In recent years, in the field of Bluetooth headsets, the launch of Apple AirPods three generations accelerated the popularization of true wireless Bluetooth headsets, making a series of wireless Bluetooth audio devices represented by Bluetooth speakers gradually become the mainstream of the market. No way, wireless is wonderful, and you can't go back after using it.
When we look back at many explosive wireless Bluetooth audio devices in China, we will find that they all have the same name: Li Jie Technology.
Ten years
When we open Baidu and enter "well-known RF chip manufacturers", we often see the name of Li Jie Technology in the second half of the ranking. Seeing this, it must be hard for you to think that this will be a manufacturer that accounts for more than 50% of the shipments of Bluetooth audio chips in the global market.
But that's the truth.
Li Jie Technology is a company headquartered in Zhuhai, focusing on the design, research and development and sales of integrated circuits. This company, founded on 20 10, is now approaching the second decade of "life". From the early days of the company's establishment, there were only 29 employees, and now the number of employees has reached nearly 300, of which the R&D team of Lijie Technology accounts for more than 90%.
In addition to the expansion of personnel scale, we can also understand the rapid development of Li Jie's technology from another aspect. Lijie Science and Technology Office Center was established at the beginning of 20 10, with its headquarters in Zhuhai and an office in Shenzhen. In the past ten years, in addition to the Zhuhai headquarters, Li Jie Technology has also set up a Shenzhen company and a Hong Kong company. In an interview with Jiwei.com, Li Jie Technology executives said that next year (2020), Li Jie Technology will move to a science park with a building area of 55,000 square meters to start the next decade.
It must be said that the mismatch between the rapid development of Li Jie technology and its "low-key" market popularity may be unexpected to all of us.
Create a better world with "core"
For Li Jie Technology, it is the enterprise goal to design China "core" and achieve China "core". Nowadays, under the guidance of the eight-character values of "innovation, professionalism, responsibility and pragmatism", Li Jie Technology is steadily becoming one of the representative manufacturers in the field of domestic chips. Corporate vision, with a beautiful world as its "core", is moving towards reality step by step.
But what we want to say is that the "core" of Li Jie technology is obviously more than the "core" of RF chips.
Looking at official website of Li Jie Technology, we can easily see that Li Jie Technology has four product lines: AI RF chip, intelligent video chip, multimedia artificial intelligence chip and big health chip. Different product lines have different "ways of playing", but as far as market performance is concerned, it seems that Li Jie Technology "plays" well in every product line. In every product line, Li Jie Technology is in the first camp of the industry.
The products with outstanding strength are truly worthy of such achievements.
Artificial intelligence RF chip
Among the four product lines of Li Jie Technology, the most famous one is naturally the AI RF chip. If subdivided, it can be divided into four parts: earphone chip, speaker chip, WiFi Bluetooth chip and universal audio decoding chip.
In an interview with reporters, Hu, general manager of Science and Technology Application Center, said that the headset chip of science and technology has been upgraded to the fourth generation, and the latest model is AC693N/AI800N, which can be used for AI Bluetooth headset equipment. According to reports, AC693N/AI800N has the characteristics of low power consumption while ensuring stable performance. Because it is a highly integrated single-chip solution, the chip package is smaller and the user experience is naturally better.
These two speaker chips, AC690N/AC692N, are the "apple of Li Jie's eye" and are suitable for AI Bluetooth speakers and Bluetooth audio adapters. It is worth noting that AC690N/AC692N has been applied to Xiaomi Xiao Ai Audio, and has been applied to the audio products of Fenda, Rambler and Elvis Presley. It can be said that through Xiaomi Technology's evaluation of this incident, it helped Li Jie Technology to establish a reputation in the industry and put a high-quality label on its chips.
In an interview, Huang Haitao, deputy general manager of Lijie Technology Integrated Circuit Design Center, told Jiwei.com: "Our chips are sold out this year. After we cooperated with Xiaomi last year, many customers have come to our company to cooperate. When an African mainstream mobile phone manufacturer in China expanded its mobile phone peripheral audio application, it found that the mobile phone peripheral audio products in Africa were basically the solutions of Li Jie Technology, and they took the initiative to cooperate with us. " Huang Haitao also said that at present, the Bluetooth audio chips of Li Jie Technology have accounted for more than 50% of the shipments of Bluetooth audio chips in the global market.
This achievement can really make Li Jie technology known as the light of domestic chips.
The universal decoding audio chip is suitable for all kinds of speakers, radios and tape recorders. Huang Haitao said with a smile: "Our chip has occupied the speakers of the square dance." As for the newly released WiFi Bluetooth 2-in-1 SoC AC790N, it is more to prepare for the future Internet of Things era. With the popularity of 5G networks, the Internet of Things era may come earlier than we thought. This is undoubtedly a good thing for Li Jie Technology.
Intelligent video chip &; Multimedia artificial intelligence chip
Compared with the absolute leading position of AI RF chips in the market, intelligent video chips and multimedia artificial intelligence chips undoubtedly have huge room for growth. It is reported that AC570N, the fourth generation intelligent video chip of Lijie Technology, has supported multi-channel high-definition video shooting, with clear picture quality, high-speed video interface and high-quality ISP. It still has clear shooting effect in low illumination, and has built-in WI-FI and Ethernet interfaces to provide solutions for video sharing.
Excellent product performance makes Li Jie's smart video chip scheme adopted by many well-known in-vehicle electronic equipment manufacturers. This undoubtedly makes Jiezhi intelligent video chip synonymous with high quality, and it is also an affirmation of Li Jie's technology chip.
AD 100/200/300 is a multimedia artificial intelligence chip with high speech recognition rate, advanced voice changing algorithm system and internal.
Capacitive touch buttons and other features, plus it can support a variety of screens, which is very suitable for intelligent products, robots and early education products. Of course, similar to the previous chips, AD 100/200/300 has also been included in the procurement list by well-known manufacturers such as Hasbro and Fire Rabbit, which occupies an extremely important position in its products.
The chips mentioned above seem to have passed the technical evaluation of well-known manufacturers, which also shows us the industry's recognition of Li Jie technology. This recognition is inseparable from the outstanding technical strength of Li Jie Technology. When Li Jie Technology can "speak for itself" with products and conquer the market with technology, it is enough to show the success of Li Jie Technology.
"High-profile products, low-key brands" is very suitable to describe Li Jie Technology.
Big health chip
Compared with the first three types of chips, the big health chip is undoubtedly "different". Employees of Li Jie Technology explained that it usually takes a long time for health care products to pass medical certification. Therefore, the update speed of the big health chip is obviously slower than the first three types of chips. However, Li Jie Technology did not stop updating because of the long certification time. While ensuring the quality of the original factory, the peripheral chip functions are concentrated on the main chip.
Li Jie's big health chip is suitable for a series of health products such as sphygmomanometer, oximeter and healthy body fat scale. According to the employees of Li Jie Technology, Li Jie Technology's Big Health Chip not only has low power consumption, but also integrates the functions of most peripheral chips, and comes with its own power amplifier, that is, voice broadcast function. This makes the sphygmomanometer equipped with Li Jie technology health chip different from most sphygmomanometers on the market, and more suitable for the elderly and some users with poor eyesight. For medical devices, Li Jie believes that there must be no carelessness, so more stable and reliable quality is the constant pursuit of big health chips.
It is reported that its market share of big health chips is at a good level. Of course, with people's increasing concern about health issues, the health chip market may have a good development in the future. For Li Jie Technology, because the products equipped with its big health chips can be suitable for consumers at all stages and meet the needs of different consumer groups, this "adaptability" will undoubtedly help Li Jie Technology's big data chips to achieve higher market share in the future.
It seems that the planning of Li Jie Technology has not only the present, but also the long-term future. We should not only "liberate" people's lives through Bluetooth technology, but also protect people's health through continuous research and development.
Not only thinking about the present, but also focusing on the future, Li Jie technology, which dares to join the public health cause a few years in advance, deserves our awe.
Consider the problem from the customer's point of view
The excellent performance of the chip is naturally an important reason why Li Jie technology is favored by the market. We should also know that Li Jie's products cover a wide range. Because the IP core is independently developed, Li Jie Technology can quickly provide corresponding solutions for customers and market demand, whether it is a low-end chip or a high-end chip. It is this kind of extensive coverage that makes tens of thousands of engineers and salespeople develop products based on Li Jie chip.
In fact, from the upstream mask, wafer production, testing and packaging, to finally providing customers with chips and solutions, and opening up the supply chain, combined with the technical strength of leading competitors, Li Jie Technology can ensure the quality of chips and have a high cost performance.
What's more commendable is that with most of the IP cores designed by ourselves and most of the key technologies mastered, Li Jie Technology can quickly customize according to customer needs. Li Jie Technology told Ji Wei. Li Jie Technology can put any module into any function that customers need, which makes Li Jie Technology's chips very competitive.
Li Jie Technology not only starts from the customer's point of view, but also analyzes the industrial chain from upstream to downstream with a forward-looking vision through its own accumulation in the industry for many years, so as to achieve "early", "accurate" and "stable" market demand, improve chip functions in a targeted manner and help customers save production costs. Once there is a problem, Li Jie Technology can solve it in the first time. This "one-hour reflection" solution saves customers time and cost. In short, this "turnkey" scheme makes Li Jie's customers very sticky.
After all, cooperation is easy and pleasant. Who wouldn't like it?
Low price tactics?
A problem that has puzzled chip companies for a long time is how Li Jie technology occupied the market. Perhaps most colleagues will think that the success of Li Jie Technology stems from its low-cost strategy. However, they obviously didn't realize that Li Jie technology did not win the world by low price, but by "cost-effective" chip products and excellent after-sales service system to compete for the market.
As mentioned above, Li Jie Technology has excellent products, which can be customized for customers according to their needs. We also need to know that Li Jie Technology can reduce the price of customized chips because of its leading technical force. The self-developed IP core reduces the cost of trial and error, enabling Li Jie Technology to meet the needs of users at the best cost, and the product is naturally cost-effective. In Huang Haitao's words: "We don't cut prices, we can really present the best solution to our customers, and the profit is guaranteed".
Such an excellent after-sales service system, that is, the "turnkey" scheme mentioned above, also benefits from the leading technical force of Li Jie Technology. It is precisely because of a thorough understanding of technology that we can better serve customers and improve user stickiness. Once many customers come into contact with Li Jie technology, they can't live without it.
Perhaps it is because Li Jie technology is too "low-key" in daily life that colleagues "forget" this.
label
According to Wang Jiwei's forecast, the sales of Li Jie technology chips will exceed 1 100 million in 20 19 years. Excellent sales performance is enough to show the top product strength of Li Jie technology chip. The strength of top products and brands that are not "famous" is also in line with Li Jie's "pragmatic" corporate culture, as is the so-called "high-profile work, low-key life".
But now we can say with certainty that as a chip company that wants to use the "core" of a better world, Li Jie Technology is undoubtedly successful. We can also believe that under the guidance of the enterprise spirit of "perseverance and continuous innovation", Li Jie Technology will certainly go higher and further, and will certainly be able to "work for the health of the motherland for 50 years".
Creating a better tomorrow with chips may be started by Li Jie Technology.