Li Desheng, male, Han nationality, was born on February 27th, 1969; In 1992, he joined zunhua city Waterproof Material Factory as the business section chief; Since 2, he has served as the chairman and general manager of Tangshan Desheng Waterproof Material Co., Ltd., and at the same time served as the member of the Standing Committee of the Political Consultative Conference in Fengrun District of Tangshan City, the vice chairman of China Building Materials magazine, the executive director of China Building Waterproof Industry Association, the deputy director of the Waterproof Professional Committee of Hebei Civil Engineering Society, and the executive vice president of Tangshan Kistler Genyi Association. In 25, Li Desheng was awarded the honorary title of "Advanced Factory Director (Manager) of Quality Management" by China Brick and Tile Industry Association; From 26 to 28, he was awarded as "Advanced Individual and Industry Elite in China Building Materials Industry" and "Top Ten Outstanding Young Entrepreneurs in Fengrun District of Tangshan City" for three consecutive years, and won the third class merit. In 26, he was named "Outstanding Entrepreneur of Brick and Tile Industry in China"; In 27, he was named an outstanding figure in Hebei building materials industry during the tenth five-year plan period; In 28, he was named "Entrepreneur with Outstanding Contribution in Hebei Province". Since the early spring of 2, Tangshan Desheng Waterproof Material Co., Ltd. has only been established for ten years. In the past ten years, Li Desheng has been adhering to the simple belief of "those who have virtue survive", and with the broad mind of "developing with virtue", pioneering hard and facing difficulties, pioneering a fast-developing road of "moral education model" and creating a national famous brand of "moral education". Tangshan is a city of phoenix nirvana, and because of this, history has given Tangshan people a stronger sense of survival. Tangshan Desheng Waterproof Material Co., Ltd. was founded by Li Desheng in 2. He is the chairman and general manager of the company and is also the legal person of the company. Li Desheng has always remembered that his father named him "Desheng" at that time, hoping that he would make a life of virtue in the future. He named the enterprise with his own name, named the company "Desheng Waterproof" and put forward "the existence of virtue" as the entrepreneurial spirit. The hardships of starting a business are almost the same song for all developing enterprises, and Li Desheng is no exception. At the beginning of the venture, the company had only a dozen employees and a capital of 5, yuan, with weak technical force, single product variety and low market awareness. Li Desheng put the idea of "moral education" into his career and life. Be a man with conscience, run a business with integrity. "A small success depends on wisdom, and a great success depends on anxiety." He used his own actions to prove the motto of "the virtuous survive". At the end of 21, a raw material supplier accidentally lost an iou with a value of 7, yuan. After Li Desheng knew this situation, he immediately sent someone to find the anxious supplier, completing the formalities for him to avoid losses. In Desheng Waterproof Company, there is also an unwritten rule that all raw material suppliers that the company no longer cooperates with will return the quality deposit in time to ensure that they will not press others' money, which is also widely praised in the industry. Anyone who has dealt with Desheng company can more or less generate associations about good morality from them. Because of adhering to the bottom line of the mind and working hard, today's "Desheng" has enterprise assets exceeding 1 million yuan and an annual output value of several hundred million yuan, setting an industry miracle that the province's production and sales volume is the first for six consecutive years and the output value has doubled for six consecutive years. "Desheng Waterproofing" has entered the ranks of "Hebei No.1" and "China Top 2 Waterproofing", and "Desheng Waterproofing" is another vivid and concrete business card of Li Desheng. Since the establishment of the company, Li Desheng has been committed to building a "moral education model" for enterprises. What is a "moral education model"? He summed it up as: concentrate all resources and occupy an absolute monopoly position in a regional market or market segment, thus forming a relatively strong brand image and becoming the first choice brand for customers in this local market or market segment. But so far, the waterproof industry still exists the phenomenon of "scattered, chaotic and small", which can't be said to be a mature industry, so Li Desheng has put forward more clear requirements for enterprise development. The first is to set a good position for the enterprise. At the beginning of the factory, Desheng only had' a dozen people and seven or eight guns', with single products and weak strength. They objectively understand their own advantages and disadvantages, product positioning, price positioning and market positioning, concentrate their limited resources on Tangshan and its surrounding markets, and concentrate their efforts on the war of annihilation, which has achieved good results. The second is to establish the visibility and reputation of the enterprise. Li Desheng said that in modern society, "a good wine is afraid of a deep alley", and rapidly expanding its popularity in the market is the knowledge of all enterprises. Therefore, over the years, Desheng Company has spent considerable advertising expenses every year, focusing on the target market, so that "those who have virtue survive" is deeply rooted in the hearts of the people. At the same time, with popularity, but also to establish a reputation. How to make people from all walks of life say yes is a big topic. Through the market, through services, through publicity, through charity and various social activities, reputation has been gradually established. Li Desheng has always had an idea, that is, "Let customers think of you, not you think of him". The third is to take responsibility and guide the market. Desheng Company has been insisting on implementing the relevant national standards and norms, identifying the advantages of materials, scientific and reasonable material selection and construction scheme for many years, so that professionals in the construction industry can improve their understanding of waterproof professional knowledge, pay attention to the waterproof industry, and let fake and shoddy products hit a wall everywhere in the market. Fourth, innovation and development, moral students firmly establish a sense of scientific and technological innovation, and run through the whole process of enterprise management. Since 26, according to the market demand, they have cooperated with scientific research institutions at home and abroad, adopted advanced waterproof materials and technologies, and successively built a special asphalt production line with an annual output of 1, tons of coils and a world-class TPO and PVC polymer coil production line. In 28, Li Desheng developed TPO and PVC self-adhesive coils with a width of 1.2m-2m, which have been put into production, and the special self-adhesive products for color steel roofing have also opened up the market. In 29, Li Desheng led his own research team to develop the "Perpetual Prison" waterproof system, which won the national patent, and now it has been put on the market, attracting the attention of waterproof professionals at home and abroad, and it is expected to reach the highest level of "no building demolition, no water leakage"! Li Desheng said that building a strong local brand is a systematic project. China's waterproof industry needs both big and comprehensive, big and refined, big and strong industry leaders, and small and refined, small and specialized, small and beautiful "invisible champions"-local brands and subdivided professional brands to build the industry. It is difficult to build a brand in a local market, but it is quick to destroy a brand. This requires enterprises to adhere to the psychological bottom line in terms of talent concept, product concept, sense of responsibility, etc., not eager for quick success, not harming others and harming themselves, and doing a good job from the details in a down-to-earth manner will surely succeed. Charming as a song, pursuing infinity. It is under the strict requirements and scientific management of Li Desheng that Desheng Waterproofing has stepped onto the brilliant road of healthy development step by step. In the process of continuous development, Desheng people have not forgotten their social responsibilities, nor have they forgotten the folks who need help. They have taken the initiative to assume the social responsibility of "helping the world while reaching the standard" and made a perfect interpretation of the concept of "the survival of the virtuous". In 25, they built a caring kindergarten for Lujiayu, zunhua city, Hebei Province, an old revolutionary area, so that more than 1 children in the depths of the mountains enjoyed the same preschool education as children in the city; At the same time, 15 poor out-of-school children were sponsored to return to school. In October, 26, Desheng people took the lead in rescuing Xia Zheng, a college student and children of laid-off workers who were terminally ill, had a difficult family and were in urgent need of treatment, which became a much-told story in Tangshan and the national building materials industry. In 27, Desheng Company donated hundreds of thousands of yuan for the Sino-German cooperation project "The first demonstration project of comprehensive energy-saving renovation of existing buildings in three buildings of No.1 residential area in Hebei, Tangshan"; In 28, Desheng Company generously donated hundreds of thousands of yuan to the Wenchuan earthquake-stricken area in Sichuan. Li Desheng also personally organized dozens of employees to donate blood for the disaster area, and took the lead in donating 4CC；. At the same time, he also participated in the charity sale of calligraphy and painting for earthquake relief in Fengrun District, and funded the construction of the Love Bookstore ... Desheng students came from the rainbow of faith and struggle, and came from the land of pioneering Excellence. Their footsteps are with the times, practical and firm, and their songs are loud and beautiful. Virtue survives! Virtue lives forever!