Zhejiang Zhengte Co., Ltd.

Client Overview

Zhejiang Zhengte Co., Ltd., established in 1996, has been dedicated to the research, development, production, sales, and service of outdoor leisure furniture and products. The company offers two main product categories:

Sunshade Products: Including awnings and sun umbrellas.

Outdoor Leisure Furniture: Featuring outdoor furniture, pet houses, and drying racks.

These products are primarily used in private gardens, terraces, restaurants, hotels, beaches, and parks, aiming to create stylish, comfortable, and healthy outdoor leisure environments.

After more than 20 years of development, Zhengte has become one of the most comprehensive manufacturers of outdoor leisure furniture and products in China. Leveraging its product design and quality advantages, Zhengte is a trusted supplier for global retail giants such as Walmart, Costco, and Home Depot.

Project Background

As a leading enterprise in China’s outdoor leisure furniture industry, Zhengte Co. boasts strong technological innovation and competitive advantages. However, as it progresses toward its vision of becoming a "Chinese brand leader and a century-old enterprise," the absence of a clear development strategy, execution roadmap, and organizational capacity has become a bottleneck for its management capability enhancement.

Zhengte realized the importance of a well-defined strategy, requiring clear direction, proper positioning, and alignment of human resources and marketing systems with its strategic goals. This alignment would help establish a pathway for implementing its strategy effectively.

Project Process

The project was a comprehensive value chain solution, covering modules such as strategy, market, supply chain, organization, human resources, and corporate culture.

Developed a three-year strategic plan.

Analyzed the requirements for organizational and marketing capabilities based on the strategy and value chain.

Optimized Zhengte's organizational structure and marketing system to support its strategic goals.

Implementation Outcomes

1. Management Improvement and Cultural Development

Clarified future management approaches and solidified the core principles of corporate culture, gaining widespread recognition from middle and senior management.

Improved overall organizational atmosphere, fostering better coordination and alignment among middle and senior management.

Incorporated core cultural concepts into the organization through activities such as cultural workshops and business challenges.

Optimized planning and procurement processes, enhancing delivery efficiency.

2. Enhanced Marketing System Implementation

Strengthened the management capabilities of the headquarters marketing team, improving their functional effectiveness.

Empowered sales staff with marketing skills training, significantly enhancing their abilities.

Established clear modules, content, and requirements for the overseas marketing system, facilitating better collaboration between overseas and headquarters teams.

Introduced clear and effective market analysis tools, which contributed to achieving a goal of doubled revenue in 2021.

3. Organizational and HR Capability Improvement

Designed a group-based organizational structure aligned with multi-business operations and future growth goals. Clearly defined departmental and role responsibilities through value chain and business function analysis.

Developed compensation strategies, including level, combination, and structure, tailored to the company’s industry and future talent needs. Designed motivational plans for the marketing team to boost employee enthusiasm.

Established a performance management system focused on organizational performance, covering goal setting, coaching, evaluation, and communication, ensuring alignment with strategic objectives.

Post-implementation, the project activated management and core employees across all levels, boosting confidence in achieving 2019 targets. Despite trade war challenges, the company achieved stable growth in 2019, laying a strong foundation for its long-term vision.