Guangzhou Li Cheng Industry & Trade Co (广州市骊城工贸有限公司), also known as Xing Xing Technology (星星科技) and Niutoude, formerly Guangzhou Tianhe Yongsheng Co (广州市天河永盛有限公司) and Winsen is a Chinese publisher of Mega Drive and Game Boy Color games.

Most of Li Cheng's games discovered so far appear to be either re-releases of Taiwanese originals (sometimes with Simplified Chinese text replacing the original Traditional) or Chinese translations of Japanese games, but many remain unaccounted for.