Why does Japan become the first stop for domestic semiconductor manufacturers to open up the market?

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 Why does Japan become the first stop for domestic semiconductor manufacturers to open up the market?


As we all know, Japan has always been a powerful traditional semiconductor industry. Although in recent years, news about Japans semiconductor industry is weak and not brilliant, its technology and products in the upstream semiconductor materials, equipment, passive components, memory, CMOS, power devices and many other fields are in the global leading position. The semiconductor and electronic products produced by Japanese enterprises are also sold to the global market including China.

As the worlds largest semiconductor consumer market, Japan is one of the main import sources of Chinas semiconductor products, but in terms of export, domestic semiconductor products are rarely exported to Japan or participate in international market competition.

It is worth noting that with the development of domestic semiconductor industry, product quality has been improved. Domestic semiconductor enterprises including danbang technology, Shengong, Taiji, shunluo electronics and Jiangfeng electronics have established Japanese subsidiaries to actively explore the Japanese market. In addition to the establishment of self-sale team, more domestic enterprises, such as schland, China Resources micro and mobile communication, choose to expand the Japanese market through distributors.

The first stop for domestic semiconductor enterprises to go to sea

At the same time, due to historical reasons, the development of domestic semiconductor industry has been in twists and turns for a long time in the concept of making is better than buying. In this case, the dependence of Chinas IC industry on imports has not been changed. With the continuous upgrading of Sino US trade friction, the development of domestic science and technology enterprises is increasingly constrained.

According to Professor Wei Shaojun, in 2019, China imported 444.3 billion pieces of integrated circuits, with a value of US $304.1 billion; China exported 218.5 billion pieces of integrated circuits, worth US $101.5 billion, with a trade deficit of US $202.6 billion. In terms of proportion, Chinas import volume accounts for about 1 / 4 of the world, which means that China is the largest chip importer in the world.

Among them, Taiwan, South Korea, Malaysia, Japan, the United States and other places are the main sources of Chinas IC import.

In order to solve the problem that Chinas integrated circuit industry relies on import and reduce the trade deficit, China has set off an upsurge of IC localization in recent years.

Statistics show that from 2013 to 2019, the global market share of domestic chip products has increased from 4.3% to 10.3%, and the local market share of domestic chip products has increased from 14.9% to 29.5%.

Benefited from the upsurge of domestic substitution, most domestic enterprises have achieved great growth in technical strength, product quality and business performance.

However, if domestic semiconductor enterprises want to develop and grow, it is far from enough to rely on domestic substitution. Only by actively integrating and participating in international competition and striving to enter the supply system of international advanced enterprises, can domestic semiconductor enterprises really improve their core competitiveness and provide better products and technologies for customers.

According to the authors observation, many domestic semiconductor enterprises choose Japanese market as their first stop to open up international market. Up to now, domestic semiconductor enterprises including danbang technology, Shengong, Taiji, shunluo electronics and Jiangfeng electronics have set up Japanese subsidiaries to explore the Japanese market.

In May 2019, shunluo electronics established a wholly-owned subsidiary in Japan. Shunluo electronics said that the investment to set up a wholly-owned subsidiary is mainly to establish a long-term good cooperative relationship with Japanese customers, further tap the local market, establish a localized sales and customer service team, so that the company can quickly respond to customer needs, obtain customer trust and strive for greater market share.

In November 2019, in order to develop Japan and other overseas markets, Taiji established a joint venture with Japan International PS Co., Ltd. Taiji said that the company has a stable sales record in the Japanese market for many years, but the product category is single and the volume is small. This overseas investment is based on the overall strategic planning of the company to further develop overseas markets such as Japan, establish local sales and customer service teams in Japan, and strive for more market share.

Why Japanese market?

It is understood that for many semiconductor products, the Japanese market is far less than the Chinese market in volume, but the Japanese market is a high-quality market in the eyes of many semiconductor manufacturers.

From the perspective of the Japanese market environment, the majority of domestic semiconductor enterprises choose to open up the Japanese market because Japanese customers are more credit-oriented. Although they will be more strict in the preliminary factory audit and supplier introduction stage and have higher requirements on product quality, as long as they pass the verification of Japanese customers, they can have stable demand and are not sensitive to price Feeling.

Industry insiders further pointed out that, on the other hand, although the quality of products produced by Japanese domestic semiconductor enterprises is very high, their reaction to and pursuit of new technologies are very weak, and they are far inferior to Chinese enterprises in terms of cost, flexibility, degree of cooperation, speed of new product promotion and response speed to customer demand.

Indeed, the quality of Japanese semiconductor products is recognized as a high level in the industry. However, the problems in customer service are not only found in Japanese semiconductor enterprises. Generally speaking, large international semiconductor enterprises have a voice in the market. Therefore, chip giants mainly sell standardized products with high pricing and low cooperation with small and medium-sized customers.

Different from large enterprises, high-quality customer service and price are often the biggest advantages of domestic semiconductor enterprises in market competition. Domestic semiconductor enterprises can often produce personalized products according to the characteristics of diversification of terminal product demand and rapid upgrading. In addition, in view of the problems encountered by customers in the application, domestic semiconductor enterprises can also quickly respond to solve the problems for customers.

Industry insiders believe that in the process of cooperation with Japanese customers, the product quality, technology and service of domestic enterprises can also be improved. At the same time, they can accumulate international operation experience and understand the rules of international competition, so as to lay a foundation for the international development of the company.

Source of this article: Liu Fei, editor in charge of micro network_ NBJS10390