I. Overview
(1) R&D technology
A, the company insists on customer and market demand-oriented, increases R&D investment in new products, overcomes difficulties and continuously improves product quality, and plans to invest no less than 5% of sales revenue in 2020. The company actively responded to the national call of "energy saving, emission reduction, cost reduction and efficiency improvement", and encouraged R&D departments to continuously optimize product design, make new breakthroughs in technology and technology, improve product performance, and achieve double improvement in resource utilization and production efficiency.
B. During the reporting period, the company continuously optimized the product structure of wafer line, continuously enriched the product line, expanded the product specifications with high reliability and the product series with high energy efficiency, and continuously transformed to the high end. PSBD chips and TSBD chips realize full series of mass production and continue to expand new specifications; Fred chip and PMBD chip have achieved multi-specification mass production and gradually expanded to a full range; Successfully developed new products such as LBD chip, TMBD chip, ESD protection chip, LOWVF, and realized small batch production. At the same time, comprehensively improving the product performance of TVS chips will help to further enhance the company's leading position in market segments.
C. During the reporting period, the company actively promoted the management and implementation of key R&D projects. Based on the 8-inch process, trench field terminated the 1200VIGBT chip series, and the corresponding module products began to be mass-produced, marking the company's important progress in this product field. The company has successfully developed and introduced a series of products such as SGTNMOS, SGTPMOSN/P30V~ 150V to the market. Continuously optimize the performance of TrenchMOS and SGTMOS series products, and expand the specifications and varieties; Quickly deploy the development strategy of low-power MOS products, actively cooperate with high-end customers at home and abroad, and accelerate the domestic substitution process. On the basis of in-depth understanding of customer needs, the company fully deployed the iterative development strategy of product renewal in photovoltaic industry to accelerate the research and development of new products. In addition, the company increased the research and development of silicon carbide power devices and other products to further meet the company's follow-up strategic development needs and lay a solid foundation for the one-stop supply of a full range of semiconductor power devices.
D. The company pays attention to the performance improvement and technical breakthrough of existing products, sets up a research group in the R&D center, and adopts the method of combining simulation software with DOE experiments to improve the design structure and key performance parameters of products in an all-round, three-dimensional and multi-angle way, so as to optimize and improve the performance of products and greatly improve the market competitiveness of products.
(2) Marketing
A. During the reporting period, the company continued to take the consumer electronics industry as the market development foundation, vigorously expanded industrial electronics fields such as industrial frequency conversion, automation and netcom, focused on high-end markets such as 5G communication, automotive electronics, security, charging piles and photovoltaic micro-inverters, and tapped new profit growth points of the company.
B. The company continues to promote the international strategic layout, strengthen the two-way linkage between overseas markets and domestic markets, and realize the seamless connection between product certification and batch cooperation; At the same time, strengthen the promotion and management of "Yangjie" and "MCC" brands, strengthen brand building, combine offline and online, further enhance brand influence, and focus on promoting the cooperation process with large multinational group companies.
C. The company adheres to the marketing principle of precise marketing and full service, focuses on benchmark customers in various industries, strengthens the training of professional and technical sales personnel, and strives to improve customer satisfaction.
(3) Operation management
A. In the face of the COVID-19 epidemic, the company quickly responded to the call of the government, set up an epidemic prevention and control working group, solidly carried out various epidemic prevention work, and promoted the resumption of work and production in an orderly manner. At the same time, for imported raw materials, strategic inventory should be established in advance to ensure the sustainability and stability of the supply chain. Pay equal attention to epidemic prevention and resumption of production. The company ensures the timely delivery of customer orders while ensuring the health and safety of employees.
B. The company has been deeply involved in the management of operation system, and continuously promoted the implementation of refined operations in manufacturing centers. During the reporting period, the company introduced the MPS production planning model to further expand the strategic product capacity, establish the inventory of key products, shorten the production cycle, and quickly respond to customer needs. The company takes "full production and full sales, fixed production by sales" as the main axis to ensure the maximum utilization rate of factory capacity and continuously improve cost competitiveness; At the same time, production management, equipment, engineering, procurement and other departments will work together to comprehensively promote cost reduction and efficiency improvement projects, build a sustained low-cost operation system, and strive to achieve the goal of reducing standard costs by 5% in 2020.
C. The company continuously strengthens the engineering quality capability and systematically carries out quality zero defect management activities. During the reporting period, the company cooperated with external consulting companies to introduce a zero-defect quality management system, formulate and popularize zero-defect cultural teaching materials, vigorously cultivate relevant professionals, enhance the ability to use engineering quality tools to continuously improve problems, prevent similar quality problems from happening again, and further strengthen total quality management.
D. The company continuously promotes the construction of intelligent manufacturing system to meet the company's development strategy and business needs. During the reporting period, the company promoted the construction of BI (Business Intelligence) system, and realized the real-time and visualization of relevant decision analysis data of sales, operation, finance and other departments. Completed the server virtualization expansion, formed the dual virtualization private cloud service of SAP and MES, and improved the availability and utilization of basic hardware equipment; Inviting external professional consultants to investigate and continuously improve SAP, MES, EAP and other systems, further optimizing the company's internal management process, which is conducive to improving the company's management efficiency and economic benefits.
(4) Organizational capacity building.
A. Capacity building of marketing institutions: During the reporting period, the company introduced and implemented the qualification management system for account managers, further improved the career development channels and standards for business personnel, and initially realized that all business personnel were certified; At the same time, the company optimized and launched a series of business incentive policies, which enhanced the vitality of the company's sales organization, and the company's performance increased significantly during the reporting period.
B launch a new value distribution scheme: the company launched a compensation package management mechanism, which effectively encouraged all departments to improve human efficiency, and the human efficiency increased by more than 65,438+05% in the first half of the year. At the same time, wage adjustment in the context of the epidemic has effectively helped the substantial increase in sales and profits.
C. Effective cadre training: The company launched the "Jieyinghui" cadre training project, introduced the cadre management outline, qualification standards, role cognition and other training contents, and introduced a series of online courses of "Business Leaders" for systematic study and practice, which effectively helped management cadres broaden their horizons and improve their work ability.
Two. For details of the risks faced by the Company and the countermeasures, please refer to the main risks in the "Important Tips, Contents and Interpretation in Section I" of this report.
Three. Analysis of core competitiveness During the reporting period, the company's core competitive advantages such as technology advantages, industrial chain advantages, customer advantages, quality management advantages, marketing management advantages and large-scale supply advantages continued to be maintained, and its core competitiveness was further enhanced. 1.R&D technology: (1) the advanced R&D technology platform company integrated the R&D teams of various business divisions and established a company-level R&D center. Company-level R&D center includes eight core teams, including SiC R&D team, IGBT R&D team, MOSFET R&D team, wafer design R&D team, WB packaging R&D team, Clip packaging R&D team and technical service center, forming a complete R&D and technical service system from wafer design R&D to packaging product development, from pre-sales technical support to after-sales technical service, which provides the company with new product development, technical bottleneck breakthrough and. 2. It is divided into reliability laboratory, failure analysis laboratory, simulation laboratory and comprehensive R&D laboratory, which is a one-stop product experimental application platform that can meet many requirements including product function and environmental testing, physical and chemical failure analysis, product electrical, thermal and mechanical stress simulation, etc. The laboratory is equipped with advanced R&D and test equipment suitable for diodes, BJT, MOSFET, IGBT, power modules and other products, which provides comprehensive and multi-platform technical service guarantee for the company's chip design, device packaging, finished product application circuit testing, terminal sales and service R&D requirements. The company has built the R&D central laboratory according to the domestic first-class electronic laboratory standards, with a building area of 5,000 square meters (2) It has a complete technical talent system. Over the years, the company has continuously introduced advanced technical talents at home and abroad, forming a team of high-quality talents covering high-end chip R&D design and advanced packaging R&D design. In addition, the company has also carried out talent recruitment for several 985, 2 1 1 colleges and universities through the "Hidden Dragon Plan", providing high-quality technical talent reserves. In order to ensure the rapid improvement of reserve talents' ability, the company has implemented a series of talent training plans, including continuing education plan, rotation mechanism, and the implementation of coach and tutor system. At present, the engineering team in the R&D center of the company is relatively stable, with high professional level, excellent professional quality and strong sense of innovation, which has laid a solid foundation for the company's technological innovation and sustainable development. (3) Improve the R&D process. The company attaches great importance to the construction of R&D process and continuously optimizes and upgrades it in combination with the company's development. Now it has a one-stop R&D capability of responding to customers' needs quickly, completing product development and promotion with high quality and efficiency, and providing all-round technical solutions for customers' special needs, realizing an end-to-end comprehensive development model and providing a strong guarantee for the rapid launch and listing of new products. (4) Constantly enriching R&D patents In recent years, the company has continuously increased R&D investment in patented technologies, enriched the patent reserves of core technologies, effectively protected creative achievements, and improved the company's position in joint ventures and business negotiations. During the reporting period, the company added national patents 14. By the end of the reporting period, the company had 268 national patents, including 46 invention patents. 2. Marketing: (1)2020 is a new opportunity in the international situation. Affected by the COVID-19 epidemic, the global economic growth rate has declined, and the semiconductor industry has also suffered a certain impact. However, with the improvement of the domestic epidemic prevention and control situation, the domestic market demand has gradually recovered; With the intensification of Sino-US trade war, domestic power semiconductor enterprises have ushered in more domestic substitution opportunities. At the same time, under the impetus of the new national infrastructure policy, 5G communication, new energy vehicles, charging piles, cloud computing, Internet of Things and other fields have started a high-speed growth model, which has greatly promoted the development of the power semiconductor industry. (2) Taking the market as the leading factor and enhancing the brand influence, the company further strengthened the functions of the marketing department, broadened the brand promotion channels, improved the mechanism of industry managers and product managers, implemented precision marketing, and focused on key industries such as 5G, power electronics, consumer electronics, security, industrial control, automotive electronics and new energy. , and conduct comprehensive promotion through various channels such as holding industry promotion meetings, online marketing, and participating in third-party seminars to quickly respond to the needs of downstream industries and customers; At the same time, give full play to the advantages of MCC's international brand, use the product design (solution design and provision) capabilities of European and American channels, explore international high-end markets, and steadily enhance the brand influence of the company in various industries and customers. (3) Key account marketing continued to land. The company continues to implement key customer value marketing projects, so as to focus on customers and invest high-quality resources in high-quality customers; During the reporting period, we obtained import substitution cooperation opportunities with ZTE, DJI and other well-known end customers, actively promoted business cooperation of several product lines, and further broadened the company's future market space. 3. Organizational capacity building: (1) Organizational process optimization During the reporting period, the company focused on seven major processes, including strategic management, sales management, quality management, product development, integrated supply chain, human resources and finance, around the established strategic planning and in combination with changes in the external environment, and determined the person in charge of the process; Customer-oriented, delete non-value-added links; Under the support of IT, offline optimization and online solidification can increase the transparency of company management, thus achieving the purpose of improving efficiency and controlling risks. (2) Strengthening Total Quality Management Facing the market changes and the higher quality requirements put forward by customers, the company started from corporate vision and the long-term development strategy, and put forward a quality culture change plan with zero defects as the core as needed. The company cooperates with external professional organizations to carry out zero-defect quality reform activities. By establishing and implementing a zero-defect quality culture cultivation system and carrying out zero-defect quality improvement activities, the company's product quality and service level have been effectively improved. During the reporting period, the company's major customer complaints decreased by about 30% year-on-year, and customer satisfaction was greatly improved, further enhancing the company's core competitiveness. (3) Strengthening the sales team building During the reporting period, the company introduced the qualification system for account managers, further clarified the career development channels and standards of business personnel, introduced senior market and sales managers in the industry, strengthened the sales team building, and further enhanced the company's sales organization ability.