On the occasion of the 132nd anniversary of the birth of Comrade Mao Zedong, from September 28th to 29th, in Shaoshan, Hunan, the 2025 Mulinsen Lighting Brand Development Strategy Meeting and Responsible Field Autumn Harvest Event with the theme of "Stick to the Original Aspiration of Forestry and Keep Shaoshan Red" was grandly held.
On September 28, Mulinsen Lighting dealers, traders and channel managers from all over the country gathered in Shaoshan, Hunan. That night, Mulinsen Lighting carefully prepared the poetic light and shadow performance "Most Reminiscent of Shaoshan Chong" directed by Zhang Yimou for all the guests. With Shaoshan as the background, the performance vividly reproduced the life story of Comrade Mao Zedong and the struggle of the people of Shaoshan through a clever combination of modern scientific and technological means and traditional art forms.
This art feast with "light" as the medium is not only an audio-visual enjoyment, but also a profound cultural baptism and spiritual empowerment. It allowed all the guests to deeply understand the Shaoshan spirit of "having great ambitions to sacrifice for the sake of sacrifice and dare to teach the sun and the moon to change the sky" in the resonance of art. This is highly consistent with Mulinsen's long-term brand concept and will inject strong spiritual power into the future development of the company.
On the morning of the 29th, under the leadership of Tang Guoqing, executive general manager of MLS, and Liu Zhuo, general manager of MLS Lighting, all the guests went to the Mao Zedong Bronze Statue Square in Shaoshan to pay homage to the great man and lay flower baskets to express their deep remembrance. Subsequently, all the guests also visited Mao Zedong’s former residence and memorial hall, and conducted autumn harvest practice in the Mulinsen Responsibility Field, practicing the spirit of hard struggle and realizing the original mission through labor.
On the afternoon of that day, the 2025 Mulinsen Lighting brand development strategy meeting of "Stick to the original intention of Morin and continue to be red in Shaoshan" was officially held.
▲Tang Guoqing, Executive General Manager of Mulinsen Co., Ltd.
At the beginning of the meeting, Tang Guoqing, executive general manager of Mulinsen Co., Ltd., delivered a speech on the theme of "From the red gene, light up the world with love". He decoded Mulinsen's red gene, innovation code and global business from the aspects of perfect family and country feelings, complete industrial chain, complete technological innovation, complete global layout, complete rooted lighting and complete cross-cutting lighting.
Tang Guoqing pointed out that in terms of the LED industry chain, Mulinsen, as the world's largest LED product packaging base, has a complete industrial chain layout. As a technology-based enterprise, Mulinsen has become more and more "technological", especially in reverse technology breakthroughs. It has brought major technological innovations to the LED lighting industry and even the LED display industry.
It is worth mentioning that Tang Guoqing said that Mulinsen used to have a low-key style, but in today's increasingly fierce market competition, brand promotion is particularly important. Improving brand influence will not only help dealers develop regional markets, but also help enterprises continue to expand market share. In the future, Mulinsen will further strengthen brand promotion in order to continue to enhance market competitiveness!
▲Liu Zhuo, general manager of Mulinsen Lighting
Subsequently, Liu Zhuo, general manager of Mulinsen Lighting, gave an in-depth explanation of the "Mulinsen Lighting Brand Strategic Plan". He proposed that Mulinsen Lighting will go through three stages of marketing objectives: first, to enhance brand awareness, that is, to increase and strengthen the first mention rate without prompts among the target consumer groups within the target period; second, to transform the image, using more new brand labels such as "technology, health, intelligence, original design"; third, to increase market share, and strive to increase the overall market share by more than 10% based on offline circulation, home furnishing, commercial photography and engineering channels.
At the scene, Liu Zhuo announced the new core strategy of Mulinsen Lighting. The first is the newly upgraded brand positioning, "Good Lamp "Mulinsen" will be upgraded to more valuable expressions, such as "Mulinsen, light is limited, heart is unlimited", "Mulinsen, light follows your heart", etc.; secondly, there is a newly presented value proposition. In the future, Mulinsen Lighting will not only sell a lamp, but also carry out further intelligent development and development in omni-channel and full-category solutions; finally, there is a newly launched action plan. Mulinsen Lighting will upgrade the brand visual system and release a new brand promotion plan to inherit the brand story and emphasize the brand heritage and humanistic feelings.
When Liu Zhuo encouraged dealers at the meeting, he emphasized that the marketing transformation of Mulinsen Lighting is a tough battle that requires determination, patience and continuous investment. The core is to get rid of the traditional thinking of "selling products" and shift to the user thinking of "promoting products, telling stories, and providing value". Through a combination of brand upgrades, product innovation, channel integration, and deep content cultivation, brand awareness will be gradually established in the building materials circle and in the hearts of consumers, and the brand will eventually achieve leapfrog development!
▲Shao Qiancan, Director of Mulinsen Lighting Comprehensive Center
Shao Qiancan, Director of Mulinsen Lighting Comprehensive Center, introduced in detail the "Future Product Planning of Mulinsen Lighting". He said that in the future, Mulinsen Lighting will continue to develop towards omni-channel and omni-category. In terms of distribution channels, Mulinsen Lighting will continue to improve product cost performance while consolidating existing product lines; in terms of home channels, Mulinsen Lighting will develop through "smart + mainless lights" in the future, combined with stylized lighting; in terms of commercial lighting channels, Mulinsen Lighting will focus on commercial lighting and engineering projects.
▲Li Xianjun, deputy general manager of Mulinsen Lighting Marketing Center
Li Xianjun, deputy general manager of Mulinsen Lighting Marketing Center, elaborated on the "Mulinsen Lighting distribution channel marketing plan". He said that Mulinsen Lighting's overall strategy in the distribution channel is to "focus on advantages." Mulinsen Lighting will measure regional markets, product categories, customer groups and other dimensions, adjust the development structure, refine development goals and match development resources. At the same time, he encouraged dealers to have the "courage to overthrow and start over" and flexibly make strategic adjustments based on actual market conditions. Only in this way can sustainable development be achieved.
▲Li Huashan, Director of Mulinsen Lighting Home Commercial Photo Channel
Li Huashan, Director of Mulinsen Lighting Home Commercial Photo Channel, analyzed the "Future Channel Marketing Plan of Mulinsen Home Lighting" focusing on the three major sections of basic focus, store upgrades and regional operations. He said that with the update of the brand strategy, Mulinsen Lighting will continue to promote store upgrades while focusing on channel development, marketing promotion and resource investment, gradually establish and improve the regional operation system, comprehensively enhance the market competitiveness of the brand and the profitability of dealers, and achieve a win-win situation for the brand and dealers.
So far, the 2025 Mulinsen Lighting Brand Development Strategy Meeting and Responsible Field Autumn Harvest Event with the theme of "Stick to the Original Aspiration of the Forest and Keep Shaoshan Red" has successfully concluded! Lasting innovation comes from adhering to the original intention. This event of Mulinsen Lighting not only builds a solid cultural foundation for the brand with the Shaoshan spirit as the guide, but also clears the path and gathers strength for Mulinsen Lighting's future market actions through clear brand strategic planning, starting a new journey of brand upgrade and value growth!
ANNA