Domestic chip: how can from the laboratory to the market

Eighth Cobo, brought together the colorful world of the latest achievements of today's high-tech development. In many of the success of scientific and technological achievements in the development of all walks of life in the chip industry also attracted a lot of people in the industry to stop. At present, most of China's chip industry is still in the bottom. Experts also said that China's chip industry is still in the kindergarten level".

Datang Microelectronics Technology Co. Ltd. communication IC Design Manager, "turtle" Dr. Peng Hong said: "technically, our chip design not worse than abroad, but China chip industry to achieve the benign development is actually the problem of enterprise development strategy." Chip industry is the information industry and even the whole of China's big manufacturing "essence", so, how to make a high - tech chip not only stay in the laboratory, and toward a broader market applications?

"We are so to pull users"

Although this year the development of China's chip industry very quickly, and become the world's third largest semiconductor consumer market. But the entire chip industry is still very immature, has not taken the burden of industry leader. The emergence of a new technology if it is placed in the laboratory, will never be able to reflect the value of it, the real application of the customer to develop.

This exhibition, Li Jing Taiwan group as a dedicated semiconductor chip design, different areas of the multinational group exhibition has become a major highlight of the show. The group has many advanced technologies in the semiconductor industry, especially in the international market. Talking about its market strategy, product marketing and technology Powerchip Semiconductor Corp manager Jiang Minchuan said: "we put the products into the market there are four strategies: first, compatibility testing strategy system; two is to provide system solutions strategy; three, four, price strategy; channel strategy."

Chip as the logical product of curing, if you do not get market validation is hard to prove that it is not a design flaw, so market validation is the first step to market it. Lenovo Research Institute Dr. Wei Wei said: "when we China safety first" core Hengzhi 'come out we will take the compatible test with Intel system. And see if it passes the TCT standard." However, Lenovo's "safety first" has its special side in the development model. This is one of the main reasons is that Lenovo is not dedicated to the chip business, but through this chip to improve the value of its PC, so as to enhance the overall efficiency of the company. Wei Wei said: "in fact, we think of ourselves as a large user of our chips. As for pushing other markets this is a direction for the company's future strategy."

However, companies such as self-sufficiency can still be minimal, most still do market. After all, through the fair competition in the market is the survival of the majority of enterprises. Peng Hong said: we are doing a new product, there will be a market research, or through the channel to reflect, or do their own user needs research. Because there is a development of the enterprise, not their own technology advertised how high, but do the most suitable for users of the product. We do not like the mobile phone card just to make a pure chip, but the core technology is a chip, we will make a set of solutions for the users, to allow customers to understand the complexity of your application can chip."

When enterprises can use price strategy to deal with the preaching of its competitors, it has a certain financial and technical support in any small scale enterprises are not at the same level of product price advantage. How to make their products to achieve low cost. Several companies in unison: we will mass production."

Powerchip group as one of the end of 2004 to enter the mainland enterprises, in the promotion of the market has its unique side, Jiang Minchuan said, there are two competitors in the mainland psc. "Although compared with Samsung in the flash technology we beat it, but the PSC has a broad product line, and it can memory to hold constant, the PSC can give it a price war, and for another rival Hynix, although the power crystal in the mainland than Shanghai lux brand influence but, technically PSC can overcome it".

Survive the survival of the enterprise also It differs from man to man., have their own characteristics. The first phase of the mission will be defined as: understand the market demand, the development of more suitable for applications. In the implementation, Vimicro chose "alliances and cooperation" mode to expand their influence in the industry, which means the Vimicro partners are often far greater than the scale of their giant enterprises.

In how to find these channels, Peng Hong with her unique insight: "a lot of people sometimes know at the time of the meeting, they help you to introduce the channel. There's a company that specializes in marketing for you." The force of crystal hen with chicks approach seems to be more effective. "For example, when we sell our memory chips to a business, we will introduce them to other people," he said. So as to drive our entire product sales. This is a metaphor for 'hen with chicks'."

A high-tech industry is like this, people have likened the "tunjin chip industry, obviously."