“Go Global or Get Left Behind!”
China’s Semiconductor Export Pioneers Sound the Alarm
— Highlights from the Roundtable on “Going Global & Digital Marketing Strategies for Semiconductor and Electronic Component Companies”
In the spring of 2025, looming tariff hikes once again cast a shadow over global trade. The U.S. government’s proposed increase in import duties on Chinese semiconductors and related products has put Chinese exporters on high alert, forcing many to reconsider their international strategies. At the same time, the rise of AI, digital marketing, and global distribution systems is pushing companies to rethink how they engage overseas markets.
Against this backdrop, a roundtable forum titled “Going Global & Digital Marketing Strategies for Semiconductor and Electronic Component Companies” was held online on the evening of May 22. The event was jointly hosted by China Exportsemi (a platform under Yeehai Global), RightIC, IC2FLY, and XINTONGLE. Veteran component marketer Zhou Biao served as the moderator, joined by three renowned industry experts—known as the “Three Swordsmen” in the semiconductor world: Mai manquan (Senior Industry Consultant), Wu Shounong (Industry Veteran), and Wu Zhenzhou (Founder of Lao Wu E-Commerce). Together, they engaged in an in-depth discussion on international strategy, digital transformation, and the role of AI.
I. Going Global: From Reactive Response to Proactive Strategy
Faced with a new wave of trade barriers, Michael Mak stated bluntly:
“Trump’s tariff policies were never really canceled—just paused. We cannot rely on the external environment to become friendly again. We must take initiative and see globalization as an opportunity for transformation.”
He emphasized that Chinese component makers must move beyond domestic price wars and contract manufacturing mindsets. Instead, they should pursue a multi-market strategy, building localized marketing and delivery capabilities in regions such as Southeast Asia, Europe, and Latin America.
Wu Shounong added that many global clients are shifting procurement and manufacturing to countries like Vietnam and Mexico. If Chinese suppliers fail to follow suit, they risk being sidelined in the global supply chain.
“It’s not just about exporting products,” he said. “It’s about exporting your brand, service, and operational system.”
Wu Zhenzhou summed it up with a stark warning: “Transform or exit.” He cautioned small manufacturers and distributors that traditional client-chasing tactics won’t survive much longer.
“If you don’t embrace digital tools and global demand integration now, the next three years will be brutal.”
Figure：Live Stream: 'Going Global & Digital Marketing for Semiconductor & Electronic Component Companies' Roundtable
II. Digital Marketing: A System, not a One-Off Campaign
Another key focus of the forum was how digital marketing can truly support global expansion.
Mai manquan stressed that digital marketing isn’t about placing a few ads—it’s a comprehensive system that spans customer profiling, content strategy, channel selection, and closed-loop conversion.
“In semiconductors, buyers are rational and highly technical. You can’t win with clickbait,” he said. “You need to know who your customer is, what platforms they use, and what technical content they value. Then you build targeted content and maintain ongoing engagement. It’s not a campaign—it’s a reconstruction of your entire sales process.”
Wu Shounong emphasized that “AI is just a tool—it’s not a magic wand.” He urged companies to first build structured, standardized data systems. “Only when your data is clean and your processes are transparent can AI be effective,” he explained. “Otherwise, AI just helps you get lost faster.”
He also called for greater cross-industry collaboration to build a shared digital ecosystem—one that spans enterprises and platforms. “Platforms are not competitors—they’re complementary resources. From one-stop websites and chip livestreams to shared databases, collective efforts are key to combining globalization and digitalization.”
III. Strategic Roles: Different Paths for OEMs, Distributors, and Solution Providers
The three experts also clarified different go-global strategies based on company roles.
For OEMs, the biggest challenge lies in the lack of brand recognition, storytelling, and customer trust.
“Startups shouldn’t chase short-term orders,” said Wu Zhenzhou. “Instead, focus on building global brand assets around technical capabilities and delivery confidence. Can overseas customers trust you like they trust TI or ADI? That requires long-term education—not just a press release.”
For distributors, he introduced the “Six R” framework: Right Order, Right Product, Right Format, Right Time, Right Quality, and Cost Down. “These six pillars define a distributor’s value—and digital tools are what connect them. Customers care less about price alone and more about whether you can deliver quickly and collaborate efficiently.”
As for solution providers, Michael Mak recommended developing professional content tailored to engineers—such as white papers, application notes, video tutorials, and simulation tools. “Customers aren’t here to be entertained—they’re here for solutions.”
IV. AI as an Enabler, not a Decision-Maker
AI was another hot topic throughout the forum.
Michael Mak described AI as an “efficiency engine,” well-suited for tasks like content generation, public opinion monitoring, price comparison, and live chat. “But don’t rely on AI for strategic decisions—it can hallucinate.”
Wu Shounong agreed: “Use AI as your assistant, not your master.” “No matter how smart it is, AI will never understand your customers as well as you do. It can speed things up, but it can’t replace human judgment.”
Wu Zhenzhou promoted a hybrid approach: “AI + HI (Human Intelligence).” “Digital marketing must be human-centered, data-driven, and AI-accelerated. Only when all three are aligned can we truly serve—not annoy—our customers.”
V. Conclusion: A New Global Era Demands a New Go-Global Playbook
As the forum wrapped up, the three experts offered one piece of advice each for companies going global:
Mai manquan: Global expansion isn’t a quick win—it’s a full-scale transformation. Every team member must be involved.
Wu Shounong: Don’t blindly copy Western models. Build your own path based on your resources and market position.
Wu Zhenzhou: Digitalization is now a fundamental skill. If you haven’t started yet—today is your best starting point.
From trade barriers to technological enablers, from branding struggles to collaborative ecosystems, the roundtable underscored one key message: For China’s electronics and semiconductor industry, achieving global success requires a strategic mindset and systematic approach to both internationalization and digital transformation.
As the next wave of global market and tech disruption accelerates, one truth is clear: The era of “know your customer, then know your marketing” has officially begun.
