Diode leader targets the giant market next door

China's expanding and growing economy has become by far the world's most important for manufacturers. Nihon Inter Electronics Corp is well aware of this, and has been focusing its investment to this market.

After a period of restructuring, the NIEC is heading full-speed into growth, with further expansion planned under the direction of Tae Ho Kim, its president and CEO.

"We have already planted the seeds," he said. "Now, with increased manufacturing and servicing capabilities, we are more than ready to compete and increase our market share overseas."

The NIEC manufactures power semiconductor devices. It has been the pioneer and leading provider of Schottky barrier diodes. It also maintains the major share in diode modules in Japan, distributing and supplying its products primarily to the auto and industrial sectors.

"As part of our strategic initiative to expand overseas, we have started new partnerships with local distributors and started to shift our product specs to align with local markets. We are also hiring more application engineers to better understand local customer needs and improve our technical servicing capability, both to our customers and distributors.

"Chinese customers have the virtue of developing quickly and rapidly adapting to change. Change is opportunity and we want to be ready," Kim said.

The NIEC has set challenging goals for itself and its future - and China is the driving force that will be the key to realizing them.

"We want to increase our overseas business from the current 30 percent of our total to 50 percent," Kim said. "In the near future, we can see products designed and developed locally in our neighboring country China."

www.niec.co.jp/english

World Eye Reports provided the story.

(China Daily 06/18/2015 page24)