Sustainable philosophy guides entrepreneur as he builds his timber business, Zhuan Ti reports

Raised in a remote village surrounded by green mountains in the city of Zhangping, Fujian province, Wu Zheyan has had a close connection to the forest since he was a child.

Though relatively underdeveloped, his home village had a very good natural environment. Locals have a traditional saying: "When one lives by the mountains, live off of them. But when living off the mountains, take care of them".

The idea later had a strong influence on Wu, who one day took over the family timber business. He has prioritized ecological sustainability throughout his career.

Wu joined the small timber factory run by his father after graduating from middle school. Although his dad was his boss, Wu was never treated differently from other employees. He started as an apprentice.

He later studied business management at Xiamen University and then modern corporate operations in Japan, where he learned Japanese as well.

Over the years, Wu performed nearly every job in the factory from ordinary machine operator to workshop director and finally general manager.

"As a result, I know every single processing step of our company and have learned a lot through practice," said Wu, who recalled the workshop years as a valuable experience.

Wu did not start his own business venture until 2000, when he established the Jinyuan Timber Company, a joint venture in Longyan city. He later started 11 subsidiaries, which all proved to be successes.

In 2005, when Wu was only 26, took over from his father as chairman and general manager of Zhangping Kimura Forestry Products Co Ltd.

After years of hard work, Wu has led the company to accumulate assets totaling 750 million yuan ($122.9 million), with an annual production value of 400 million yuan.

At 33, Wu became the chairman of Kimura Merry Garden Holdings, which was listed on the Hong Kong Exchanges in July 2012.

After decades in the wood business, Wu has learned that the growth of his business depends on the sustainability of forest resources.

Guided by this philosophy, Wu started his own tree farm in 2001 to supply his company, which was rare among timber processors in the country at the time.

The farm has created wealth not only for the company but also for about 30,000 residents in 110 local villages.

With a wood storage capacity of more than 620,000 cubic meters, it has increased the income of some 11,000 tree farmers by more than 20 million yuan through cooperative arrangements.

In 2004, Wu demonstrated his respect for forest resources when he built the Jiupeng Brook Forest Homes, which is now a popular tourist and leisure site in his hometown.

While looking for material bases for his company, Wu came upon a large area of virgin forest in Zhangping. He immediately thought that it would pitiful to cut all the trees down, he recalled.

Then he realized it would be ideal if he could make a profit while protecting the unique forest.

First, the forest would be used to attract tourists, while at the same time, he would build wooden accommodations in the area as way to demonstrate his company's products.

After finally reaching an agreement with the local government on a tourism development plan, Wu recalled, there were two plans for the tourist site.

The first was to build rows of houses after bulldozing the small hills, which would have been simpler, quicker and cost less. However, it would destroy the original landscape and trees.

The second was to build individual houses by the hills with no vehicle roads but only pedestrian paths. This plan was costly because it had a longer construction period and all the material had to be carried by hand.

Against dissenting views, Wu adopted the second.

"All the houses were built on lands that were replanted by humans and not even a natural tree was hacked down for the roads," said Wu. Nowadays people walking at the site are likely to run upon huge trees standing in the middle of the way.

With an investment of more than 100 million yuan, the area of 1,157 hectares of virgin forest is protected. Now the area has been successfully developed into a national 4A-rated scenic spot themed on harmony between humans and nature.

Wu's green efforts also earned himself many personal honors, such as the Outstanding Young Farmer of China and National Award for Contribution to Afforestation.

As a delegate to the city's people's congress in Longyan for years, Wu has tried to bring his green ideas a wider audience. A lot of his proposals have focused on ecological construction and improvement.

Charity

Wu was elected as one of the 46 representatives from Longyan to the provincial People's Congress in January. He said it was an incredible honor.

Wu has also long been a contributor to charitable causes.

A large group of poor students as well as outstanding teachers in schools in his hometown have benefited from the education foundation he established in 1999. In Wu's office, there are piles of thank-you letters, which are from students he once aided.

As his business continues to expand, Wu is renewing his commitment to give back to society. Since 2005, Wu has donated about 6 million yuan ($983,600) to help the elderly, assist poor students, and improve traffic in his hometown.

"Giving is part of Chinese virtues," said Wu. "As an entrepreneur, I am grateful for the society and those who have worked with and helped me. Now it's time for me to give back."

As an entrepreneur, Wu has prioritized the scientific and sustainable development of the business.

Wu's company, called Zhangping Kimura Forestry Products Co Ltd, is a high-tech company engaged in research and development as well as the design, processing and sale of timber and bamboo products.

With consistent efforts, his company has transformed from a traditional wood processor into a nationally competitive high-tech corporation. It has established a postdoctoral research station in addition to a provincial-level industrial technology center and has registered 86 patents in China.

The company promotes a lifestyle that highlights nature and leisure. With its technology, Zhangping Kimura produces series of products under its brand Merry Garden. Its products are distributed worldwide in more than 20 countries and regions including Europe, North America and the Asia-Pacific region.

In addition to the numerous prizes it has earned, his company also participates in formulating various forestry industry standards in China, such as Wood Preservation Utilization Categories and Requirements.

Contact the writer at zhuanti@chinadaily.com.cn

Kimura Merry Garden Holdings was listed on the Hong Kong Exchanges in July 2012.

Wu Zheyan (right), representing his company, donated 50,000 yuan to a local middle school in Fujian.

Shown here is the entrance of an industrial park owned by Kimura Merry Garden Holdings.

Wu Zheyan (right) tutors workers in production in his plant.

Photo shows Jiupeng Brook. Wu is the founder of the Jiupeng Brook Eco-Tourism Co.

(China Daily 09/22/2013 page14)