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Our company, DEE HWA LIONG ELECTRONICS EQUIPMENT CORPORATION (or aptly called DEECO), a PhP1 Billion-plus company and presently listed top 5000 corporation, stands out as one of the most highly respected and progressive companies in the electronic parts and accessories business.
From its small beginnings as a re-assembler and repair center of military communications equipment soon after the Pacific War in 1948, DEECO has attained its respectable distinction being among the largest manufacturers and assemblers of electronic parts and accessories and distributor-retailer of audio-video and home appliances throughout the country today.
Ever conscious of its contribution to the technological development of the country, DEECO pioneered in the local assembly and manufacture of transformers, battery chargers, welding transformers, broadcast and communication equipment, SSB transceivers and solid-state public address system.
Since its incorporation in 1978, DEECO became even more determined to scale new heights. It expanded its business base by converting its five-storey building along Raon St., in Manila (now a seven-storey building) into an electronic parts and appliances store hence earned the status, though arguably, as the first electronic supermarket in the Philippines. Simultaneously, it hired the services of expert engineers and technicians who conducted continuing research and product development for electronic parts assembly and manufacture in its San Juan Plants.
Inspired by the initial waves of successes as an electronic and appliance distributor-retailer, DEECO, under the entrepreneurial and visionary leadership of its founder, Mr. Cao Pek, forged a pact as a dealer with prominent appliance manufacturers-distributors such as Sony, Sharp, National, Sanyo, and other brands. Likewise, it extended its sight in scouting for imported electronic parts and electrical appliances abroad.
At present, DEECO offers its core and institutional electronic parts and appliance products in ten (10) branch outlets in Metro Manila and in outlying provinces: Cubao, Commonwealth, Alabang, Raon, Liongco, Marcos Highway, Apalit (Pampanga), Cavite, Balibago (Laguna), and Cabanatuan (Nueva Ecija) to cater to the needs of its growing clientele.
In 1992, with the demise of Mr. Cao Pek, the responsibility of managing DEECO passed into the hands of equally competent sons and daughters. That same year ushered in the assembly of small-scale karaoke thus climaxing the scientific research of the company.
No later than it had entrenched its foothold on the distribution network, DEECO mass-produced audio-category items under the brand name "Electown" such as stereo and mobile power amplifiers, graphic equalizers, stereo tuners, and the like. To date, DEECO has commissioned over 100 appliance stores and dealerships to promote and sell its "Electown" products.
DEECO provides a total production capacity of 3,500 units in the audio item category or 42,000 units per year under the Electown trademark. Assembly in the video category of semi-knockdown televisions, VCD players, and washing machine components for the same "Electown" brand accounts for nearly 8,000 units per month or 96,000 a year.
All these assembled appliances, including electronic parts and kits from Japan, Korea, Taiwan, and Singapore, passed 100% quality inspection. Seventeen (17) service centers, apart from two (2) other in-house service centers in Manila and San Juan, have been duly accredited all over the archipelago to provide after-sales service requirements for Electown appliance purchases.
The latest testament to the product research and innovative spirit of DEECO was the development of state-of-the-art "speaker" systems complemented by the unique woodworking designs of its speaker/woodworking plants located in Cainta, Rizal.
The guiding principle that drives DEECO and its 350-strong workforce throughout its 56 years of existence is the dictum of "Quality First." For this, DEECO does not only have a proud tradition of delivering results but also paid close attention to the kind of personnel it has employed to perform their absolute best. Such catapulted itself to the technical standards of excellence in the tradition of its founder. DEECO founded, in 2001, DEECO Academy to train and develop apprentices for its production and assembly plants.
The clearly defined strategy that guides DEECO management's daily action is Circle the Customer – Circle the Service. This means adding new products, new stores, and/or other types of services to solve a broadening array of customer challenges and doing so around the nation. Executing this strategy translates directly into the ability of the executives and managers of DEECO to help customers find convenience and access to their every requirement, especially involving electronic parts and appliances.
Anywhere you find DEECO, you will find an emerging DEECO culture comprised of five universal values:
D-etermination, E-ntrepreneurial Spirit, E-xcellence in Service & Product, C-ommitment, and Forward O-ptimism. The continuing focus on these values does not only inspire its members to serve their customers better but to quickly respond to their current needs and anticipate their future needs.
With a cohesive strategy, developing culture, and absolute best-integrated products and services, DEECO demonstrates that proactive determination, excellence, and commitment can and should go along with success and growth!
