From Small Motors to Global Pioneers

Created in China Breaks Foreign Monopolies

At the 2025 National Hardware Show in Las Vegas, USA, a "Made in China" product from Liandu took the show by storm. The "Cheering Brand Direct-Drive Angle Grinder", independently developed by Zhejiang Cheering Sewing Machine Co., Ltd., wowed American buyers with its disruptive gearless, low-noise and high-efficiency design, securing an on-site order for 1,500 units from a U.S. customer.

Just days earlier, the company received another large U.S. dollar order from an Indian client for cutting machines and servo brushless motors. Rooted in Liandu for 30 years, this enterprise is now unleashing a wave of "Intelligent Manufacturing in China" across global markets with robust technological strength.

From Small Motors to Global Pioneers

Inside Cheering’s packaging workshop, high-speed direct-drive motors are being boxed for worldwide delivery. The workshop manager demonstrated the latest angle grinder: "Traditional power tools rely on gear transmission, which is noisy and energy-intensive. Our pioneering gearless direct-drive technology lets the motor drive the spindle directly, cutting noise by 30% while boosting efficiency by 30%."

This technology not only won first prize in the China Innovation and Entrepreneurship Competition, but also made Cheering the world’s first company to commercialize gearless power tools.

"Twenty years ago, we even had to import small components for high-end sewing machine motors. Now foreign buyers are chasing us for orders," said Zhao Qianlin, Chairman of the company, with emotion.

From an obscure workshop founded in 1993 to a leading industry player holding more than 90 patents and exporting to over 30 countries, Cheering’s rise has been a long marathon of technological breakthroughs.

A Cross-Border Legend from Sewing Machines to Missiles

Created in China Breaks Monopolies

High-efficiency direct-drive sewing machine motors stand out on Cheering’s production floor. "During the 2020 pandemic, we retooled our production lines overnight to supply core motors for mask-making machines, delivering 30,000 units in one month," Zhao recalled. To date, this motor model has reached a cumulative output of 3.2 million units, saving 1.92 billion kWh of electricity annually – equivalent to the annual generation of the Xin’anjiang Hydropower Station.

Even more impressive is Cheering’s cross-sector expertise. In military applications, a domestic surface-to-surface missile rudder power system uses Cheering’s technology, with a mechanical time constant of less than 4 milliseconds – outperforming global giant MAXON. In construction machinery, its motor-spindle plug-in concrete vibrator raises pouring efficiency by 50%, supporting China’s infrastructure speed. The external rotor rotary compressor for air conditioning is 70% smaller, with energy efficiency nearly 30% higher than conventional models. "Our goal is to make 'Liandu Motors' a standard component in global high-end manufacturing," Zhao stated firmly.

The Logic Behind Overseas Orders

In Cheering’s conference room, the reporter met Vishal, an Indian customer finalizing a deal. Pointing to the signed cutting machine contract, he said: "At similar price points to German alternatives, Cheering’s direct-drive technology delivers higher efficiency and lower failure rates. We plan to place an additional $2 million in orders over the next three years!"

This trust stems from Cheering’s tailored service. The company conducts in-depth market research and customized product development for different regions, aligning offerings with local application needs. "We used to chase customers; now they chase us!" Zhao laughed. In the past three years, the company’s foreign exchange earnings have exceeded $20 million, with overseas business growing at an annual rate of over 10%.

From sewing machine motors to cutting-edge military technology, from a small town in Liandu to over 30 countries worldwide, Cheering Sewing Machine has embodied the power of "specialization, refinement, uniqueness and novelty" over 30 years. At a new starting point, this private Liandu enterprise is driving a new future for Intelligent Manufacturing in China with the boldness of gearless innovation.

Reporters | Kong Andi, Wang Zhaofeng

Correspondent | Wu Haoyu

Editor | Lan Wen

Supervisor | Xin Yuan

Reviewer | Fan Ying

Source: Liandu Release