Our Leaders

Wenlong was born in China but has now become integrated as a local ever since he immigrated to Singapore with his family at the age of 12. Growing up in a family involved in business, along with Singapore's advanced education system and culturally diversified environment, Wenlong was able to develop his business insight and global perspective which has proven beneficial for his career development. After graduating with distinction from Kaplan Higher Academy with a Diploma of Marketing, Wenlong made the decisive choice to return to China to start his own business. In 2015, he founded Chengling Trading Co., Ltd., and at its peak, the company achieved an annual turnover of 50 million RMB, demonstrating his capabilities in business management and market expansion – of which, Neferti was one of his earliest suppliers.

As the years of business partnership progressed, Wenlong was impressed by the charisma and business vision of the two founders of Henatenn Group and decided to return to Singapore and join Neferti in 2018. In Neferti, Wenlong focused on developing the cosmetics business in the China market. In 2018 and 2019, Wenlong successfully achieved cooperation relationship with few China’s leading eCommerce platforms, including NetEase Kaola, XHS, Vipshop, and Tmall Global, significantly enhancing the group’s influencing power in China.

Wenlong places great emphasis on the growth of both individuals and the company simultaneously. He takes pride in witnessing and being a part of Henatenn’s evolution from a SME into one of Singapore’s leading beauty industry groups. In 2023, he led and executed the establishment of the company’s branch in China, which has strengthened the company’s engagement with Chinese partners, especially as Neferti and Novela’s brand recognition continues to rise in the Chinese market.

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Looking ahead, Wenlong is committed to driving the company’s expansion in global markets through continuous innovation and strategic partnerships. His goal is to lead his team with forward-thinking strategies that seize opportunities in emerging markets, creating impactful brand value. Wenlong believes that the success of a business is not only reflected in its growth but also in how it delivers long-term positive impact for customers, partners, and the industry. In the future, Wenlong will continue to focus on advancing Henatenn and its brands' sustainable development globally and set higher standards for the industry through our efforts.