本土Fabless应该发挥低成本优势进军发展中国家

一般来说，中国企业给人的印象，便是制造廉价产品，以及针对中国国内市场。然而，北京兆易创新科技(GigaDevice)总裁朱一明认为，中国的无晶圆厂芯片应该超越拥有13亿人口的中国，将目光放在全球共拥有60亿人口的开发中国家。 地球上有超过70亿的人口，朱一明指出，“其中10亿居住在发达国家的人口，已经有机会尝试或购买iPhone。另外有60亿人口仍然渴望着数码生活，但他们却负担不起iPhone。” 如果说在填补数字落差的鸿沟时，中国无晶圆厂半导体公司能发挥任何影响力的话，那么，低成本产品就是中国最大的优势。以中国的无晶圆应用处理器供货商瑞芯微 (Rockchip)为例，该公司为中国制7英寸平板电脑提供CPU，另外，泰国政府的“每个儿童一部平板电脑”计划也采用了该公司的处理器。 朱一明强调，对中国来说，要放眼全球确实还需要更多时间，不停淬练数字技术才有可能赶上西方企业。“在下一个10年内为仍然有着60亿贫穷人口的消费市场做努力，将会让中国有充份的时间成长，”他说。 这个观点可能有点太过理想主义。 此外，我也不认同中国为拓展市场空间而成为非洲“新殖民 主义者”的概念。

中国在非洲、巴西、印度和东南亚的投资。
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确实，中国商品(手机、电信基础设施等)已经在非洲取得长足进展。中国的产品也正在积极地前进巴西、东南亚和印度市场。

中国的直接对外投资。
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本文授权编译自EE Times，版权所有，谢绝转载 本文下一页：如何迎合发展中国家的需求？

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• 本土无晶圆厂业者们真正需要的策略
• 无晶圆厂经营模式在14nm的鸡血下仍将坚挺ya3esmc

{pagination} 朱一明认为，中国有着绝佳机会去赢得这个被忽略的60亿人口市场──这个市场中许多人都希望拥有一部智能手机。毕竟，大部分这些潜在的消费者想要什么，都会与中国消费者类似。 朱强烈地否认中国会为了在发展中国家世界中取得成功而牺牲品质。只针对低阶市场的策略无论在中国、非洲、巴西、东南亚或印度，都是不可持续的。 我曾经听说过一些来自中国大量生产的智能手机和平板电脑都无法正常运作。它们只是一些廉价的复制品。而过去一年来，许多厂商都已汲取教训并设法改善他们的产品。在中国销售的第二代平板电脑和智能手机品质确实获得了改善。 为解决发展中国家的需求，中国需要时间去学习、改进和创新。 中国的电子产业人士预测，未来几年内这个产业将出现兼并浪潮。许多只会生产“me-too”产品的公司彼此展开激烈的价格战。而这也是为何有些公司势必得退出市场的主要原因。 GigaDevice朱一明同意，他表示，在中国有太多的无晶圆厂半导体公司很容易得到政府资金援。“但这些投资却未能帮助他们取得任何进展。” 撇开中国无晶圆厂产业的整合议我，我不禁想问：面对这60亿人口的潜在消费者商机，美国的芯片和系统公司又有什么策略？大多数时候，他们都只大略地提到“金砖四国”。 而针对这个问题，他们曾注重过吗？ 本文授权编译自EE Times，版权所有，谢绝转载 编译： Joy Teng 参考英文原文： Yoshida in China: Whither the neglected 6 billion?，by Junko Yoshida

相关阅读：
• X-FAB发布业界首个3D MEMS平台，助无晶圆厂快速切入3D惯性传感器市场
• 本土无晶圆厂业者们真正需要的策略
• 无晶圆厂经营模式在14nm的鸡血下仍将坚挺ya3esmc

{pagination} Yoshida in China: Whither the neglected 6 billion? Junko Yoshida BEIJING – It’s hard to argue against the widely held notion that the weaknesses of China’s fabless companies lies in their inability to go beyond the Chinese market. Put more bluntly, Chinese companies are content with making cheaper products for the domestic market. [Get a 10% discount on ARM TechCon 2012 conference passes by using promo code EDIT. Click here to learn about the show and register.] Yiming Zhu, CEO and president of fabless company GigaDevice, takes the argument to another level: The target market for Chinese fabless chip companies should extend beyond the 1.3 billion people in China and reach out to the 6 billion inhabitants of the the developing world. Of the earth’s current population of more than 7 billion, Zhu points out, “one billion people in the developed countries have already had a chance to try or buy iPhones. There are six billion people in the pool who also want digital life, but can’t afford iPhones.” If China’s fabless companies can play a role in filling the digital divide with low-cost products, more power to China. (Rockchip, China’s fabless apps processor vendor, for example, is supplying its CPU to 7-inch media tablets made in China. They are being purchased by Thai government for its “One Tablet Per Child” program.) Zhu also stressed that this strategy might actually buy time for China to buy time, hone its digital skills and catch up with the West. Pursuing a market of 6 billion poor consumers over the next decade “will give China time to grow,” he said. The view may be a little too utopian. Moreover, I don’t subscribe to the notion of China being Africa’s "new colonialists" cultivating a new geopolitical market. China's investment in Africa, Brazil, India and South East Asia It is true that Chinese goods (cell phones; telecom infrastructure, etc.) are already making deep inroads in Africa. Chinese products are also being pitched aggressively in Brazil, Southeast Asia and India. China's outward foreign direct investment Zhu believes China has a good chance to grab a chunk of this overlooked 6 billion who would love to have a smartphone. Much of what these potential consumers want, after all, is mirrored by the desires of the Chinese consumers. Zhu vehemently disagreed that China can succeed in the developing world by sacrificing quality. Aiming for the low end of the market isn't sustainable for China, nor will it be tolerated in Africa, Brazil, Southeast Asia or India. I’ve heard from several Chinese sources that a lot of first-generation smartphones and media tablets flooding the Chinese market didn’t work properly. They were merely cheap knock-offs. In the past year, many vendors have learned their lesson and improved their products. The quality of second-generation tablets and smartphones sold in China has improved. Addressing the needs of the developing world buys China time to learn, improve and innovate. Chinese industry sources predict a wave of consolidation over the next few years. A passel of me-too product companies beating up one another on price isn’t just a caricature of today’s China fabless industry. It’s also the reason why some must die. GigaDevice’s Zhu agreed, saying he there are too many fabless companies backed by easy government money. “These little investments didn’t help them get anywhere.” Setting aside consolidation of the China fabless industry, we ask: What is the strategy of U.S. chip and system companies for cornering those 6 billion potential consumers? Do they even have a rough outline, beyond paying the usual vaguely colonialist lip service to "BRIC" countries? For that matter, do they pay attention to them?