Distributor Feijie Electronics is committed to the promotion of Fairchild's full range of electronic components. Products are widely used in digital TV, automotive electronics, computers and peripheral products, communications equipment and other industries. Mainly engaged in IGBT module, rectifier diode module, IGBT single tube, SPM module, FET, fast recovery diode, Schottky diode, intelligent power switch, IC and other line of lead-free products, is a professional agent of Fairchild Semiconductor. Although the size of Feijie Electronics is not large, the business in 2008 has maintained a growing momentum.
The advent of the financial turmoil has made Fairchild's agents and other semiconductor distributors accept the challenge without exception, and the business has been affected more or less. How does Feijie Electronics continue to grow in such a harsh environment? Mr. Yang Baolin, the company's marketing planning director, answered us.
Yang Baolin believes that at present, China's distributors can be described as three pillars. The top world electronics distributors such as Avnet and Arrow are like Wal-Mart, Carrefour, Metro and Tesco in the retail industry. In the mid-20th century, the emergence of semiconductors led to electronic distribution giants such as Arrow and Avnet; in the late 20th century, China’s reform and opening up made the United Nations and Taiwan electronic distribution rookies of the United Nations, the United Nations and Taiwan, and the end of the 1980s The more small and medium-sized R&D companies and the vast imbalances in China's geographical development have created a large number of small and medium-sized local distributors. Nowadays, when it comes to this once-in-a-century financial tsunami, where should local distributors go? Are they imitating Avnet, the United Nations General Assembly and other business models to do large "supermarkets" or "specialty stores"? Obviously, it is impossible to make a short-term scale like the giants like Avnet. Qi Baishi said: "Learning my life, like my death", Yang Baolin added a "more people", he believes that the 21st century is a personalized era, the market needs professional, dedicated electronic distributors, so they Established only focus on the power device Feijie Electronics. All models of the FSC can be purchased at Feijie, which is the unique advantage of Feijie. Regardless of how the outside world changes, Feijie only focuses on the distribution of power devices and takes its own unique business path.
Yang Baolin said that the challenge is eternal, especially when the financial crisis spreads to more areas. As a professional distributor of semiconductors, it is neither the main body of production nor the main body of circulation, but its flexible and pervasive characteristics can penetrate all aspects of the industry and supply chain. Using the trade distribution ring, we have achieved three “optimizationsâ€.
The first is to optimize the customer base. Under the financial tsunami, many people are clamoring for how to keep warm in the winter, while Feijie is cautious and does not forget to expand. Their market goal is very clear, that is, continue to take their own professional route, gather global resources, focus on only the full line of Fairchild products. Fairchild's product line is very wide, with about 40,000 types of components. They continue to expand the sales of Fairchild's different models, and recently strengthened advertising and product promotion, and customers continue to increase. Affected by the economic downturn, some old customers have reduced orders, but the number of new customers has increased.
In this economic situation, energy conservation, consumption reduction, and environmental protection are the urgent themes of the world. In response to this topic, Yang Baolin said that no matter when the economy is developing at a high speed or when the economy is in a downturn, environmental protection and energy conservation are the themes that Feijie always pursues. Feijie has been committed to comprehensively promoting Fairchild's latest environmentally friendly and energy-saving products. In this regard, Fairchild has always been a world leader. Fairchild has advanced packaging, proprietary technology and extensive experience in the design and manufacture of power semiconductors. Its products provide an energy-saving and innovative way for the electronics industry. Fairchild's power switches, power MOSFETs (metal oxide semiconductor field effect transistors), IGBTs (insulated gate bipolar power transistors), rectifiers, PWM ICs and LDO series all contribute to energy efficiency while reducing power standby Power consumption, size and cost. In 2009, Feijie cooperated with the government's energy-saving call and invested a lot of research and development funds and energy in the lighting product market. LED/HID lighting applications are used in a wide range of applications, such as automotive lights, street lights, and home lighting. At present, despite the severe crisis in auto manufacturers, the three major automakers in the United States are at risk of bankruptcy. But for China's low-end and mid-end car market, it is not affected much. For distributors such as Feijie, which is a local automotive electronics company, it is time to provide better service to the back-end market.
The second is to optimize inventory. In this economic situation, near the end of the year, Feijie is constantly optimizing inventory, dealing with some unsalable stocks at low prices, and at the same time attracting some other companies at low prices, but they are the best-selling stocks. The emphasis is on balancing stability and progress. The boat has to go fast, but it must be won in the face of the storm.
The third is to optimize the human resources reserve. First of all, when the market was relatively good in the past few years, Feijie did not rent the best CBD office buildings like many companies, nor did it quickly deploy a large number of personnel. At that time, the business was very good, and it could be described by the Japanese Jinjin. At that time, the boss of a small counter in Huaqiang Market was not unusual at the time of driving Mercedes-Benz and BMW. Feijie’s development at the beginning was also very fast, but they remained cautious in their development. They did not pursue the market and did a good job. Now the financial tsunami is coming. They have no high operating expenses and no complicated personnel structure. There is no need to lay off employees and save money like other companies, and they can take advantage of this opportunity to recruit some talented people.
It is hoped that local distributors will seize the opportunity in this financial crisis and smoothly walk through the cold "winter" to welcome the warm "spring."
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