Mr. Lixin Cheng was appointed as President of North America Region of ZTE Corporation and CEO of ZTE (USA), Inc. in June 2010. Cheng has more than 20 years of experience in the telecommunications industry with expertise in the areas of sales, marketing, R&D management, supply chain management, M&A, and executive management in joint ventures, start-ups and public companies. He has extensive business experience and a network that spans 57 countries around the world.
Before moving to the United States in 2001, Cheng held the position of Vice President of Sales and Supply at Ericsson Panda Ltd. where he increased annual sales tenfold to $1.6 billion and localized the supply chain in China, all within a three year timeframe. From September 2001 to January 2004, Cheng served as Director at Ericsson Wireless Inc. in San Diego, California where he was responsible for developing Ericsson’s CDMA business in various international markets. Cheng then joined Axesstel Inc. as President where he increased the start-up’s sales from $4 million to over $95 million in less than two years, playing a critical role in Axesstel’s successful public listing in 2005 on the American Stock Exchange. Cheng founded ALA Group, Inc. in late 2006, providing consulting services to technology companies wanting to increase their penetration in the U.S, and Asia markets.