subject: China's Semiconductor Market And Create Brand Innovation Is The Focus - Semiconductors - [print this page] Special guest: The United States, Greater China General Manager of Broadcom Liang Yi
Fujitsu Micro Electronic Corporate Planning and Marketing Senior Manager, Asia Pacific, Cao Miao
Xilinx Asia Pacific director of marketing and application of the Loess
TriQuint Ting Xiong, general manager of Freescale's China-related head
Although China Semiconductor Industry has 50 years of history, but in its development 40 years ago, most in the whole system for supporting the subordinate position; the same time, bound by the planned economy, corporate brand building in the basic out of the question. The last 10 years, national policy support and enable the introduction of foundry model has emerged in China hundreds of independent IC Design business, but most of these enterprises is still in its infancy, survival is still their top priority, but also time to pay attention to create international brand. Our reporters in the interview well-known international companies in the process of semiconductor, but also for the Chinese semiconductor companies to break the boundaries, to create their own brands to listen to their suggestions.
's Comments Foreign firms appear in the Chinese semiconductor companies to create their own brand, or to select the right market, the first breakthrough. A trend in the semiconductor industry is more market segmentation, for smaller, less accumulation of enterprises, the opportunity to dig into hard cash also increased. Only fully exploit the characteristics of market demand, high-quality products, high level of service in the customer base to establish a good reputation, their brand of Chinese enterprises to break through boundaries, to the world.
In addition, the Chinese semiconductor companies to find the most suited to their market entry point of time, not only in the global search market opportunities, but also learn to analyze different ways of thinking and judging, so perhaps one day we will suddenly discovered that the treasure on the market around us.
Pinpoint market breakthrough nature of the design problem is how to achieve breakthrough
business strategy to have a long-term strategic vision
Ting Xiong Of the semiconductor business, its core competitiveness in two aspects, one process, another is the design. The accumulation process takes a long time, not overnight be trained to. However, the current "Fabless + Foundry" in the model has become increasingly common on the IC design companies, a large number of foundries for Cooperation Therefore, the plant and process is not a fundamental issue, the fundamental problem is how to achieve breakthrough design.
Chinese semiconductor company to achieve a breakthrough in the short term, or first demand around the Chinese market and to design products, try not to step on to make a global standard products, where customers can all to buy. Chinese companies not yet in such a high position. In fact, the Chinese market is big enough, fast enough pace of development, focusing on China's application to have enough product to do more, TD-SCDMA product is a good example. International companies do not do the field or in a wait state, is the entry point for Chinese enterprises.
Loess
Chinese semiconductor companies to create their own brand, the biggest challenge is not technical, but rather on the company's business strategy to have a long-term strategic vision, rather than just focus on short-term benefits. Xilinx FPGA design provided by the companies to reduce the barriers to entry, compared to tens of millions of dollars in ASIC mask costs, the Xilinx FPGA is more suitable for small and medium enterprises to design use, and ultimately the design of IP, the core technologies lies in the hands of the user.
