On September 1, MU Group held its annual signing ceremony for new business divisions, with the Ningbo and Yiwu venues connected via live video. MU Group President Tom Tang, together with Group leaders Jeff Luo, Amenda Weng, Eric Zhuang, Amanda Chen, Jessie Lai and Ellen Xiang, attended the main venue in Ningbo. Henry Xu, William Wang and Ken Huang attended the Yiwu venue. Colleagues from the new business divisions and companies, heads of relevant business divisions and companies, political commissars and counselors, heads of operations and finance departments, as well as management trainees, attended the ceremony. The entire event was livestreamed.
Every September 1, MU Group holds a signing ceremony for its new business divisions. This tradition represents a continuation of the Group’s entrepreneurial culture. This year, five new business divisions and companies were established, marking another step in the continuous expansion and evolution of the Group’s organizational structure.
NINGBO GRINKWELL CO.,LTD. focuses on the European and American markets, specializing in drinkware and kitchenware. Supported by a professional sales team and strong independent product development capabilities, the company is committed to providing comprehensive product solutions for customers worldwide.
NINGBO S2G CULTURE CREATIVE CO.,LTD. focuses on premium stationery, gifts and creative cultural products, as well as board games and card games. Serving mid-to-high-end brands and professional retailers in the United States, the United Kingdom and Europe, the company seeks to break through and strengthen its competitive position in highly competitive markets.
SEASONAL DIVISION OF NINGBO GIANT TIGER CO.,LTD. focuses primarily on the Eastern European market, particularly Poland, while actively expanding into Germany, France, the United Kingdom, Russia, South America and other regions. Its main products include Christmas, Easter, Valentine’s Day and Halloween decorations. The division remains committed to putting customers first.
KITCHEN LIFE DIVISION OF NINGBO ROYAL UNION CO.,LTD. focuses primarily on the U.S. and European markets. Its main product lines include kitchen storage, cleaning, baking and other household goods, with plans to expand into small kitchen appliances. Customer service remains its top priority, alongside deeper supply chain development, new product development and continuous improvement in service quality.
ONLINE DIVISION OF FREE MARKET CO.,LTD. specializes in home and furniture products, with the U.S. market as its primary focus. The division is committed to developing its core product categories, leveraging supply chain strengths, driving product iteration based on market demand, connecting every stage of the business process, and building a competitive cross-border e-commerce business system.
Wilson Chu, General Manager of S2G, shared that the team had faced challenges from China-U.S. trade frictions and tariff crises in the past. In response, the team actively facilitated the transfer of some orders to Southeast Asia, retained key customers, expanded into new categories such as ceramics, candles and ironware, broadened the boundaries of its business and strengthened the team’s overall capabilities.
Entering a new stage, the team will maintain an entrepreneurial mindset and continue to deepen its focus on premium stationery and gifts. It will tackle the top 10 key customers in its target segments, optimize processes, quality and delivery, improve operational efficiency and profitability, and achieve high-quality growth.
Nancy Wang, General Manager of ONLINE DIVISION OF FM, said that, empowered by the Group’s platform resources, the division has established a comprehensive organizational structure and standardized assessment system while building a strong team culture and helping colleagues develop a sense of belonging. The business has expanded from TikTok to cross-border operations across multiple platforms, facing challenges including changes in market segments, platform rules, tariffs and inventory compliance. Through practical and decisive actions, the team has overcome one challenge after another and continued to achieve business breakthroughs.
Standing at a new stage of development, the division is confident and determined to deliver results that are more stable, professional and valuable.
At the end of the ceremony, President Tom Tang delivered a keynote sharing on AI and robotics. He noted that when we talk about using our minds to work hard, AI will work hard on our behalf through intelligence. When we talk about using our physical capabilities to work hard, robots will work hard on our behalf through physical labor. AI will bring significant changes to our thinking, our efforts and the entire company.
What is MU Group’s dream? To become a good company.
The standard of a good company is reflected in how customers evaluate it and whether customers trust it. Over the past 23 years, MU Group has earned the trust and positive evaluations of its customers. This is our greatest confidence as we enter the era of AI and robotics. As for evaluations from colleagues and factories, these are built on business development. Without orders or business, such evaluations are essentially a false proposition.
As markets become increasingly transparent, it is becoming harder to do business simply by relying on information gaps. If we can earn customers’ trust and positive evaluations while possessing strong capabilities, we will be able to concentrate more business more quickly and drive our colleagues and suppliers forward together. For companies that perform poorly and receive negative customer evaluations, survival will become increasingly difficult. Good companies will stand out.
In the AI era, the one thing we do not need to worry about—and the one thing we will not lack—is money, because a good company can readily attract capital.Internally, MU Group will make AI an important strategic option. We will build multiple benchmarks across areas such as the Latin American market, product lines and service brands. Once these benchmarks are established, we will learn from them and promote their successful practices across the Group.