Behind the brand building of Awinic Electronics, Chinese chip companies break through the "chip" thinking

As a window for Shenzhen's openness and foreign exchanges, the importance of Shenzhen International Airport is self-evident, with an annual passenger throughput of 50 million. At the beginning of 2022, the new Awinic "Core Pattern" visual "blockbuster" dominated the screen at Shenzhen Airport.

Awinic's "Core Pattern" is released and dominates the screen at Shenzhen Airport

Awinic hopes that global travelers will notice this powerful color that cannot be ignored in their busy travels, and that more people will know that behind the Awinic blue belief, there is a group of innovative, enterprising, serious, rigorous, lively and romantic Awinic people working hard for the development of Chinese chips.

In the new advertisement of Awin Electronics at the airport, the overall design adopts bright Awin blue. Awin believes that the exclusive Awin blue is the color of technology and wisdom, and the color of calm rigor and romantic liveliness. The flying Awin blue ribbon is intended to express encouragement, care and gratitude to Xiaokeai, true fans and partners. In addition, in the Awin blue gift box wrapped with blue ribbon, "A Chinese core, open the 'core' pattern" emits light under the illumination of the backlight.

In terms of airport advertising, Awinic Electronics has dominated the screen at Shenzhen Airport for four consecutive years, launching visual effects "blockbusters" such as "Core Pattern", "Awinic Core·China Core", "Chip Supermarket", and "Awinic is Reliable".

Before the "Core Pattern" this time, the "Chip Supermarket" designed with Awinic's blue background also attracted the attention of many travelers. Among them, the slogan "Follow me in the future of sound, light, electricity, shooting, and shooting" on the screen is not only catchy, but also shows Awinic's determination to promote the future of China's chips. As of December 31, 2020, among the five major product lines of "sound, light, electricity, shooting, and shooting" independently developed by Awinic, a total of more than 600 products with independent intellectual property rights have been widely used in domestic and foreign mobile phones and IoT brand terminals, and the performance and quality of some products have reached the leading level in the industry.

I believe that true Ai fans must have been impressed by the previous Chinese red Aiweixin giant advertisement - "Aiwei is reliable". The bright and festive Chinese red not only brightens the eyes of the hurried travelers, but also conveys inspiring energy against the backdrop of the global epidemic. Under the design concept of "Aiwei is reliable", the values ​​that Aiwei wants to convey are: "Because of belief, we see; because of trust, it is simple. In the dream of dancing on the tip of the needle, the only constant is change, but at this moment, I am the most reliable."

In addition to the single large poster, the "array" large LED screen advertisement at the baggage claim area of ​​Shenzhen Airport is also fresh in people's memory. "Everything you see with your eyes, hear with your ears, touch with your hands, or even cannot touch, may have an Awinic chip" This concise and clear description not only shows the wide range of application scenarios of Awinic chips, but also makes ordinary consumers at home and abroad feel that "Awinic chips, Chinese chips" are right beside them.

In addition, Awin has also carefully created a series of cultural symbols and communication activities such as special chip cultural creation, Xiao Ai Xiao Wei IP, and China Chip Science Popularization. Behind these initiatives, all of them carry and tell the dream of Awin dancing on the tip of a needle.

Strengthen brand building through chip culture and IP

In addition to the eye-catching airport advertisements, Awin is also promoting the dissemination and construction of corporate culture through various means such as featured chip cultural creation, Xiao Ai Xiao Wei IP, participation in exhibitions and China Chip Science Popularization. Among them, in 2022, when the old year is about to end and the new year is about to begin, Awin has made many new moves in chip cultural creation, and has successively launched new products such as the Year of the Tiger doll, the 2022 film desk calendar, the chip quicksand notebook, and the drip glue keychain. At the same time, cultural and creative products with unique characteristics of the IC design industry, such as the China Core Creative Book Light, Laser Comic Cartoon Bag, and PCB Engineer Formula Ruler, have also received praise from peers in the industry and ordinary consumers. It is reported that Awin Cultural Creativity has been invited to participate in the "Shanghai Souvenirs" selection event held by the Shanghai Consumer Protection Committee for two consecutive years, appearing on the same stage with major Shanghai time-honored brands, and has received widespread attention from the on-site judges.

Awin PCB Engineer Formula Ruler

Obviously, one of the characteristics of Awinic Creative is that it is closely linked to good seasons. For example, during the Beijing Winter Olympics, Awinic's Winter Olympics ice and snow cultural creations also debuted one after another, including a "talking" ice and snow cow, ice and snow acrylic keychains, sports waist bags & headbands, sunshade eye masks, etc. In the school season, Awinic Creative combines the audience needs of China's core science popularization education activities, and Awinic launched a new customized suitcase for primary and secondary school students, and simultaneously launched the China Core "finishing pen", magnetic notebook and warm "core" air-conditioning blanket. During the 2021 Shanghai International Technology Fair and China International Fair, Awinic Creative was invited to participate in the exhibition, showing the other side of the IC industry full of vitality to exhibitors and audiences at home and abroad.

In 2018, in order to respond to the country's strong support policy for the integrated circuit industry and better promote the cultural image of the IC industry to the market, Awin Electronics took the opportunity of the company's tenth anniversary to launch two cartoon characters named "Xiao Ai" (female) and "Xiao Wei" (male) after the company's name, creating a precedent for "cartoon character peripheral design" in the semiconductor IC design industry. At the same time, the first IC design industry theme stamp album jointly issued by Awin Electronics and China Post was officially launched, attracting widespread attention in the industry. In recent years, based on lively images and strong language appeal, Awin Electronics has launched a number of WeChat emoticon packages with two IP images as the protagonists on the Tencent Emoticon Open Platform to promote its image to the general public.

In terms of participating in exhibitions, Awinic has frequently appeared in major conferences such as the China International Import Expo, China International Fair, and Shanghai International Technology Fair. Whether it is the consumer electronics field represented by smartphones, watches, headphones, tablets, and notebooks, or the Internet of Things devices represented by IoT modules and smart speakers or other smart hardware... Awinic is almost everywhere.

Shanghai Core World

At the same time, Awin's original chip art paintings also perfectly interpret the beauty of chip art, including "Shanghai "Chip" World", "Turning Sand into Gold", "Zen" and other masterpieces. It is reported that with its unique chip creativity, "Shanghai "Chip" World" appeared at the third CIIE and attracted a lot of attention.

Caring about the society, being enthusiastic about public welfare, and bravely shouldering corporate social responsibility

While becoming a more professional and reliable company through growth, blossoming, harvesting and cooperation, Aiweiwei has remained at the forefront of charity and public welfare over the past year and has done many heartwarming things in fulfilling its social responsibilities.

In order to give the new generation of the motherland the opportunity to get in touch with the Chinese chip business earlier, as the Minhang District Youth Research and Practice Education Base, Awinic has joined hands with the Shanghai Minhang District Education Bureau to create a research and study "core" route and designed a series of colorful research and study activities with the theme of Chinese chips. Since the first China Chip Science Popularization Class in 2019, Awinic has carried out dozens of series of activities, with nearly a thousand students, teachers and parents participating. Using "core" science popularization, Awinic's China Chip Science Popularization Class has received many praises.

In addition to science education activities specifically targeting the new generation of the motherland, Aiwei's "Red Nose" charity series of activities have also been deeply rooted in the hearts of the people.

In 2019, Aiwei launched the Aiwei Red Nose Day charity event for the first time. With everyone's active response, nearly 500 people participated in the "Keep the Smile of the Yangtze River - Protect Yangtze River Porpoises" charity project. In 2020, Aiwei's Red Nose Day charity projects in Alashan "100 Million Haloxylon Ammodendron" and "Protect the Ocean, You and I Walk Together" also became warm memories for many Aiwei people and people from all walks of life. In 2021, Aiwei joined hands with Minhang District Mental Health Center to launch the "Old Clothes Have Ai" charity project to care for the elderly and widows, calling on more people to pay attention to and participate in social welfare undertakings, and to bring warmth and love to special groups.