More Than 10 Years in Semiconductor Innovation — The Journey to the Stars Begins

An Interview with Tang Dongliang, Founder of CESTAR

Kinghelm Team Interviews Mr. Tang Dongliang

Huaqiangbei, Shenzhen’s legendary hub of innovation, entrepreneurship, and opportunity, is where countless dream journeys begin. The road to pursuing a vision is never truly “easy,” yet every determined step brings one closer to the stars. For the past 13 years, Mr. Tang Dongliang has rooted himself in Huaqiangbei. Through persistence, resilience, and continuous exploration, he has overcome challenges and steadily forged a path toward independent Chinese “core” innovation.

On January 31, 2026, several companies under his leadership — Shenzhen Daoyi Venture Capital (Limited Partnership), Shenzhen CESTAR Technology Co., Ltd., Beichen Star Technology (Shenzhen) Co., Ltd., and Shenzhen ASK Semi Technology Co., Ltd. — officially relocated to a new office at 15/F, Dongming Building, 284 Minkang Road, Longhua District, Shenzhen. In this edition, the Kinghelm (www.kinghelm.net) team sits down with Mr. Tang to explore the story behind his journey in the semiconductor industry, sharing insights from his “chip story” in hopes of inspiring more innovators and dream builders around the world.

“Leopard Head” Tang Dongliang: Breaking Into the Chip Industry in Huaqiangbei

Mr. Tang at work

orn in 1988 in Suining, Sichuan, Tang Dongliang showed strong academic ability from an early age and later graduated from Guilin University of Aerospace Technology. In March 2011, he arrived in Shenzhen through campus recruitment and joined BYD, where he worked in a technical management role for one year. It was during this time that a bold dream began to take shape: “Go to Huaqiangbei and sell chips.”

From 2012 to 2014, he stepped into the fast-paced world of Huaqiangbei, working in semiconductor factory sales and starting completely from scratch. Immersed in the industry, he quickly built deep product knowledge and sharp sales instincts. More importantly, he sensed a powerful trend emerging — the rise of Chinese manufacturing and the growing opportunity within the semiconductor ecosystem.

“Leopard Head,” originally the nickname of Lin Chong in the classic Chinese novel Water Margin, became his personal source of motivation. Before founding his company, Tang spent time reflecting on the kind of team and culture he wanted to build: one driven by shared goals and values, tolerant of individual strengths and weaknesses, and grounded in courage and integrity. Inspired by Lin Chong’s character, he hoped to become not just a founder, but also a mentor who could guide and empower others.

In August 2014, he launched his entrepreneurial journey with only RMB 20,000–30,000 in startup capital. His family initially opposed the decision, but he remained determined and asked for two years to prove himself. Even as a one-person company, he introduced an ERP system and took on every role himself — from sales and operations to logistics and management. The early results fell short of expectations, yet he firmly believed in “doing the right thing,” and gave himself another year to push forward.

By 2017–2018, the turning point finally arrived as opportunities began to open up. Looking back, he often reflects on a simple philosophy: effort determines the lower limit of what you can achieve, while opportunity defines the upper limit. If effort is the “1,” then opportunity is the “0” that follows — together multiplying the possibilities of success.

Totem Culture: Lion, Wolf, Camel, Eagle, and Ox

Mr. Tang building a brand matrix through totem culture

Totems first emerged in primitive societies, yet they represent far more than simple signs or symbols. Behind each totem lies an entire system of belief, identity, and collective meaning. As a form of cultural and psychological heritage deeply embedded in human consciousness, totems carry enduring spiritual significance. Mr. Tang Dongliang has reinterpreted these ancient cultural genes within a modern business context, using totem design to build a brand matrix that is both visually distinctive and strategically interconnected.

He explained that the lion in his WeChat profile picture is actually the totem of Daoyi Venture Capital. Each company under his leadership carries its own totem and color identity: CESTAR is represented by the wolf, Beichen Star by the camel, ASK Semi by the eagle, and another entity by the ox. Every totem embodies a different spirit and set of qualities. Their visual identities are further strengthened through a carefully designed color system inspired by the seven-color spectrum. The pairing of each totem with its specific color is intentional, reflecting the unique culture and values of each organization. For example, the wolf symbolizes sharp market insight, proactive initiative, and strong teamwork — qualities essential for navigating the fast-moving semiconductor industry.

The Daoyi Venture Ecosystem

Daoyi Venture ecosystem: CESTAR + Beichen Star + ASK Semi + Promi

When asked about the role of Daoyi Venture Capital and the type of industrial ecosystem the group aims to build, Mr. Tang explained that Daoyi Venture Capital primarily functions as a holding and dividend platform rather than a direct operating entity. At its core are six key members, internally known as the “Six Gentlemen of Wuxu.” The name reflects the group’s origins — they were the first six employees formally brought together in 2018, the Year of Wuxu in the Chinese lunar calendar.

CESTAR, independently founded by Mr. Tang in 2014, focuses on the distribution of imported electronic components. Beichen Star, incubated internally in 2021, operates as an IoT solution provider. ASK Semi, acquired in 2023, serves as a distributor of domestic AC-DC chips. Together, these companies represent three distinct but complementary chip sales models: imported component distribution, solution-oriented services, and domestic semiconductor agency.

The group’s strategic vision is both clear and interconnected. Beichen Star focuses on developing customer-oriented solutions, ASK Semi supplies the core chips, CESTAR complements the system with supporting components, and Promi helps customers bring their finished products to market. In this structure, factory partners are not only customers but also suppliers, creating an interdependent ecosystem where resources, technology, and market opportunities reinforce one another for mutual growth.

2018 “Six Gentlemen of Wuxu” with Mr. Tang (third from right)

 

Company’s unique culture — managers work in the employee area

The Kinghelm reporter observed that although Mr. Tang has a private office, he prefers to work in the same open workspace as his employees. His explanation reflects a key aspect of the company’s culture: managers work side by side with their teams, while private offices are mainly reserved for receiving clients and friends. Although he began his entrepreneurial journey in 2014, it was not until 2021 that he finally set up an independent office.

When asked how he manages several companies at the same time, Mr. Tang explained that he directly manages only CESTAR. From there, CESTAR incubated Beichen Star, serving as an internal “Whampoa Military Academy” that nurtures new ventures and talent. Each company operates under its own general manager, while the “Six Gentlemen of Wuxu” are strategically positioned across different entities, working together to address key challenges and drive the group’s development forward.

 

Beichen Star is a tier-one distributor of the original manufacturer Kinghelm

 

Beichen Star is an outstanding distributor of the original manufacturer Slkor

It is worth noting that CESTAR (www.cestar.cn) and Beichen Star (www.ns-t.cn), under the leadership of Tang Dongliang, are both authorized tier-one distributors of Kinghelm and Slkor, companies founded by Song Shiqiang. Kinghelm’s TYPE-C and USB connectors, along with Slkor’s operational amplifiers, diodes, transistors, and DC-DC chips, have already been integrated into multiple customer BOMs, becoming part of real-world product designs and manufacturing projects.

Mr. Tang also shared that he first met Mr. Song at the 2018 annual meeting of the Sichuan-Chongqing Semiconductor Association, where both companies participated as sponsors. Since then, he has developed deep respect for Mr. Song’s entrepreneurial vision and his long-standing dedication to supporting development in his hometown. In Mr. Tang’s view, Kinghelm and Slkor have taken a distinctive and unconventional path within the semiconductor industry — one that is not always easily understood by industry peers.

Traditional semiconductor manufacturing typically requires massive capital investment, advanced technological capabilities, and a mature global sales network. For companies entering the field later, achieving meaningful breakthroughs can be extremely challenging. Mr. Tang believes that this is precisely why innovators must sometimes take a path that others have not taken — exploring new strategies, building differentiated strengths, and creating opportunities where conventional approaches may fall short.

Acquisition of ASK Semi

 

ASK Semi — Well-known domestic chip distributor

Recalling the acquisition, Tang Dongliang noted that the AC-DC power chip distribution sector faced considerable challenges in 2023. ASK Semi specialized in AC-DC power solutions and at that time operated with only a single agency line. Despite this limited product line, the company had already built strong relationships with benchmark customers such as Ten Pao Group, Hehong Electric, and Diwen Technology. With a relatively straightforward structure in terms of assets, personnel, and finances, the company was ultimately acquired in full through a cash transaction at the end of 2023.

For Mr. Tang, domestic chip distribution represented an entirely new business frontier. He immersed himself once again in the field of AC-DC power solutions, describing the process as “rebuilding a company from the ground up within two years.” In a short time, he assembled a new team and significantly expanded the company’s portfolio of agency partnerships. Beyond the original Dongke line, ASK Semi gradually added partnerships with Qidatech, Chipown, Fuman Electronics, Silergy, Worldcore Technology, and Hynetek, steadily strengthening its presence in the power semiconductor distribution ecosystem.

Reserved with respect — New address: 15/F, Dongming Building, 284 Minkang Road, Longhua District, Shenzhen

A strong corporate culture often works quietly yet powerfully, shaping internal identity and strengthening team cohesion over time. Tang Dongliang emphasized that in his companies, employees are attracted rather than simply recruited. Many team members have remained for more than eight or nine years, and all members of the internally recognized “Six Gentlemen of Wuxu” are still part of the organization today.

He explained that what may appear to be a complex company structure is actually designed to support equity participation and on-the-job dividend incentives from the very beginning. Six individuals hold original shares, eleven hold dividend rights, and an internal equity reform was implemented in early 2022 to further align long-term interests. At the same time, fixed honors such as the “Best Execution Award” and the “Lei Feng Spirit Award” recognize employees who demonstrate outstanding commitment and teamwork across different areas.

Employees are encouraged to think independently, summarize their experiences, and experiment with new ideas, while the company maintains a controlled tolerance for mistakes as part of the learning process. In a city like Shenzhen, where entrepreneurship is deeply embedded in the culture, Mr. Tang believes it is often easier to recruit future entrepreneurs than traditional employees. For this reason, the company has long prepared internal development pathways so that talented individuals can grow, innovate, and potentially launch new ventures within the ecosystem.

Our Pursuit: No Lying Flat, No Involution, No Blind Following, No Comparison

Mr. Tang (left) at the 2026 Annual Gala

Looking back brings strength; looking ahead brings hope. At the 2026 annual gala, Tang Dongliang shared a set of guiding principles for the team: no lying flat, no involution, no blind following, and no unhealthy comparison — instead, focus on becoming stronger rather than simply becoming bigger.

In July 2022, he published an article titled “CESTAR Has One Month Before Bankruptcy.” He later clarified that at the time the company actually had sufficient funds and staff. The real challenge lay elsewhere: internal, people-related issues were beginning to surface. Some early members, after achieving a certain level of financial success, gradually lost their original drive, while the company’s rapid expansion also exposed gaps in management capability.

From his experience, Mr. Tang observed that companies often encounter major management hurdles when team sizes reach around 10, 20, 40, and eventually close to 100 employees. Each stage of growth demands not only higher operational costs but also exponentially stronger management systems and leadership capability to sustain healthy development.

“Chip Story” video channel

On the topic of avoiding involution, Tang Dongliang reflected that internal price wars had driven revenue growth without delivering real profits. In May 2025, Promi’s foreign trade operations for finished products were temporarily paused. Looking ahead to 2026, the company plans to streamline non-core businesses and redirect resources toward core operations, industry engagement, and the development of the “Chip Story” media platform. As Mr. Tang succinctly put it, “Addition is the best form of subtraction; subtraction is the strongest form of addition.”

“Black Panther” on the football field — Mr. Tang

Regarding blind following, Tang Dongliang believes that profit is just one direction in life. In 2025, he resumed playing football after an eight-year hiatus. For him, football represents teamwork, collaboration, and shared honor. Beyond sports, he also hopes to return to writing and may create a documentary-style novel on semiconductor sales, capturing both the dynamic growth of Shenzhen and the evolution of the industry from a grassroots perspective.

Mr. Tang: Use people’s strengths, and everyone can be useful

On avoiding comparison, Tang Dongliang distilled management into three essentials: find the right people, do the right things, and distribute profits fairly. He emphasized that focus and leveraging existing strengths are far more important than constantly changing personnel. Committing to the right actions over the long term, while maintaining financial transparency, forms the foundation of sustainable management. He acknowledged that he has not yet fully escaped his own internal pressures, yet he embraces the journey, viewing every challenge and experience as an invaluable part of growth.

Mr. Tang (far right) with friends

At the close of the interview, Tang Dongliang expressed heartfelt gratitude for what he calls “Shenzhen friendship” — a spirit of sincerity, openness, tolerance, and generosity. He believes that peers in the industry are like brothers, with many genuinely wishing for each other’s success.

Reflecting on entrepreneurship, he emphasized that effort matters, but opportunity matters even more. One must remain prepared both materially and morally. Choice often outweighs effort: the first step is to decide what not to do. Drawing on Elon Musk’s first-principles thinking, he stressed the importance of doing the right things and doing things right, with a commitment to long-term execution.

With clear governance, stable operations, and well-defined rights and responsibilities, the company is strategically positioned for future collaboration and potential acquisition opportunities, as the semiconductor industry continues to gain positive momentum.

He concluded by extending warm wishes to all: good fortune at the start of the Year of the Horse, rapid achievements in the middle of the year, and a peaceful sense of fulfillment by year’s end.