Introduction
When it comes to engineered quartz, outsiders might find the term unfamiliar. However, mention its use as a premium decorative material for kitchen countertops and bathroom vanities, and the industry suddenly becomes tangible. Add the current downturn in construction and cutthroat pricing wars in renovation, and the challenges facing this sector come into sharp focus.
Engineered quartz is the industry Sun Liang, founder and CEO of Sinostone (Stock Code: 001212), has dedicated 17 years to. Her company has evolved from being a first-tier player to becoming the first and only publicly listed company in the sector, the drafting and leading unit for China’s quartz stone industry standards, and the operator of three production bases spanning 866 acres globally.
The Golden Decade: From Chasing to Leading
In 2007, Sun Liang defied her family’s objections and moved from Shandong to Foshan, joining a small workshop to bet on the potential of engineered quartz. At the time, consumer awareness in China was nearly nonexistent, and international brands dominated the market.
Undeterred, Sun and her husband, Zhou Jun, founded Sinostone and launched their brand, "SINOSTONE"—meaning "China’s Stone." Their relentless focus on R&D and customer value allowed them to capitalize on the industry’s "golden decade" post-2010, transforming Sinostone into a supplier for global giants like DuPont, LG, and IKEA, as well as top Chinese brands such as OPPEIN, Sofa, and Vanke.
17 Years of Focus: Pioneering the IPO Path
Despite lucrative opportunities in other industries during China’s real estate boom, Sun Liang remained committed to quartz.
"We’re too ‘dumb’ to multitask," she jokes. "We poured every resource into perfecting one product—digging ‘10,000 meters deep’ into this niche."
This focus paid off:
- Trust from clients: Nearly all major listed custom-home brands in China rely on Sinostone.
- Government recognition: The company was entrusted to draft national quartz standards.
- IPO success: In 2021, Sinostone became the first in its industry to list on the A-share market.
Leading in a Challenging Era: Strategic Shifts
Facing rising resin costs and counterfeit products flooding the market, Sinostone adapted with three key strategies:
1. Vertical Integration: Securing the Supply Chain
- Invested $140 million to acquire quartz mines, ensuring raw material stability.
- Launched TFT quartz powder, a high-margin byproduct.
2. Building a Battle-Ready Team
- Implemented weekly role-play drills and monthly book clubs to sharpen sales skills.
- Leveraged executive education at Action Education to foster strategic thinking.
3. CEO Branding: From Company to Personal Influence
- Sun Liang became the face of Sinostone, debunking myths about counterfeit quartz on social media (100M+ views).
- "Consumers deserve to know what real quartz looks like," she asserts.
The Path Forward: Integrity Over Shortcuts
Sun’s philosophy for tough times? "Lying flat is worse than giving up."
- Ethical production: Rejects toxic materials despite cost pressures.
- Long-term vision: Aims to make "China’s Stone" a global benchmark.
FAQ
Q: Why did Sinostone avoid diversifying during the real estate boom?
A: "We believed deep expertise in quartz would outlast temporary booms."
Q: How does CEO branding help B2B sales?
A: "Trust starts with transparency—clients want to know who stands behind the product."
Q: What’s next for Sinostone?
A: "Expanding globally while holding the line on quality."
👉 Discover how Sinostone redefined an industry
👉 Learn about ethical manufacturing in quartz
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