From OEM to Brand Powerhouse: A Decade of Transformation and Global Acoustic Expansion of Desheng Industrial
Sonic Future: The Entrepreneurial Epic of Dongguan Desheng Industrial Co., Ltd.
— A Decade of Transformation from OEM to Brand Matrix
I. Entrepreneurial Background: Rooted in the Land of Chinese Manufacturing
Amidst the industrial waves of Dongguan, the "World’s Factory," Dongguan Desheng Industrial Co., Ltd. was officially registered on August 17, 2015. With keen market insight, founder Zhu Yinghong selected No. 101, Building 1, 233 Shizhou Avenue, Shipai Town, Dongguan, Guangdong Province as the group's headquarters, embarking on a legendary journey from contract manufacturing to independent brand incubation.
Industry Opportunities and Founding Vision
In the early 2010s, the global consumer electronics industry experienced explosive growth. However, China’s headphone market remained dominated by OEMs, lacking high-end domestic brands. Desheng Industrial seized this opportunity, adopting a dual-core strategy of “technological accumulation + lean manufacturing.” Initially, the company focused on providing OEM/ODM services for international brands. With a registered capital of 5 million RMB and full paid-in capital, the founding team demonstrated unwavering confidence in the real economy.
II. Early Development: The Road to Building an OEM System
1. Standardizing the Production System
Leveraging Dongguan’s mature electronics supply chain, Desheng Industrial established a modernized production base covering over 1,100 square meters, equipped with fully automated injection molding machines, an acoustic laboratory, and an ERP management system. In 2016, the company obtained ISO9001:2015 quality management certification, achieving a 360° quality control loop from raw material procurement to finished product shipment.
2. Laying the Foundation for R&D
In its first year, the company assembled a team of 20 engineers and introduced the German KLIPPEL acoustic analysis system, investing over 12% of its revenue into R&D. As of 2024, Desheng has applied for 145 patents (including the design patent for "Call Center Headset and Charging Base"), obtained one software copyright, and secured international certifications such as BQB, CE, and FCC for its Bluetooth devices.
III. Transformation and Upgrading: The Rise of a Brand Matrix
1. Incubation of Independent Brands
In 2017, as XIBERIA gaming headsets became the designated peripherals for the World Cyber Arena (WCA), Desheng Industrial launched the “Brand Expansion Plan.” Through independent subsidiary operations, the company gradually incubated brands like EAGLEND and JIAMQISHI, forming a diversified product matrix covering gaming, music, and business scenarios.
2. Establishing a Subsidiary Ecosystem
• Dongguan Ruixin Electronics Technology Co., Ltd.: Focuses on gaming peripherals; 50% stake; launched the best-selling “XIBERIA K05S” wireless gaming headset.
• Dongguan Xingsheng Technology Co., Ltd.: Specializes in global business headset sales; incubated brands like EAGLEND and JIAMQISHI, with products exported to Europe and the U.S.
• Dongguan Dacheng Daily Products Co., Ltd.: Expands into smart wearables; 10% stake; explores acoustic integration in lifestyle scenarios.
• Dejuxin Plastics: Achieves in-house supply of core injection-molded parts, reducing costs and increasing efficiency by over 30%.
IV. Market Breakthrough: Expanding the Acoustic Map from Dongguan to the World
1. Globalized Sales Network
Desheng established a dual-track system combining “cross-border e-commerce + regional distribution.” Its products are exported to Europe, the U.S., Japan, South Korea, and Southeast Asia. By 2023, the company’s annual headphone production exceeded 3 million units, securing a top-three ranking in the domestic e-commerce gaming headset category.
2. Innovative Tournament Marketing
• From 2016 to 2021, Desheng’s products were designated headsets for international competitions such as WCA and WUCG.
• Partnered with QQ Celebrity Tournament and Huya Live, leveraging “eSports + live streaming” to enhance brand penetration.
V. Corporate Culture: Inheriting and Advancing a Geek Spirit
1. Talent Development Mechanism
Desheng implements a “mentor system + project bonus” model, providing five employee apartment buildings, a standardized cafeteria, and a badminton court. By 2023, the company had 232 insured employees, with 35% of its technical team holding master’s degrees.
2. Commitment to Social Responsibility
During the COVID-19 pandemic, the company pivoted to producing medical communication headsets and donated equipment to Leishenshan Hospital. In 2024, Desheng was recognized as a “Technology-Oriented SME” and an “Innovative SME.”
VI. Future Outlook: Unlimited Possibilities in the Acoustic Ecosystem
As Desheng Industrial celebrates its 10th anniversary, the company is advancing its “3T Strategy”:
• Technology: Expanding into AI voiceprint recognition and spatial audio technology, increasing R&D investment to 20% of revenue.
• Talent: Collaborating with South China University of Technology to establish an acoustic laboratory and planning to recruit 10 Ph.D. professionals within three years.
• Transboundary: Exploring new tracks in smart home acoustics and in-car audio, with the goal of going public on the STAR Market by 2026.
Conclusion
From a small OEM factory in Shipai Town to an acoustic powerhouse with three subsidiaries, 104 trademarks, and 37 certifications (as of 2024), Desheng Industrial has exemplified the transformation from "Made in China" to "Created in China." As inscribed on the walls of its showroom—"Let the World Hear China's Innovation"—the company’s journey is far from over, with many more chapters yet to be written…