Dong Rong Lighting Chen Chengyu's "diversification" strategy (Figure)


He used to be a craftsman who traveled the streets; he used to be a salesman who went to the south; now he is a group that focuses on lighting, home appliances, environmental protection, real estate, and department stores. Chairman and president of the company.

Fifteen years ago, he cooperated with people and borrowed a "red hat" from a village-run enterprise to start at 50,000 yuan. Three years later, he independently registered the company, and the company has grown at a rate of nearly doubled. Today, it has become a "black horse" in the lighting industry. He has created a leading domestic manufacturer of indoor lighting. Chen Chengyu has performed a story for us to pursue "first-class" forever and to create a foundation...



Down-to-earth from small workshops to large groups

In June 1979, just after attending the high school graduation exam, and not yet issued a diploma, Chen Chengyu worshipped a distant relative who was a singer, and started working as a craftsman before he was 16 years old. After a year of down-to-earth hard work and hard work, Chen Chengyu went to the door of his own self-reliance and brought two apprentices to sway. In Zhuxiang, many farmers regard him as a “self-family” because of his skill and dedication. Zhu Xiang became the second hometown of Chen Chengyu, and he stayed there for three years. However, Chen Chengyu was not willing to live this life. In 1983, he entered the Shangyu Bulb Factory as a salesman. He first worked in the company's Shanghai office, and then worked in the Beijing office. With his hard work, the business volume quickly became the head of the company's sales staff and became the company's business model.

In 1991, with the skill of the business and the network relationship accumulated over the years, he started to start a business with a “red hat” of a village-run enterprise starting with 50,000 yuan. With his tenacity and strength, the factory has developed smoothly and earned more than 100,000 yuan in the first year. In the following years, the business continued to climb. In the fourth year, the profit has reached several million yuan.

In July 1995, Chen Chengyu established Shangyu Dongsheng Electric Lighting Co., Ltd. (the predecessor of Zhejiang Dongsheng Group Co., Ltd.) in Shangyu Economic Development Zone, recruiting and recruiting. Since then, the annual sales of Dongpu have doubled, and it has been listed in the top 100 industrial enterprises and top ten private enterprises in Shangyu City every year.

While doing a good job in lighting products, Chen Chengyu has developed related industries from the perspective of improving quality and extending the industry. He has successively established Starlight Lighting, Hongyi Electric, Baoli Electric, Yatai Electric, Dongzhi Zhihong and other companies to make it A strong group company.

In good faith, to Dexingye

He said: "Being a business is like being a person, a sincere person, a trustworthy person, a person who can get along with a friend in peace. Everyone is willing to make friends with him. An honest enterprise, a company that cares about employees, and one who cares about cooperation. A business enterprise, a company that is in harmony with the society, there will be many partners who are willing to cooperate with it! The success of a company must be the result of its employees, its suppliers, and its distributors working together, so The harmonious relationship between employees, suppliers and distributors is the inevitable choice for all enterprises to succeed.

To be a person in advance, this is the creed that Chen Chengzhen pursues. He regards "sincerely doing things with morality and dedication" as the enterprise's tenet. Through his exemplary actions, the company has gradually formed a professional spirit of "hard work, good morality and dedication", "innovative spirit of "strive for excellence, dare to strive for the first", "together with mutual help" The team spirit of “Joining Entrepreneurship” and sublimation have become the entrepreneurial spirit of Dongpu, making Dongpu the most cohesive and competitive enterprise team in the region.

In March 2007, Chen Chengyu said in his speech at the Hangzhou National Investment Conference: “Since the establishment of the Dongpu Group, after 15 years, it has achieved one new development after another. Looking back on the road, I want to share with you the most. It is - making friends in good faith and developing harmoniously."

He also said with emotion: "Dongyi has today's achievements, and I know how many old employees who have worked for more than ten years in Dongpu know that Dongpu can get along with partners, look at Dongpu and dealers or supply. Just a dozen companies that started business cooperation know that! Last year, Dongsheng Lighting Technology Co., Ltd. had six new factories to develop in the domestic market last year, which is also the result of our cooperation with suppliers.


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