Recently, the reporter of "Shenzhen Small and Medium Enterprises" had the honor to interview Jiang Rong, the general manager of Shang Yangtong. General Jiang is very capable and quick-thinking, and his speech speed is extremely fast. He also gives a hearty laughter from time to time. As the general manager of Shang Yangtong, she and Under the unremitting efforts of the team, Shangyangtong has become a power semiconductor IC design company with high growth potential in China, and has become a 'black horse' chasing capital, market and media.
'Using your own way to help the development of domestic semiconductors' 'Trade wars have strengthened our efforts to master core technologies and increase independent innovation. The gradual establishment and improvement of China's IC industry manufacturing has created conditions for us. We are very fortunate to catch up with a good era, an era that encourages innovation and entrepreneurship. Although we have some gaps with some of the world's leading brands in some core technologies, some core technologies are not yet fully mastered, but rely on domestic strong technological innovations. Driven by a large number of application markets, it is believed that the pace of domestically-imported imports will accelerate. Shangyangtong will provide momentum for the rapid development of the company through independent innovation platform construction. The company will most likely create performance in both product and marketing. Excellent brand company. 'Since the hard work in Shenzhen in 1999, Jiang Rong has entered the semiconductor integrated circuit industry.
Before starting a business, she first made PM in the United States Anfu Li, the world's number one semiconductor component distributor. Jiang Rong joked, 'This is the 'Whampoa Military Academy' in our semiconductor distribution industry.' And this stay is seven years. More time, at An Fu Li Company, Jiang Rong has learned and mastered a wealth of semiconductor integrated circuit knowledge as well as market and brand marketing management experience.
Seven years later, Jiang Rong joined BCD Semiconductor Manufacturing Co., Ltd., where he served as Sales Manager, Senior Sales Manager, Greater China Sales Director, Senior Sales Director of BCD Semiconductor Greater China, responsible for China's domestic business, including sales. Team (including FAE team) and agent channel and customer management. BCD Semiconductor is an IDM semiconductor company specializing in analog IC integrated circuits, headquartered in Shanghai, listed on NASDAQ in 2012. 'At that time, the performance of the mainland part Accounted for 70% of the company, 80% of its new product performance is also generated in the mainland. After two years of BCD Semiconductor's listing in the US, it was acquired by another NASDAQ-listed company in the US, and the BCD brand also It slowly faded out of the market. It is a pity that a famous domestic semiconductor brand has disappeared.
In 2014, the country's support for the semiconductor industry warmed up, and it encountered the opportunity to form a more comprehensive team, coupled with the support of investors in terms of funds and resources, and many parties hit it off, Shenzhen Shangyangtong Technology Co., Ltd. came into being.
'Our CTO is the top technology expert of domestic power devices. During this period and now, 90% of the power devices purchased by domestic enterprises still rely on imports, and the localization rate is very low. Shangyangtong is positioning itself to be new energy power. The IC design company of device technology is determined to create a new semiconductor brand with a technical content in China. ' Jiang Rong said.
'There is no shortcut for the IC industry'. The IC industry is a technology-intensive, capital-intensive and talent-intensive industry. It is also an industry that has no shortcuts to go. 'Jiang Rong believes that in the semiconductor industry, a brand The establishment of the establishment, without a decade or so of accumulation, is difficult to produce effects, especially power semiconductors, products can not be sloppy or concession.
'On different company platforms, the opportunities, resources, difficulties and challenges you encounter are different. Members of our core team have a decade or two years of experience in the semiconductor integrated circuit industry. , also prepared for the difficulties encountered. 'Talking about the challenges faced by the development of entrepreneurial enterprises, Jiang Rong said frankly, on the platform of integrated circuit entrepreneurship, there will be funds, resource use, brand recognition, products, technology and attraction. Difficulties such as talents, except for technology and products, Shang Yangtong has encountered different degrees.
'International first-line power device brand, with the help of technology and market leading position, firmly occupy most of the market, coupled with the customer's extreme caution on power devices, the threshold for Chinese local enterprises to enter the market is even more difficult than other types of IC Several times. If the technology and products of Shangyangtong Company can't land, the company can't talk about survival and development.' Jiang Rong said.
It is precisely because of this situation that Shang Yangtong has made strategic layout based on its own platform on the innovation and definition of products, and cooperated with the application market and marketing methods to seize the opportunity, first cut into the LED power supply, and then Enter TV power, charging pile power and mining and server power markets.
'We have a total of 22 million yuan in venture capital, and have been adhering to more than four years. We have developed six series and more than 300 models. The support performance has gradually increased. The brand has gradually been accepted by the market and customers. This is very good for power semiconductors. It’s not easy, it’s the contribution and hard work of all the staff of the company. 'From the incomprehensibility to the up-and-coming, Shang Yang’s general strength proves itself, Jiang Rong said that after completing the A and A+ financing in the first half of this year, Shangyangtong will continue to invest. More funds in the product development and innovation, the introduction of more talents, and strive to make Shang Yangtong become a leading technology and innovation-driven semiconductor leading enterprises.
'Only good product quality can establish a good corporate product image' 'To make power semiconductor products well, we must combine process technology, design technology and product definition. This is our core competitiveness. 'For her own development advantage, Jiang Rong has a clear understanding. 'Shangyangtong's product positioning must be to avoid the domestic IDM peers in the price of competitive products and applications, and at the same time to benchmark the international first-line brand Products and applications, as well as emerging applications in the market.'
Jiang Rong believes that product image is the basis of corporate brand image. Only good product quality and product creation value for customers can establish a good corporate product image. So, how to establish a good corporate product image? Shang Yangtong’s approach is through Product features, the unremitting pursuit of service quality, create a good reputation, won the industry and customers widely recognized.
'It can be said that our team does not lose mature peers in terms of technological advancement, product definition, marketing capabilities, and market capabilities. Although we still have shortcomings in the production capacity of wafer manufacturing, we can try our best from technology. The speed of development, the speed of product design, to meet the speed of customers, make up for the shortcomings, less negative impacts, do basic skills in the competition, when the opportunity comes, quickly move forward. 'Jiang Rongxin said.
It is worth mentioning that Shang Yangtong's technical research and update iterations have been aimed at the product level of the world's top power device design companies, constantly surpassing themselves and getting closer to the top level. Currently, there are several design indicators. At the time of the domestic No.1. The company has been operating for three years, and the number of invention patents has exceeded 90. In 2018, it is expected to break through 100. The number of patent applications ranks first among domestic power device design companies.
Every change is accompanied by the continuous improvement of new technologies. Every breakthrough makes the power transformation more adaptable to the overall development of the society. Shangyangtong Technology takes this social responsibility as its own responsibility, continuously innovates and changes, saves energy and reduces emissions, and protects the environment. And contribute to global energy conservation and consumption reduction.
At the beginning of this year, the '2018 China IC Design Achievement Award' held by International Electronic Engineering Album and Global Sources was announced. Shenzhen Shangyangtong Technology Co., Ltd. won the 'China Excellent IC Design Team' and the 'China Power Device Design Excellence Award'. The awards of the awards show that the brand strength cannot be underestimated. Talking about the future development of Shangyangtong, Jiang Rong is full of confidence and full of ambitions. 'In recent years, the level of industrial development is relatively fast, and the market share of domestic brands replacing imported brands will increase rapidly. It is the world's largest market for power semiconductor demand. It entered the stage of explosive growth in 2018-2021. We must seize market opportunities, continue to work hard, and strive for continuous innovation. Through three to five years of efforts, we believe that Shangyangtong will be able to Growing into a cutting-edge enterprise in Shenzhen, it has grown into a domestic first-class power device design company and has become a nationally renowned brand.