Huawei’s chip design unit HiSilicon has launched an official account on Douyin to promote its custom chip design services.

HiSilicon, based in Shanghai, develops the Kirin processors used in Huawei smartphones.

The new Douyin account has nearly 50,000 followers and posts videos introducing HiSilicon’s business in smart homes, consumer electronics, and automotive.

One video highlights Huawei’s NearLink wireless technology in Aito electric vehicles, developed with partner Seres Group..

Despite the promotion, Huawei continues to keep details about its Kirin and Ascend AI chips confidential.

🔗 Source: South China Morning Post

🧠 Food for thought

1️⃣ HiSilicon’s public marketing signals shift from internal supplier to external service provider

Huawei’s decision to promote HiSilicon’s custom design services on social media represents a notable strategic pivot for what has historically been an internal chip supplier.

Since its establishment in 1991, HiSilicon primarily served as Huawei’s in-house chip design unit, creating the Kirin processors that powered the parent company’s smartphones1.

The new Douyin account specifically promotes services for “smart homes, consumer electronics and automotive” sectors rather than focusing on Huawei’s own products, suggesting the company is actively seeking external clients1.

This shift comes as China’s chip design industry achieved $90.99 billion in sales in 2024 with 11.9% growth, and HiSilicon is recognized as “the most profitable” among key Chinese chip design companies2.

The move could help HiSilicon diversify its revenue streams beyond Huawei’s internal needs, particularly important given ongoing international trade restrictions that have affected Huawei’s smartphone business.

2️⃣ China’s semiconductor companies balance transparency with competitive secrecy

HiSilicon’s approach of promoting some services while maintaining “a cloak of secrecy” around core products reflects the broader strategic challenges facing Chinese semiconductor companies.

The company openly markets its NearLink wireless technology and smart terminal solutions on social media while keeping details about its advanced Kirin smartphone and Ascend AI chips confidential1.