How the effectiveness of Chu Qing’s “New Deal” still needs market testing.

Regardless of the sharpness of Haisi in recent years, or the reputation of Qualcomm in the industry, Zhan Rui, as a domestic old semiconductor company, seems to be somewhat outdated. In the past six months, Ziguang Zhanrui frequently used three words in its propaganda – “new exhibition sharp” to change the stereotype of the market and the public.

Zhan Rui is a To B company whose ups and downs are hard to perceive. But A local taxi master in Shanghai told us that the performance of the exhibition was very good a few years ago. Every year, a grand annual meeting was held. There were many people from all over the country. The exhibition (one of the predecessors of the exhibition) gave Chartered, it’s not working now, and I haven’t had such an annual meeting in recent years.

Poor quality control, product line confusion, backward technology, and decline in performance and performance. There are indications that the exhibition needs some changes.

In the past few years, Zhan Rui has also frequently changed the leadership team for change. The latest leadership team is the team with the former Haisi executives as the core. Chu Qing, the new CEO of Ziguang Zhanrui, has worked in Haisi for many years before joining Zhan Rui. He has served as vice president of Huawei Strategy and Technology and chief strategy officer of Hisilicon Semiconductor. Chief Operating Officer Chen Yufeng and Senior Vice President of the Market Zhou Chen also served in Heis.

“New Exhibition”

After the US ban, Hess once wore the aura of national heroes, and was highly praised for its self-study strength and forward-looking Huawei. Therefore, in public opinion, the word “Hai Si” is not only a chip company owned by Huawei, but also contains the meaning of “hope” and “future”.

So, what is the arrival of Qianhaisi executives for this company?

Chu Qing said that he officially came to Zhan Rui in December last year and was on the verge of death. For more than half a year, Zhan Rui has made a comprehensive change from the management team to the company’s organizational model and business development strategy. In terms of business development, he said that he should pay attention to high-quality high-tech, increase the value of content, and improve the ability to create value for customers.

The expression of Chu Qing is, in layman’s terms, a good chip for customers. What is a good chip? The first is good quality. Second, the technology is advanced. Moreover, let the chips made have more market value.

In the interview, Chu Qing repeatedly mentioned the word quality. He didn’t have a rumor: he apologized to customers everywhere in March and April. At most, the marketing department arranged four apologies for him, starting at 9 am and ending at 12 pm.bundle. “Now IPD (integrated product development concept, Huawei is using this management system) and CMMI (capability maturity model integration, method for improving software development management) are all implemented in parallel. By the end of this year, we are asking for the R&D team. Must pass the relevant standards.”

After several months of adjustment, the improvement of the quality of the exhibition has achieved initial results. He said: “We just got the praise of customers last week because our products are in the customer. In the first half of the year, all models were well received, and the repair rate was less than two-thousandths, and the customer’s quality standard was twenty thousand.”

For this comparison of results before and after, Chu Qing did not elaborate on the adjustment process. However, from weekly tells some content to get a glimpse of one or two.

He said that the market strategy of Zhanrui in the past was to “bet”, and all the chips were tried, which caused confusion in the product line, and customers did not know how to choose. At the same time, it also caused a waste of enterprise resources, and many chip designs were not listed. And, some of the chip code architecture is very old, which makes it easy to have various problems. After the establishment of the new executive team, Zhan Rui will change the style of the past, through the analysis and pre-judgment of market demand, to determine what kind of chip to do, no longer blindly gambling. On the product, Zhan Rui’s current promotion of the Phoenix project will reinvent the code of many products and solve this problem from the bottom.

At the same time, Zhan Rui is also deliberately bringing customers to the next level. Chu Qing said: “Zhan Rui will continue to adjust our customer structure and will gather with some key suppliers. You will see more and more famous manufacturers, or strong terminal suppliers become partners of Zhan Rui.” /span>

How the effectiveness of Chu Qing’s “New Deal” still needs market testing. First of all, the chip development cycle is longer and takes 18 months. In addition, according to Yao Jiayang, senior analyst of the Tuoba Industrial Research Institute, according to the First Financial News, although Chu Qing used to have considerable experience and strength in Huawei in the past, from the current product blueprint of the exhibition, it is still above 2019. As the CEO of Zeng Xuezhong’s planning, to let Chu Qing play the product development expertise should wait until 2020.

5G chip

Quality and quality control are just the foundation. How to keep up with the rhythm of the market and grasp the opportunities of the future is also crucial.

Zhou Chen said that from the performance of the product, CPU, AI capabilities to communication capabilities, Zhan Rui has pressure input and research, we mayThe first result I saw was in the AI ​​field.

In the near future, the AI ​​Benchmark list led by the Federal Institute of Technology in Zurich shows that the Violet T710 chip has been awarded 28,097 points, ranking first in the world, surpassing Qualcomm’s Snapdragon 855 Plus and Huawei NPU. Blessed Kirin 810.

Of course, the biggest opportunity in the market is still 5G chips.

In February of this year, 2 Ziguang Zhanrui released the 5G communication platform “Macaru” and the first 5G baseband chip Ivyo 510 at MWC. This chip will support NSA at the same time. And SA. Zhan Rui plans to launch an SoC with integrated 5G chips early next year. Chu Qing said that Zhan Rui will launch a commercial 5G mobile phone in the first wave.

The Veronica 510 is a 12-nanometer process that is one generation behind the 7-nm baseband chips from Huawei and HiSilicon. However, Zhou Chen told us that the current 7-nanometer process chip is being tested and will be launched next year.

It should be pointed out that the development of 5G chips is more difficult than the previous 3G and 4G eras, and the technical requirements are more than before. Chu Qing said that in the 5G era, a small mobile phone contains 10 communication systems, and the tonic ability of the “Ten Quan Dabu Pills” is a qualified 5G player. Mobile phones are not the same as other communication devices. You have to hold a mobile phone. To ensure that users can travel around the world, more than 100 commercial mobile networks in the world have to be tested.

Therefore, fewer and fewer players are available for 5G chips. Only Qualcomm, Huawei, MediaTek, Zhanrui, Samsung, etc., Intel recently announced the withdrawal from this market, showing that its threshold is getting higher and higher. At present, only Haisi and Zhanrui have such capabilities in the mainland-based chip manufacturers, and only a large number of products are available for sale to the open market.

As the 5G commercial network is gradually launched in major global markets, only a few mobile phone chip companies will compete fiercely. In the next year or two, it will be a window to test the effectiveness of the new exhibition. What kind of answer can Chu Qing’s executives deliver?