In April this year, NXP not only established a new automotive technology center in China, but also relocated its global sales and marketing headquarters of the Automotive Electronics Division to Shanghai, China. Drue Freeman, vice president of worldwide sales and marketing at NXP Semiconductors Automotive Electronics, has officially settled in Shanghai, Hamburg, and has been working since April 1. This is the first time that an international semiconductor giant has moved its global business headquarters to China. This shows that China’s automotive electronics market has become the main battlefield for many semiconductor manufacturers.
According to iSuppli's forecast, the Chinese automotive electronics market is expected to surpass the United States in 2012, driven by government stimulus measures, the expansion of new markets in the country, and more advanced car features. By then, China’s auto electronics sales will grow from US$16 billion in 2009 to US$20.6 billion. In 2012, the US automotive electronics market will be US$20.5 billion. The biggest single market, this temptation is obviously endless, so each manufacturer began a staking in China.
The most common way to invest in the Chinese market is to establish R&D centers to provide local customers with personal services. However, it is also an R&D center, and the positioning and practices of various vendors will be different. Take ON Semiconductor as an example. They established the China Solution Center last year. The biggest feature of this solution center is that it is an independent department within the company and is not under the jurisdiction of the local business department. Its function is to provide reference designs to local customers. In addition, it also assumes the responsibility of the market department, which is to collect customer demand information and competitor information, and through this information to change the company's product definition. This kind of organizational structure and function setting is very unique. This also stems from the important position of the automotive electronics business within ON Semiconductor, so it has set up such a department as the program center. STMicroelectronics, which has the highest market share in the domestic automotive electronics market, has demonstrated its advantages in terms of scale. They have more than 100 chip design centers and 30 or so solution centers in China, and these R&D centers serve the entire Asia-Pacific region. , is not limited to the Chinese market.
The research and development system of almost all major semiconductor companies in China usually consists of three levels. One is the design of the chip, the second is the development of the system, and the third is the application support. The characteristics of the Chinese market, system development and application support are the main responsibilities. Because the product development capabilities of local Chinese customers are relatively weak, providing a chip for the light clearly cannot meet their needs. Of course, in China, there are not only local parts and components manufacturers, but also international top-tier manufacturers. Their development system is one of the global ones. These semiconductor giants can work together like other global markets in R&D and global supply.
It is also the reason for the concentration of customers. Almost all semiconductor manufacturers in China are headquartered in Shanghai. According to Yi Shenghai, marketing manager of Freescale Asia-Pacific Automotive Electronics China, “The Yangtze River Delta with Shanghai as the center is the most concentrated area for automotive customers. The major strengths of the Pearl River Delta region in South China are the aftermarket, while the main areas of Huazhong and North China are It is a state-owned enterprise with a small number of customers," said Liu Jianhong, senior director of Greater China and South Asia in STMicroelectronics' automotive electronics division. It revealed that eight of the world’s top ten auto parts manufacturers now have product R&D centers in Shanghai. Freeman responded to the question of why the headquarters of the automotive electronics business moved to Shanghai, acknowledging that most of their customers have entered China and can take care of customers from Japan and South Korea. In this regard, Shanghai is indeed uniquely endowed with geographical and industrial chain advantages.
The Chinese market is huge and unique. Although the Chinese market will soon become the world’s largest automotive electronics market, compared to the mature automobile market that has been developing for more than 100 years, the Chinese automotive electronics market started late and the technology level is still low. Obviously, it will Has its own distinctive geographical characteristics. On this issue, several giants have the same view, but the focus is slightly different.
Yi Shenghai believes that the overall technology of China's automotive electronics products is backward, and the developed countries are 10 to 15 years away from the developed countries. Therefore, many chip products cannot be sold directly, and a specific reference design scheme needs to be given, and the product positioning must be re-planned. Because the Chinese market is more sensitive to costs. Sun Hao, senior sales manager at ON Semiconductor, believes that in addition to price sensitivity, the Chinese market is very enthusiastic about the car entertainment system and aftermarket. Of course, this point is common to all East Asian countries, so the consumer electronics market has been dominated by East Asian manufacturers.
Although the Chinese market technology is not yet mature, its potential is really coveted. Liu Jianhong believes that the amount of semiconductors in the Chinese auto market is still very low. Toyota’s semiconductor output is now the highest in the industry. Chinese autos are expected to catch up with Toyota in 2015 and will surpass it in the future, so the potential of the Chinese automotive electronics market makes the whole Industry heartbeat.
Although China's technology is lagging, but the market is fierce, it also brings a huge difference with the mature market. Jeff Kohnle, marketing manager for mixed-signal automotive products at the Texas Instruments Semiconductor Division, believes that the development pace of local automotive electronics system developers in China is very fast. Complete product development can be completed from concept to development to design and confirmation in just a few months. , certification, and then into the entire process of production, and the traditional process of publishing a new platform will often take several years.
With a short development cycle, domestic manufacturers are also more open. Liu Luwei, Infineon’s director of automotive electronics, believes: “As overseas automotive industries are highly concentrated and the automotive supply chain is highly concentrated, overseas auto parts and vehicle manufacturers have their own stable semiconductor suppliers, and many domestic domestic Because the manufacturers are still in the stage of technology accumulation, they are happy to accept the plans of different semiconductor manufacturers, which also brings huge opportunities for semiconductor suppliers to change their market share. There is also a huge number of local manufacturers, the advantage is There are many opportunities. The downside is that it is difficult to meet their needs one by one. This is an issue of happiness."
In response to these characteristics of the Chinese automotive electronics market, various semiconductor manufacturers have also formulated different coping strategies. One of the most critical decisions for semiconductor manufacturers is whether to provide customized chips for the Chinese market. Yi Shenghai thinks it is not necessary because it is measured by the ratio of investment returns. The shipments in the Chinese market are not big enough yet, and custom-made chips are not economical enough. Freescale still offers more chip types for local Chinese customers to choose from and provides total solutions. STMicroelectronics, Infineon Technologies, and ADI have all indicated that they are already developing or will launch chip products targeting the Chinese market. Li Zhenzhen, ADI’s automotive e-commerce manager in Greater China, revealed that they also cooperated with some local companies with strong research and development capabilities to create reference designs for the local community. Their main customers are first-line depots and module suppliers. After their success, they are copied to second-tier module suppliers and depots.
In addition, all semiconductor manufacturers will pay great attention to the long-term cooperation with local Chinese manufacturers, because although these customers are not big enough, the proportion of shipments is not high, but their growth rate is very fast, probably in a few years After becoming an international giant, it is obviously the best choice to occupy their product platform. For example, Infineon and Lifan Motors have formed a strategic partnership to develop a special EFI control chip for motorcycles for Lifan. According to Yi Shenghai, there are very few local companies that have grown to the world's largest shipments in a certain area.
New energy becomes a new goal for all giants Russell Swanson, strategic project manager of Mentor Graphics Asia Integrated Electrical Systems Division, compares the automobile markets of China, Japan and Korea, and thinks that Japanese manufacturers are more conservative. Korean manufacturers are focusing on Japanese manufacturers, and Chinese manufacturers are The huge gap in traditional automotive technology has placed strategic emphasis on new energy vehicles. The emphasis on new energy vehicles has also become a major feature of the Chinese automotive market, because on this technology platform, China and overseas auto giants are basically on the same starting line, and only by leaps and bounds can it really exceed the traditional giants in the automotive market. . It is precisely because of the emphasis on new energy automotive technology that the semiconductor giants are also willing to invest in a large amount of R&D resources in the Chinese market. NXP placed its battery technology team in China to respond to the development of new energy vehicles in China. Infineon spends a lot of money on its superior IGBT product line, has adapted industrial IGBT products to suit the automotive needs, and established a special R&D center in Beijing. ADI started with its own analog products and developed chips for lead-acid batteries and lithium battery control. All companies have seen the huge market potential of new energy vehicles, and the amount of semiconductors for electric vehicles will further increase, which is a huge gold mine for all semiconductor manufacturers.
Different semiconductor manufacturers will have their own different market strategies, but due to the increasing importance of the Chinese market, all semiconductor giants have invested huge resources in China. These inputs have greatly promoted the development of the entire Chinese automotive electronics industry, and also to China. The leap in the domestic auto industry has laid the foundation and the prospects for the Chinese auto industry are on the horizon.
According to iSuppli's forecast, the Chinese automotive electronics market is expected to surpass the United States in 2012, driven by government stimulus measures, the expansion of new markets in the country, and more advanced car features. By then, China’s auto electronics sales will grow from US$16 billion in 2009 to US$20.6 billion. In 2012, the US automotive electronics market will be US$20.5 billion. The biggest single market, this temptation is obviously endless, so each manufacturer began a staking in China.
The most common way to invest in the Chinese market is to establish R&D centers to provide local customers with personal services. However, it is also an R&D center, and the positioning and practices of various vendors will be different. Take ON Semiconductor as an example. They established the China Solution Center last year. The biggest feature of this solution center is that it is an independent department within the company and is not under the jurisdiction of the local business department. Its function is to provide reference designs to local customers. In addition, it also assumes the responsibility of the market department, which is to collect customer demand information and competitor information, and through this information to change the company's product definition. This kind of organizational structure and function setting is very unique. This also stems from the important position of the automotive electronics business within ON Semiconductor, so it has set up such a department as the program center. STMicroelectronics, which has the highest market share in the domestic automotive electronics market, has demonstrated its advantages in terms of scale. They have more than 100 chip design centers and 30 or so solution centers in China, and these R&D centers serve the entire Asia-Pacific region. , is not limited to the Chinese market.
The research and development system of almost all major semiconductor companies in China usually consists of three levels. One is the design of the chip, the second is the development of the system, and the third is the application support. The characteristics of the Chinese market, system development and application support are the main responsibilities. Because the product development capabilities of local Chinese customers are relatively weak, providing a chip for the light clearly cannot meet their needs. Of course, in China, there are not only local parts and components manufacturers, but also international top-tier manufacturers. Their development system is one of the global ones. These semiconductor giants can work together like other global markets in R&D and global supply.
It is also the reason for the concentration of customers. Almost all semiconductor manufacturers in China are headquartered in Shanghai. According to Yi Shenghai, marketing manager of Freescale Asia-Pacific Automotive Electronics China, “The Yangtze River Delta with Shanghai as the center is the most concentrated area for automotive customers. The major strengths of the Pearl River Delta region in South China are the aftermarket, while the main areas of Huazhong and North China are It is a state-owned enterprise with a small number of customers," said Liu Jianhong, senior director of Greater China and South Asia in STMicroelectronics' automotive electronics division. It revealed that eight of the world’s top ten auto parts manufacturers now have product R&D centers in Shanghai. Freeman responded to the question of why the headquarters of the automotive electronics business moved to Shanghai, acknowledging that most of their customers have entered China and can take care of customers from Japan and South Korea. In this regard, Shanghai is indeed uniquely endowed with geographical and industrial chain advantages.
The Chinese market is huge and unique. Although the Chinese market will soon become the world’s largest automotive electronics market, compared to the mature automobile market that has been developing for more than 100 years, the Chinese automotive electronics market started late and the technology level is still low. Obviously, it will Has its own distinctive geographical characteristics. On this issue, several giants have the same view, but the focus is slightly different.
Yi Shenghai believes that the overall technology of China's automotive electronics products is backward, and the developed countries are 10 to 15 years away from the developed countries. Therefore, many chip products cannot be sold directly, and a specific reference design scheme needs to be given, and the product positioning must be re-planned. Because the Chinese market is more sensitive to costs. Sun Hao, senior sales manager at ON Semiconductor, believes that in addition to price sensitivity, the Chinese market is very enthusiastic about the car entertainment system and aftermarket. Of course, this point is common to all East Asian countries, so the consumer electronics market has been dominated by East Asian manufacturers.
Although the Chinese market technology is not yet mature, its potential is really coveted. Liu Jianhong believes that the amount of semiconductors in the Chinese auto market is still very low. Toyota’s semiconductor output is now the highest in the industry. Chinese autos are expected to catch up with Toyota in 2015 and will surpass it in the future, so the potential of the Chinese automotive electronics market makes the whole Industry heartbeat.
Although China's technology is lagging, but the market is fierce, it also brings a huge difference with the mature market. Jeff Kohnle, marketing manager for mixed-signal automotive products at the Texas Instruments Semiconductor Division, believes that the development pace of local automotive electronics system developers in China is very fast. Complete product development can be completed from concept to development to design and confirmation in just a few months. , certification, and then into the entire process of production, and the traditional process of publishing a new platform will often take several years.
With a short development cycle, domestic manufacturers are also more open. Liu Luwei, Infineon’s director of automotive electronics, believes: “As overseas automotive industries are highly concentrated and the automotive supply chain is highly concentrated, overseas auto parts and vehicle manufacturers have their own stable semiconductor suppliers, and many domestic domestic Because the manufacturers are still in the stage of technology accumulation, they are happy to accept the plans of different semiconductor manufacturers, which also brings huge opportunities for semiconductor suppliers to change their market share. There is also a huge number of local manufacturers, the advantage is There are many opportunities. The downside is that it is difficult to meet their needs one by one. This is an issue of happiness."
In response to these characteristics of the Chinese automotive electronics market, various semiconductor manufacturers have also formulated different coping strategies. One of the most critical decisions for semiconductor manufacturers is whether to provide customized chips for the Chinese market. Yi Shenghai thinks it is not necessary because it is measured by the ratio of investment returns. The shipments in the Chinese market are not big enough yet, and custom-made chips are not economical enough. Freescale still offers more chip types for local Chinese customers to choose from and provides total solutions. STMicroelectronics, Infineon Technologies, and ADI have all indicated that they are already developing or will launch chip products targeting the Chinese market. Li Zhenzhen, ADI’s automotive e-commerce manager in Greater China, revealed that they also cooperated with some local companies with strong research and development capabilities to create reference designs for the local community. Their main customers are first-line depots and module suppliers. After their success, they are copied to second-tier module suppliers and depots.
In addition, all semiconductor manufacturers will pay great attention to the long-term cooperation with local Chinese manufacturers, because although these customers are not big enough, the proportion of shipments is not high, but their growth rate is very fast, probably in a few years After becoming an international giant, it is obviously the best choice to occupy their product platform. For example, Infineon and Lifan Motors have formed a strategic partnership to develop a special EFI control chip for motorcycles for Lifan. According to Yi Shenghai, there are very few local companies that have grown to the world's largest shipments in a certain area.
New energy becomes a new goal for all giants Russell Swanson, strategic project manager of Mentor Graphics Asia Integrated Electrical Systems Division, compares the automobile markets of China, Japan and Korea, and thinks that Japanese manufacturers are more conservative. Korean manufacturers are focusing on Japanese manufacturers, and Chinese manufacturers are The huge gap in traditional automotive technology has placed strategic emphasis on new energy vehicles. The emphasis on new energy vehicles has also become a major feature of the Chinese automotive market, because on this technology platform, China and overseas auto giants are basically on the same starting line, and only by leaps and bounds can it really exceed the traditional giants in the automotive market. . It is precisely because of the emphasis on new energy automotive technology that the semiconductor giants are also willing to invest in a large amount of R&D resources in the Chinese market. NXP placed its battery technology team in China to respond to the development of new energy vehicles in China. Infineon spends a lot of money on its superior IGBT product line, has adapted industrial IGBT products to suit the automotive needs, and established a special R&D center in Beijing. ADI started with its own analog products and developed chips for lead-acid batteries and lithium battery control. All companies have seen the huge market potential of new energy vehicles, and the amount of semiconductors for electric vehicles will further increase, which is a huge gold mine for all semiconductor manufacturers.
Different semiconductor manufacturers will have their own different market strategies, but due to the increasing importance of the Chinese market, all semiconductor giants have invested huge resources in China. These inputs have greatly promoted the development of the entire Chinese automotive electronics industry, and also to China. The leap in the domestic auto industry has laid the foundation and the prospects for the Chinese auto industry are on the horizon.
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