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About Decno

About us

About

Corporate culture

Milestone

Group business

Manufactures

About

DECNO Group was founded in 2011 by the first-generation entrepreneur Mr. Wang Jixu. Since its inception, DECNO has been committed to creating a home building materials brand with global influence.After more than ten years of development, DECNO has formed two complementary business ecosystems of new building materials and household cleaning, with products exported to more than 80 countries and regions around the world.

The Group now owns: Shijiazhuang Decano Decoration Materials Co., LTD. [OEM/ODM], Jereh Home Hebei Co., LTD. [Independent brand], Hebei Whale New Material Technology Co., LTD. [Domestic independent brand], Hebei Qingxiang Manwu Cleaning Technology Co., LTD. [Second curve - Home cleaning], DeKono (Hebei Free Trade Zone) New Materials Co., LTD. [manufacturing], Jining Hausmann Wood Industry Co., LTD. [manufacturing], Hainan Deno Enterprise Management Co., LTD. [Industrial investment] and other 9 domestic subsidiaries. As well as Decanor GROUP Limited Hong Kong Company, J&R GROUP Limited(USA), DECNO GROUP Limited(USA), Vietnam Chenfeng New Materials Company Limited (Vietnam) and six other overseas companies. Business radiation worldwide, products sell well at home and abroad, brand reputation and global influence continue to rise.

Decno,with new building materials as its core product, adheres to the mission "To impact the world with Chinese brands, for the happiness and beautiful lives of billions of families globally." Its vision is "To become a great enterprise." The company upholds the following core values: Towards Customers: Customer First. Towards Work: Professionalism, Dedication, Diligence, and Passion. Towards Self: Love & Sincerity, Learning & Improvement, Enthusiasm & Passion, Striving & Hard Work. Centered around five core competencies: Continuous Product Innovation Capability Mindshare-Connecting Brand Capability Globally-Reaching Channel Capability Agile and Efficient Organizational Capability Full Value Chain Digital Intelligence Capability Decno conducts all its production and operational activities based on these principles and capabilities.

Product power

Continuous innovation of product capabilities

Brand power

The brand ability to link the mind

Channel power

Global channel capabilities

Organizational strength

Flexible and efficient organizational ability

Digital intelligence

Digital intelligence capabilities of the entire value chain

While excelling in various businesses operations, DECNO Group actively carries out industrial investment. Relying on the group's self-invested production bases in Zhengding, Hebei, Jining, Shandong, Bac Giang, Vietnam, and major production bases in the group's supply chain system, it strives to create an integrated enterprise development pattern of "trade, industry, and technology" to provide strong product manufacturing, innovation, and R&D support for the development of various businesses of the enterprise.
While achieving corporate development and creating economic value, DECNO Group practices corporate social responsibility to the best of its ability and actively participates in public welfare projects, and focus on the "DECNO Poverty Assistance and Education Fund", "DECNO Public Welfare Sports" and "XiaoLanJing Charity Summer Camp" projects to support education for underpriviledged students, enrich the lives of left-behind children, and comprehensively promote the physical and mental development of special children. with donations reaching millions of yuan.

Under the guidance of its long-term strategy: “Dual-Curve, Multi-brand, Robust Organization, Deep Tech, Global Expansion and Digital Intelligence” and with the goal of "10 billion DECNO". DECNO will adhere to the principle of "not forgetting stability in development,not forgetting development in stability". Deepen its roots in the field of building materials and home furnishings and creating a globally renowned building materials and home furnishing enterprise group that represents China.

Corporate culture

mission

For the happiness and good life of hundreds of millions of families around the world, let Chinese brands influence the world.

vision

To be a great company.

The five standards of a great enterprise：

01. Customers get peace of mind

02. Employee growth

03. Social justice

04. Sustainable development

05. Revenue exceeded ten billion dollars

healthy attitude

To customers: customers first
Customer-centered, customer all affairs as the highest priority, customer thinking as the first nature of thinking, no customer prosperity, there is no business prosperity.

To work: professionalism, occupation, dedication and pleasure
Specialties:Continuously learning, everyone becomes an expert in their field of work, knowledgeable and skillful.
Occupation:Possesses a professional attitude and integrity, and performs his/her duties with dedication and commitment.
Toast:He has a lofty reverence for the cause, is selfless and unselfish, strives hard, and dedicates himself to his work.
Leye:Approach your work with optimism and open-mindedness, love what you do, embrace your work, and rise to the occasion without fear of hardship.

To myself: Sincerity and Love, Learning and Refinement, Enthusiasm and Passion, Struggle and Striving
Sincerity and love:Sincerity is the first key to living in the world, a hundred techniques are better than one sincerity; love is the most beautiful thing in the world, express love sincerely and receive love pleasantly; sincerity and love are the first method to cultivate oneself.
Learning and Refinement:Always consider "raising your awareness" and "refining your soul" as the most important things in your life!
Enthusiasm and Passion:Ignite an incomparable life with a burning fighting spirit and unlimited passion!
Struggle and fight:while there is life, the struggle continues, the fight continues (idiom); fight to the last

Corporate training

The power of an enterprise lies in every great employee within it; The power of employees lies in their tremendous self drive, creativity, and potential. Dekono Group aims to build a platform, create an atmosphere, and create all conditions to allow every employee to be seen and recognized, and to unleash their self drive, creativity, and potential to the fullest, thus converging into a continuous stream of great power for Dekono's development!

Corporate training

The greatness of the enterprise lies in every great employee in the enterprise; the greatness of the employees exists in every employee's great self-drive, creativity and potential.
Dekino Group, to build a platform, create an atmosphere, create all the conditions, so that every employee is seen, recognized, so that every employee to give full play to their self-drive, creativity and potential, and thus converge into Dekino development of the source of great power!

Milestone

2011

Dreaming Big, Setting Sail

In 2011, founder Rody Wang, driven by his entrepreneurial dream and a commitment to contributing to the journey of “Made in China” going global, established Shijiazhuang Decno Decoration Materials Co., Ltd. in July.

2012年&2013年

Deepening Presence in Southeast Asia

Over the course of two years, Rody led the founding team across Thailand, the Philippines, Vietnam, India, and beyond—steadily expanding their market presence while elevating the company’s brand awareness and influence.

2014年&2015年

Consolidating the Foundation,Breaking into North America

In 2014, DECNO took on the world’s largest building materials market—North America. Meanwhile, the team worked to strengthen the supply chain, establishing flooring and related supply networks in Jining and Liaocheng (Shandong), Changzhou (Jiangsu), Hangzhou (Zhejiang), and beyond. By 2015, the company’s products reached over 30 countries and regions, with annual sales surpassing RMB 70 million.

2016

First Global Exhibition, Brilliance Revealed

On March 25, 2016, DECNO made its refined debut at DOMOTEX Asia, a globally influential flooring exhibition, marking the beginning of deep engagement with customers across the world.

2017

Embracing Digital, Dual Track Strategy

As the company grew and the mobile internet reshaped the business landscape, DECNO quickly recognized the strategic importance of digital marketing for international business.It actively expanded into channels such as Google, YouTube, Instagram, Facebook, and LinkedIn, generating substantial customer inquiries while steadily enhancing brand influence. In 2017, the company’s revenue surpassed RMB 100 million, reaching a historic milestone.

2018

Domestic Expansion, Rise of the Independent Brand

With keen insight into shifts in both domestic and international market dynamics, and seizing the opportunities presented by China’s consumption upgrade, DECNO successfully launched its proprietary brand “Xiaolanjing SPC” based on the unique characteristics and market potential of SPC flooring, began to deeply explore the domestic home building materials market.

2019年&2020年

Global Presence, Flourishing Growth

Building on a decade of growth and riding the wave of globalization, DECNO made successive appearances at the DOMOTEX in Hanover, Germany, and The International Surface Event (TISE) in the U.S. By deepening its presence in European and North American markets and continuing to expand its global footprint, the company achieved breakthroughs with large and mid-sized international clients.

2021

Overseas Brand, Ambitious Journey

From “Made in China” to “Created in China,” from Chinese products to Chinese brands. In 2021, DECNO established its own overseas brand, STEPGUARD, embarking on a journey to build a globally recognized brand.

2022

Formation of Three Core Business Segments

With the growing domestic market share of Xiaolanjing SPC, the breakthrough of the STEPGUARD in overseas markets, and the continued growth of OEM/ODM sales, DECNO Group initially formed three independently operated business segments in 2022. Its products were exported to over 80 countries and regions, establishing a solid business presence worldwide.

2023

Manufacturing Expansion and Supply Chain Refinement

In response to new growth opportunities and evolving market demands at home and abroad, DECNO invested in establishing production bases in Jining, Shandong, and Bắc Giang, Vietnam in 2023. These facilities provided critical manufacturing support, product R&D capabilities, and overseas supply chain resources for the development of the new building materials sector.Together with existing production bases, they formed a robust and integrated supply chain system for the Group.

2024

Corporate Structuring, Dual Growth Drivers

Hebei DECNO Home Technology Group Co., Ltd. was formally established in June 2024, with 15 subsidiaries including Decno, Jierui Home, Jingtu Technology, and Qingxiang Manwu. In August, DECNO invested in the construction of Zhengding production base in Hebei, initially forming a layout of three major new building materials production bases in Zhengding (Hebei), Jining (Shandong), and Bac Giang (Vietnam).Building on this foundation, the Group actively expanded into the home cleaning sector as a second growth curve, launching the “Penguin Guard” home environment cleaning brand, thereby establishing a complementary business ecosystem encompassing new building materials and home cleaning.

2025

Zhengding Base in Operation, Ecosystem Taking Shape

On March 15, the first panel rolled off the production line at Zhengding production base in Hebei, a facility integrating R&D, manufacturing, intelligent production, and brand display. The initial establishment of DECNO’s manufacturing system marked a significant milestone in shaping the Group’s business ecosystem and laid a solid industrial foundation for the development of new quality productive forces.

2026-2030

Strategic Deepening Phase

Leveraging the accumulation of the past fifteen years, DECNO will, under the guidance of its long-term strategy: “Dual-Curve, Multi-brand, Robust Organization, Deep Tech, Global Expansion and Digital Intelligence” fully promote the synergistic development of its first curve—new building materials—and its second curve—home cleaning. Upholding the steadfast belief to “integrity in life, dedication in work, and inquisitiveness in products, fighting for our customers, contributing to our team, and striving for ourselves,” the Group will continue to deepen its presence in the building materials and home living sectors, committed to becoming a renowned enterprise that represents China and gains global recognition.