Starting and succeeding in business is not easy and requires unwavering faith and dogged determination, says Ge Ailin, CEO of Jiangsu Zhaolv Metal Products Co.,Ltd (Zhaolv).

　　It is because of this that the industrious entrepreneur is always cognizant of never forgetting the place where he was raised. "Assisting with rural revitalization is one of the best ways to give back to society," he says.

　　Fifteen years ago, Ge took a big gamble on developing the LED industry. He gave up his regular job and set up Zhaolv, which specializes in producing heat sinks for LED lighting fixtures in his hometown of Jilin village, Taizhou. The company was initially started with 15 people in a 600 m^2 workshop.

　　For most rural startups, limited technological prowess and a shortage of skilled workers restrict theirs growth, Zhaolv was no exception.

　　In response to these challenges, a strategic emphasis has been placed on technological innovation. The company began to ramp up its investment, continually purchase state-of-the-art production equipment and assemble a highly skilled R&D team to bolster its competitive edge in the market.

　　With a commitment exceeding 60 million RMB towards technological advancements, Zhaolv has been successfully recognized as a "Little Giant" firm by the Chinese government. The name refers to those innovation-driven small- and medium-sized enterprises, which own core technologies in a niche market and show admirable growth potential.

　　Zhaolv has thrived in the entrepreneurial landscape for over a decade, boasting an impressive portfolio of 48 utility patents. This year, it has further strengthened its intellectual property arsenal by applying for three new invention patents, focusing on those with elevated technological sophistication.

　　It is therefore no surprise that the company holds a prominent position in the industry, with a share of 20 percent in China's LED lighting aluminum market.

　　Zhaolv has experienced substantial growth over the years. Currently, it has 130 employees with a 2000 m^2 factory. It has not only participated in key municipal projects, but also developed partnerships with international brands such as BMW, Mercedes, Honda, Toyota and Volkswagen.

　　Ge attributes company success to its innovation strategy.

　　"Through continuous technical innovation investment and material formula improvement, Zhaolv has improved its machining and cutting performance," said Ge, adding, "We customized machinery and shortened three processing operations to one, greatly saving the processing cost."

　　As for the future, Zhaolv will invest more in further developing technologies and bringing equipment up to date. At the beginning of this year, the company had already implemented a fully automated H-type automobile headlamp heat sink production line.

　　Success hasn't made Ge forget his roots. Over the past 15 years, the company has taken part in rural revitalization. It has upgraded the idle assets of the village, optimized the local young technical talent pool and increased their employment. The company also focuses on anti-poverty initiatives, and has subsidized 10 local poor students and families.

　　"Choosing my hometown to start a business was an instinctive reaction. As a local enterprise, it is my duty to serve the people and relieve the villagers of their worries," said Ge.