From Migrant to Market Leader: How Liu Duanrong Became COO of ICZOOM and a Powerhouse in China’s Tech Scene

 

Ms. Liu Duanrong, Co-founder and Chief Operating Officer (COO) of ICZOOM

 

"What’s the story behind a female leader at the helm of a listed company?"
The editorial team from Kinghelm (www.kinghelm.com.cn) recently visited the headquarters of Pai Ming Group at Unit 3801, Tower A, New World e-Tower in Shenzhen’s Futian CBD. There, they had the privilege of interviewing Ms. Liu Duanrong, Co-founder and COO of ICZOOM (www.iczoom.com).

Originally from Chengdu, Sichuan, Ms. Liu has spent over two decades in Shenzhen, rising from a determined migrant to a respected executive of a publicly listed tech firm. While her timeless elegance and grace immediately impress, it’s her sharp intellect, strategic vision, and decisive leadership that truly set her apart. In a world where appearance often draws attention, it’s her character, discipline, and ability to deliver results that have earned genuine admiration.

 

Ms. Liu Duanrong

 

Time may pass, but true grace endures.

Ms. Liu Duanrong credits her remarkable journey to a combination of factors: “The times shape people, and Shenzhen is a land of opportunity — a vibrant hub for innovation and entrepreneurship. I’ve been fortunate to work alongside exceptional partners and teams over the years, and of course, unwavering persistence on my part has been essential.”

She humbly describes her success as the result of “the right time, the right place, and the right people — all equally indispensable.”

When asked about her closest collaborators, Ms. Liu spoke warmly of Mr. Xia Lei, CEO of ICZOOM: “Xia is a Chinese-American, and we’ve been close friends for over 20 years. Since founding ICZOOM together in 2012, for 13 years now, we’ve shared the same vision, values, strategic direction, and operational approach. We’ve grown as partners, driven by a common dream, and empowered one another every step of the way.”

Mr. Xia Lei, CEO of ICZOOM

 

The two core brands under Pai Ming Group — ICZOOM and Hengjie Supply Chain — work in perfect synergy to support the Group’s expanding influence in the electronics industry. On March 15, 2023, Shenzhen-based ICZOOM GROUP INC. made its mark on the global stage, successfully listing on NASDAQ under the ticker "IZM."

Reflecting on this milestone, Ms. Liu Duanrong shared:

"ICZOOM achieved its first chapter in 2023, but we’re still climbing. There are many new goals ahead. As an entrepreneur and part of China’s private enterprise community, I carry certain traits that push me forward: determination, persistence, ambition, and resilience. Work gives me a deep sense of accomplishment — I always want another summit to conquer. A quiet, ordinary life isn’t for me; I’m chasing a story worth telling."

ICZOOM

 

ICZOOM.com holds the distinction of being China’s first B2B electronic components trading platform to list on NASDAQ. Officially launched in December 2015, the platform boasts nearly a decade of operational expertise. Today, ICZOOM connects with over 2,000 global component manufacturers and authorized distributors, offering an impressive catalogue of nearly 20,000 electronic component brands and over 33 million SKU listings. The platform serves a thriving community of more than 30,000 registered small- and micro-sized electronic enterprise customers.

Customer sources are remarkably diverse — including manufacturers like Kinghelm and Slkor, agents, distributors, peer e-commerce platforms, and direct end-users.

Ms. Liu Duanrong highlights that while ICZOOM’s operational priorities evolve at different growth stages, its mission remains constant:

"To build an expansive, open, and highly efficient e-commerce platform for the electronics industry."

The platform focuses on delivering value through:

• Economies of scale to lower procurement costs

• Expanding SKU variety and optimizing product combinations

• Accelerating customer acquisition and enhancing the precision of supply-demand matching

All while providing deep, tailored service to the industry’s long-tail customer base — a crucial yet often underserved segment in the global electronics supply chain.

 

ICZOOM Ranked on "2024 China Industrial Digitalization Top 100 List"

 

When asked to explain the concept of a “long-tail customer base”, Ms. Liu Duanrong referenced the familiar 80/20 rule — where 20% of customers typically generate 80% of profits, leaving the remaining 80% underserved yet rich with growth potential. In contrast, ICZOOM’s industrial internet model for electronic components boldly shifts from the 80/20 rule to long-tail theory. Its mission: to truly create value and provide sincere, dependable service to the vast market of over 3 million small and micro-sized electronics enterprises in China.

To achieve this, ICZOOM continuously advances its SaaS technology, platform optimization, and service experience. It has built a secure, anonymous, real-time electronic component trading platform offering integrated “online fast transactions + offline full-supply-chain services” — earning strong trust from both new and established clients.

Among its innovations is a “front-end SaaS dual-service platform + modular back-end SaaS system”, designed for flexibility. Users can access cloud-based software services tailored to their operational needs, improving information management efficiency. Its built-in anonymity system ensures transaction transparency and data authenticity, while the online matching model mirrors modern B2C platforms — ICZOOM itself neither holds inventory nor intervenes in trade. It purely facilitates seamless, efficient connections between buyers and sellers, focusing on platform operations, technical support, and digital service delivery.

Key features include:

✅ Online Fast Transactions
Users can batch upload buy and sell listings. The system instantly matches pricing with one-click ordering, synchronizing data across the supply chain platform to automate logistics, payments, and documentation — all in real time. The platform supports multi-device access for on-the-go inquiries, quotations, and transactions. ICZOOM’s strong in-house development team also customizes commercial service software, including project management systems for solution providers and manufacturers, complete with auto-generated BOM lists for efficient, one-stop component sourcing.

✅ Comprehensive Supply Chain Services
Its self-developed cloud-based supply chain and ERP management platforms offer one-stop services including procurement execution, logistics, warehousing, import/export customs clearance, and supply chain financing. With warehouses strategically located in Hong Kong, Shenzhen, Shanghai, Suzhou, and Beijing, delivery times are optimized for efficiency and speed.

Ms. Liu also proudly highlighted Hengjie Supply Chain, a key platform under Pai Ming Group, known for its rigorous, professional supply chain training system — reputed as the "Whampoa Military Academy of the Supply Chain Industry." Over the years, it has nurtured a wealth of skilled talent for both ICZOOM and the broader sector.

She concluded:
"At our core, we focus on strengthening ourselves. We’re passionate about sharing knowledge, developing talent, and constantly enhancing platform services. Through digital innovation, we support enterprise growth, fuel China’s semiconductor ambitions, and help drive the global electronics industry toward a smarter, more connected future."

HJET

 

“With annual revenue surpassing 2 billion yuan — yet operating on a zero price difference policy and only charging modest commission fees — ICZOOM (www.iczoom.com) is more than a trading platform; it’s a company driven by national responsibility and social purpose.”

Ms. Liu Duanrong, a veteran of over two decades in the electronics industry who rose from frontline salesperson to operations director and now COO, remarked:
"I chose this industry because it offers me the highest return on investment — not just financially, but in meaning. I know this space inside and out — the rules, networks, and knowledge systems that make it work."

Looking ahead, ICZOOM is actively pioneering new marketing models, integrating offline engagement (on-site enterprise visits, trade show interviews, and industry networking) with online live streaming and digital campaigns to attract traffic, raise awareness, and empower China’s semiconductor sector.

So far, ICZOOM has successfully helped over 100 Chinese chip manufacturers — including well-known names like Kinghelm (www.kinghelm.net) and Slkor (www.slkoric.com) — expand their brand visibility, attract new users, and drive order growth, contributing to the broader mission of strengthening China’s chip supply chain and supporting local innovators in gaining a global presence.

Kinghelm Products Listed on ICZOOM

 

ICZOOM’s Supply Chain Finance Service has become one of the platform’s standout innovations. As Ms. Liu Duanrong shared, the service was fully upgraded in 2024, marking a major step forward in fostering win-win collaboration that benefits both the market and society at large.

Through this service, users can be intelligently matched with the most suitable financial institutions based on their order value — gaining fast, low-interest financing without the usual hurdles of complex loan applications or lengthy approval processes. For small and micro-sized electronics enterprises especially, this provides a crucial financial lifeline in a capital-intensive industry.

Acting as a trustworthy bridge, ICZOOM supplies banks with verified trade background data, enabling them to make informed credit decisions and efficiently serve the long-tail market — advancing national inclusive finance initiatives in practice. This model not only helps attract a broader SME user base, but also drives the continuous innovation and optimization of digital supply chain services.

More than a transaction platform, ICZOOM is building a sustainable, scalable ecosystem that empowers businesses of all sizes to access capital, grow confidently, and contribute to the high-quality development of China’s semiconductor and electronics sectors.

SLKOR Products Listed on ICZOOM

 

“As a company grows in scale and influence, the expectations placed on its leadership inevitably rise — and the greatest challenge lies in mental resilience,” shared Ms. Liu Duanrong. “I hold myself to increasingly higher standards: maintaining a disciplined daily routine, reading and learning constantly, drawing lessons from the journeys of other successful leaders, and staying open to fresh ideas to broaden my perspective.”

As the dynamic female COO of a NASDAQ-listed company, Ms. Liu not only oversees ICZOOM’s core operations and strategy, but also personally leads Public Relations and Investor Relations efforts, while actively supporting countless customer enterprises in scaling their businesses. Her daily schedule is packed, but she thrives under pressure — viewing work as both a responsibility and the most rewarding nourishment for growth.

“Independence is the first step toward building a fulfilling life,” Ms. Liu remarked. “Giving, contributing, and creating value for others brings far deeper satisfaction than mere personal gain.”

To her team and the wider business community, she offers this message:

“The mission is ongoing, and we must persevere. Strivers are the most beautiful people. Let’s move forward together. ICZOOM wins with service and integrity — we welcome all scrutiny and dialogue, and remain committed to constant improvement. We sincerely invite partners, peers, and enterprises to collaborate and exchange ideas. Together, we’ll shape a brighter, richer future for China’s electronics industry and beyond.”

Ms. Liu Duanrong, COO of ICZOOM, and Mr. Song Shiqiang, General Manager of Kinghelm and Slkor, Explore the Path to Internationalization for Domestic Semiconductors

 

As longtime friends and fellow Sichuan natives, Mr. Song Shiqiang — General Manager of Kinghelm and Slkor — and Ms. Liu Duanrong, COO of ICZOOM, share a deep professional and personal connection. Mr. Song warmly congratulates ICZOOM on its successful IPO and wishes the company a prosperous and promising journey ahead. He also extends his heartfelt blessings to Ms. Liu Duanrong, celebrating her as a timeless inspiration and wishing her continued grace, strength, and joy in every chapter of life.

Kinghelm Pin Header Connector KH-2.0PH-2X10P-L8.0-SMT

Further Reading:

China’s electronic components industry chain now exceeds 2 trillion yuan in transaction volume. Traditionally, components move from manufacturers to authorized agents, catalog distributors, and traders before finally reaching over 3 million small and micro electronic terminal enterprises. This multi-tiered, fragmented process results in low overall circulation efficiency.

In an industry driven by Moore’s Law — where product lifecycles are short, competition is intense, and demand highly fragmented — supply and demand imbalances have long challenged the market.

ICZOOM stands out as China’s first B2B electronic components matchmaking platform listed on NASDAQ. Leveraging internet technology and digital solutions, ICZOOM has built a scalable, intelligent component trading platform focused on serving those 3 million small and micro enterprises. Through efficient SaaS services and real-time supply-demand matching, it’s redefining traditional distribution models — accelerating transactions, enhancing supply chain collaboration, and driving down operating costs across the electronic components ecosystem.

Ms. Liu Duanrong, COO of ICZOOM, Delivering a Speech

 

ICZOOM’s platform connects users to an impressive network of over 3,000 electronic component brands worldwide, offering one of the industry’s most diverse and comprehensive product selections.

Product Categories Available on ICZOOM:
From core computing and control to signal management, power regulation, and hardware interfaces, the platform covers virtually every component category essential for modern electronics:

• Processors & Controllers: Processors, Microcontrollers (MCUs), DSPs, FPGAs/CPLDs

• Memory Solutions: RAM, Flash, EEPROM, Memory Cards, Storage Drives

• Sensors & Converters: Sensors, AD/DA Converters, Signal Interfaces

• Analog & Linear Devices: Amplifiers, Comparators, Filters, Power Management ICs

• Discrete Semiconductors: Diodes, Transistors, RF/IF & RFID Components

• Passive Components: Resistors, Capacitors, Inductors

• Connectivity & Interfaces: USB, HDMI, 485/232/CAN, Relays, Connectors, Cable Assemblies

• Optoelectronic Components: LEDs, Displays, Fingerprint Modules, TP Panels

• Circuit Protection & Thermal Management: Fuses, ESD Protection, Heat Sinks

• Industrial Control & Development Tools: Development Boards, Testing Equipment, Repair Tools

• Mechanical & Structural Parts: Fasteners, Enclosures, Hardware Accessories

Whether you're sourcing components for automotive, consumer electronics, industrial control, medical devices, or aerospace applications — ICZOOM offers a centralized, efficient, and reliable platform to streamline your procurement.