Lu Tiejun, Chairman of Dongfang Minggui, Invited to Runzeyuan Leadership Co-creation Conference

2026-05-22 16:07:29

On July 25, 2025, in Dongying, Shandong, the 25th class of the "Leadership Co-creation Conference" hosted by Runzeyuan Education Technology Group officially opened. More than 100 entrepreneurs from all over the country gathered at the mouth of the Yellow River to conduct in-depth discussions on the theme of "Two Generations in Harmony under the Family Business 4.0 Strategy." Lu Tiejun, Chairman of Beijing Dongfang Minggui Advertising Co., Ltd., attended as a special guest, and his experience in enterprise transformation and strategic thinking became the focus of the event.

As the founder and chairman of Dongfang Minggui, Lu Tiejun has led the team to expand from traditional advertising business to cultural event planning, brand full-service solutions, and other fields since founding the company in 2007, forming a diversified layout of "advertising + culture + technology." Currently, Dongfang Minggui has served more than 1,000 companies, covering industries such as finance, technology, and cultural tourism, with annual revenue exceeding 100 million yuan.

At the co-creation event, Lu Tiejun shared his transformation experience under the theme of "The Art of Balancing Technological Leadership and Spiritual Growth." He mentioned that when Dongfang Minggui launched its digital upgrade in 2020, it faced a dilemma of conflicting thinking between the technical team and veteran employees. "We broke down annual goals into quantifiable task packages through a 'Strategic Decoding Workshop,' and introduced Runzeyuan's 'Mind-Way-Virtue-Action' four-step approach, pairing technical backbones with senior employees to tackle key problems, ultimately achieving a 30% increase in customer satisfaction." This case was praised by Runzeyuan's core lecturers as a "benchmark for strategic implementation in SMEs."

This Class 25 focused on the pain points of intergenerational succession in family businesses, featuring unique sessions such as a "Strategic Consensus Workshop" and a "Two-Generation Dialogue Sandbox." In his opening speech, Bai Lixin, founder of Runzeyuan Education Technology Group, pointed out that "the average lifespan of Chinese family businesses is less than 24 years, and the core contradiction lies in the difference in the two generations' understanding of 'corporate mission'." He cited the transformation case of a Shenzhen-listed company: through a "mission co-creation camp," the company enabled two generations to reach a strategic consensus "from manufacturing to intelligent manufacturing," resulting in a fivefold increase in market value within three years.

Lu Tiejun emphasized in a group discussion that Dongfang Minggui's succession plan has been underway for three years. "We require the next generation of managers to complete 1,000 hours of grassroots rotations before participating in strategic committee decisions." He revealed that the company is develoPing a "strategic succession digital twin system," using virtual scenario simulations to allow successors to anticipate market challenges.

As the only invited representative from the advertising industry, Lu Tiejun's participation reflects the cross-sectoral nature of this co-creation conference. According to the organizing committee, the participants in Class 25 cover 12 fields, including manufacturing, agriculture, and services, with 30% being second-generation successors. Lu Tiejun stated, "The core competency of advertising companies is 'information decoding and value reconstruction,' which highly complements the 'problem diagnosis and solution output' of strategic consulting. Dongfang Minggui is attempting to integrate its strategic co-creation methodology into its comprehensive brand services, helping clients achieve a leap from 'brand communication' to 'value symbiosis.'"

During a break in the meeting, Lu Tiejun reached a preliminary cooperation agreement with the second-generation leader of a chemical company in Shandong, planning to jointly develop a "digital toolkit for strategic succession in the chemical industry." This move has attracted attention, with some scholars pointing out that "when traditional advertising companies acquire strategic consulting capabilities, it may reshape the competitive landscape of the enterprise service market."

"Leadership is not the patent of a few, but the DNA of organizational evolution," Lu Tiejun quoted Runzeyuan's core philosophy in his closing remarks. "When two generations can resonate at the strategic level, the company can gain immunity to cycle changes." This intellectual exchange on the banks of the Yellow River may be foreshadowing a new transformation in the succession model of Chinese private enterprises.