Demax Group Brand Story: Sharing the Quality of Idealists with the World

Jan 21, 2026

01 The Resolve of an Idealist

After twenty years of working in traditional enterprises and five years in a senior management position, Shuhui Jiang was mentally and physically exhausted due to internal power struggles, interest transfers, and management inefficiencies. She decided to re-examine her life and resolutely quit her stable job to start her own business, aspiring to build a "clean" company.

02 Born Partners

In 2010, relying on a solar energy products factory, Shuhui Jiang founded an industry-trade integrated company based on a partnership system. Zheng Wu, her former subordinate who was rational, rigorous, and full of fighting spirit, was invited to join her immediately and agreed without any conditions. Driven by passion for the solar energy products industry and dreams for the business, the "clean" company in Shuhui Jiang’s mind was established in a private residence.

03 The Cost and Power of Responsibility

In the early days of entrepreneurship, a telecom fraud incident led to the theft of a 200,000-yuan advance payment from two customers, which was transferred to the UK. When the responsibility could not be determined, the Demax team resolutely took full responsibility for the loss and delivered the goods to the customers in accordance with the required quality and quantity. As a result, these two customers became Demax’s strategic partners and have maintained cooperation to this day. During this incident, Zheng Wu was jokingly called a "Working machine" by the customers. It was also through this incident that the founding team officially established the development philosophy of "driving the company to provide products and services to customers in a more responsible manner through the partnership mechanism".

04 The Name of Demax

On February 16, 2013, embodying the meanings of "upholding virtue" which represents the quality of "responsibility" and "striding forward", the founding team officially determined the Chinese name and registered the predecessor of Demax Group — Dezhou Demax New Energy Co., Ltd., with the English name "Demax". The partnership system has become the core support for the development of the Demax brand, and the "responsibility-oriented" culture nurtured naturally by this system has quickly taken hold within the company. Every Demax employee adheres to the philosophy of "being professional, sincere, open and inclusive ahead of customers’ expectations", providing comprehensive new energy productnew energy products and services to global customers, and moving towards a better business world together with industrial investment and supply chain partners and customers.

05 The Demax Community

In early 2014, Honghai Zhao, another former subordinate of Shuhui Jiang who possessed great vision and market acumen, was invited to join Demax. Under the leadership of the three core founders with highly complementary business competencies, together with the other four founding partners who joined at the same time, Demax launched a related diversified product strategy and entered a period of steady development. In 2018, Demax officially established a replicable partnership model, gradually building a solid Demax community based on the founding team. By uniting "the power of responsibility" and relying on industrial investment in China and strong supply chain partners, Demax Group has driven its business to achieve rapid development, and its business model has become a benchmark for many companies in the same industry to learn from.

06 Changes Driving Transformation

In the spring of 2024, the volatile and increasingly complex global economic landscape has made it more and more difficult to achieve cost-effective global procurement of full-category new energy productnew energy products for a complete decoration project, with rising costs and risks. Against this background, Demax Group officially put forward its brand positioning as a "Responsible One-stop New Energy Product Provider". That is, Demax will use Responsible and professional solutions to help customers control the total procurement cost and risks at the lowest level on the basis of compliance for all factors that may cause fluctuations in customers’ final comprehensive procurement cost, with the ultimate goal of providing customers with a procurement experience with ultimate cost-effectiveness.

07 Quality driven, World sharing

"Quality driven, World sharing" is not only the brand slogan of Demax Group, but also represents that Demax’s high-quality comprehensive new energy productnew energy products, which have been recognized by customers in more than 100 countries around the world, are playing their value globally and sharing more diversified, cost-effective and high procurement cost-benefit construction and decoration aesthetics. The value shared with the world comes from the "Responsible and professional solutions" jointly provided by Demax’s comprehensive new energy products product experts and point-to-point global delivery experts. Specifically, Demax provides one-stop supply solutions of high-quality comprehensive new energy products for decoration project owners and general contractors around the world who have procurement needs for decoration new energy products and home furnishing products; and provides reliable, market-proven one-stop business growth solutions for global distributors and retailers of decoration new energy products and home furnishing products.