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"Haha, Cai Mingjie is so desperate that he wants to start a price war with us!

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

After saying that, Xia Jingxing put down the documents in his hands and looked at the three semiconductor generals sitting in front of him, wanting to hear their opinions on this matter.

Liang Mengsong and Zhang Rujing didn't say anything, and silently turned their attention to Li Liyou, CEO of Spreadtrum Communications, who was sitting next to him. This was the protagonist who came to Beijing to report on the work, and he was also the one who forced MediaTek to start flipping the table.

Li Liyou flattered him with a smile on his face: "Mr.

Now that they see Spreadtrum's baseband chip shipments skyrocketing, they really can't sit still. "

Xia Jingxing smiled slightly and said: "Kill the enemy 800, and lose 8,000! Unless it is absolutely necessary, MediaTek, the king of Gulf stocks, will not take the risk of both revenue and stock price falling to join the price war initiated by Spreadtrum.

Now, the reason why they are raising the price butcher knife shows that they really feel the threat to their survival.

You guys did a great job!

I remember at the beginning of the year, how much share did Spreadtrum occupy 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 predict that Spreadtrum will reach 25% of the market share in the fourth quarter of this year. By next year, the market share will exceed 30%." %.

Looking back at MediaTek, their flagship product SCT6253, which we are responsible for, has serious product quality problems, and the price is more expensive than ours. Even a fool knows how to do the multiple-choice questions.

MediaTek's market share has dropped 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 huge mistakes this time, including product pricing errors, quality problems, and slow response.

Currently, in addition to Spreadtrum competing for MediaTek's market, Morningstar Semiconductor, a Bayan chip design manufacturer, is also competing 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 strong company and a chip design manufacturer that advocates wolf culture.

They were established in Hsinchu Science and Technology Park in 2002, almost at the same time as Spreadtrum.

However, unlike us, who have been focusing on the design of mobile phone baseband chips, this manufacturer initially made display and TV chips.

They first took away the throne of the world's largest TV chip manufacturer from MediaTek. One of every five TVs in the world uses Morningstar chips. Then their market share in global computer monitor chips 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 focused on MediaTek's mobile phone chip market.

Who does Cai Mingjie hate the most? They must be the people from Morningstar Semiconductor. They are all wolves. They will chase Cai Mingjie wherever he is.

Their desire to attack is very strong. When we initiated 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 cheaper than MediaTek's. Dollar.

MediaTek suffered a huge setback this time and lost a lot of market share. We benefited the most, followed by Morningstar.

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

By then, MediaTek, Spreadtrum, and Morningstar Semiconductor will dominate the world, occupying 50%, 30%, and 20% of the mobile phone baseband chip market in mainland China respectively.

In the past, MediaTek was the dominant player and its almost monopoly market position 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 smiled and nodded. The SC6600L chip is worthy of its reputation as a divine chip. Even without the help of Fuxing Industrial, Spreadtrum can rely on this product to make a good turnaround, completely establish its own brand, and form a good upward trend.

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

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

Li Liyou nodded to Xia Jingxing, "Yes, these chips will be assembled into 2G and 2.5G mobile phones, and then OEMed and sold across the ocean.

The mobile phones actually circulating in the Chinese market have gradually shifted to 3G.

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

In the third quarter of this year, TD chip shipments were approximately one million. By next year, there will definitely be a big improvement. "

Xia Jingxing nodded slightly. The shipment volume of TD chips is very small, so small that it can be ignored, but it is the hope for the real rise of Spreadtrum Communications, because this is domestic technology and domestic technology industry chain, and foreign investors have absolute say. The technology industry chain is different.

“China Mobile’s President Wang said that Spreadtrum Communications and China Mobile are brothers and should support each other.

If you do your best, when the shipment volume of mobile phones increases, Spreadtrum's revenue and size will also rise to a higher level. "

Li Liyou understood instantly that this was the difference between closeness and distance. China Mobile had made it clear this time that it wanted to support its own company, Spreadtrum. As for the Wanwan manufacturers, they could just wait and see where they could.

In fact, Spreadtrum has been working hard on TD communication technology a few years ago, and it almost trapped the entire company. It is the chip design company with the most TD technology patents in the industry, but now it is only getting what it deserves. It’s just R\u0026D bonus.

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

Although Spreadtrum has emerged in the 2G/2.5G market with a Shenxin chip, it has emerged too late. These technologies will soon be outdated, and 3G will have to be looked at in the future.

However, since Spreadtrum has already laid out and bundled TD technology, if it is done properly, Spreadtrum will be able to overtake MediaTek in the 3G era, and at the very least, it can achieve a neck-to-neck result.

After getting rid of MediaTek, there is still a big mountain of Qualcomm waiting to be climbed, and there are bound to be difficulties and obstacles along the way.

But you have to eat one bite at a time. Xia Jingxing's short-term goal for Spreadtrum is to defeat MediaTek first.

This can be regarded as a contribution to the family reunion, so as to prevent frogs from jumping up and down and spitting venom to disgust people by taking advantage of the little advantage of the chip industry.

"By the way, now Spreadtrum, in addition to making good baseband chips for its old business, must also start to work on the research and development work and development progress of the two newly merged chip design departments of "Suanni Chip" and "Suanni Chip" , develop hand in hand, don't be partial to one subject.

As the CEO in charge of all chip design departments and the chip design manager of Fuxing Industrial, you may have to work harder in the past few years. "

Li Liyou's face straightened, "Mr. Xia, I will never betray the trust you and the group have placed in me."

"good!"

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

Some time ago, Fuxing Industrial Group carried out another round of integration work, packaging and injecting all chip-related businesses, including the mobile phone system-level chip department Suanni and the Internet of Things chip department Suanni, into Fuxing Semiconductor. The subsidiary of Fuxing Semiconductor The company's Spreadtrum Communications unified management.

At present, Spreadtrum's baseband chips have changed their codenames and are uniformly named Prison Niu. The eldest of the nine sons of the dragon is said to like music. It happens that when the baseband chip transmits and receives, it needs to perform voice or other data signals and baseband codes. Encoding and decoding are very suitable to be named after this mythical beast, which is believed to suppress luck.

For example, there is also a mythical beast named Bixi, also known as Baxia. It is said that he likes to carry heavy loads. It has been initially decided to name a car chip that will be launched in the future. Cars are heavier than consumer electronics and home appliances, so the name is suitable for the occasion.

Suanni is born from a dragon and a lion, and looks domineering and mighty in appearance, so it was given the code name of the mobile phone system-level chip, the core business of the revitalized industry - the core chip of the mobile phone.

In short, the chip design business of Fuxing Semiconductor and even Fuxing Industrial has been integrated into Spreadtrum, which is divided into three major chip design platforms: Suani, Suan, and Qiuniu. The product application scenarios respectively correspond to mobile phone system-level chips, mobile phone baseband chips, and the Internet of Things. Home appliance chips.

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

Due to the ongoing stalemate in the litigation between Huaxin International and Gulf Power, Huaxin International has never completed a complete merger with Fuxing Semiconductor, and the progress of resource integration has been slow.

However, the exact timetable has been obtained in the past two days. The patent infringement lawsuit between Huaxin International and Gulf Power will be officially heard in California in two months, in November. By then, regardless of whether the lawsuit is Win or lose, the dust has completely settled.

"Is the lawsuit certain?"

Xia Jingxing looked at Zhang Rujing and asked.

Zhang Rujing shook his head, "There is little hope. We have already lost a lawsuit in the capital. I'm afraid we will lose even more miserably when the lawsuit goes to trial in the United States."

Xia Jingxing fell into silence for a while, looking a little depressed. However, he quickly recovered because he realized that Zhang Rujing needed to boost his confidence more than himself.

"It doesn't matter. If you lose, you lose. At the worst, we will pay Bay Electric a sum of money. From now on, there will no longer be any involvement between the two companies, and we can put our arms aside and work hard.

Looking at it from another perspective, bad things can turn into good things. "

Xia Jingxing was very cheerful, and he was very open-minded about the possibility of losing the lawsuit. Anyway, when the fund he arranged to acquire Huaxin International at a low price, the transaction price or stock price had already included the possible loss of money if the lawsuit failed.

If there was no bad news that the lawsuit was likely to be lost, Huaxin International's stock price would not have fallen so low, and he would not have been able to buy the bottom.

Two months later, the lawsuit was lost and money was lost. At best, the acquisition turned into a bargain purchase, or even a premium purchase.

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

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