After many years of development, China IC Design Company has lost some blindness and impulsiveness, and added more sensibility and calmness. Some companies admit that there are still gaps compared with international semiconductor manufacturers, and even in some areas there is still a big gap. Some companies are thinking calmly and planning how to optimize product lines and solutions to seek greater development. In the face of uncertain market prospects for 2012, most local companies have shown a calm and calm attitude, and are more aware of their local advantages, and have not always focused on the domestic market.
Then, in 2012, how did China IC design company lay out? From the IIC exhibition held in Shenzhen recently, we will analyze:
The development of application solutions and technical services is the trend of the times. At this IIC exhibition, most companies have exhibited solutions that meet the needs of the market and meet the needs of customers. They all stated that: Local IC companies cannot only make chips, but also apply solutions and systems. Integration and service to seek development can make a difference. China Huada Group, the earliest IC design company established in China, clearly stated that based on IC design, providing distinctive programs and services based on applications and requirements will be its future direction. The CMMB built-in antenna solution and the 2.4 GHz mobile payment solution featured by the National Technology Group's national technology at this IIC are also attracting attention. Mountain View Integrated Circuit Technology Co., Ltd. also stated that Mountain View will continue to increase its investment in technical services and expanding new applications based on market demand.
Power supply and consumer electronics are still the focus of local manufacturers. In the interview, we learned that all local manufacturers, without exception, have used security, communications, consumer electronics, power, and the Internet of Things as their focus for this year or nearly two years. Among them, LED and consumer electronics are the most sought after.
Regarding the LED industry is the Red Sea or Blue Ocean, the industry is still benevolent. Especially in the second half of 2010, the tide of closure of many LED companies caused a lot of waves in the industry. However, the IIC, many local manufacturers are still enthusiastic about the LED.
Shanghai Guangyu Ruixin Microelectronics Co., Ltd. relied on its R&D experience in protection devices for many years to enter the green industry such as LED lighting and solar panels. The company’s deputy general manager Huang Lei believes that the entire LED industry is currently immature. Lack of corresponding industry norms and channels, manufacturers are also mixed, there are some survival of the fittest is normal. She said: "Guangyu Ruixin rely on their own technical advantages, more than a lot of LED business only OEM professional, the cost is much lower." It is understood that Guangyu Ruixin ordinary household lighting can be done as low as 5 yuan (wholesale price ), life expectancy is more than 2 years.
Crimson Semiconductor also said it will focus on LED and other green energy and low-power technologies, and said the LED industry will have much to do. According to Sheng Jun, sales director of the company’s South China area, the advantages of Chinese IC manufacturers in power products are mainly reflected in the lower price of Chinese IC manufacturers under the same performance indicators, that is, high cost performance and strong technical support capabilities such as programs.
In addition, Huada Group is also very optimistic about the development prospects of LED. Chen Youguang, the company’s marketing manager, said with confidence that LED will become a new driving force for the domestic power industry to take off.
In the field of consumer electronics, Core Semiconductor is optimistic about smart phones and tablet computers; Mountain View IC Design Co., Ltd. said that it will continue to plow MP3, and has been optimistic about the MP3 audio market; Sichuan Hong Micro Technology Co., Ltd. is more concerned about smart TV and network intelligence Terminals, and demonstrated the corresponding chips and solutions at the IIC site.
Xi Xudong, Manager of Sichuan Hong Micro-Technology Co., Ltd., told us that Hongwei has been developing for many years in the field of consumer electronics, and has produced multimedia SoC chips (Apollo) suitable for network intelligent terminal set-top boxes, Internet TV set-top boxes, security monitoring, and automatic control; Digital television, smart TV and 3D television smart TV chip (Beethoven); content protection interface chip (UCPS) and so on.
Among them, Smart TV SoC chip Beethoven is the first self-developed fully integrated digital television integrated machine SoC chip of Chinese color TV manufacturers. It uses 65nm technology, dual CPU, integrated high-performance 3D graphics processor, supports full HD full-format decoding, video Post-processing, TS stream demultiplexing, support for analog audio and video input and analog TV decoding, support HDMI, USB, 3D, Ethernet and other interfaces, can run a wealth of smart TV applications.
In addition, Hong Wei also displayed a Changhong GA-10 parent-child care machine, which also attracted the attention and inquiries of many audiences. It can always know the current position and status of the relatives you care about, especially for the elderly and children. The intelligent standby mode introduces an acceleration sensor that can determine in real time whether the parent-child is moving. If it is not moving, the GPS will be silent and maintain the standby state, thus achieving long standby time. The combination of GPS, base station and AGPS positioning mode can achieve seamless indoor and outdoor, all-weather positioning services.
Bigger and better, it is better to do small and fine. After more than ten years of development, China's IC industry has entered a relatively mature stage, but most of the domestic semiconductor design companies are still small companies that are started up, with fewer predators. Moreover, limited by the limitations of technology, talents, and funds, the large-scale development route is currently not suitable for most Chinese local manufacturers. In other words, for a large part of the growing local companies, "small and fine" is still their current development direction.
Mountain View IC Company stated that in the next two years, it will, as always, focus on the application of digital audio in home entertainment and automotive systems, and said that only by doing fine can we do a good job. The company’s deputy head of research and development, Xu Gang, suggested that some practitioners and investors should abandon the impetuous mentality of rushing to become bigger, eager to achieve success, and blindly pursue diversification.
China Huada Group also pointed out that the IC industry is still based on the capital-intensive and technology-intensive core industries. China's IC design companies must concentrate their efforts on products and programs that fully meet customer needs in a certain area before they can be marketed. Have a competitive advantage.
Subtle changes in sales channels The relationship between OEMs and distributors is very subtle. Shenzhen Huihui Microelectronics Co., Ltd., with its strong technical background and program support capabilities, stated that: As a supplement to the original factory, distributors not only have to support the original factory, but also have to feed back the market's needs to the original factory. If handled badly, distributors can easily become the original competitors.
Then, in 2012, how did China IC design company lay out? From the IIC exhibition held in Shenzhen recently, we will analyze:
The development of application solutions and technical services is the trend of the times. At this IIC exhibition, most companies have exhibited solutions that meet the needs of the market and meet the needs of customers. They all stated that: Local IC companies cannot only make chips, but also apply solutions and systems. Integration and service to seek development can make a difference. China Huada Group, the earliest IC design company established in China, clearly stated that based on IC design, providing distinctive programs and services based on applications and requirements will be its future direction. The CMMB built-in antenna solution and the 2.4 GHz mobile payment solution featured by the National Technology Group's national technology at this IIC are also attracting attention. Mountain View Integrated Circuit Technology Co., Ltd. also stated that Mountain View will continue to increase its investment in technical services and expanding new applications based on market demand.
Power supply and consumer electronics are still the focus of local manufacturers. In the interview, we learned that all local manufacturers, without exception, have used security, communications, consumer electronics, power, and the Internet of Things as their focus for this year or nearly two years. Among them, LED and consumer electronics are the most sought after.
Regarding the LED industry is the Red Sea or Blue Ocean, the industry is still benevolent. Especially in the second half of 2010, the tide of closure of many LED companies caused a lot of waves in the industry. However, the IIC, many local manufacturers are still enthusiastic about the LED.
Shanghai Guangyu Ruixin Microelectronics Co., Ltd. relied on its R&D experience in protection devices for many years to enter the green industry such as LED lighting and solar panels. The company’s deputy general manager Huang Lei believes that the entire LED industry is currently immature. Lack of corresponding industry norms and channels, manufacturers are also mixed, there are some survival of the fittest is normal. She said: "Guangyu Ruixin rely on their own technical advantages, more than a lot of LED business only OEM professional, the cost is much lower." It is understood that Guangyu Ruixin ordinary household lighting can be done as low as 5 yuan (wholesale price ), life expectancy is more than 2 years.
Crimson Semiconductor also said it will focus on LED and other green energy and low-power technologies, and said the LED industry will have much to do. According to Sheng Jun, sales director of the company’s South China area, the advantages of Chinese IC manufacturers in power products are mainly reflected in the lower price of Chinese IC manufacturers under the same performance indicators, that is, high cost performance and strong technical support capabilities such as programs.
In addition, Huada Group is also very optimistic about the development prospects of LED. Chen Youguang, the company’s marketing manager, said with confidence that LED will become a new driving force for the domestic power industry to take off.
In the field of consumer electronics, Core Semiconductor is optimistic about smart phones and tablet computers; Mountain View IC Design Co., Ltd. said that it will continue to plow MP3, and has been optimistic about the MP3 audio market; Sichuan Hong Micro Technology Co., Ltd. is more concerned about smart TV and network intelligence Terminals, and demonstrated the corresponding chips and solutions at the IIC site.
Xi Xudong, Manager of Sichuan Hong Micro-Technology Co., Ltd., told us that Hongwei has been developing for many years in the field of consumer electronics, and has produced multimedia SoC chips (Apollo) suitable for network intelligent terminal set-top boxes, Internet TV set-top boxes, security monitoring, and automatic control; Digital television, smart TV and 3D television smart TV chip (Beethoven); content protection interface chip (UCPS) and so on.
Among them, Smart TV SoC chip Beethoven is the first self-developed fully integrated digital television integrated machine SoC chip of Chinese color TV manufacturers. It uses 65nm technology, dual CPU, integrated high-performance 3D graphics processor, supports full HD full-format decoding, video Post-processing, TS stream demultiplexing, support for analog audio and video input and analog TV decoding, support HDMI, USB, 3D, Ethernet and other interfaces, can run a wealth of smart TV applications.
In addition, Hong Wei also displayed a Changhong GA-10 parent-child care machine, which also attracted the attention and inquiries of many audiences. It can always know the current position and status of the relatives you care about, especially for the elderly and children. The intelligent standby mode introduces an acceleration sensor that can determine in real time whether the parent-child is moving. If it is not moving, the GPS will be silent and maintain the standby state, thus achieving long standby time. The combination of GPS, base station and AGPS positioning mode can achieve seamless indoor and outdoor, all-weather positioning services.
Bigger and better, it is better to do small and fine. After more than ten years of development, China's IC industry has entered a relatively mature stage, but most of the domestic semiconductor design companies are still small companies that are started up, with fewer predators. Moreover, limited by the limitations of technology, talents, and funds, the large-scale development route is currently not suitable for most Chinese local manufacturers. In other words, for a large part of the growing local companies, "small and fine" is still their current development direction.
Mountain View IC Company stated that in the next two years, it will, as always, focus on the application of digital audio in home entertainment and automotive systems, and said that only by doing fine can we do a good job. The company’s deputy head of research and development, Xu Gang, suggested that some practitioners and investors should abandon the impetuous mentality of rushing to become bigger, eager to achieve success, and blindly pursue diversification.
China Huada Group also pointed out that the IC industry is still based on the capital-intensive and technology-intensive core industries. China's IC design companies must concentrate their efforts on products and programs that fully meet customer needs in a certain area before they can be marketed. Have a competitive advantage.
Subtle changes in sales channels The relationship between OEMs and distributors is very subtle. Shenzhen Huihui Microelectronics Co., Ltd., with its strong technical background and program support capabilities, stated that: As a supplement to the original factory, distributors not only have to support the original factory, but also have to feed back the market's needs to the original factory. If handled badly, distributors can easily become the original competitors.
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