MEMSIC Chairman Huang Haiyan’s Europe Visit: Deepening Global Footprint for a Win-Win Sensing Future

On April 21, Ms. Huang Haiyan, Chairperson of MEMSIC, led a team to Europe for business visits and partnership exchanges. Chairperson Huang and her delegation paid intensive visits to five core partners and prospective customers across Germany, the Netherlands and Belgium, and visited MEMSIC European Design Center in the Netherlands to guide operations. Beyond an in-depth market survey of Europe, this trip marks a milestone for MEMSIC to advance its global strategic layout and demonstrate confidence in win-win collaboration worldwide.

Revitalize Long-Standing Distributors to Unlock New Market Growth

The first stop was Tübingen, Germany, where Chairperson Huang met with Matronic, an authorized distributor with over 20 years of cooperation. Faced with a European market full of both opportunities and challenges, Chairperson Huang stated clearly: “MEMSIC’s growth is not merely about our own success; we must enable our partners to benefit and grow alongside us.” She emphasized that despite cultural differences, both sides share the same goal — building enduring business partnerships and genuine friendships.

Given there remains substantial headroom to raise MEMSIC’s revenue share within Matronic’s sales portfolio, Chairperson Huang proposed deeper collaboration between the two parties to jointly hit annual targets aligned with mutual expectations. She noted MEMSIC is ready to invest in promising business lines and remains open to exploring new markets such as drones.

During talks with Acal BFi Netherlands, a distributor covering the UK, Denmark, Belgium, the Netherlands, Italy and the Nordic region, both sides held pragmatic discussions on incremental opportunities and actionable projects for 2026. Chairperson Huang also expressed strong willingness to jointly pursue new annual targets. She stressed that backed by robust manufacturing and product foundations, MEMSIC has both the capability and commitment to deliver comprehensive strategic support to partners.

The Acal BFi team showcased its extensive multi-market coverage and mature, stable workforce, while candidly noting that market expansion requires innovative product offerings deployed in Europe. Chairperson Huang shared that MEMSIC recently secured another 200 million RMB financing for production expansion, which will underpin high-quality, high-efficiency product supply moving forward. She highlighted the significance of European market growth for mutual success and called for coordinated increases in resource investment and market development.

Secure New Customers and Seize Major Project Opportunities

STABILA, the German giant in precision measuring tools, is also a key customer of MEMSIC in Europe. Chairperson Huang attaches great importance to this long-standing, close partnership. Founded in 1889, this century-old enterprise has consistently sourced MEMSIC sensors for premium spirit levels since 2020, featuring long product lifecycles and stable cooperation. Chairperson Huang and STABILA had in-depth discussions on new product introduction, joint marketing initiatives and 2026 growth opportunities, upgrading the pure supplier-customer relationship into strategic collaboration for shared growth.

In meetings with BEA, a prospective customer and globally renowned maker of automatic door sensors, the MEMSIC team demonstrated sharp market insight. In response to BEA’s massive demand for 6-axis IMUs, MEMSIC has delivered an optimal solution. Chairperson Huang reaffirmed full support for BEA’s adoption of MEMSIC products. The two sides aim to complete design-in and secure order awards in 2026. Meanwhile, MEMSIC opens up cooperation across product lines including geomagnetic sensors, magnetic encoder chips, eOIS electronic optical image stabilization driver chips and precision shunts, creating new growth drivers for MEMSIC within Europe’s industrial sensing market.

Towards the end of the itinerary, the delegation visited Xsens, a supplier of 3D motion capture products. Xsens has adopted MEMSIC geomagnetic sensors steadily for years, with a new collaborative project soon to launch. Chairperson Huang conveyed MEMSIC’s sincerity for long-term strategic partnership, hoping to grow together with Xsens and capture growth opportunities in the 3D motion sensing market. Both parties had thorough exchanges on market opportunities, challenges and long-term collaboration prospects, and discussed the introduction of new products including magnetic encoder chips, eOIS driver chips and precision shunts, unlocking greater potential for future joint work.

Leverage European R&D Center to Strengthen Local Support Capabilities

Another core objective of the trip was the inspection of MEMSIC European Design Center located in Enschede, the Netherlands. Positioned as “a core hub for high-end European R&D and technology”, the center undertakes cutting-edge MEMS sensor chip architecture design, advanced algorithm and system-level solution development. It directly addresses European customer requirements and collaborates closely with the Wuxi headquarters and the San Jose team in the United States.

Chairperson Huang pointed out that R&D must deliver end-to-end support for sales. She instructed the R&D team to accelerate product iterations, gain deep insights into market demands, respond rapidly and boldly explore more possibilities. In her view, true breakthroughs do not lie in impressive quarterly financial figures, but in becoming an irreplaceable axis that propels the gears of the times.

Chairperson Huang also urged local teams to actively develop new channels, test new media promotion approaches and build a stronger local support network across Europe and North America to better serve regional customers.

Embrace Global Vision and Uphold Long-Termism

At the very start of this overseas trip, Chairperson Huang shared her reflection: “At my age, I could enjoy a quiet retirement, yet I carry a mission. The semiconductor industry serves as the bedrock of the tech world. It is an arduous field requiring abundant resources and lengthy nurturing. Returning to the EU once more, I hold the belief that success need not be achieved by me personally, yet every effort will never be in vain. MEMSIC must succeed, and MEMSIC will succeed.”

As a leading Chinese MEMS sensor enterprise with 27 years of accumulation and cumulative chip shipments exceeding 4 billion units, MEMSIC has built a complete IDM closed loop spanning chip design, wafer fabrication, packaging & testing and algorithm development, holding more than 260 patents. Its geomagnetic sensors hold over 40% global market share among Android smartphones, while accelerators have surpassed 30% market penetration. The company is accelerating expansion into high-end sectors including automotive electronics, industrial control, smart wearables and embodied intelligence. Its automotive-grade products have entered supply chains of new energy vehicle manufacturers. High-precision magnetic encoder chips and 6-axis IMUs built on AMR technology deliver core support for domestic industrial robot development.

Chairperson Huang’s Europe trip sends a clear message to European partners: MEMSIC is not merely a reliable sensor supplier, but a long-term partner willing to share risks and future rewards. By reinforcing the European Design Center as a bridgehead, unlocking channel potential and forging deep ties with key customers, MEMSIC is taking firm steps to root its global market strategy and win-win partnership philosophy in Europe and extend its reach across the globe.

The road lies ahead. MEMSIC’s future is accelerating amid the global tide of globalization.