Semiconductor companies need to improve their soft power in the new situation of the industry

Recently, the global consumer confidence index and expenditure index have been declining due to the impact of economic turmoil, coupled with rising raw material costs and the release of production capacity causing price declines and other factors, resulting in a global semiconductor industry that has just recovered from the economic crisis. Downturn. However, China’s semiconductor market has been supported by policy support for the development of strategic emerging industries including energy conservation, environmental protection and a new generation of information technology during the 12th Five-Year Plan period, and driven by strong growth in demand in emerging markets. As it matured, the market performance became compelling. According to the data released by the China Semiconductor Association, in the first quarter of 2011, China's total integrated circuit production reached 19.1 billion, a substantial increase of 33.1% year-on-year. The industry achieved sales revenue of 34.842 billion yuan, a year-on-year growth rate of 17%. China's semiconductor industry has been entrusted with the historic task of promoting economic transformation and stimulating economic growth. This means that under the dual drive of government policy support and market demand growth, China's semiconductor market will usher in a huge opportunity for development.

The world's top semiconductor companies are all aiming at the tremendous development opportunities in the Chinese market. They will compete with China's semiconductor market by increasing innovation and investment, shortening the R&D cycle, improving production processes, improving customer service and technical support. On the one hand, this will promote the rapid development of China's semiconductor industry. On the other hand, the emergence of new products and new technologies has brought considerable difficulties and challenges to engineers in China. How to help engineers solve their challenges and realize their common growth is one of ADI's priorities in the new situation. While expanding its investment in the Chinese market and expanding its coverage, ADI also strives to provide more convenient services to engineers and potential customers in more regions. In August of this year, ADI Wuhan Branch relocated to East Lake High-Tech Development Zone (Optical Valley), which is known as the "Eastern Silicon Valley." As the largest city and central city in Central China, the excellent location of Wuhan's “Nine Provinces”, the central city circle with highways and high-speed rails no more than two hours, and the convenient traffic from Beijing and Shanghai have become important for ADI's sales channels and service quality. Protection. The Wuhan Branch will undertake the important tasks of sales, technical support and after-sales service in Central China, and will plan for the next five years as a phased development. The key services will cover engineers from the central and western provinces and cities of Hubei, Hunan, Jiangxi, Fujian and Sichuan. client. Wuhan Branch also established two offices in Chengdu and Xiamen to provide a more efficient technology and business service system. Each office is equipped with professional technical support personnel and sales personnel, and will gradually increase the positions of other functions so as to serve local engineers and customers more comprehensively and rapidly. The Wuhan branch also has specialized laboratories to serve customers in central China more efficiently and with higher quality. In addition, the Wuhan branch also integrated into ADI's global internal network, enabling it to obtain ADI’s latest technical information and market information in a timely manner, so it can further enhance the Wuhan branch’s response speed and service quality. At the same time, Wuhan is also the most densely populated city of universities in central China. ADI hopes to grow together with aspiring students and provide them with a broad platform to showcase their creative talents. Mr. Zheng Yonghui, vice president of ADI Asia, said: "The excellent location of the Wuhan office can further expand the cooperation between ADI and universities, such as Huazhong University of Science and Technology and Hunan University, which will help enrich ADI's talent pool."

Today, semiconductor products have been used in all aspects of modern life. The advanced nature of the product and the speed of its replacement, to a certain extent, determine people's lifestyle and market trends. Because of this, paying attention to customer communication and driving by the potential needs of users is gradually becoming a prerequisite for manufacturers to achieve R&D innovation and technological progress. This requires companies to fully embody the "Design Convenience" service concept in their business, provide more efficient and rapid solutions for customers, and form good communication and exchanges. Mr. Zheng Yonghui, vice president of ADI Asia, emphasized: “The establishment of the Wuhan team will enable ADI to quickly respond to the requirements of engineers and customers in Central and surrounding areas and provide timely technical support. This fully meets the needs of local customers and markets. To help customers solve problems, how to make customers fully experience the 'Design convenience' is the challenge facing semiconductor companies nowadays, but also the key to the company's competitiveness.

Business development and technological innovation that are not guided by the market and customer's convenience will deviate from the industry's booming trend. ADI, as a leading semiconductor manufacturer in the world and a long-term leader in the data converter market, has also been making active efforts to improve customer service. ADI has recently optimized and upgraded the company’s Chinese website based on engineers and customers. Feedback, more attention to technical content and design support for search within the station; simplifies the sample application process, the user can receive samples provided by ADI for free within 72 hours; the laboratory circuit is tested by ADI engineers provided by ADI Reference circuits designed to help engineers solve today's analog, mixed-signal, and RF design challenges.ADI also uploads video on official websites and other industry websites, helping engineers understand ADI's products and technologies in a lively and visual way, helping engineers solve technology In addition, the ADI Asia Pacific Customer Service Center 4006100006 provides comprehensive technical support and services for corporate users, individual users, and design enthusiasts.

According to Databeans' data report in April this year, ADI has 48% market share in the global converter market, and also has 42% market share in the high-performance amplifier market. ADI continues to maintain its leading position in these two markets. However, ADI is still adhering to technological innovation, improving services, and striving to meet the ever-expanding customer needs in the communications, industrial, medical, automotive, and consumer electronics industries. This fully reflects the current development trend of China's semiconductor industry, that is, in the face of the broad development opportunities in the Chinese semiconductor market, semiconductor manufacturers need to improve the competitiveness of the industry by improving soft power, and create more room for business development by providing convenient services. .