Rebirth 2010: I add some points to be a boss

Chapter 233 The price is 4500 US dollars, resolutely do not play price wars!

"Old Yu, on this trip to Shanghai, you can first hand over part of the Kirin 620 production orders to Shanhai Microelectronics, and the ratio is set at 30%.

As for the price level, as long as the other party's quotation is not excessive, you can decide for yourself. "

Huayao boss Bao Jianbo exhorted.

"Boss, or let Mr. Liang go, I'm not familiar with this area."

Yu Dong evaded.

He is the president of the wireless product side. Liang Ye of HiSilicon Semiconductor should be responsible for this job, but now it falls on him, so he is unwilling in every way.

"Excuse me, Lao Liang went to GSMC to discuss next year's OEM cooperation. I thought twice and felt that you had the most contact with Chen Heyu, so I assigned the task to you."

Bao Jianbai explained that he preferred Yu Dong to lead the team himself so that he could rest assured.

"Boss, you don't know much about Chen Heyu. You can make friends, but if you want to bargain, there is no way."

Yu Dong smiled wryly.

In the negotiation of Moss's second-generation intelligent voice system, at the beginning he wanted to use Huayao's size and connections as bargaining chips to force Chen Heyu to lower the licensing fee.

Who would have thought that people would not care about him at all, and would either pay the price set by future technology, or go out and turn right and get out.

The aggrieved mood is still fresh in his memory!

"It doesn't matter, as long as it does not exceed 15% of Bay Semiconductor's cost, you can directly make a decision."

Bao Jianbo said with a smile.

"Could it be?"

Yu Dong's mind turned, and he immediately thought of the reason behind it, and whispered for confirmation.

"Yes, the boss above sent a message to give some orders to support the development of domestic chip foundries."

Bao Jianbo nodded and said concisely.

"I know what to do, boss, don't worry."

Yu Dong smiled slightly, turned around to leave, and planned to get the manager of the supply chain management department of HiSilicon, so that Liang Ye would not gossip.

……

"Mr. Chen, Huayao, Lianxiang, and Zhongxin have all expressed their cooperation intentions and want to hand over part of the chip processing orders to Shanhai Microelectronics, but how should we set the price?
Mr. He and I are a little uncertain whether to use the cost pricing method or the market anchoring method? "

In the conference room, Wang Maosong asked with a tangled face.

"What does Mr. He think? Is there a detailed pricing strategy?"

Chen Heyu did not reply directly, but threw the question to He Tingbo.

"Boss, the current production cost of each 8-inch wafer is 6000 Chinese dollars, taking into account silicon wafers, equipment depreciation, manpower, factory infrastructure damage, water and electricity and other cost factors.

The company still needs to retain more than 50% of the gross profit margin, so the OEM price should be set above 24000 per piece to meet the requirements. "

He Tingbo said unhurriedly, this is in compliance with the cost pricing method.

"What about Mr. Wang's opinion?"

Chen Heyu continued to ask.

"As for the OEM price of 8-inch wafers, Lianhua Technology quoted US$5200, Bay Semiconductor's price was US$5100, and GlobalFoundries quoted US$5600.

I think the price of these competing companies should be considered comprehensively, and the yield rate should be included in the floating impact value. The price is 4100 US dollars, which is about 300 US dollars cheaper than Wanwei Semiconductor Manufacturing Co., Ltd. "

Wang Maosong thought for a while and said.

The equipment of Shanhai Microelectronics is outdated, and the good product rate is only 80%, while the good product rate of Bay Semiconductor is about 90%.

The processing cost is calculated per wafer, because there will be a certain loss rate in the chip manufacturing process.

Considering various cost factors, foundry manufacturers will forcefully require calculations based on the number of wafers in order to speed up the progress of investment cost recovery.

However, the good product rate of Shanhai Microelectronics is only 88% of that of Bay Semiconductor. Regardless of other impact values, the most reasonable price is 4400-4500 US dollars.

However, Wang Maosong's plan obviously wants to grab the market at a low price, but this is not what Chen Heyu wants.

One is 24000 Chinese coins, and the other is 4100 US dollars, which is almost the same!
"Why do you want to make a low price? Is the 28nm market saturated? Is it already a mature logic technology?"

Chen Heyu saw that the thoughts of the two were quite different from his, so he asked in a deep voice.

"Boss, price war is the most effective way to compete for market share. After all, Shanhai Microelectronics..."

Wang Maosong quickly explained.

"Price cuts can only attract those companies that are price-sensitive, but they can't cultivate loyal users. In the end, what should we do if everyone has no profit margin?"

Chen Heyu interrupted him directly, and then asked back.

With the progress of the process, more and more manufacturers have mastered 28nm, and the processing fees that can be earned will only decrease.

Before his rebirth, the OEM cost of 28nm chips was only 2000 US dollars, which was more than half.

"Is that supposed to be $4300?"

Wang Maosong tentatively said.

In his heart, he said 99. He is the person in charge of sales and marketing. He has an advantage in price so that he can expand his performance.

"28nm is not the end of Shanhai Microelectronics. We have more important tasks. Only by winning the 14nm process can we qualify for pricing."

"It's 4500 U.S. dollars. Considering the difference in the yield rate, pay attention to the statement when signing the contract. After Shanhai Microelectronics improves the yield rate, it has the right to adjust the price."

Chen Heyu said.

Go ahead and eat meat, and follow behind to drink soup. Whoever seizes the cutting-edge high-precision chip market first can make money easily.

Although in 2015, 28nm is regarded as a mid-range chip process, it is an advanced logic technology.

But in less than five years, the process technology will become more and more advanced, and even enter the 5nm field. At that time, the market space of 28nm will shrink sharply, from 300 billion US dollars to less than 100 billion US dollars.

It is completely unnecessary to fight a price war to consume each other's resources.

"Yes, boss, we understand."

He Tingbo made a statement that the pressure was on Wang Maosong. For the same sales price, how to get more orders will test the level of the sales department.

……

Shanghai Peninsula Hotel.

In front of the resplendent gate, luxury cars kept stopping. Wang Maosong and the director of the marketing department greeted each other with smiles in the lobby on the first floor in front of the station, and received various bigwigs.

President of Hotong Dahua District!

Executive Director of Intel Greater China!
President of Huayao Wireless Business!

Chairman of Sanxing Dahua District Semiconductor!
Purchasing Director of HOC Chip R&D Center!

Secretary of Pudong Electronic Port Week!

Among them, there are not only the real power in charge of the economy, but also chip giants at home and abroad.

Generally speaking, there are only four types of companies in the chip track.

The first type, Fabless mode: Fabrication (manufacturing)+Less (none), means to engage in chip design and sales, without involving the industrial operation of manufacturing, packaging and testing links, such as Apple, Haotong, HiSilicon .

The second type, Foundry mode: Manufacturers who specialize in chip production and manufacturing but do not have chip design capabilities, that is, foundries, such as Shanhai Microelectronics, Bay Semiconductor, and GlobalFoundries belong to this camp.

The third type, IDM mode: Combining the first two operating modes, it can control the whole process of chip design, manufacturing, packaging, testing and sales. It has many advantages and disadvantages, such as high investment cost and slow payback period. This category is mainly true multinational groups such as Intel, Sanxing, and Texas Instruments.

The fourth type, OSAT model; only responsible for the chip packaging and testing business, the bottom of the profit chain, proper wage earners, there are only a lot of such companies in Huaguo, because compared with design and manufacturing, chip packaging and testing is more difficult and complex A lot lower.

Therefore, it is not difficult to see that most of the companies and representatives participating in the exchange meeting today just want to know whether the chip technology of Shanhai Microelectronics is mature and whether it can be mass-produced.

As for placing OEM orders, I am not in a hurry, but just hold a wait-and-see attitude.

"Mr. Yu, welcome. You can take the elevator to the banquet hall on the 8th floor."

He Tingbo and Yu Dong shook hands and greeted each other.

"Mr. Chen is upstairs?"

Yu Dong asked.

"The boss is discussing cooperation matters with Mr. Xu of Pickup, and it may take some time before we can come down."

He Tingbo replied with a smile.

"Then I'll go up first, Mr. He, you are busy."

After Yu Dong finished speaking, he walked forward with his head held high.

In my heart, I feel a little regretful that Hua Yao missed a talent like He Tingbo, and let Chen Heyu take advantage of it!

Going straight to the banquet hall, I met many industry leaders along the way. It seems that there are not a few people who are interested in Shanhai Microelectronics.

"Mr. Xu, thank you for your support. With Shanhai's strength, we will definitely be able to deliver with quality and quantity."

Chen Heyu said, and the two walked out of the private room together.

This scene was keenly captured by the reporter. One was the big boss of Shanhai Microelectronics, and the other was the president of Haotong Dahua District. When talking and laughing, there must be big business.

"Crack!"

The reporter pressed the shutter button excitedly.

"The contract processing business of Snapdragon 810 and Snapdragon 652 will be officially handed over to Shanhai Microelectronics from tomorrow. Mr. Chen is very much bothering."

Xu Hao said with a smile.

"No problem, I heard that your company used Horae to design a 10-nanometer chip? I want to meet such a talented chip designer. Next time I go on a business trip to the beautiful country, I must visit your company."

Chen Heyu said with a little deep meaning.

"There will be a chance."

Xu Hao didn't take it seriously. Although Chen Heyu had the title of "Wall Digger King" in the circle, he didn't think that the other party had the strength to poach a native engineer from the beautiful country.

"Mr. Chen! Mr. Xu!"

As soon as Yu Dong stepped out of the elevator, he saw the two of them. After a few seconds of contemplation, he immediately walked over to say hello.

"Sorry, excuse me for a moment."

Chen Heyu turned around and caught a glimpse of Yu Dong, so he had to apologize to Xu Hao first, and then stepped forward to receive Yu Dong.

"Congratulations, judging by Mr. Chen's appearance, the cooperation of Hotong should be finalized, right?"

Yu Dong inquired.

"Yes."

Chen Heyu smiled lightly, affirming the other party's guess, these news will hit the headlines tomorrow, and it is meaningless to cover up.

"Oh? Then this time I'm here, I'll also send a big order, congratulations to Mr. Chen."

Yu Dong's eyes lit up, and the big rock in his heart immediately let go. You must know that the mid-to-low-end chips of Haotong are produced by Bay Semiconductor Manufacturing Co., Ltd., and they belong to the same foundry manufacturer as Huayao. Of course, the price that Haotong can accept will not exceed Huayao's expectation.

"It's Kirin 620, right?"

Chen Heyu asked.

"Mr. Chen's news is really fast. This self-developed chip has not yet been released to the world. Mr. Bao wants to put it on Huayao Maimang 4 to replace the Snapdragon 616 octa-core processor."

Yu Dong replied.

"Then wish Huayao's mobile phone a big sale in advance!"

Chen Heyu smiled and lifted the other party up.

Huayao's Kirin 620 processor has 8 built-in Cortex-A53 processor cores with a maximum frequency of 1.2 GHz. It is a mid-range mobile processor.

This is the result he wants, to do OEM first, accumulate technical background, and then take the road of design and development.

Although the design patents of Haotong and Huayao cannot be imitated and commercialized, they can be used as a model for learning. Otherwise, starting from 0 would be time-consuming and laborious for Shanhai Microelectronics.

After the representatives from all parties sat down, the thousands-square-meter banquet hall was filled with dozens of delegations, and the last few rows were media in the fields of business and science and technology.

(End of this chapter)