On March 23, 2010, the domestic leading provider of digital television core chip Hangzhou core technology Co., LTD. (National Chip) with brand-new appearance at the 18th Chinese international radio and television network information CCBN2010) ", exhibition display rich digital TV chip technology and solutions for the operators and consumers, comprehensive display of digital life, with unique marketing strategy, and support the development of Chinese digital television industry.

According to the general manager of the company, LiuJing CEO Mr. Born products have comprehensive coverage of digital TV each domain, chip shipments more than 80 million, has become the domestic digital television field, the maximum volume chip product categories of the most complete chip native IC company, according to this good momentum of development of the digital television industry, this company will remain strong momentum of shipment to rapid breakthroughs "star" million in 2010, efforts to become a breakthrough in sales of $100 "mature" IC design company.

Hangzhou core in the 1990s, a small digital television technology research group, the growth of domestic famous for a successful IC design company, along the way, I believe it is many start-ups acquiring.

During the exhibition, had met several of core in Hangzhou, with their high in the conversation, the author summarizes the following IC company growing road in the common reader, with share.

First, find a market, solve problems start-ups survival.

Remember a few years ago, local IC designed company "like night of spring breeze comes suddenly, throughout China," more than 500, an economic crisis brought "dominoes" collapse. IC industry is considered to be a high investment, high risk, and high returns "three tenors" industry, the development of funds, "get" case everywhere. How quickly will technology into products, with the fastest speed, quickly and scale of the market, capital flows, into the benign circulation, so as to solve the problem, the enterprise survival is major startup IC design company CEO's headache. Hangzhou core, in the early period of the national top with a technical team, a leading technical standard pocket, experienced are 65road after evaluating the gb, decisive cut to the mature market scale, satellite digital television.

Because the user is facing global satellite digital TV set-top box every year, the market demand is the level. The market is dispersive, the terminal producers customized requirements of users is very complicated, and fast, but the localization of technical support, the profit space industry characteristics and determines the IC products mostly will be at a disadvantage: chip function was too strong, high cost, not against China highly decentralized market customized chips, The localization process of technical support, cannot satisfy customer's complex differentiation; Small profit, also cannot support products high operating expenses. Hangzhou core, has certain market weakness, clear market orientation. Full of local advantages, close to the market experience, and even the most users demand of customers first, "and", the "quick release highly included" + "customization." scheme, will - and provide 24-hour all-weather "waiting" service tenet, in a short time, a large number of customer won highly recognized and scored a 50% share of the market.

Remember that once the media have evaluation of Hangzhou LianFa core: "the farmer families to Tibet by mobile phone use of Hangzhou city core; let the needy farmers use the city with satellite TV". Enterprise can create wealth, but also benefit the people!

Second, enhance their core competitiveness, to pursue long-term development.

The economic crisis, customer pays more attention to the price. The manufacturer to low-end market price, naked, "no, only lower IC company," has scared to death, concede three feet. Hangzhou core senior vice President Mr. Zhang SVP: "we like to describe the" dead from the flesh of the "climb out of the green eyes, covered with bloodstains!" Based on the sea and to fight our way out, not visible, but the hero, also can experience, not the long term. "Chinese cabbage price + footbaths type service", the market is early rob, but light is market share, but no profit, dry the bitter business, how to attract more investors?

2000 years ago, an old man in the Tao-Te mentioned in "good if water" point of view, the author thinks that there are worth praise, learn water flow, constantly adjust yourself to adapt to different containers of quality. For those who have the first bucket of gold of IC design company, actually this is just a temporary success is badly ill, Chinese learning and imitating, that is the American and the Japanese worry most, this also is a stronghold of China culture and the world. You can do, others can do, not the core competitiveness of the pot of gold, you will be numerous followers quickly. Mr. Ma in the win in China to the first interrogation player is“what is your core competitive power," is in order to he can guarantee the investment not in short time "get" for you.

Hangzhou core technical director, Mr. Huang ZhiJie CTO said in the company, after the first step towards the leadership team began to think about this question. A top Chinese channel company with first-class design team, chips of digital chip monolithic integration technology, through the years, the overall development of the digital television product line, from the fields to the ground satellite to cable from set pieces to the single chip, from low to high, formed a complete set of machine, and create a solution set by the original design, agents, the 3d integration of rapid technology service system, and finally form the core competitiveness: they have the most complete line of digital television, and provide the solution and provide close type, consultant of technical support, let customers enjoy a high quality products and high quality service.

With core competitiveness and sustainable product planning and means of sustainable cooperation, this involves Changhong, Skyworth, Hisense, such as domestic digital TV with state and Hangzhou core cooperation is an important reason is one of the core rapidly into Chinese Hangzhou native IC company at the top of the killer.

Third, hand chain partners, leading the industry development.

Globalization is an inexorable trend of the development of the world economy, "win-win" has become the various countries and economic entity of consensus. Each division between enterprise, mutual assistance, interdependence. Industry chains are also increasingly close cooperation between. IC industry development is not only depends on the chip design, manufacturing, test, and packaging technology advancement, also need software design, assembly, test, and even signal transportation and logistics etc supporting the development of industry. In digital television industry chain, the key still exist, CA, operators, equipment providers middleware providers such important industry group.

The author vaguely remember, 2009, the electronic information industry adjust and revitalization plan outline, specifically for perfecting the system of the integrated circuit industry, supporting backbone enterprise integrating resources, strengthen the innovation investment, guide chip processing enterprise, IC design company and machine manufacturing enterprises to strengthen cooperation, optimize industrial structure, cultivate a large internationally competitive companies.

Can find in the chain of partners, composed of strategic alliance, and closely can directly affect the enterprise in the industry is in a dominant position, become a large internationally competitive companies, lead the industry development.

Hangzhou core in IC industry and digital television industry for more than 10 years of hard, attaches great importance to the depth of the downstream and industrial cooperation, also very respect of industry competition, this is the accumulated valuable partner group, but also to train a large number of customers. Meanwhile, also actively participate in various national standards and trade standards, effectively promote the industry development. They use action to achieve a "core" tenet: and partners, and industrial growth.

Some prophecy: another five years, China's global IC enterprises will shock! Hope Hangzhou core can go far, become a great IC design company. Also hope that China can appear more IC world "core" in Hangzhou.