Nancy Shang | Founder and CEO
“Rooted in integrity, brewing the future with craftsmanship.”
Who I Am
I’m Nancy Shang, Founder and CEO of MICET. I have worked in the brewing equipment industry for 15 years, helping customers from different countries build breweries, distilleries, wineries, kombucha production lines, beverage plants and stainless-steel tank projects.
What I Do
My work is not only about selling equipment. It is about understanding each customer’s project, communicating clearly, coordinating our team, and helping customers build factories that can operate reliably in real production.
Personal Growth and Development:
Graduated from Shandong University in 2009, majoring in Business English.
From 2009-2011, she worked as a Internal Sales at Jining Haijiang Import and Export Trading company, which is mainly exported Agricultural and related products.
In 2011, he joined Shende Indsutrial Equipment Co., With 5 years of experience in sales director, I have accumulated experience in the sales and management experiences in brewing equipment industry.
“Due to the product quality issues and slow after-sales service of our previous company, starting from 2011, under the guidance of God (our inner mission), we—together with technical and production personnel who have worked in the industry for more than 10 years—established our own brand, MICET.”
M” is a Chinese name, means “perfect”, “I” is Innovation, “ C” is craftsmanship, with these points and elite culture, sharing & learning spirit formed the business concept of our company and integrated into our corporate culture.
Now our team is becoming bigger, we have more than 50 employees in our company. Our main products included turnkey solution of brewery, kombucha, distillery, winery and beverage equipment, stainless steel mixing tanks and storage tanks used in various industries,, from design, manufacture and overseas installations.
Until now, we have built 1000+installation cases around the world and reakized win-win copperation with our agents and customers.
Our Company Culture
MISSION
Create a passionate, efficient and elite team
Insist on craftsman spirit to fabricate high quality brewing systems
the brewing industry with innovative ideas
VISION
To be the world’s leader, benchmark and model in beer brewing equipment manufacturer
To be a home for employees to pursue their personal development and learning
To build partnership system and dedicated deicated for distributors.
VALUE
Work rigorously and with honesty Act in a practical and steady fashion
Put customer service first and supreme
Craftsman spirit, Innovation consciousness
Elite culture, Win-win cooperation
QUALITY
Quality is the endorsement of the product
No produce no sell low quality products
Constantly strive for the perfect product
Change the inferior image of Chinese products in the world
TALENT AND INNOVATION
Hiring employees with 3D technology experience
Have employees adhere to the standard system
Educating employees by sharing learning
Keeping employees by making them part of Micet family and culture with the highest level of respect.
General Manager's Speech:
I am the founder of MICET, a leader who deeply integrates faith with business. As a devout Christian, I consistently uphold the principle of “God-centered integrity in business management,” firmly believing that true business success stems from keeping promises, treating products with reverence, and taking sincere responsibility for customers.
With 15 years of deep experience in the brewing equipment industry, I specialized in international trade, export marketing, and sales management. I have personally witnessed the entire journey of small and medium-sized breweries worldwide—from their inception to their flourishing growth—and have helped thousands of clients complete the planning, construction, and implementation of their breweries. This experience has given me a profound understanding: a set of equipment is not merely an industrial product; it is the vessel that carries the dreams of every brewer.
At MICET, we uphold the core values of “**Innovation, Craftsmanship, Elite Team, and Win-Win Collaboration**.” I oversee every stage of each project—from consultation, design, and manufacturing to delivery, commissioning, and after-sales service—**ensuring that clients, regardless of their location, receive consistent, standardized, and timely professional support.
As the architect of the company’s global strategy and the primary point of contact for clients, I have been active on the front lines of international business. She drives efficient cross-cultural and cross-time-zone communication and personally participates in the requirements analysis and solution validation for key projects. For her, customer satisfaction is not merely a metric—it is a commitment that must be fulfilled through action.
MICET is not merely an equipment supplier but a team of brewing partners committed to growing alongside our clients. “We don’t just sell equipment; we are partners who help our clients build and operate their breweries successfully.”