No, Rong Sheng Chemical Fiber Group Co., Ltd. 1989, Li Shuirong, runs a small timber company, and he became interested in the China cloth market. At that time, the domestic cloth market was surging, and the price war was imminent. However, Li Shuirong has a unique view on the fabric crisis. He said, "Relatively speaking, there are business opportunities behind the crisis. There are business opportunities before the storm. Shaoxing and Xiaoshan are separated by only one road. Why can't Shaoxing people do business? "

After observing and analyzing the cloth market for one year, 1990, Li Shuirong made an unexpected decision: change careers and run a cloth factory. When making this decision, Li Shuirong didn't think far, only thought that the cloth industry had more opportunities to make money than the timber industry.

Starting with eight shuttle looms, the start-up capital was 200,000 yuan from selling the timber store and all his property. The factory was rented from six idle old bungalows in the town at that time and employed more than 20 local workers. There has never been a train here. He started his business on the beach without a decent road.

Li Shuirong's behavior was called "a little impulsive" by many people at that time, and most people were skeptical about whether Li Shuirong could "get angry". It is hard for anyone to understand that the business of selling all furniture and carefully managed timber has jumped into a risky, competitive and unpredictable market.

On the other hand, Li Shuirong started his entrepreneurial career. And gradually showed his extraordinary talent in the textile industry, he established the business strategy of "market-oriented products", the factory grew bigger and bigger, and achieved initial success. By the end of 1995, the enterprise scale had increased from 8 looms to 65,438+000 looms. However, success is always accompanied by ups and downs. When we entered 1996, the whole textile and chemical fiber industry entered a trough, and some large and medium-sized enterprises closed down or changed production one after another. It is expected that the bowl of rice for textile has been finished. The situation has put forward a severe test for Rong Sheng Company, which has just gained a firm foothold: After drinking the "first bite" of Xiaoshan chemical fiber industry in the project of changing "filament" into "stretch yarn", will the development of Rong Sheng continue to make a big breakthrough on the basis of elasticity? Rong Sheng Chemical Fiber Company, which has decided to add ammunition projects and reserve equipment, launched a historic and substantial "big discussion" for the company's development at that time: should the industrial chain extend downstream or upstream?

Downstream means that the company's development will develop in the direction of labor-intensive. Its disadvantages are fierce market competition, easy imitation of products, and too many enterprises developing downstream. The advantages of going downstream are relatively low demand for technology and capital, relatively simple production and less market risk. The biggest problem is upstream, with large investment, high risk and high technical requirements. However, if you go upstream, there will be less competition among peers, high added value of products and high investment will bring high returns. Li Shuirong resolutely decided to go upstream.

At that time, the chemical fiber industry in China was entering a trough, and many enterprises switched to seek another development. At this juncture, Rong Sheng's "abnormality" met with many sarcastic remarks: it is necessary to "lock it up"!

Of course, when Li Shuirong played this "single" on this "board meeting", he was not just talking big. He is sure that his decision will not deviate too much. Facing the price competition of the cloth industry, it is very narrow and moist. Li Shuirong has investigated the domestic and foreign markets, and has done a lot of market research in countries as far away as Japan, Australia and New Zealand. It is found that chemical fiber raw material manufacturers have become the darling now, while domestic chemical fiber raw material manufacturers are few and far between. Why not turn to chemical fiber raw materials? The development of this industry will bring unlimited business opportunities. Although the investment cost of chemical fiber raw material project is scary, it is tens of millions, but if you go further downstream, the future is very slim. To be bigger and stronger, the chemical fiber industry must extend its industrial chain upstream. So I decided: go to the polyester plus stretch yarn project! People are secretly worrying about Li Shuirong!

At the critical moment, he showed the heroic nature of being the first, and soon verified Li Shuirong's great talent. During the period of 1998, the textile market picked up and the demand for polyester stretch yarn increased greatly. This year became a bumper harvest year in Rong Sheng, and the company's output value soared to 1 more than 100 million yuan, occupying a place in Xiaoshan textile industry. People worried about Li Shuirong finally breathed a sigh of relief.

200 1 annual output value 1 billion yuan, and the output value in 2006 exceeded 1 billion yuan. Only six years. Without the courage and boldness of decision-maker Li Shuirong, it is difficult to understand the meaning behind this rapidly developing figure. In order to make Rong Sheng ahead of similar enterprises, Ningbo United Group Co., Ltd. began to deal with the decision to open up the domestic market. At the same time, Li Shuirong made a bold decision to open up the international market. Since 1997, Li Shuirong has led the backbone enterprises to go out to participate in various trade fairs and product promotion meetings, and has also done a lot of market research in Japan, Australia, the United States, New Zealand and other countries to further expand foreign trade business. Li Shuirong has done business in Korea, Japan, the United States, Europe and Africa.

While opening up the export situation, Li Shuirong did not forget to work hard on the development of the enterprise itself. Every year, the Group has invested heavily in technological transformation, with high input and high output. We have also set up a product research institute, and cooperated with Zhejiang Sci-Tech University and other institutions of higher learning to continuously develop new products and technologies. PTA, polyester, spinning and texturing are integrated, and the technological transformation measures of Rong Sheng's industrial chain and technological process are first-class.

Following 1998, Li Shuirong "Brave Broken Arm" activated the overall "First Jump" decision, at the end of 2000, 400 million yuan was invested in technical transformation, with an output value of 778 million yuan. This is the "second jump" to activate the whole project. 0 1 year investment 500 million yuan polymerization direct spinning project. This "third jump" is a decisive jump for the company's development. On June 5438+ 10, the company's output value exceeded 1 100 million yuan for the first time, becoming the third enterprise in Xiaoshan to break through 1 100 million yuan after Wanxiang and Hangmin. The word "Rong Sheng" resounded through Xiaoshan from now on, causing a sensation among peers inside and outside the province.

In 2002, taking advantage of Xiaoshan's industrial spring breeze, Li Shuirong seized the opportunity to invest in three polyester direct spinning projects with more than 6.5438+800,000 tons, and the engineering equipment mainly came from Countess, USA and Bamag, Germany. At the same time, several 33H loading machines were imported from Murata, Japan. At the end of 2002, Rong Sheng Company received good news again: the output value was 2.03 billion yuan and the profit was 85 million yuan. On February 8, 2003, the leaders of four groups in Xiaoshan District paid another visit and presented a gold plaque to celebrate "Climb the peak again and create brilliant achievements again". Rong Sheng was also rated as an outstanding contribution enterprise in Xiaoshan District, and became one of the winners of eight BMW cars awarded by the district government. Rong Sheng has attracted the attention of the whole province and even the whole country. At the beginning of 2003, Rong Sheng Chemical Fiber Group was established. This year, the enterprise achieved production and sales of 3 billion yuan, and was rated as "Top Ten Excellent Industrial Enterprises in Hangzhou in 2003" by the Hangzhou Municipal Party Committee and Municipal Government.

Li Shuirong didn't stop. Decided to take the road of brand transformation into famous brand. In 200 1 year, the group introduced the CIS identification system to unify the design and planning of corporate image and code of conduct, which further accelerated the pace of creating famous brands. In the next few years, honors such as "Hangzhou Famous Trademark", "Zhejiang Famous Trademark", "Zhejiang Famous Trademark", "China Top Ten Customer Satisfaction Brand" and "Zhejiang Private Economy Brand Demonstration Enterprise" came one after another. In August, 2007, China Famous Brand Strategy Promotion Committee just announced the fifth "2007 China Famous Brand Products" list, and the Rongxiang brand polyester filament produced by this group won the title of "China Famous Brand Products". It has achieved a zero breakthrough in brand-name products of chemical fiber industry in Xiaoshan District. Over the years, only four products in the national chemical fiber industry have won this honor.

Now, Rong Sheng has established Zhejiang Yisheng Petrochemical Co., Ltd. in Ningbo, and completed the first PTA production project in the province, which was put into production in March 2005. Acquired a state-owned enterprise in Yibin, Sichuan, and invested in real estate projects. The two new "engines" made the group's production and sales exceed 654.38+0 billion in 2006, ranking among the top 6543.8+00 chemical fiber industries in China and the third in Xiaoshan enterprises.

According to the announcement issued by Ningbo United on the evening of 65438 on February 30th, 2009, Ningbo Economic and Technological Development Zone Holding Co., Ltd., the largest shareholder of Ningbo United, signed the Share Transfer Agreement with Zhejiang Rong Sheng Holding Group Co., Ltd., and transferred 29.90% of its shares (including 904,654,387,600 shares) to Rong Sheng, Zhejiang at a price of 8.53 yuan per share. Li Shuirong is the chairman of Ningbo United, a listed company.