Intel Corp. is doubling down on its localization strategy in China, unveiling plans to offer custom chip solutions tailored to the country’s fast-growing PC and cloud computing markets—sectors the company expects to reach multi-trillion yuan scales, reports Caixin. Speaking Wednesday at the Intel Technology Innovation and Eco-partner Summit in Chongqing, Intel China Chairman Wang Zhicong laid out a vision for adapting the US chipmaker’s offerings through modular configurations designed to meet specific local needs. The shift signals a strategic evolution for the company as it seeks to defend its stake in a market that accounted for nearly 30% of its global revenue last year.
The initiative reflects mounting pressure from China’s push to wean itself off foreign technology amid a broader US-China tech rivalry. Wang Zhicong said that as the company approaches its 40th anniversary in China in 2025, Intel is ready to manufacture chips in a menu-style model if local customers specify their requirements—marking a notable departure from the company’s traditional one-size-fits-all approach.
The appearance was Wang Zhicong’s first major public engagement since taking over as chairman in September, succeeding Wang Rui. Previously a vice president in Intel’s Sales and Marketing Group, Wang Zhicong now oversees a region that generated $15.5 billion in revenue in 2024—roughly 29.2% of the company’s total—despite geopolitical headwinds.