The world of engineered quartz might sound technical and niche at first, but it’s a material that touches millions of homes. Found in modern kitchens and bathrooms, quartz stone has become a symbol of durability, elegance, and hygiene in home design. Behind this sleek, high-performance surface is an industry shaped by innovation—and one woman who turned a bold vision into a national benchmark.
Sunny Sun (Sun Liang), founder of Zhongqi New Materials (stock code: 001212), is the driving force behind China’s first and only publicly listed company in the engineered quartz sector. Over 17 years, she transformed a small workshop in Foshan into a global leader with three production bases spanning 866 acres. Her journey—from industry newcomer to IPO pioneer—offers powerful insights into focus, resilience, and long-term value creation.
The Golden Decade: From Follower to Market Leader
In 2007, while most were skeptical, Sunny Sun made a bold move. She left her hometown in Shandong and headed south to Foshan, Guangdong—a manufacturing hub—to enter the fledgling quartz stone industry. At the time, engineered quartz was still unfamiliar to Chinese consumers. International brands dominated the market, leaving little room for local players.
But Sunny and her husband Zhou Jun saw potential where others saw risk. They believed quartz stone—non-porous, scratch-resistant, heat-tolerant, and easy to maintain—was the future of interior surfaces. Together, they founded Zhongqi New Materials and launched the brand SINOSTONE, meaning “China Stone,” signaling their ambition to build a homegrown champion.
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From day one, the couple divided responsibilities: Sunny focused on R&D and product quality, while Zhou led marketing and sales. Their strategy was simple but effective—out-execute competitors on consistency and innovation. As China’s real estate and home renovation sectors boomed post-2010, Zhongqi rode the wave.
By partnering with top-tier clients like DuPont, LG, SOPHIA, OPPEIN, Vatti, TOTO, COFCO, China State Construction, and major property developers such as Vanke and Poly Real Estate, Zhongqi cemented its position as a preferred supplier. What began as a grassroots effort evolved into a scalable enterprise, marking the company’s shift from追赶 (catching up) to领跑 (leading).
One Stone, 17 Years: The Power of Singular Focus
While many companies diversified during the property boom—investing in real estate or unrelated ventures—Zhongqi stayed laser-focused on one mission: perfecting engineered quartz.
“We’re not smart,” Sunny once said with humility. “We just chose to go one meter wide but ten thousand meters deep.”
This singular dedication paid off. In 2021, Zhongqi New Materials listed on the Shenzhen Stock Exchange—becoming the first and only A-share listed company in the quartz stone industry. The IPO wasn’t just a financial milestone; it was validation of a business model built on consistency, quality, and trust.
Key outcomes of this long-term focus include:
- Client trust: Nearly all listed Chinese custom furniture brands now source materials from Zhongqi.
- Industry influence: The company serves as the sole drafting unit and one of four editorial units for national quartz stone standards.
- Quality recognition: Certified as a “Standard Leader” by China’s State Administration for Market Regulation for exceeding domestic and international benchmarks.
Sunny credits much of this success to listening closely to customers. It was a client who first suggested going public: “You need to go public—you have to keep pace with us.” That feedback sparked a transformation that reshaped the company’s trajectory.
Navigating Market Shifts: Leadership in a Tough Environment
Today’s market presents new challenges. With cooling demand in construction and rising resin prices—quartz’s key binding agent—profit margins are under pressure. Meanwhile, some manufacturers cut corners using low-grade fillers or toxic resins, damaging consumer confidence.
Yet Sunny remains optimistic: “Our market share is still too small. Instead of shrinking the pie, we should grow it—by bringing better products to more families.”
Her leadership philosophy centers on three strategic shifts:
1. From Downstream Excellence to Upstream Control
To ensure raw material stability and quality, Zhongqi expanded upstream. In a major move, the company invested around 1 billion RMB in the Luocheng Silicon Crystal New Material project, securing mining rights to over 20 million tons of high-purity vein quartz. It also acquired two mining firms to strengthen supply chain autonomy.
This vertical integration not only safeguards quality but also unlocks new revenue streams—such as TFT-grade quartz powder used in electronics—positioning Zhongqi as both a building material innovator and advanced materials supplier.
2. From Speed to Organizational Strength
In the past, growth came from riding industry tailwinds. Now, survival depends on organizational capability.
Sunny emphasizes systematic learning and performance accountability. Inspired by her training at Action Education’s President EMBA program, she implemented weekly “skill pass” drills across departments and monthly team reading sessions. These practices foster continuous improvement and cultivate a culture of ownership and agility.
“True marketing power comes from building systems that turn ordinary people into high-performing teams,” she says.
👉 See how disciplined organizational development drives sustainable growth—even in downturns.
3. From Corporate Brand to Founder-Led Branding
Recognizing that “even good wine needs promotion,” Sunny became the public face of Zhongqi. Through social media platforms, she educates consumers about genuine quartz versus substandard alternatives—often exposing misleading claims in the market.
Her personal branding has generated over 100 million impressions online and brought in thousands of qualified leads. More importantly, it reinforces Zhongqi’s mission: transparency and consumer protection.
“I feel responsible,” Sunny explains. “If toxic or fake materials harm people’s health, the entire industry suffers. We must stand up for truth.”
Staying Grounded: Values That Fuel Long-Term Success
For Sunny Sun, success isn’t measured solely by financials—it’s defined by integrity.
“An enterprise exists to create value,” she insists. “We employ people, pay taxes, serve families—we have lines we cannot cross. No fake products. No toxic materials. Ever.”
She calls this approach “Shou Zheng Cai Neng Chu Qi” —“Only by staying upright can you achieve breakthroughs.”
And when asked about today’s trend of “lying flat,” her message is clear:
“Lying flat is worse than lying down. If you’re not leading your team forward, step aside. There are too many people counting on you.”
Frequently Asked Questions
Q: What makes Zhongqi New Materials unique in the quartz stone industry?
A: It's the only A-share listed company in the sector and plays a leading role in setting national technical standards—backed by 17 years of specialization and vertical integration.
Q: How did Sunny Sun handle industry downturns?
A: By focusing on organizational strength, upstream control, and customer education—turning external pressures into internal improvements.
Q: Why did Zhongqi choose not to diversify during the property boom?
A: The founders believed deep expertise in one area would create stronger long-term value than chasing short-term profits elsewhere.
Q: Is engineered quartz safe for home use?
A: High-quality quartz like Zhongqi’s is non-porous, antibacterial, and made with food-safe resins—ideal for kitchens and bathrooms.
Q: What role does sustainability play in Zhongqi’s operations?
A: The company prioritizes green production methods and durable materials that reduce replacement cycles—supporting both environmental and economic sustainability.
Q: Can individuals invest in Zhongqi New Materials?
A: Yes—the company is publicly traded under stock code 001212 on the Shenzhen exchange.
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Zhongqi’s story isn’t just about business growth—it’s about building something meaningful with patience, principle, and purpose. As Sunny puts it:
“We want to be a banner for China’s stone industry—to make ‘China Stone’ known worldwide.”
In an era of shortcuts and noise, her journey reminds us: the deepest roots grow from staying put.