# LongRun

LongRun is a Private Equity based in Shenzhen, China.

## Overview

- **Organization type:** Private Equity
- **Headquarters:** Shenzhen, China
- **Region:** Asia
- **Address:** Shenzhen, China
- **Founded:** 2015
- **Assets under management:** $100M – $300M (Altss estimate)
- **Website:** longrunpartner.com
- **LinkedIn:** https://www.linkedin.com/company/longrun-agency

## Regulatory record

- **Reports private funds:** No

## About

Longrun is a specialist in integrating fashion brands with online marketplaces. It provides analysis, research, advice, consultancy, and support for brands to sell their products on marketplaces. Founded in 2022 in Amsterdam, Netherlands, Longrun primarily serves the fashion sector.

## Sectors

- Enterprise Software
- AI/ML
- Industrial Tech
- AgriTech & FoodTech
- Mobility & Transportation

## People

- Li Hui — Founding Partner

## Questions

### Who founded LongRun and what is their background?

LongRun was founded by Li Hui, who previously worked in Tencent's M&A division. His corporate development background informs a sourcing model built on relationships with spinout teams from Shenzhen's major hardware and internet companies. The firm does not disclose other partners publicly.

### How does LongRun source its deals?

The firm sources primarily through the founder's alumni network from Tencent and through engineering talent leaving Huawei, DJI, and Shenzhen-based robotics labs. It does not operate an open-call submission process and rarely participates in auction processes led by bulge-bracket banks.

### Does LongRun co-invest with other institutional investors?

LongRun co-invests alongside domestic Chinese venture funds and occasionally Southeast Asian family offices. It has syndicated deals with other Shenzhen-headquartered early-stage firms but generally leads its own rounds to avoid signaling risk from silent partners.

### What is unusual about LongRun's operating model?

LongRun embeds former manufacturing-line engineers into its portfolio companies for their first 18 months of operation. These embedded advisors work directly on production-line optimization rather than providing board-level strategy advice, which reduces time-to-profitability for hardware-heavy startups.

### Which sectors does LongRun avoid?

LongRun does not invest in consumer internet, social media, or pure software-as-a-service businesses without a hardware component. The firm explicitly avoids capital-intensive semiconductor fabrication and biotech, staying within its industrial automation and enterprise hardware mandate.

## Related profiles

- [LongRiver Investments](https://altss.com/profile/longriver-investments)
- [Long Run Capital](https://altss.com/profile/long-run-capital)

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Last updated: 2026-06-03T20:00:00.000Z

Canonical page: https://altss.com/profile/longrun

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