The most recent period is the crucial period for summing up the “Eleventh Five-Year Plan” and planning the “Twelfth Five-Year Plan”. At the ICCHINA2010 Summit on October 22-25, the “Twelfth Five-Year Plan for Considerations for the Development of China's IC Industry” by Xiao Hua, Director of the Electronic Information Department of the Ministry of Industry and Information Technology, was the most concerned by the participants in the semiconductor industry. . At the same time, in accordance with the development model of enterprises during the “12th Five-Year Plan”, participants in the industry have reached a consensus that this is to take off together with the Chinese system overall market.
The “Twelfth Five-Year Plan” is concerned ● During the “Twelfth Five-Year Plan” period, the application of the whole machine was taken as the traction and market-oriented to achieve the leap in the industrial group.
● The "863" microelectronics design support technology project has been announced during the "12th Five-Year Plan" period.
Xiao Hua pointed out in the report that during the “Twelfth Five-Year Plan” period, the situation facing China's integrated circuit (IC) industry development has the following main characteristics:
From the perspective of the development of China's integrated circuit industry, after experiencing the development and accumulation of the “10th Five-Year Plan” and “Eleventh Five-Year Plan”, the current industry has a certain strength, which has laid a solid foundation for the rapid development of the “Twelfth Five-Year Plan”. From the perspective of industry scale, China's integrated circuit production and sales revenue increased from 26.6 billion yuan in 2005 to 70.2 billion yuan in 2009 to 44.1 billion yuan in 2009, and 111 billion yuan. The output and sales revenue are expected to nearly double in 2010. . At the same time, under the support of science and technology projects such as "Nuclear High Base" and "Very Large Scale Integrated Circuit Manufacturing Equipment and Complete Technology", China's integrated circuit companies have accumulated considerable foundation in design, manufacturing, packaging, testing, equipment and instruments. . Moreover, the company's strength has been significantly improved.
From the perspective of the driving force for industrial development, the rapid development of strategic emerging industries represented by mobile Internet, triple play, Internet of Things and cloud computing, electric vehicles and new energy has become a new impetus for the development of the integrated circuit industry. It is expected that the global IC market will reach more than US$306 billion by 2015.
From the perspective of the development model of the industry, model innovation has become an important choice for enterprises to stand out in a complex environment. In particular, the emergence of a new generation of information technology products is breaking the Wintel system, and the business model of the ecological chain of integrated circuits and mobile computing terminal products will further develop and change. China may grasp opportunities in the industrial transformation and upgrading, and achieve key breakthroughs in the industry.
Under this situation, during the "12th Five-Year Plan" period, the overall thinking for the development of China's integrated circuit industry is to adhere to the application of the whole machine as the traction, and take the market as the direction, and strive to promote technological innovation, model innovation, and system innovation, and strive to break the funds. , technology, market, talent and policy bottlenecks, master core technologies, develop superior products, and create innovative features. Strengthen the integration and optimization of resources, adjust the product structure, nurture the formation of enterprises with international competitiveness, and realize the rapid development of the industrial group.
Specific countermeasures include: accelerating institutional innovation, maintaining the stability of industrial policies, further improving the policies and measures that encourage the development of integrated circuit industries, and increasing government investment. Strengthen the leading of technological innovation, which will closely link the important application market, combine the implementation of major scientific and technological projects and major special projects to achieve breakthroughs in major products, major processes and emerging areas; at the same time it will give priority to the development of integrated circuit design industry, and support and deployment of Pre-research of new devices, new principles, and new materials to achieve "curve passing." Vigorously promote mergers and acquisitions. Focus on the use and integration of global resources. Innovative industry development model.
At the same time, Prof. Wang Zhihua from Tsinghua University introduced the demand for microelectronics design support technology during the "863" plan during the "Twelfth Five-Year Plan" period. He said that due to the "863" plan's annual funding of about 7 billion yuan, of which 20% goes to the information industry, and then to the microelectronics sector, the funds are relatively limited, so the "863" program focuses on supporting the formation of the next three or five years. Industrial semiconductor technology. For example, in the field of memory, because Flash memory technology hardly has a new breakthrough after 5 years, the "863" plan is finally locked in the new technology of resistive memory. "Application is the king" is the consensus ● It is a successful way for the IC design industry to work together with Chinese system manufacturers to create an advantaged industrial chain.
● IC industry should pay attention to the application market development related to strategic emerging industries.
In response to the development model of the enterprises during the “Twelfth Five-Year Plan”, participants in the industry reached a consensus that this is to take off with the Chinese system overall market.
In this regard, Zhou Shengming, director of the National IC Design Shenzhen Industrialization Base, which is at the forefront of the IC design industry, has analyzed very thoroughly. Zhou Zhuren reported in the Summit Forum that domestic successful IC design companies have taken off together with the Chinese system overall market. The first wave of development was that before 2003, Huada, Tongfang Microelectronics, Hua Hong, and other companies grew along with the rise of the smart card market. The second wave of development was from 2003 to 2007, when Vimicro, Jushi, Ruixinwei and other companies seized the opportunity of the portable consumer market to grow rapidly. The third wave of development is from 2005 to the present, Hass Semiconductor, Solomon Systech, Spreadtrum, Radik, Gekewei, etc. seize the opportunity for the transfer of communications and mobile phone markets to China to reach a certain scale; Zhongtian Lianke, Hangzhou Guoxin, and Huaxia Microelectronics are rapidly developing with the help of digital TV market applications. The fourth wave is evolving from the beginning of 2008, represented by companies such as Rockchip, Junzheng, and Xinjian Line, and is exploring the needs of the mobile Internet to plan future development. These successful experiences show that it is a successful way for the IC design industry to work together with Chinese system manufacturers to create an advantageous industrial chain.
During the “12th Five-Year Plan” period, as the main application market is undergoing changes, for example, the MP3/MP4 market has already reached its peak, and the mobile internet market such as netbooks/tablets/e-books is still in business model exploration and innovation. Therefore, IC companies According to the trend of the market to adjust the positioning, layout new markets. In the adjustment process, we cannot ignore the overall capacity of the industry chain. If the status of the industry chain is divided into low-to-high stages such as trade, end product manufacturing, system-level R&D, IC and software R&D, etc., in the field of MP3 and PND, China has already achieved its overall strength; in terms of communication equipment and mobile phones, the industry It is in the stage from terminal manufacturing to IC. In the field of digital television, the industry is still at the system-level R&D level and does not have the core IC. In the industrial control and medical fields, the industry is at the manufacturing or system level R&D level. In the automotive field, the industry is entering the system-level research and development level. Enterprises should take into consideration the stage of the industry chain and strategically deploy them. Moreover, companies in the future will want to turn themselves into software and service companies, and jointly integrate superior resources to build their own ecosystem.
Li Jun, president of CCID Consulting, analyzed the opportunity brought by the country's strategic emerging industries during the 12th Five-Year Plan period for the IC industry. He said that since the growth of the seven strategic emerging industries in the next few years will not be less than 15%, and some industries may even grow by as much as 30%, the IC industry must pay attention to the application market development related to strategic emerging industries. Specifically, the semiconductor market of the Internet of Things industry will account for more than 40% of the overall market, reaching more than 300 billion yuan. The triple play will first drive the end consumer market. The terminal equipment market will exceed 400 billion yuan, which will drive demand for audio and video decoding, network transmission, information security, storage and other semiconductor fields. In terms of new energy vehicles, the market capacity of hybrid vehicles will reach 18 million units in the next 10 years. In the field of LED optoelectronic displays, the average annual growth rate is above 20%, which will drive the demand for semiconductors such as drive circuits and electronic rectifiers. In addition, the semiconductor industry must pay more attention to semiconductor technology that plays a key role in saving energy and reducing consumption per unit of GDP.
Wonderful point of view to explore semiconductor technology research model "Semiconductor innovation is a process, it is a long process, it is a continuous process, not an event." George Scalise, president of the US Semiconductor Industry Association said. "Moreover, the semiconductor industry's investment in research and development is much higher than in other industries. According to statistics, 17% of the semiconductor industry's sales revenue is invested in research and development, which is twice the number of S&P companies."
But in the past 10 years, the United States’ system of scientific and technological innovation is changing. American science and technology innovation has always been public and private cooperation, research and business complement each other. Under this system, Bell Laboratories became the birthplace of many major inventions. However, since the 1990s, funds dedicated to pure research and the pursuit of scientific discovery have gradually decreased, and the tasks of research institutions have also shifted from open-ended problem solving to short-term commercial projects.
In this context, the United States has explored the establishment of new innovation mechanisms. In 1992, the Semiconductor Industry Association of the United States created the International Semiconductor Technology Roadmap (ITRS) to formulate a roadmap for future semiconductor R&D. In 1987, the U.S. government financed the Sematech Semiconductor Manufacturing Technology Strategic Alliance. In addition, the semiconductor research company SRC and the American University have established a nanoelectronics research institute NRI.
The reporter was informed that China’s basic R&D expenditure accounts for 1.7% of the total GDP, which is second only to the United States in the world. At the same time, the number of full-time staff undertaking basic research in China reached 1.4 million, but the resulting effect was not good. Therefore, during the "Twelfth Five-Year Plan" period, China must explore a research mechanism that meets the laws of the semiconductor industry.
Market Capability Is IC Enterprise's First Important Task Chen Datong, former CTO of Spreadtrum, reported on Spreadtrum as a case study, took a thorough analysis of various challenges and bottlenecks in the growth of Chinese IC companies, and gave them important Suggestions.
Most of the common problems found in the founders of IC design companies are non-discretionary, technically oriented, and lacking in size. These common problems led to chaotic company management, serious internal friction, resulting in many product development plans halfway, product quality is not high, the cost improvement is slow; in front of customers, trying to control customers, new product positioning is not clear and so on. These problems pushed Spreadtrum to the edge of the cliff. In February 2009, after Li Liyou took over as CEO of Spreadtrum, he established an open culture, devolved power, and used the results as the evaluation criteria. He broke the departmental framework. For example, he asked five senior vice presidents to sign a “birth and death” for a large project; Pay close attention to product quality, monitor customer feedback; put down the shelves and listen to customer needs. Li Liyou once stood in a customer's room where air conditioners could not be installed, and communicated with the customers for up to 3 hours; the new product positioning was accurate and the marketing was effective. After a series of measures, Spreadtrum has grown by more than 30% year-on-year for consecutive quarters.
Chen Datong pointed out that the CEOs of IC design companies must keep in mind that the CEO’s primary responsibility is to discover the Blue Ocean. The CEO should be the most knowledgeable person in the company. In terms of specific strategies, Chen Datong said that in order to grasp the new market intervention time, the time required for the growth of new markets is often more than twice that of analysts' forecasts; it is necessary to attach importance to the fact that market risk is far greater than the technological risk, because the product is ahead of the market and costs. Too high, unsuitable features, etc. may result in the product not being sold. To lay down his body, listen to the voice of the customer and establish an open mind. Chen Datong also said that entrepreneurs must also pay attention: Dancing with elephants is a dangerous game. When the ability is not enough, don't touch the big customers first. Too optimistic about the market is a fatal mistake.
China's IC industry should pay attention to the value of distributors. The transaction volume of China's e-commerce this year is about 4.4 trillion yuan, of which 4 trillion yuan is facilitated through the B2B model. “In the past, e-commerce companies did not pay enough attention to the Chinese semiconductor industry and did not provide very good products and services to support the development of the industry. At the same time, domestic semiconductor manufacturers have insufficient understanding of e-commerce to build brands and expand sales channels.” Electronic Industry B2B Platform Zheng Yi, general manager of Huaqiang Electronic Trading Network, communicated with IC design companies with the report “Making China Semiconductor Insert the Wing of E-Commerce”.
Zheng Yi said that they found that Chinese semiconductor companies expect to find new product development directions through the e-commerce platform.
At the same time, design companies also expect to directly establish sales relationships with terminal vendors through e-commerce platforms, reduce distribution links, and maximize their benefits. “The latter expectation is understandable, but it is not in line with the sales of the semiconductor industry.” He said, “Distributors play a crucial role in the sales channel. Chinese semiconductor companies need to fully recognize the value of distributors.” Distributors can not only sell their products to design companies, but also bring new directions for R&D to design companies. At the same time, due to the current lack of certain quality of domestic semiconductor products, in the event of quality problems in a batch of products, and terminal manufacturers have to normal production, distributors can find similar products to replace, so as to solve problems for domestic companies. In addition, distributors have strong financial strength and can solve the problem of liquidity for Chinese semiconductor companies. Therefore, Chinese semiconductor companies must learn a win-win cooperation strategy with distributors. Huaqiang Electronic Network, which is located in Shenzhen, a major component distribution area, will launch products suitable for Chinese semiconductor companies within this year.
