Few people know that the chargers of the mobile phone brands we use, such as Samsung, Huawei, 0PPO, Meizu and other brands, all use the independent brand SAMWIN power devices of Xi'an Semipower Electronic Technology Co., Ltd. (hereinafter referred to as Semipower). Few people also know that because Wang Feng DJI drones, which became popular after Zhang Ziyi proposed to her, also use Semipower’s green power products. The above is just the tip of the iceberg. Semipower's products are also widely used in power supplies, monitors and other equipment of LG, Lenovo, Amazon, Philips, HP, Costa, Skyworth and other brands. Its high-quality service, stable quality, and very good The cost-effectiveness has won the trust of more and more customers.
This time, we had an exclusive interview with Luo Yi, Chairman of Semipower, and listened to his story behind the results. In the interview, he mentioned that China has more ideas but less real entrepreneurship. He hopes that more people can spend five, ten or even more years to turn ideas into products and markets. This will take a lot of time. Something that takes more time, energy, endurance and perseverance to do.
As a technology leader in the industry, the continuous pursuit and exploration of new technologies as well as the dissemination and sharing of new knowledge and results have been Semipower's continuous pursuit since its establishment.
In August this year, the company invited Shuji Nakamura, the "Father of Blue LED" and winner of the 2014 Nobel Prize in Physics, to Xi'an for academic exchanges at Jiaotong University and Xidian University, and also hired him as the company's special technical consultant. . In fact, the company has a lot of technical cooperation and exchanges with the international community. The company has long-term hired about 10 experts from the United States, Germany, and Japan as technical consultants. They come to China at least once a year to conduct technical exchanges and spread the word. New technological developments in the field, including advances in testing technology, equipment, etc.; on the one hand, every time we come, the company will invite eight cooperating engineering universities in Xi'an, and each school will give a speech. The company has also implemented the "International Semiconductor New Products and New Technology Lecture Series Entering Universities" project, organizing 40 technical experts in the international semiconductor field to enter eight universities including Jiaotong University and Xidian University for one-year technical lectures. "When we look at current domestic universities, the teaching materials are still relatively outdated. The method of academic exchange allows them to understand the current development status of the semiconductor industry by field, industry, and part." Luo Yi likes to use this method to broaden students' horizons. Allowing them to be close to the forefront of markets and technology.
He said that the company is working with China Electronics and an organization in the United States to compile the latest technologies and products of the ten top international semiconductor brands into a book. This book will be updated every year and promoted as a required course in schools. This original intention has also encountered some resistance, "We are working hard because foreign countries are not willing to open up its technology, and we are negotiating with some foreign platforms." In addition, the company often holds various industry forums. For example, the company held the "2014 China Semiconductor Power Device High Reliability Technology International Symposium" in Xi'an on November 27 and 28, 2014, inviting more than 100 well-known experts and scholars at home and abroad, as well as business executives. Elites from various fields conducted technical discussions and exchanges.
“After the Shanghai Industrial Research Institute and the Shanghai Municipal Science and Technology Commission visited nearly 50 companies across the country from August to October this year, they believed that domestic companies that really make power devices and have high product maturity, including our customer base, have 80 % are exported, and they are all major foreign customers. We are the only such company in the country," Luo Yi's face was full of confidence.
This year, the state gave Shanghai Industrial Technology Research Institute two projects: sensors and power devices, which will serve as the basis for Industrial Technology Research Institute's future development, research and development, and platform establishment. Ultimately, they decided to turn to Semipower Electronics as a partner when it came to power devices. In fact, ITRI not only values the company's product strength, but also the nationally influential Xi'an Semiconductor Power Device Testing and Application Center built by the company in July 2011. It is very important in product stability, research and development, application and In terms of timeliness analysis, it provides very complete and practical support. The test application center is an open laboratory that provides complete testing and analysis of semiconductor power devices and power supply applications. It has also been certified by the Shaanxi Provincial Small and Medium Enterprises Bureau as the "Shaanxi Provincial Small and Medium Enterprises Public Service Demonstration Platform" and can provide small and medium-sized integrated Circuit and electronics companies provide priority, complete and high-quality semiconductor power device testing services, and provide testing and semiconductor public test and inspection platforms for various power supply companies. With the support of Xi'an Testing and Application Center and Industrial Research Institute Shanghai Laboratory, the company and Shanghai Industrial Research Institute cooperated to establish a platform. "Our goal is to formulate standards for new energy vehicle power devices, including future testing and applications, which will be based on The results of the Xi'an laboratory test serve as a guideline for whether it can be applied to new energy vehicles."
At the same time, Semipower Electronics has also joined the LED Standards Development Committee, undertaken the standard formulation and revision work for some projects, and is becoming a standard setter and leader in the industry.
Luo Yi also said frankly that in addition to talents, a big bottleneck the company encountered in the development process was the lack of recognition of its own brand by domestic companies, so 80% of the company's products are exported abroad. Domestic companies will use it only after large international companies such as Philips and Salcomp have used it.
“We need to spend a lot of time to convince domestic companies to use domestic brands, so why do foreign companies use domestic brands so early? It’s because they care about product quality, its parameters, stability, and things about the product itself; many domestic companies don’t. Discrimination ability, in turn, looks at the brand's popularity and whether it is imported or domestic. "At the same time, in China, in this industry with an output value of hundreds of billions, the standards are still not sure. Nowadays, many use American or Japanese industrial standards as the basis for testing, but there is no standard for what cannot be sold under which standard. "So now there are many companies in the market that are passing the goods off and the quality is unstable, which has caused a lot of negative impact on the big concept of domestic brands. This is also the original intention of us spending a lot of energy to build the Xi'an laboratory." The Xi'an Testing and Application Center has played a very important role The promotion effect: "It allows customers to see that we have a very good team, very good experimental equipment, and effective means of controlling product quality. Through laboratory testing, we provide more comparative data, and the data makes them think that we The product is indeed a good product. ”
In the past, the company sold all its products by itself without agents. In April this year, it began to introduce agents to expand its sales in an attempt to break through the bottleneck of the domestic market. They are pleased to see that many domestic manufacturers, including Huawei and Meizu in the mobile phone field, Skyworth, Konka and other TV fields, and Lenovo and BYD Auto, have accepted their products.
"Looking at both domestic and foreign countries, China actually has more creativity, but China has relatively few entrepreneurship. Entrepreneurship is divided into two things. In Chinese terms, it is 'bold ideas and careful verification.' We are relatively weak in verification. , I assume everyone is thinking about it, because no one lacks imagination, and the foundation it is built on is very important.” When talking about entrepreneurship, Luo Yi was deeply touched: “In fact, there are two groups of people in the United States. It is said that he is very creative and imaginative. If this is just the appearance of the product, including the framework definition and the idea of new products, but when it comes to the basics, he has a lot of people, more people, and more time, energy and effort. He hopes that more people in the entrepreneurial field can spend five, ten or even more years to turn ideas into products and markets. This requires more time. It takes more time and energy, including endurance and perseverance, because creativity does not require perseverance, only inspiration, but starting a business with only inspiration is not enough, it requires more dedication and perseverance.
They first established a company in Shenzhen in 2003. Later, due to the preferential support policies of the High-tech Zone, Xi'an's rich human resources, and the government's attention and support for the semiconductor industry in recent years, the company established a new company in the Innovation Building of the Xi'an High-tech Zone in 2008. The Xi'an company mainly serves as their R&D and testing center. Luo Yi said that as a technology-driven enterprise, the company's investment in product research and development accounts for more than 20% of sales. In the hiring of foreign experts, equipment purchase, and laboratory construction, A lot of manpower and material resources were spent on it. A large amount of investment in R&D is an arduous verification process to turn ideas into reality. It is a lonely and long road. They have continued to persevere and are where they are today. With the development of new energy sources such as automobiles, photovoltaics, and energy-saving products, power devices must be continuously upgraded. The next five years will also be a very good opportunity for continuous innovation of new devices. Now I am quite confident in the company's products, sales, market and customers, but the company is not big enough. We are still working hard to continue to support the company to become bigger and stronger. "Luo Yi said.
