1. Analysis of Successful Local Enterprise Cases
1. Success Experience of Hangshun Chip HK32MCU Series in East China Market
1.1 Company and Product Overview
Hangshun Chip is a leading domestic 32-bit MCU design company. Since its establishment in 2013, it has mass-produced eight process platforms ranging from mixed-signal 130nm to 40nm on 12-inch wafers, with over a hundred models of industrial, commercial, automotive-grade, general-purpose, specialized, and customized 32-bit MCUs from twelve major families including ARM and RISC-V. The HK32MCU product series covers M0/M3/M4/M7 cores and is divided into economic, mainstream, low-power, high-performance, specialized, and automotive-grade types, serving thousands of customers.
1.2 East China Market Development Strategy
Hangshun Chip has adopted the following market development strategies in East China (Shanghai, Jiangsu, Zhejiang, Anhui, etc.):
1) Regional Channel Development
Hangshun Chip has established a comprehensive sales channel network in East China, collaborating with nearly 200 well-known distributors and end customers. By regularly holding distributor training conferences and new product launch events, such as the “2024 Hangshun HK32MCU New Product Launch Conference and the Third Distributor Training Conference (East China),” it strengthens communication and cooperation with channel partners, increasing product penetration in the East China market.
2) Focused Market Segmentation Strategy
Hangshun Chip focuses on the industrial characteristics of East China, targeting niche markets such as LED power supplies, shared power banks, high-speed hair dryers, and automotive electronics, providing customized MCU solutions for these fields. By deeply understanding the needs of these niche markets, it has developed products that meet market demands, achieving breakthroughs in multiple segments.
3) Ecological Partnership Strategy
Hangshun Chip proposes an ecological strategy of “collaboration and integration,” horizontally cooperating with different industries to integrate more sensors, wireless connectivity capabilities, dedicated analog circuit designs, AI algorithms, etc., into the MCU, creating MCPU (Micro Controller & Processing Unit); vertically cooperating with upstream and downstream of the industry chain to provide customized design and services, realizing the MaaS (MCPU as a Service) model.
4) Technology Innovation Driven
Hangshun Chip continuously launches new products through ongoing technological innovation, such as the high-performance HK32F4 series MCU and the new generation fingerprint sensor HK32S0192, breaking industry stagnation and enhancing product competitiveness.
1.3 Successful Case Analysis
Case 1: LED Power Supply Field
Hangshun Chip’s products such as HK32C030K8U7 and HK32F0301MJ4P7C have achieved significant success in the LED power supply field, supplying mass production to well-known companies like NVC, Igor, Kegu, Baike, and Dongling. These products have a main frequency of up to 48MHz, with high precision dimming control (PWM accuracy of 16 bits), supporting multiple interfaces such as ADC, UART, PWM, GPIO, with a power consumption as low as 3uA, enabling adaptive control, predictive control, power factor correction control, cluster control, multi-power networking control, and remote monitoring functionalities.
Case 2: Shared Power Bank Field
Hangshun Chip’s products such as HK32F0301MC, HK32C030, and HK32F0301MA have succeeded in the shared power bank field, supplying mass production to companies like Xiaodian. These products are compact (QFN20 3*3), support multiple interfaces, consume only 3uA, and can support various charging protocols, detect the remaining power of the power bank, and implement overload, leakage, grounding protection, overload and short-circuit protection, as well as remote monitoring functionalities.
Case 3: High-Speed Hair Dryer Field
Hangshun Chip’s products such as HK32M050, HK32M060, HK32M063C, and HK32M066B have achieved success in the high-speed hair dryer field. These products feature a 70V MOSFET pre-driver, 100A continuous current; integrate a 5V output LDO; support DMA, UART, I2C, SPI; include built-in comparators and operational amplifiers; provide complete PCB solutions with high cost-performance BOM. Notably, this series of chips is equipped with a sensorless FOC algorithm empowered by Tsinghua University, with a code size of less than 8K Flash, achieving maximum speed in 400mS, supporting up to 150,000 RPM, and providing undervoltage, overcurrent, stall, and short-circuit protection.
Case 4: Automotive Electronics Field
Hangshun Chip’s products such as HK32AUTO39A and HK32A040 have achieved success in the automotive electronics field, supplying mass production to companies like BYD, Wanjie, and Li Auto. These products have a main frequency of up to 120MHz, support dual CAN channels, and are equipped with rich peripherals, including analog inputs/outputs (ADC/DAC), serial interfaces (UART, SPI, I2C), and GPIO, meeting AEC-Q100 automotive standards. Their application functionalities include key collection and communication to automatically adjust seat comfort.
1.4 Success Factors Analysis
The success of Hangshun Chip in the East China market is mainly attributed to the following factors:
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Comprehensive Product Matrix: Covering M0/M3/M4/M7 cores, providing various products such as economic, mainstream, low-power, high-performance, specialized, and automotive-grade types to meet different customer needs.
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Technological Innovation Capability: Continuously launching new products, such as the high-performance HK32F4 series MCU and the new generation fingerprint sensor HK32S0192, maintaining a technological leadership advantage.
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Deep Focus on Niche Markets: Providing customized solutions for niche markets such as LED power supplies, shared power banks, high-speed hair dryers, and automotive electronics, meeting specific application scenario needs.
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Channel Network Construction: Establishing a comprehensive sales channel network in East China, collaborating with nearly 200 well-known distributors and end customers to enhance product penetration.
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Ecological Cooperation Strategy: Building a complete ecosystem through horizontal cooperation with different industries and vertical cooperation with upstream and downstream of the industry chain.
2. Other Successful Cases of Local Enterprises in East China Market
2.1 Shanghai Nanqiao Information Technology Co., Ltd.
Shanghai Nanqiao Information Technology Co., Ltd. is dedicated to solving the low efficiency of traditional IoT application development. Its Ruff 1.0 platform has supported over 50 chip series and mainstream IoT development platforms within six months of its release. The company lowers the threshold for IoT application development and accelerates the implementation of IoT applications by providing efficient IoT application development tools and platforms.
2.2 Zhongke Lanyun
Zhongke Lanyun focuses on Bluetooth audio chips and IoT communication chips, continuously upgrading its product structure and expanding its customer base. Through ongoing technological innovation and product upgrades, the company has achieved significant success in the smart home and wearable device fields in East China.
2. Analysis of Successful International Enterprises in East China Market
1. Qualcomm’s Success Experience in East China Market
1.1 Company and Product Overview
Qualcomm is a global leader in wireless communication technology and holds an important position in the IoT chip field. According to market data, Qualcomm had the highest market share in the global IoT chip market in 2022, with a market share of 17.8%. Qualcomm’s IoT chip product line is rich, including chips like QCA4012 that specialize in IoT applications.
1.2 East China Market Development Strategy
Qualcomm has adopted the following market development strategies in East China:
1) Multi-Mode Product Strategy
Qualcomm adheres to a multi-mode product strategy to cope with the uncertain environment in the early commercial phase of IoT. For example, during the initial commercial phase of NB-IoT, Qualcomm helped customers reduce technical selection risks by providing chips that support multiple communication protocols.
2) Authorized Distributor Channel Strategy
Qualcomm completes its sales in East China through authorized distributors. It is reported that sales revenue through authorized distributors accounts for about 50% of Qualcomm’s overall sales revenue in mainland China. This channel strategy allows Qualcomm to better cover customers in East China and improve market penetration.
3) Rebate Policy Market Development Strategy
The rebate policy has long been one of the market development strategies for chip manufacturers like Qualcomm. IoT wireless communication module companies consider factors such as chip manufacturers’ supply prices, rebate situations, and customer and application fields comprehensively. This strategy effectively promotes the promotion and application of Qualcomm products in the East China market.
4) Technological Leadership and Ecosystem Building
Qualcomm maintains its leading position in the wireless communication chip field through continuous technological innovation and actively builds an IoT ecosystem to attract more partners and developers.
1.3 Successful Case Analysis
Qualcomm’s QCA4012 chip has achieved significant success in the smart home field, specializing in IoT applications and providing reliable wireless connectivity solutions for smart interconnected home devices. Through collaboration with smart home manufacturers in East China, Qualcomm’s chips have been widely used in smart speakers, smart lighting, smart security, and other products.
1.4 Success Factors Analysis
Qualcomm’s success in the East China market is mainly attributed to the following factors:
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Technological Leadership Advantage: Qualcomm’s leading position in wireless communication technology gives its products competitive advantages in performance and power consumption.
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Multi-Mode Product Strategy: By providing chips that support multiple communication protocols, Qualcomm helps customers reduce technical selection risks and adapt to the uncertainties of the IoT market.
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Channel Network Construction: Through authorized distributor channels, Qualcomm can better cover customers in East China and improve market penetration.
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Rebate Policy Incentives: Through rebate policies, Qualcomm effectively promotes the promotion and application of its products in the East China market.
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Ecosystem Building: Qualcomm actively builds an IoT ecosystem, attracting more partners and developers to join, creating a virtuous cycle.
2. NXP’s Success Experience in East China Market
2.1 Company and Product Overview
NXP is a global leader in semiconductor technology, with strong technical capabilities in automotive electronics, secure identification, and IoT. NXP’s IoT chip product line is rich, including processors, security chips, and wireless connectivity chips.
2.2 East China Market Development Strategy
NXP has adopted the following market development strategies in East China:
1) Localized R&D and Cooperation
In February 2016, NXP announced a long-term technical R&D and localized cooperation with SMIC to further promote the innovation and upgrading of the local integrated circuit industry, supporting China’s development strategy for financial information autonomy. This localized R&D and cooperation strategy enables NXP to better understand and meet the needs of the East China market.
2) Authorized Distributor Channel Strategy
NXP completes its sales in East China through authorized distributors, and it is reported that sales revenue through authorized distributors accounts for a high proportion of NXP’s overall sales revenue in mainland China. This channel strategy allows NXP to better cover customers in East China and improve market penetration.
3) Focused Market Segmentation Strategy
NXP focuses on the industrial characteristics of East China, targeting niche markets such as automotive electronics, secure identification, and IoT, providing customized chip solutions for these fields. By deeply understanding the needs of these niche markets, it has developed products that meet market demands, achieving breakthroughs in multiple segments.
4) Ecological Partnership Strategy
NXP actively establishes partnerships with enterprises, universities, and research institutions in East China to jointly promote the innovation and application of IoT technology. Through this ecological partnership strategy, NXP can better integrate into the IoT ecosystem in East China.
2.3 Successful Case Analysis
NXP’s wireless devices have achieved significant success in the smart home field. According to NXP’s white paper, a new generation of tri-mode wireless devices will be launched within the next year and a half, allowing OEM manufacturers to adopt a single supply source, reduce chip size, and decrease the number of components to be procured and managed, thereby lowering the complexity and cost of smart home product design, production, and management. This innovative product design concept has led to significant success for NXP in the smart home market in East China.
2.4 Success Factors Analysis
NXP’s success in the East China market is mainly attributed to the following factors:
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Localized R&D and Cooperation: By collaborating with local enterprises like SMIC, NXP can better understand and meet the needs of the East China market.
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Technological Innovation Capability: NXP maintains a technological leadership advantage in automotive electronics, secure identification, and IoT through continuous technological innovation.
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Channel Network Construction: Through authorized distributor channels, NXP can better cover customers in East China and improve market penetration.
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Focused Market Segmentation: Providing customized solutions for niche markets such as automotive electronics, secure identification, and IoT to meet specific application scenario needs.
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Ecological Cooperation Strategy: Establishing partnerships with enterprises, universities, and research institutions in East China to jointly promote the innovation and application of IoT technology.
3. Summary of Successful Experiences in IoT Chip Development in East China Market
1. Product Strategy
1) Comprehensive Product Matrix
Successful IoT chip companies typically have a comprehensive product matrix covering different performance levels and application scenarios to meet diverse customer needs. For example, Hangshun Chip’s HK32MCU product series covers M0/M3/M4/M7 cores and is divided into economic, mainstream, low-power, high-performance, specialized, and automotive-grade types.
2) Technology Innovation Driven
Continuous technological innovation is key for IoT chip companies to maintain competitiveness. Successful companies typically invest continuously in R&D, launching new products to maintain technological leadership. For instance, Hangshun Chip breaks industry stagnation through the launch of high-performance HK32F4 series MCUs and the new generation fingerprint sensor HK32S0192.
3) Multi-Mode Product Strategy
In the context of incomplete standardization of IoT technology, providing chips that support multiple communication protocols can help customers reduce technical selection risks. For example, Qualcomm adheres to a multi-mode product strategy to cope with the uncertainties in the early commercial phase of IoT.
2. Channel Strategy
1) Regional Channel Development
Establishing a comprehensive sales channel network in East China is key to success. Successful companies typically establish a comprehensive sales channel network in regions such as Shanghai, Jiangsu, Zhejiang, and Anhui, forming close collaborations with local distributors and end customers. For instance, Hangshun Chip has established partnerships with nearly 200 well-known distributors and end customers in East China.
2) Authorized Distributor Channel Strategy
Completing sales through authorized distributors is a common strategy for international companies in the East China market. This channel strategy allows companies to better cover customers in East China and improve market penetration. For example, Qualcomm and NXP complete their sales in East China through authorized distributors, with sales revenue accounting for a high proportion of overall sales revenue in mainland China.
3) Regular Channel Activities
Regularly holding distributor training conferences, new product launch events, and other activities strengthens communication and cooperation with channel partners, improving product penetration in the East China market. For instance, Hangshun Chip regularly holds distributor training conferences and new product launch events, such as the “2024 Hangshun HK32MCU New Product Launch Conference and the Third Distributor Training Conference (East China).”
3. Market Strategy
1) Focused Market Segmentation Strategy
Focusing on the industrial characteristics of East China, targeting specific niche markets, and providing customized chip solutions for these fields. By deeply understanding the needs of these niche markets, companies can develop products that meet market demands, achieving breakthroughs in multiple segments. For instance, Hangshun Chip focuses on niche markets such as LED power supplies, shared power banks, high-speed hair dryers, and automotive electronics.
2) Rebate Policy Market Development Strategy
The rebate policy is one of the commonly used market development strategies for chip manufacturers, effectively promoting product promotion and application in the market. For example, Qualcomm effectively promotes its products in the East China market through rebate policies.
3) Localized R&D and Cooperation
By establishing partnerships with local enterprises, universities, and research institutions, companies can conduct localized R&D to better understand and meet the needs of the East China market. For instance, NXP collaborates with SMIC to promote the innovation and upgrading of the local integrated circuit industry.
4. Ecological Strategy
1) Ecological Partnership Network Construction
Actively establishing partnerships with enterprises, universities, and research institutions in East China to jointly promote the innovation and application of IoT technology. Through this ecological partnership strategy, companies can better integrate into the IoT ecosystem in East China.
2) Implementation of “Collaboration and Integration” Ecological Strategy
Horizontally cooperating with different industries to integrate more functions into chips; vertically cooperating with upstream and downstream of the industry chain to provide customized design and services. Through this “collaboration and integration” ecological strategy, companies can build a complete ecosystem. For instance, Hangshun Chip proposes a “collaboration and integration” ecological strategy, horizontally cooperating with different industries and vertically cooperating with the industry chain.
3) Developer Community Building
Establishing an active developer community, providing comprehensive development tools and technical support, attracting more developers to join, creating a virtuous cycle. For instance, Qualcomm actively builds an IoT ecosystem, attracting more partners and developers to join.
4. Insights and Recommendations for IoT Chip Development in East China Market
1. Product Strategy Recommendations
1) Build a Comprehensive Product Matrix
IoT chip companies should build a product matrix covering different performance levels and application scenarios to meet diverse customer needs. Especially for the industrial characteristics of East China, develop products that meet local market demands.
2) Strengthen Investment in Technological Innovation
Continuous technological innovation is key to maintaining competitiveness. Companies should increase R&D investment, continuously launch new products, and maintain technological leadership. Especially in fields such as high-precision digital pressure sensors, analog pressure sensors, wireless RF chips, and modules, strengthen technological innovation.
3) Adopt Multi-Mode Product Strategy
In the context of incomplete standardization of IoT technology, providing chips that support multiple communication protocols can help customers reduce technical selection risks. Especially in the field of wireless RF chips and modules, adopt a multi-mode product strategy.
2. Channel Strategy Recommendations
1) Establish a Regional Channel Network
In the East China market, establish a sales channel network covering regions such as Shanghai, Jiangsu, Zhejiang, and Anhui, forming close collaborations with local distributors and end customers. Especially targeting smart home manufacturers, industrial IoT companies, and automotive electronics manufacturers, establish dedicated channel networks.
2) Choose Appropriate Channel Models
Based on the company’s scale and resources, choose appropriate channel models. Large enterprises can consider a combination of direct sales and distribution, while small and medium-sized enterprises can focus on developing distribution channels. Especially in the East China market, choose to cooperate with strong and resourceful distributors.
3) Regularly Hold Channel Activities
Regularly hold distributor training conferences, new product launch events, and other activities to strengthen communication and cooperation with channel partners, improving product penetration in the East China market. Especially for new products and new technologies, provide timely training and promotion to channel partners.
3. Market Strategy Recommendations
1) Focus on Niche Markets
Focusing on the industrial characteristics of East China, target niche markets such as LED power supplies, shared power banks, high-speed hair dryers, and automotive electronics, providing customized chip solutions for these fields. By deeply understanding the needs of these niche markets, develop products that meet market demands.
2) Develop Reasonable Pricing Strategies
Based on product positioning and target customers, develop reasonable pricing strategies. Consider adopting rebate policies and other market development strategies to promote product promotion and application in the East China market.
3) Strengthen Localized R&D and Cooperation
By establishing partnerships with enterprises, universities, and research institutions in East China, conduct localized R&D to better understand and meet the needs of the East China market. Especially in fields such as high-precision digital pressure sensors, analog pressure sensors, wireless RF chips, and modules, strengthen localized R&D and cooperation.
4. Ecological Strategy Recommendations
1) Build an Ecological Partnership Network
Actively establish partnerships with enterprises, universities, and research institutions in East China to jointly promote the innovation and application of IoT technology. Through this ecological partnership strategy, better integrate into the IoT ecosystem in East China.
2) Implement “Collaboration and Integration” Ecological Strategy
Horizontally cooperate with different industries to integrate more functions into chips; vertically cooperate with upstream and downstream of the industry chain to provide customized design and services. Through this “collaboration and integration” ecological strategy, build a complete ecosystem.
3) Build a Developer Community
Establish an active developer community, providing comprehensive development tools and technical support, attracting more developers to join, creating a virtuous cycle. Especially for developers in East China, provide localized technical support and services.
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