Chapter 1390 Three points of the world and three major chip design platforms

   "Haha, Cai Mingjie is in a hurry, he wants to fight with us on price!

   He announced that MediaTek will reduce the price of all 2G/2.5GGSM chips by 15% starting from the fourth quarter. "

   Having said that, Xia Jingxing put down the document in his hand and looked at the three semiconductor generals sitting in front of him, wanting to hear their opinions on this matter.

   Liang Mengsong and Zhang Ru Jing did not speak, and silently turned their attention to Li Liyou, the CEO of Spreadtrum, who was sitting next to him.

  Li Liyou slapped his **** with a smile on his face: "Mr. Xia, you're right, it was predicted early on that Cai Mingjie would not sit by and watch Spreadtrum erode MediaTek's market.

   Now they see that the shipments of Spreadtrum's baseband chips have skyrocketed, and they can't sit still. "

  Xia Jingxing smiled and said, "Kill 800 enemies and lose 8000! If it is not a last resort, MediaTek, the king of Wanwan stock market, will not risk a decline in both revenue and stock price to join the price war initiated by Spreadtrum.

  The reason why they sacrificed price butcher knives now shows that they really feel the threat of survival.

   You did a great job!

   I remember at the beginning of the year, how much market share did Spreadtrum have in the mainland baseband chip market? 5% right?

   And how much is it now? "

Xia Jingxing picked up the document on the table, raised it in his hand, and said, "It has reached 20%! Industry insiders expect Spreadtrum's market share to reach 25% in the fourth quarter of this year. By next year, the market share will exceed 30%. %.

  Looking at MediaTek again, the MT6253 that they are responsible for competing with our flagship product SC6600L has serious product quality problems, and the price is more expensive than us, even a fool knows how to do multiple-choice questions.

   MediaTek's market share has fallen from 90% at the beginning of the year to 70% today, and the industry is expected to further decline to 50% next year.

   It can be said that MediaTek made a big mistake this time, with product pricing mistakes, quality problems, and slow response.

  At present, in addition to Spreadtrum vying for MediaTek's market, Morningstar Semiconductor, a bay chip design manufacturer, is also vying for their market share. "

  Li Liyou smiled and nodded, "Yes, although Morningstar Semiconductor is not well-known in the mobile phone chip market, it is actually a powerful company and a chip design manufacturer that advocates wolf culture.

  They were established in Hsinchu Science and Technology Park in 2002, about the same period as Spreadtrum.

   However, unlike our focus on the design of mobile phone baseband chips, this manufacturer started out as display and TV chips.

They first took the throne of the world's largest TV chip manufacturer from MediaTek. One out of every five TVs in the world uses Morningstar chips, and then their market share in global computer monitor chips also reached 60%. %, becoming the first in this segment.

   And these extraordinary achievements were achieved in just six or seven years, which is very impressive.

   In the past two years, they have been eyeing MediaTek's mobile phone chip market.

  Who do Cai Mingjie hate the most? It must be the people from Morningstar Semiconductor. They are completely wolves. Wherever Cai Mingjie is, they will chase them.

They have a strong desire to attack. When we took the initiative to initiate a price war this year, they quickly joined in and reached a tacit understanding with us - no matter how much MediaTek's chips sell for, our two products will always be one price cheaper than MediaTek's. Dollar.

  MediaTek fell into a big somersault this time and lost a lot of market share. In addition to our biggest gains, Morningstar is the second.

   Their market share has increased from one or two points to the current six or seven points, and is expected to reach twenty points next year.

   By then, MediaTek, Spreadtrum, and Morningstar Semiconductor will have a third of the world, occupying 50%, 30%, and 20% of the market share of mobile phone baseband chips in mainland China respectively.

   MediaTek's dominant position in the past, almost monopolizing the market, will be completely broken. This is what the majority of mobile phone manufacturers and consumers are happy to see. Only with competition can there be vitality. "

  Xia Jingxing nodded with a smile. The SC6600L chip is worthy of the name of Shenxin. Even without the help of Fuxing Industry, Spreadtrum can rely on this product to make a beautiful turnaround, completely start its own brand, and form a good upward trend.

  In the past, only copycat manufacturers chose to purchase Spreadtrum's baseband chips, but recently, major mobile phone manufacturers such as Motorola and Samsung have added Spreadtrum to their supplier list, which is a major manifestation of the rise in brand value.

   "I think our baseband chip shipments have exceeded 5 million this month?"

  Li Liyou nodded towards Xia Jingxing, "Yes, these chips will be assembled into 2G and 2.5G mobile phones, and then OEM will be sold all over the world.

   The mobile phones that are really circulating in the Chinese market have gradually turned to 3G.

  Take our 3G main product TD chip as an example, because this is a unique 3G communication technology standard in the Chinese market, it is only sold in the Chinese market.

  In the third quarter of this year, the shipment of TD chips was about one million, and by next year, there will be a great increase. "

Xia Jingxing nodded lightly. The shipments of TD chips are very small, so small that they can be ignored, but it is the hope for the real rise of Spreadtrum Communications, because this is the domestic technology, the domestic technology industry chain, and the foreign capital has the absolute right to speak. The technology industry chain is different.

   "Mr. Wang from Mobile said that Spreadtrum and Mobile are brothers and sisters in trouble and should support each other.

   Do your best, and when the shipments of mobile phones increase, Spreadtrum's revenue and volume will also rise by a notch. "

  Li Liyou understands in seconds, this is the difference between closeness and distance, this time Mobile has made it clear that it wants to support its own people. As for Wanwan manufacturers, stay where it is cool.

In fact, because Spreadtrum has been working **** TD communication technology as early as a few years ago, it almost pitted an entire company. It is the chip design company with the most TD technology patents in the industry, and now it is just what it deserves. R&D bonuses only.

   Of course, it would be even better if there was a mobile care.

   Now, although Spreadtrum has risen in the 2G/2.5G market with a magic core, it has risen too late, and these technologies will soon become outdated, and 3G will be the future.

   However, since Spreadtrum has already deployed and bundled TD technology, if it is operated properly, Spreadtrum will be able to overtake MediaTek in the 3G era, and at the worst, it will be able to achieve a neck-and-neck result.

  When MediaTek is settled, there is still a mountain of Qualcomm waiting to be climbed, and difficulties and obstacles are destined to be inevitable along the way.

   But the meal was eaten in one bite. The short-term goal that Xia Jingxing set for Spreadtrum was to defeat MediaTek first.

   This is also a contribution to the family reunion, lest the frog jump up and down with the advantage of the chip industry, and spit venom and disgusting people.

"By the way, in addition to the baseband chips of the old business, Spreadtrum will also start to grasp the R&D work and development progress of the newly merged "Xuan chip" and "Xuan chip" two chip design departments. , go hand in hand with the development, do not be partial.

  As the CEO in charge of all chip design departments, the chip design housekeeper of Fuxing Industry, you may have to work harder in recent years. "

  Li Liyou's face turned positive, "Mr. Xia, I will definitely not betray the trust you and the group have in me."

"it is good!"

Xia Jingxing showed a warm smile. He still recognized and appreciated Li Liyou's talent. Otherwise, he would not have designed the mobile SoC system-level chip design department based in China and the United States and the IoT application chip design department being incubated by the Renaissance Research Institute. handed over to each other for management.

Some time ago, Fuxing Industrial Group carried out another round of integration work, and all the chip-related businesses including the mobile phone system-level chip department and the IoT chip department were all packaged and injected into Fuxing Semiconductor, by the subsidiary of Fuxing Semiconductor. Company Spreadtrum Communications unified management.

At present, the baseband chip of Spreadtrum has changed the code name, and it is named as the prisoner. The legend of the boss of the nine sons of Longsheng likes music. It happens that when the baseband chip transmits and receives, it is necessary to communicate between the voice or other data signals and the baseband code. Encoding and decoding, it is very suitable to name this mythical beast, I believe it can suppress luck.

   For example, there is a mythical beast, also known as Baxia. Legend has it that he likes to carry weight. It has been preliminarily determined to name the car chip that will be launched in the future. The car is heavier than these consumer electronics and home appliances, so this name is also suitable for the occasion.

  狻猊 was born of a dragon and a lion. It looks domineering and mighty on the outside, so it gave the mobile phone system-level chip, the core business of the revival industry, the core chip of the mobile phone as a code name.

In short, at present, the chip design business of Fuxing Semiconductor and even Fuxing Industry has been integrated into Spreadtrum, and it is divided into three chip design platforms: Suan, Sui, and Prison. The product application scenarios correspond to mobile phone system-level chips, mobile phone baseband chips and Internet of Things. Home appliance chips.

After    explained to Li Liyou, Xia Jingxing turned his attention to Liang Mengsong and Zhang Rujing, who were in charge of Fuxing Semiconductor Group and Huaxin International respectively.

  Because the lawsuit between Huaxin International and Gulf Power has been deadlocked, Huaxin International has never completed a complete merger with Fuxing Semiconductor, and the progress of resource integration is slow.

However, the exact timetable has been obtained in the first two days. The patent infringement lawsuit between Huaxin International and Bay Power will be officially heard in California in November in two months. Win or lose, the dust has completely settled.

   "Are you sure about the lawsuit?"

  Xia Jingxing looked at Zhang Rujing and asked.

   Zhang Rujing shook his head, "Hope is slim, we have already lost the case in the capital once, and the lawsuit in the United States is likely to be even worse."

  Xia Jingxing fell into silence for a while, and the whole person looked a little depressed, but he recovered quickly because he realized that Zhang Rujing needed to boost his confidence more than himself.

   "It doesn't matter, if you lose, you will lose. It's a big deal to lose some money to Bay Electric. Since then, there will be no more involvement between the two companies. We can also throw our arms and work hard.

   From another perspective, bad things can turn into good things. "

  Xia Jingxing is very cheerful, and he is very open to the possibility of losing the lawsuit. Anyway, when the fund he arranged to buy Huaxin International at a low price, the transaction consideration or the stock price has already included the part that may lose money if the lawsuit is lost.

  If there is no bad news about the high probability of losing the lawsuit, Huaxin International's stock price will not fall so low, and he can't buy the bottom.

   Two months later, the lawsuit was lost and the money was lost. At most, the bargain-hunting acquisition became a parity or even a premium acquisition.

   But considering the uniqueness and scarcity of Huaxin International, a leading domestic chip manufacturer, spending a little more money is nothing.

   (end of this chapter)