always be people who don't care about the price, and people who need a 90 degree turned motherboard tray, room for a shitload of radiators and 2 PSU, but it still won't make it good value.
kier 26th July 2011, 20:01 Quote
I must say, the TJ11 is one of the finest cases I've mod. No drilling rivets, everything is with bolds/ screws
and superb quality. when you mod a case, how many times do you dismantel and place back parts? with the TJ11 this is real easy to do.
Ok it's a lot of money, but this case is certainly modders heaven
JohnSheridan 26th July 2011, 20:27 Quote
Quote:
Originally Posted by Fizzban
It's a nice and well equipped case. Is it worth over £400? Not to me, but I can see that to some people it would be.

I wouldn't pay £400 either for it - quite happy with my £160 Coolermaster ATCS 840 thanks.
Fizzban 26th July 2011, 20:55 Quote
Quote:
Originally Posted by JohnSheridan
I wouldn't pay £400 either for it - quite happy with my £160 Coolermaster ATCS 840 thanks.

Coolermaster 690 II Advanced here. Happy with mine too.
mrseb 28th July 2011, 19:47 Quote
Hi, is there a way I can contact the author of this story by email?
maverik-sg1 5th August 2011, 19:32 Quote
I would of thought that they generated costing before they manufactured it - so regardless of what they say about the cost and time, someone somewhere factored all this in and said "don't worry we'll sell thousands.

The issue is that there are better cases for less and better cases for around the same price.

In marketing terms they have exceeded the market value of a PC case with this product and therefore this will have an effect on unit sales, reagardless of them coming out crying 'we can;t make it any cheaper' because that being the situation, this case should not of been released.
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