The Rise of Zhonglian

On November 24, 2016, the Yantai Women Entrepreneurs Association kicked off its activities. Ms. Jiang Xuelian, President of Yantai Zhonglian Industrial Co., Ltd., delivered a keynote speech titled “Stay True to Our Original Aspiration, and We Shall See Things Through,” earning warm applause from the attendees.
Founded in March 2000, Zhonglian has grown over more than a decade from a small workshop into a nationally—and even globally—recognized brand‑management company. Domestically, its proprietary brand “Yi Si Nong” has earned widespread acclaim across China, being successively recognized as a Shandong Provincial Famous Trademark, a National Green‑Preferred Household Product, one of the Top Ten Most Influential Brands in Everyday Life, and among the Top Ten Trusted Brands for Eco‑Friendly Quality in Linen Cooling Mats. On the international stage, its products are exported to developed countries and regions such as Europe and North America. In 2015, the company achieved sales exceeding RMB 400 million, with projections to surpass RMB 500 million this year. It has also been honored with titles such as “Top 100 Private Enterprises in Yantai City.” The company’s president, Ms. Jiang Xuelian, has likewise received prestigious awards, including the Second Shandong Provincial Rural Women’s Science and Technology Innovation Award and the National Advanced Individual for Achieving Meritorious Service in Urban and Rural Workplaces.
Some entrepreneur friends joked with Jiang Xuelian, saying… “Zhonglian Company is like an eagle that never stops soaring,” and little did they know, Jiang Xuelian deeply cherished this metaphor. She herself once said she hoped Zhonglian would be just such an eagle—forever soaring high in the sky. Over the past sixteen years, under her leadership, the team has braved global economic storms, weathered towering waves, and reaped abundant rewards.
Next, let our editor passionately recount the legendary tale of this female CEO. For fans with delicate hearts: have your tears and tissues at the ready?
 
I. The Entrepreneurial March: A Victorious Journey, Steeped in Rich Ambition
In early 2000, Jiang Xuelian resigned as CFO from a publicly listed company and found herself laid off—at the age of forty, well past the traditional midpoint of life. Faced with this sudden reality, should she simply seek another job or carve out her own path? Drawing on the far-sighted vision she had honed over years of experience in large corporations, Jiang Xuelian resolutely chose the latter.
“Everything is hard at the beginning.” At the time, she had neither capital nor a factory space, so Jiang Xuelian went everywhere to raise funds and eventually managed to secure joint investment from friends. With 500,000 yuan, she rented an office and founded Zhonglian Company, starting out by producing only linen cooling mats. At the time, she had no grand ambitions—her sole aim was simply to make a living. Yet, as the saying goes, those who persevere are rewarded: she steadfastly applied the sound work habits she had cultivated over many years to manage the company. “Though tiny as millet flowers, we too strive to bloom like peonies.” Even then, still in its infancy, the little “Zhonglian” brimmed with vitality under Jiang Xuelian’s meticulous management, attracting customers who came from far and wide, drawn by its reputation…
After more than two years of development, the company has grown to a certain scale. At this stage, Jiang Xuelian’s vision is no longer the same as when she first joined the enterprise, nor is her mindset driven by the survival instinct she had at the outset of her entrepreneurial journey. Instead, she approaches the company’s strategic planning and future with the sense of mission and responsibility that comes with being an entrepreneur. Through years of hard work and perseverance, Jiang Xuelian and her team have come to deeply understand that products are the heart of any business; only by developing independently innovative offerings can the company firmly establish itself in the tide of the market economy. The company… In 2003, the company implemented a “brand‑management strategy,” registering the “Yi Si Nong” trademark for its products. It then transformed and upgraded its offerings from a single line of linen mats to the production and sale of a full range of home‑textile products, making a comprehensive entry into the home‑textiles sector. A wave of refreshing linen‑mat comfort swept across the country, and its sales network rapidly expanded nationwide. At the same time, the company placed greater emphasis on product research and development, successively launching several patented products and creating… Multiple domestic (within the province or within the industry) First, it was the first to incorporate negative ions into linen cooling mats; the first to use high‑count yarns and multi‑color jacquard looms to create vividly colorful, exquisitely textured linen mats; and the first to introduce cutting‑edge international home‑decor design techniques into China’s bedding market, thereby setting the pace for the domestic home‑textiles industry.
A rising star in the home textile industry “Yi Si Nong” has since enjoyed a string of triumphs, embarking on a journey of complete renewal.
II. A Variation on Innovation: Tested and Striven Through Again and Again
Jiang Xuelian was not content with her current achievements; she knew all too well that market conditions are constantly in flux, and today’s… “Favorites” are very likely to become tomorrow’s “outcasts”; to gain a firm foothold in the fiercely competitive market, they must continuously explore new avenues and innovate.
In 2006, Zhonglian Company embarked on its international expansion, fully adopting a dual‑track business model that integrates both domestic and global markets. The company invested a total of RMB 50 million to expand its production facilities, introduced state-of-the-art equipment, and successfully obtained certifications including ISO 9000, ISO 14000, and the European BSCI standard—securing the key to accessing international markets. Backed by cutting-edge products and world-class management, Zhonglian earned a strong reputation both at home and abroad. As a result, many renowned international brands were drawn to its superior product quality and stellar industry standing: leading global companies such as Macy’s, Crocodile, and Armani have all established strategic partnerships with Zhonglian.
In 2008, the global financial subprime mortgage crisis struck unexpectedly, bringing many foreign‑trade companies to a standstill. Zhonglian Company was also severely affected by this upheaval. Faced with rather bleak financial statements and business figures, Jiang Xuelian began to ponder her next steps. Some entrepreneurial friends urged her to step back and retire to enjoy her later years. Yet, deep in her nature lay an indomitable spirit—one that enabled her to remain calm and composed, handling every challenge and setback with ease. She often quoted a motto she had written for herself: “If you are an eagle, never stop soaring.” That relentless drive helped her quickly recalibrate her mindset and swiftly revamp her company’s development strategy and management approach. She knew clearly: for a company to survive, it must have talented people, loyal customers, and high‑quality products. With the root of the problem identified and a clear path forward, she seemed to rise like a phoenix from the ashes. Energized, Jiang Xuelian reassembled her international business team, actively participated in major domestic and international home‑textile exhibitions, and conducted on‑the‑ground market research around the world. Soon, thanks to her team’s exceptional service and top‑notch products, they won back their customers and carved out a sustainable growth strategy amid fierce competition. Riding the powerful momentum of “Internet Plus,” the company launched O2O and e‑commerce platform operations, seamlessly integrating online and offline channels. It also leveraged social media to turn itself into an information hub on the internet, encouraging every employee and customer to become a micro‑merchant—each one a spokesperson for Yisi Nong products. Today, Yisi Nong products reach consumers swiftly and conveniently through e‑commerce and micro‑merchant platforms.
After undergoing several trials and tribulations, Jiang Xuelian’s mind and horizons have broadened considerably; she can now handle any challenge with ease, resolving it with a smile. From that moment on, Zhonglian turned over a new leaf.
III. Managing Ensemble Pieces: Spring Breeze and Gentle Rain Nourish the Heart
Jiang Xuelian, as a figure of the new era… “The female CEO” possesses profound and distinctive insights into corporate management, which has fostered a subtle yet tangible “soft” culture within her team—one that is intangible but undeniably real. This “soft” culture empowers every employee to rise to even the toughest challenges at a moment’s notice. The interplay of inner “softness” and outward “hardness” enables Gongzhong Lian’s staff to navigate one obstacle after another, often in a joyful atmosphere, almost without realizing it. As Jiang Xuelian frequently says, “Resources may dwindle, but only culture endures forever.”
For many years, Jiang Xuelian has steadfastly upheld the philosophy of standing together with her employees through thick and thin, working joyfully, and earning a living with happiness. She herself is deeply passionate about learning, having pursued advanced studies at Tsinghua University and Peking University, and has become a leading high‑end networking platform in China’s business world. A lifetime member of “Zhenghe Island.” By studying the advanced management practices of Huawei and Wanda, the company has established a time‑based milestone management system and partnered with a software firm to develop proprietary management software, making employees’ work faster, smoother, and more efficient. Drawing on Kazuo Inamori’s Amoeba Management philosophy, the company breaks down its operations into small, self‑accounting units, encouraging employees to approach their tasks with an owner’s mindset and fostering shared growth between staff and the organization. The company places great emphasis on providing learning and training opportunities for every employee; every Saturday, it organizes regular study sessions, thereby enhancing overall employee competence. Committed to corporate social responsibility, the company actively participates in public‑interest initiatives, having hired and reemployed over 100 laid‑off and unemployed workers, provided employment to more than 100 people with disabilities, donated to struggling employees on 15 occasions totaling RMB 200,000, and contributed nearly RMB 1 million in cash and goods to earthquake‑stricken areas.
“How can the canal be so clear? Because it draws its life‑giving waters from a living spring.” It is precisely this ever‑flowing corporate culture, brimming with boundless compassion, that unites our employees in shared vision and concerted effort, enabling us to compose one inspiring anthem after another of corporate growth.
 
Conclusion ——
Zhonglian And so, the entrepreneurial journey of the “female CEO” comes to a temporary close. Over more than a decade of entrepreneurship, Jiang Xuelian has experienced both the hardships of starting a business and the joy of success, as well as the valuable lessons learned from failure. Through years of relentless effort, she has come to deeply appreciate the immense power of innovation: it is innovation that has made her entrepreneurial dreams a reality; it is innovation that breathes life and vitality into the enterprise; and it is innovation that has enabled the company to grow—from small to large, and from weak to strong.
Never forget your original aspiration, and you will see things through to the end. Only by setting lofty goals can you go further; only by daring to lead can you catch up and surpass others. To be a trailblazer has been her lifelong pursuit.
We have every reason to believe that Jiang Xuelian will continue to strive for even greater achievements, dedicating herself to the company’s growth, to enhancing the quality of life in every Yantai household, and to upholding the dignity of women while making further contributions to Yantai’s development.