Zhengdaming Upright in heart, true in craft
Yang Shixin

Yang Shixin

Chairman

MBA, Tsinghua University · Senior Arts and Crafts Master

MBA, Tsinghua University Senior Arts and Crafts Master
A practitioner of modernizing traditional industry

Profile

Yang Shixin holds an MBA from Tsinghua University, is a Senior Arts and Crafts Master, and serves as Chairman of Zhengdaming Cultural Industry Group. He worked at Huawei early in his career, then came into the lacquer industry after meeting Yuan Duanjiao, the fifth-generation inheritor of the lacquer craft. Starting from an entirely unfamiliar field, he set about understanding a thousand-year-old craft afresh in the language of a modern enterprise.

He introduced strategic planning, corporate governance, brand building and quality standard systems into a traditional lacquer workshop, driving the company's transformation from a family-run operation to a standardized, branded and industrialized business, and building a full industry chain that brings together lacquer tree cultivation, raw lacquer refining, lacquerware R&D, cultural-creative derivatives and ICH transmission. He is in the habit of turning a problem around to see it from another angle, and he has always held that a direction is worth taking the long view on, while a business must in the end stand the test of the market.

What We Do

Lacquer tree cultivation → Raw lacquer tapping → Refining → Lacquerware R&D → Cultural outreach

Starting from planting lacquer trees, we cover the entire natural lacquer industry chain.

Four Brands

Zhengdaming LacquerHigh-end lacquerware and master's handmade pieces→ Longtou GuoqiFull industry chain of raw lacquer and lacquer materials→ Niuwang GuoqiICH culture and ceremonial gifting→ SuishijiOriental lifestyle aesthetics cultural creations→

Covering the full spectrum from materials to objects to lifestyle, with partners around the world.

12Years in Qinba lacquer
5000+mu of lacquer tree plantations
600+People employed

Key Directions

Strategy and GovernanceLeads the company's mid- and long-term strategic planning, organizational structure and modern management systems; drives branded operations and product standardization; and co-founded Xi'an Lacquerware Hantang Cultural Industry Co., Ltd.
Modernizing a Traditional IndustryBrought the modern enterprise system into a traditional lacquer workshop: from experience-based management to system-based management, from master-and-apprentice teaching to defined job standards, gradually building product specifications and quality standard systems that let a small family workshop grow into a properly run company.
Industry CollaborationHelped plan and advance the strategic cooperation between SKSHU Paint Co., Ltd. and Longtou Guoqi, taking part in proposal design, business negotiation and project delivery, exploring cross-border integration between traditional lacquer art and the modern coatings industry in technology R&D, joint standard-setting and channel sharing.
Cross-border PracticeBeyond traditional lacquer, he keeps looking for opportunities in fields such as resource recycling and digital commerce, connecting the business logic of different industries and seeking out ventures with genuine long-term value and real barriers to entry.
Transmission and TrainingLed the development of the lacquer culture curriculum system, undertaking the training of local cultural talent and teaching in ICH craft transmission, with over one hundred trainees to date, supporting the living transmission and industrialization of the Niuwang raw lacquer coating craft.

Keywords

  • A reflective entrepreneur: turn it around, look at things from another angle, open them up
  • Cross-border practice: lacquer × resource recycling × digitalization
  • Business realism: a direction is worth the long view, but the business must stand the test of the market

Contact

  • 151-9189-3738
  • Room 1707, Block A, Yinhe Xinzuobiao, Tangyan Road, Xi'an High-Tech Zone, Shaanxi（陕西省西安市高新区唐延路银河新坐标A座1707）
  • zendamin.com
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