Fairchild: Targeting China's Market Growth

At IIC China 2011 held from February 24th to 26th, Fairchild Semiconductor, a world leader in power semiconductors, demonstrated its latest products and technologies for multiple application markets, including power supply, lighting, display, motor drive, and automotive electronics. In the field of industrial, portable equipment, Fairchild’s new products can be seen. Next, what kind of planning will Fairchild have in product layout? What technical innovations will there be? How will Fairchild, who has always attached importance to the Chinese market, further expand its share of the Chinese market? At the IIC-China exhibition, Mr. Zhang Sanling, chief manager of the technology marketing department of Shenzhen Branch of Fairchild Semiconductor (Shanghai) Co., Ltd., was interviewed by Huaqiang Electronic Network.

Diversified product differentiation solutions Fairchild's products are found in various applications. At Fairchild's booth, you can see the new bi-directional logic gate driver optocoupler FOD8012 for industrial applications; 200W LED street lighting solution for LED lighting and various solutions for indoor lighting; also see the overall power solution for LED TVs for display lighting, including AC/DC and backlight drives; and innovative solutions for portable applications and many more. In addition, it is understood that Fairchild is also actively expanding its market for mobile applications.

“Power applications are inherently diverse because all appliances require power and must address power management. Fairchild's product and technology breadth is an advantage compared to other semiconductor companies, and its application has been relatively wide.” Zhang Sanling said. "Fairmark is very focused on power applications, but the mobile phone market is also one of the current priorities."

In addition to the mobile phone market, Zhang Sanling believes that China's new energy market is also a very promising application area. "China's new energy market, including wind energy, solar energy, and the rapid development of automobiles, especially hybrid vehicles, brings a huge market in China. The second is lighting and home appliances with frequency conversion," he said. "The frequency conversion of home appliances is already in the high-speed development of the Chinese market with variable frequency air conditioners and washing machines, and the market share has risen very quickly."

What technical innovations may be next for Fairchild Semiconductor, which has been leading the field of power semiconductors, may also be a topic of concern to everyone. In this regard, Zhang Sanling said that this depends on the specific direction, because different directions on the power application requirements and requirements are very different, such as motor control, Fairchild has both controllers and drivers, controllers, will continue to Improvements were made in control methods. For example, Fairchild now has a 120-degree variable-frequency drive scheme, a 180-degree variable-frequency drive scheme, a brushed drive scheme, and a next-step brushless drive scheme. In terms of driving, Fairchild has the entire SPM product family, and technology and products are constantly improving.

Zhang Sanling said that Fairchild will not only sell devices but will also provide customized solutions based on customer needs. “For power applications such as LCD TVs and LED TVs, Fairchild will visit customers to understand customer needs and issues that customers urgently need to solve. Then turn our semiconductor products into power solutions that customers actually need.”

Zhang Sanling emphasized that Fairchild is a company that is very focused on power solutions. In the power solution market, what Fairchild has to do is to let everyone know that Fairchild is a power solution. This is Fairchild’s position. Road.

Grasping the Hot Trend of Positive Growth in the Chinese Market It is understood that Fairchild’s global revenue in 2010 was US$1.6 billion, of which Asia accounted for nearly 75%, and the global workforce was approximately 9,100, with Asia accounting for more than 75%. Seven regional sales headquarters and five in Asia. A series of data shows that Fairchild is paying attention to Asia. So, what kind of position is the Chinese market in Fairchild's global strategic structure?

“In the Asia-Pacific region, excluding Japan and South Korea, mainland China’s turnover is the largest, followed by Taiwan, while mainland China’s current sales are larger than the total sales in Taiwan and Southeast Asia. It can be said that China is currently flying. The country with the largest number of trillions of global businesses occupies a very important position in Fairchild's turnover; in addition, the Chinese market is a market that has grown rapidly, which determines Fairchild’s importance and investment in the Chinese market. “Zhang Sanling told reporters that Fairchild has two product R&D centers and 13 sales bases in China, as well as a factory that is a Suzhou factory. Two of these R&D centers are located in Shanghai and Beijing respectively, so that they can develop products targeting the Chinese market in the near future. In addition, Fairchild also has a power application technology center in Shenzhen and Shanghai, providing related solutions for customer power application requirements. Zhang Sanling stated that “Fartek has a large investment in the Chinese market in terms of product R&D, application support, sales channels, and factory capacity.”

According to Zhang Sanling’s introduction, Fairchild’s strategy for different markets is different. “Like Taiwan, there are two markets that are very large, one is the computer industry, and the other is the mobile phone industry. In mainland China, the richness of the market products is far more than Taiwan, such as household appliances, whether white or black, The Chinese mainland market is much larger than the market in Taiwan, and again, for example, industrial applications, new energy is the focus of future growth, this market is not large in Taiwan, but the mainland market is large, including the automotive industry, mainland China is much larger than Taiwan. "Zhang Sanling said that different regions have different market directions. This is the biggest difference, followed by the business model. The customer's R & D capabilities and engineers' preferences are all very different, and the requirements for OEM support are different, so they are different." The area will have different strategies and methods.

Zhang Sanling also briefly introduced some market conditions in Southeast Asia. He said that “Southeast Asia is a very complex market because it covers a very wide area. We speak of Southeast Asia and even India, so there are Philippines, Thailand, Singapore, Malaysia, India. And so on, so that its population, geographical area, and development level are very different." For example, he said that in Southeast Asia, for example, it is difficult for us to see a large-scale handset maker, but we can see something similar to 10 years ago in China. The manufacturers of household appliances, but they also have their development, such as in India, electric fans to do the frequency conversion, which is difficult to see in China, a market will also bring new opportunities. In addition, lighting is also a special market in Southeast Asia. Also in Asia, China and Southeast Asian markets are very different, which also determines Fairchild’s product strategy in different regions.

When asked about the next step of Fairchild’s strategy in the Chinese market, Zhang Sanling said, “We will certainly capture some hot spots in the growth of the Chinese market, such as some frequency conversion appliances, a new generation of displays such as LED TV, LED lighting, automotive electronics, New energy and so on, these are the driving forces for the growth of the Chinese market, we will certainly cater to the growth of these markets, targeted product development and promotion."

Energy saving is a system engineering. Under the dual promotion of global energy conservation and environmental protection awareness and national mandatory energy efficiency regulations, energy saving has become an important indicator of testing product performance. Fairchild has always put green power technology as the focus of promotion. At this exhibition, we have seen Fairchild's mWSaver technology. It is understood that the mWSaver technology can provide the best energy-saving features of the power supply at the same level with only the fewest possible components. In addition, mWSaver series devices integrate five patented technologies: off-time modulation, JFET HV startup circuit, feedback impedance switch, HV discharge and PSR control function to reduce voltage; and intermittent mode operation and low operating current technology. Through the unique integration and collaborative use of these technologies, the most stringent standby power specification requirements can be met.

Zhang Sanling introduced to reporters that mWSaver energy-saving technology is a package of technology. The market targeted mainly is AC/DC switching power supply, specifically AC/DC conversion including chargers, power adapters, and Open Frame.

According to Zhang Sanling, energy conservation is a systematic project. "Washing machine is a typical example, it has a motor, a switching power supply, a fan, there is heating (some washing machines have a drying function), which are consuming energy, so to improve energy efficiency, it is necessary from the motor technology, motor Driving technology, power supplies, fans, etc. are all improvements, so it's a systematic project, and these fairies can help.” He said, “We help our customers improve their efficiency. It is from the entire system and all aspects. Fairchild is A good power solution partner."