In the electronics market of Shenzhen's Huaqiangbei, Zheng Hongxin, General Manager of Hengjiasheng, has spent 21 years embodying dedication and perseverance. Starting from a small counter in Huaqiangbei to now leading a company with over a hundred employees and a stable customer base, Zheng Hongxin has consistently insisted on representing only domestic chips, using concrete actions to support the development of China's semiconductor industry.

Zheng Hongxin, General Manager of Guangdong Hengjiasheng Industrial Co., Ltd.

Recently, our editorial team from Slkor Micro Semicon had the privilege of interviewing Mr. Zheng, hearing him recount his entrepreneurial journey. He stated that Guangdong Hengjiasheng Industrial Co., Ltd. (www.hjs-ic.com) now boasts a 21-year history and is a semiconductor value-added service provider integrating agency distribution, supporting components, and technical solutions. Over the years, the company has closely collaborated with over twenty domestic brands such as Micro-Measure, Fuman, Nanlin, Minxin, Ruimeng, Langrui, Yuxin, Tuowei, etc., primarily representing three major product lines: Power Management ICs, MOSFETs, and MCUs (Microcontroller Units). These product lines offer a rich variety of specifications, covering types from low voltage to high voltage and small current to large current, widely used in smart homes, security monitoring, car navigation, small household appliances, 3C consumer electronics, and other fields.

Front Desk of Guangdong Hengjiasheng Industrial Co., Ltd.

Area Displaying Hengjiasheng's Agency Certificates and Awards

Zheng Hongxin, a native of Puning, Guangdong, embodies the resolute and decisive spirit of the "Teochew Businessman," with the daring and innovative "Huaqiangbei Culture" flowing in his veins. His entrepreneurial story began in 2004 when he met a sales director from a domestic chip manufacturer at a friend's gathering. The director told him that domestic chips not only had price advantages but were also developed by returnees from abroad, possessing solid technical capabilities. Despite the low market recognition of domestic chips at that time, Zheng Hongxin decided to give it a try. Together with his wife Xu Chujiong, he rented a counter in Huaqiangbei's New Asia Electronics City and began selling domestic chips.

Zheng Hongxin being interviewed

"Back then, it was the era of imported chips. Many people didn't trust domestic chips, but we were willing to provide free samples and even offer small-batch testing to gradually win customers' trust," Zheng Hongxin recalled. In the early stages of the business, to help customers understand the advantages of domestic chips, Zheng Hongxin and his wife Xu Chujiong not only provided samples for testing and proactively assumed the risk of small-batch trials but also fully utilized internet resources, actively posting and gathering information online to attract customers to learn about the products.

Once, Zheng Hongxin contacted a customer in Zhuhai via the internet. After agreeing on the price, he carried a large box of goods, first squeezing onto a bus to Shekou, then taking a ferry to Zhuhai, and finally transferring to another bus. After several hours of travel, he finally delivered the products to the customer. "Doing business back then was different from now. We gave our all even for the smallest opportunities. Honestly, that trip didn't make much profit, but we wanted to build understanding with the customer and strive for more potential cooperation," Zheng Hongxin said.

Hengjiasheng's Relocation to Building D, Weiyulong Industrial Park - Group photo of Zheng Hongxin, his wife, employees, and guests

Hengjiasheng employees pressing their fingerprints onto a tree, symbolizing a new beginning like the Tree of Life

In Zheng Hongxin's view, Hengjiasheng later experienced three crucial turning points. The first was the 2008 financial crisis, which triggered a wave of end-customer bankruptcies. Rather than facing uncertain customer debts, he decided to shift focus to wholesale stocking, moving from direct end-customer sales to market wholesaling to reduce risk. Simultaneously, he introduced an FAE (Field Application Engineer) team to provide customers with technical support – a decision uncommon among peers at the time. As a salesperson by background, Zheng Hongxin realized early on that serving customers meant more than just selling products; it involved helping them solve technical problems.

The Hengjiasheng team at the Shanghai Electronica Fair

The second turning point came in 2015. At that time, Hengjiasheng's internal work often blurred the lines between trading and direct market engagement, resulting in fewer end-customers and difficulties in promoting new products. Recognizing this issue, Zheng Hongxin promptly made an internal adjustment, separating the market and end-customer functions. He tasked the headquarters' sales staff with focusing on developing end-customers, while the Huaqiangbei store (Hengjiaxing) concentrated on trading. This shift challenged the sales team, requiring not only a change in sales philosophy but also the need to learn more about product knowledge and applications. To address this, Zheng Hongxin developed a detailed training plan, arranging for the company's FAEs and original manufacturers to conduct regular training for the sales staff. As the salespeople frequently interacted with customer engineers during visits, they gradually accumulated rich experience. Today, many senior salespeople have transformed into sales engineers capable of independently assisting customers with component selection, discussing applications, solving problems, and even possessing design-in capabilities. This has made product promotion much more effective.

Hengjiasheng's store at Room 1F019, Phase 1, New Asia Electronics Mall, Huaqiangbei

In 2020, Hengjiasheng (www.hjs-ic.com) reached its third turning point, a pivotal year for the company's transformation. That year, the company introduced the MCU product line and established a solution R&D team, upgrading from a chip distributor to a distributor + solution provider. Zheng Hongxin stated that the company recruited a group of excellent software and hardware engineers and now possesses a professional solution R&D team. They can not only provide customers with solutions to reduce costs and facilitate iterative upgrades but also collaborate with original manufacturers to develop customized products based on clients' specific needs. Currently, Hengjiasheng has provided multiple solutions for consumer products such as high-powered fans, high-speed hair dryers, solar lights, electric shavers, hair clippers, power banks, and toys, transforming into a consumer product solution provider.

Physical Display of Hengjiasheng Application Solutions

Hengjiasheng Solution R&D Team Conducting Tests

As the company grew, Zheng Hongxin placed special emphasis on service depth and market development. In 2021, considering the large and concentrated customer base in the Shantou region, he decided to establish an office there and station employees to provide more timely, efficient service, and technical support to local clients.

Subsequently, in 2022, Hengjiasheng established a branch in Zhongshan. Zheng Hongxin candidly stated that the primary reason for setting up the branch was that many products the company represents can be applied in lighting fixtures, and Zhongshan is renowned for its lamp manufacturing. He aimed to further expand the market and deepen cooperation with local enterprises. He also revealed that Hengjiasheng plans to further delve into industry-specific customized solutions and explore emerging fields like artificial intelligence. "Our goal is not just to sell chips, but to become a bridge connecting customers and original manufacturers, helping the industry solve problems and create value."

Zheng Hongxin, Founder of Hengjiasheng

Twenty-one years have passed. Times have changed, and the market has changed, but Zheng Hongxin remains steadfast in selling Chinese chips. His office is decorated with many red elements, seemingly reflecting a patriotic heart within him. He plans to conduct overseas research in the second half of 2025, hoping to introduce more international customers to Chinese chips and encourage their use through this "going global" approach. Mr. Song Shiqiang, General Manager of Jin Hang Biao and Slkor Micro, also extended his best wishes for Zheng Hongxin and Hengjiasheng: "May the company grow stronger and achieve doubled performance, making significant contributions to the internationalization of China's semiconductor industry!"