On August 22, the "Fenix 15th Anniversary Dealers' Conference and 2016-17 New Product Launch," organized by Shenzhen Langheng Electronics Co., Ltd., took place at the Grand Hyatt Cloud Nine Lounge. Outstanding Fenix dealers, outdoor professionals affiliated with the Fenix brand, and Fenix suppliers from around the world came together to share in this significant gathering. They commemorated the growth of the Fenix brand, showcased new Fenix products, exchanged insights, and looked forward to a promising future.
Around 8:30 a.m., dealer representatives and supplier partners began arriving one after another.
From left to right: President Cen Chaofan, Shareholder Director Cen Liang, Chairman Su Huiyun, and Shareholder Director Yang Jianxu.
At 9:00 a.m., after the host welcomed Fenix dealers and suppliers from around the world as well as long-time outdoor professionals who have supported the Fenix brand, the 15th Anniversary celebration officially kicked off with the launch of the "Fenix 15th Anniversary Dealers' Conference and 2016-17 New Product Launch" as four board members — Chairman Su Huiyun, President Cen Chaofan, Director Yang Jianxu, and Director Cen Liang — touched the launch button. The entire conference was well-organized and efficiently run. First, Langheng’s Chairman Su Huiyun delivered a speech retracing the founding journey of the Fenix brand. Next, President Cen Chaofan presented a special report titled “Fifteen Years of Radiant Brilliance – A Corporate Review and Outlook.” Following that, amid the celebratory atmosphere marking Langheng’s 15th anniversary, new Fenix products such as the Fenix F15 series were unveiled. The event concluded with sharing sessions from dealers and outdoor professionals.
Reliving the Founding Journey, Creating New Glory
Entrepreneurship is always challenging, and Chairman Su Huiyun’s journey was no exception. In his speech, Su shared that 15 years ago, he was laid off from a company in Shenzhen. With the fearlessness of youth, he teamed up with Fenix shareholders and directors Yang Jianxu and Cen Liang to start a business. Beginning with an online store selling outdoor gear, they eventually developed the Fenix L1+ flashlight in 2005. From then on, Su and his partners were driven by a singular vision: to focus on their own brand and create only the finest products.
The results speak for themselves — Fenix has indeed become synonymous with premium quality and is now a globally recognized lighting brand. Their unwavering dedication and bold exploration during the early days laid a solid foundation for Fenix’s current success. Their spirit of never settling and striving for excellence perfectly embodies the drive of young entrepreneurs. In addition to revisiting the brand’s origins, Su also expressed heartfelt gratitude to the German distributor who has partnered with Fenix for 10 years and to loyal Fenix employees.
Reflecting on the Past, Looking Ahead to the Future
Once the Fenix L1+ was successfully developed, there was no turning back. In the blink of an eye, 15 years have passed. Over 180 months of progress, Langheng has shone brightly and achieved remarkable glory. President Cen provided insights into these accomplishments during the review portion of his special report.
In 2005, the birth of the L1+ under the Fenix brand, owned by Langheng, shocked the world and ushered in a new era for high-quality, high-lumen AA battery flashlights. It caught the attention of The New York Times, and its mass-produced version, the L1P, was hailed by users, media, and industry peers alike as the “Flashlight of 2005.” Although there was initial hesitation between choosing an OEM manufacturing path or focusing on building their own brand, the decision to develop Fenix as an independent brand was quickly made. In 2008, Fenix was registered in China, and to date, it has been registered in over 70 countries and regions worldwide. In 2011, Fenix became a well-known trademark in Guangdong Province, and in 2012, Langheng was recognized as a National High-Tech Enterprise, setting Fenix on a path to lead China and gradually move toward global prominence.
Though success is never a straight path, Fenix continuously innovated and ultimately won global acclaim for its outstanding performance, reliable quality, and exceptional customer service. Over the past 15 years, we’ve achieved remarkable results, continually expanding and refining our product line — from flashlights to headlamps, bike lights, camping lights, and corresponding accessories. Today, Fenix is the most comprehensive outdoor lighting brand in the industry.
Our sales network now covers over 100 countries and regions, with a truly global presence in place.
Meanwhile, our products and brand are increasingly recognized by international authorities.
Fenix frequently appears in leading international industry publications.
Fenix presents itself more professionally at global trade shows.
An increasing number of professionals prefer using Fenix products.
And it’s also loved by more and more everyday users.
While reflecting on these achievements, President Cen noted that while the results are impressive and serve as motivation to keep moving forward, it’s important to recognize that today’s success is the result of the relentless efforts of the Langheng team, strong collaboration with dealers, continuous innovation, and strict quality control. He went on to explain key operational areas such as the evaluation lab, production floor, and proprietary management of critical manufacturing processes, giving attendees deeper insight into how Fenix products are made.
By reflecting on the past, we can better plan the future. Cen shared: “For the future, we have even greater dreams. We will continue to uphold our product design philosophy — innovative, reliable, eco-friendly, aesthetically pleasing, and user-friendly — while delving deeper into user needs to enhance product competitiveness. We aim to provide superior service to our dealers, retailers, and consumers, advancing toward localized, professional, and standardized service goals. We’ll maximize product value through strategic product portfolios and fair pricing, sharing that value closely with our dealers for long-term mutual success. We’ll also invest more resources to help dealers expand their markets, promote the Fenix brand, and grow their businesses.” His words were met with thunderous applause, reflecting the strong confidence dealers have in Fenix’s future.
Fenix 15th Anniversary: New Products Make a Powerful Entrance
Fifteen years of dedication have brought Fenix to a new stage of development. Innovation has always been at the heart of the Fenix brand, and products are its foundation. The conference then moved into its most exciting segment — the new product launch. President Cen introduced eight new products: the dual-purpose TK47 flashlight, rechargeable tactical flashlight TK20R, ultra-bright rechargeable flashlight PD40R, dual-reflector 360° rotating focus flashlight FD30, lightweight running headlamp HL15, rechargeable trail running headlamp HL26R, and the Fenix 15th Anniversary Limited Edition flashlight Fenix F15. Each product demonstrated Fenix’s rigorous and innovative R&D approach, strengthening dealers’ resolve to build the future together. Many expressed their belief in the power of the brand, the strength of the team, and the value of focus.
Dealers and outdoor professionals trying out the new products
Key Takeaway: The Highest Form of Learning Is Sharing
As the leading brand in outdoor lighting, Fenix has always valued close collaboration and communication with dealers and outdoor professionals. Without their support, Fenix would not be where it is today. Their feedback and suggestions have been invaluable to the brand’s growth.
At the dealers’ conference, Fenix was honored to invite domestic and international dealer representatives and outdoor professionals to share their successful strategies for promoting Fenix in local markets, their insights on the future of the industry, and their personal outdoor stories.
[Dealer Sharing]
At 2:00 p.m., the sharing session began promptly. Five dealers from Germany, Finland, Ukraine, the Middle East, and China eagerly took the stage. One Saudi dealer shared: “I’m an outdoor enthusiast who loves hunting, camping, and flashlights. I was instantly drawn to the Fenix PD20 and Fenix TK40, which led me to become a loyal Fenix fan. So choosing Fenix was a natural decision. In the six years we’ve represented Fenix, our company has achieved remarkable success. I believe this is thanks to Fenix’s high-quality products and strong support, as well as our own efforts in serving retailers and end consumers — including diverse marketing initiatives and excellent after-sales service.”
Additionally, the German Fenix dealer recounted the partnership’s beginnings in 2005, inspired by a personal fascination with flashlights. The Finnish dealer, presenting as a brotherly team, shared localization strategies that helped promote Fenix. A Ukrainian dealer, fresh from the Rio Olympics, explained how they made Fenix the top brand in Ukraine and expanded to multiple countries, even noting that Fenix can now be found at Ukrainian gas stations. A dealer from Beijing, China, presented data-driven evidence of exponential sales growth since partnering with Fenix, spoke highly of the brand, and offered insights on online sales strategies.
It is believed that this sharing session, through the experiences shared by distributor representatives in Fenix promotion and sales efforts, along with their valuable insights and practical suggestions for future work, will help more distributors avoid detours and jointly grow the market. The Fenix Global Distributors Sharing Session is not just a simple gathering for every distributor, but more importantly, a platform for exchange, learning, mutual improvement, and exploration. All attending distributors expressed that they gained a lot from the session.
[Outdoor Professionals Sharing]
Over the years of establishing and developing the Fenix brand, Fenix has maintained close communication and collaboration with outdoor professionals. While promoting the Fenix brand, it has also paid close attention to their needs for lighting products. So, what are their stories with Fenix and the outdoors? The answers were revealed in the excellent speeches during the guest sharing sessions in the afternoon.
The first guest speaker was Fenix’s signed athlete, principal of Beijing Peak Outdoor Sports School, and renowned outdoor mountaineering coach, Sun Bin. Sun Bin served with the Beijing Organizing Committee for the Olympic Games from 2006 to 2008, responsible for the Torch Relay Everest Project. With 17 years of climbing experience and mountaineering event organization, he is the designer and instructor of a series of domestic rock climbing, ice climbing, and alpine guiding courses.
Sun Bin mainly shared the story of how, after learning about the deaths of some outdoor climbing enthusiasts due to lack of professional knowledge, Beijing Peak Outdoor Sports School began offering public welfare training starting in 2012. To date, the training has covered student clubs, club leaders, and local residents around Mount Siguniang. Throughout the stories, Sun Bin repeatedly emphasized the importance of safety. At the same time, he stated that the headlamps, camping lights, flashlights, and other lighting products sponsored by Fenix are in high demand during field training. He also hopes to have even more pleasant cooperation with Fenix in the future, and will provide more suggestions based on his professional evaluations. “I hope Fenix can become the coolest outdoor lighting brand,” said Sun Bin.
The next guest speaker was Jon Otto (Chinese name: Zeng Shan), principal of Chengdu Leading Climb Mountaineering School, American mountaineer, and expedition planner. He came to China in 1990 and climbed numerous unclimbed peaks and new routes in the country with his partners. At the end of 2012, Zeng Shan and several outstanding coaches founded the Leading Climb Mountaineering Training School. In order to better raise awareness about preserving high-altitude environments, Zeng Shan launched the “Mountain Guardians” public welfare environmental protection campaign in 2013.
Zeng Shan’s sharing was straightforward and clear,starting with the bold statements “you can’t climb a mountain without a headlamp” and “lighting is an indispensable tool for camp life.” It’s evident that Zeng Shan holds great regard for “light” in outdoor living. And the “light” he spoke of refers precisely to Fenix. Zeng Shan emphasized that the partnership between Fenix and Chengdu Leading Climb is built on a shared philosophy — the combination of reliability and high quality. Fenix has become an irreplaceable and indispensable partner in their outdoor lives, and their team members trust and use Fenix products extensively.
The final guest speaker was Fenix’s signed athlete, female mountaineering and outdoor sports enthusiast, and the beautiful and talented Han Zijun. Zijun was once a senior white-collar worker at a well-known international company, but her passion for the outdoors and mountaineering led her to forge an inseparable bond with them. From 2013 to the present, she has climbed seven snow mountains ranging from 5,000 to 8,000 meters. In 2016, she summited the world’s highest peak — Mount Everest — as well as Europe’s highest peak, Mount Elbrus.
Zijun mentioned that she first used Fenix products in July 2014 while climbing Mount Muztagh Ata. At that time, with the help of Fenix’s HL50, a multi-functional, lightweight headlamp featuring “four-proof” capabilities — cold-resistant, waterproof, dustproof, and drop-resistant — she successfully reached an altitude of 7,200 meters on Mount Muztagh Ata. One highlight she shared was that during a later trek in Nepal, she was surprised to find a German couple from Berlin also wearing Fenix’s HL50. She felt extremely excited and a strong sense of familiarity, proudly telling them, “I’m a signed athlete for the Fenix brand.” This shows that Fenix’s presence has reached every corner of the world. Additionally, Zijun shared the story of successfully summiting Mount Everest at 8:20 AM on May 20, aided by the high-altitude climbing lighting marvel, Fenix’s HL60R. She presented a small Fenix flag radiating the “charm of Everest” to Mr. Su Huiyun, Chairman of Fenix, expressing her hope that Fenix would “never stop shining” and that she too would “never stop climbing.” Mr. Su also wished Zijun success in achieving her “7+2” climbing dream.
The afternoon sharing session not only helped Fenix distributors gain a deeper understanding of mountaineering, the outdoors, and the outstanding performance of Fenix products in harsh outdoor environments, but also enabled Langheng Company and outdoor professionals to gain greater insight into the strong market prowess of Fenix’s top-tier distributor team. Both distributors and outdoor professionals expressed that they gained a lot from the trip, which further strengthened their confidence in Fenix and laid a solid foundation for the continuous enhancement of the Fenix brand image and further global development.
As the sharing session concluded, the conference successfully completed all its agendas in a grand and warm atmosphere, bringing the “Fenix 15th Anniversary Distributors Conference and 2016–2017 New Product Launch Event” to a successful close. This conference coincided with the 15th anniversary of Fenix Company. For Fenix, which has matured over 15 years — from the challenges of its early entrepreneurial days to steadfastly establishing itself in the market — it has not chosen to forget the past simply because it has survived. Now, Fenix stands before its global distributors with a brand-new attitude, conveying the hope of galloping forward together with partners and creating the future hand in hand. This conference will propel Fenix toward another leap forward, opening up new prospects for the reform and development of the outdoor sports lighting tools market. It is believed that Fenix’s next ray of light will continue to shine brightly.