Fairchild Brands Itself as “Fairy Child” in China

Gloria Chen, Administrator Manager, Fairchild Semiconductor speaks about the company’s decision of using the trademark Xian Tong (Fairy Child) in China in this blog entry.

Today, I’m honored to be here with you to witness and be part of this official ceremony for the celebration of Xian Tong™ Trademark Registration in China – one of the greatest brands in the silicon world!

Xian Tong (仙童), the perfect annotation of Fairchild in Chinese, means Fairy Child. As we all know, a Fairy has magic powers which can turn things into treasure, while a Child is always energetic – which we can easily be associated to the spirit of innovation and entrepreneurship. From the beginning, Xian Tong was a force for innovation. As Steve Jobs’ once said, “Fairchild Semiconductor was like a ripe dandelion, you blow on it and the seeds of entrepreneurship spread on the wind.”

Compared with the other two Chinese names: Kuaijie and Fei zhao, Xian Tong is much more famous. Ever since 1957, after eight daring men decided to quit from Shockley to start a new company, Fairchild as well as the corresponding Chinese name – Xian Tong Semiconductor, has routinely been cited in Chinese college textbooks as a prime example of the booming period in the Silicon Valley.

I still remember my first day in Suzhou Fairchild six years ago. I was so excited that I came for the registration too early. Then, I had to walk in the plant garden to wait for HR. I felt so proud to be part of this great company. My only regret then was that Fairchild was not officially named Xian Tong in Chinese at that time.

Gloria Chen speaking at Fairchild’s Xian Tong Celebration. (LEDinside/ Fairchild)

Good news came last September when we learned that our company registered the Xian Tong trademark. When our President and COO announced this news in Suzhou, we were all so happy! To help spread the word, we carried out a series of activities for Xian Tong trademark promotion in Suzhou. Prompt employee communications, new name cards and presentation template updates are just a few of the activities we proudly worked on. We also actively participated in an internal quiz about Xian Tong, with Suzhou Fairchild placing 43 winners among total top 50! One of the best things to happen as a result of the new pride felt among Suzhou Fairchild is our turn-over rate dropped! Compared for Q3 & Q4 DL turnover rate, you can see a drop of 4.5 percent in Suzhou.  Amazing!

We don’t think of Xian Tong is just a trademark. For us, we believe that “Xian Tong” will bring about a new day for Fairchild. We can see A NEW DAY IS DAWNING AT FAIRCHILD with the Power to Amaze!

Fairchild team in Suzhou at the Xian Tong Celebration. (LEDinside/Fairchild)
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