In recent years, the hardware distribution channel has become one of the most closely watched growth arenas in the lighting industry, attracting fierce competition from a wide range of companies. From small township stores to high-end multi-category outlets in first-tier cities, products are constantly being upgraded and iterated with each new market wave. Capturing the mainstream products in distribution channels is essentially capturing the key to growth.
Over the 14-year development journey of Hanshi Lighting, how have Mr. Zou Beisheng and Mr. Liu Jinsheng led their team to move forward step by step and seize every “dividend window” in the industry?

△Mr. Liu Jinsheng, Head of Hanshi Lighting

Since taking root in Hetang Town, Pengjiang District, Jiangmen City in 2010, Guangdong Hanshi Lighting Electric Co., Ltd. has focused on energy-saving lamps and accessories, evolving into a modern high-tech optoelectronic enterprise that integrates R&D, production, sales and service of LED green lighting products.
The story of Hanshi Lighting began with a deep fascination and pursuit of light. As Mr. Liu recalls, the company initially started with energy-saving lighting products. In 2010, during market research with Chairman Zou Beisheng, they came into contact with LED lighting. Through in-depth exchanges with multiple partners, they realized LED would become the mainstream direction of the industry. Hanshi Lighting then decisively transformed from traditional energy-saving lamps to the emerging “blue ocean” of LED lighting.

△A corner of Hanshi Lighting’s new showroom

“When we moved from energy-saving lamps to LEDs, we had very little experience to rely on. We could only learn and explore step by step through the efforts of the team,” says Liu. The early exploration was full of challenges, yet Chairman Zou, with his strong technical background, had a keen sense for product development and market trends. Under his leadership, the team developed a series of best-selling products and quickly opened up the market.
By accumulating experience through OEM channels, Hanshi Lighting gradually built a solid product foundation and customer network. In 2014, the company officially began building its distribution network, rolling out a dense sales grid in the hardware circulation channel. With reliable quality and strong value for money, Hanshi laid the foundation for a nationwide dealer system.

When asked about the most memorable turning point, Liu points to 2016 as a crucial year in Hanshi’s development. At that time, bulb quality in the hardware distribution channel varied widely. Instead of following the crowd, Hanshi chose UFO lights (disc lights) as an alternative to traditional bulbs.

△Hanshi Lighting at the Guzhen Lighting Fair

“Back then, PCD brackets had not yet appeared on the market. UFO lights offered a larger light-emitting surface and could effectively replace bulbs in the same application scenarios, so Hanshi was among the first to develop this product category,” Liu explains.
In the same year, the company planned to launch a new light source line, but the wide variety of specifications posed a serious risk of inventory backlog. To address this, the team developed a W-shaped light source. By innovating in lens technology, they effectively solved the inventory problem, once again demonstrating the company’s strong technical capabilities.

“Many high-tech enterprises noticed the same challenge and launched similar products, but Hanshi stayed closely aligned with industry trends and successfully rode the growth wave,” Liu adds.
In 2017, Hanshi Lighting took another major step by investing in lens-based products and, leveraging its UFO lights, successfully entered overseas markets. In Southeast Asian countries in particular, Hanshi products have been well received for their compact design and strong adaptability. While accelerating its domestic deployment, Hanshi also opened the door to international opportunities.

△Hanshi Lighting product display

By 2018, the hardware distribution channel was growing at high speed and sales of UFO lights began to soften. However, Hanshi managed to further increase brand awareness through culture-driven marketing.
“In 2017, some distributors told us during business trips that they hoped our brand packaging could be upgraded. So in 2018, Hanshi Lighting revamped its packaging and brand communication based on the culture of the Three Kingdoms,” says Liu.
By creatively integrating this classic Chinese theme into its packaging, Hanshi not only infused its brand with a unique cultural identity, but also created a strong visual memory in customers’ minds. Active promotion at major trade fairs turned this branding strategy into tangible sales growth and faster channel expansion, laying a solid foundation for the next phase of development.

As new technologies emerged, smart home concepts began gaining strong momentum around 2018. Hanshi Lighting followed this trend by launching a bedroom lamp controlled via a simple mobile app. While the functions were relatively basic at that time, the smart feature became an attractive add-on for consumers.
“You could say that from 2018 onwards, Hanshi Lighting has firmly embarked on a differentiated, private-mold route. Together with packaging upgrades, we invest a fixed 1–3 million RMB every year into customized private molds to keep our competitive edge rising,” Liu notes.
In addition to panel lights and UFO lights, Hanshi also introduced multiple hot-selling downlight products in 2018 and obtained several patent certificates.

△Hanshi Lighting private-mold product series

“Hanshi Lighting is a technology- and R&D-driven company. Our chairman himself is a product developer. He was the first to upgrade the panel light from a single-row module to a double-row module, significantly improving quality and stability. After extensive testing, we switched to a plastic housing while ensuring safety performance, and we also upgraded the assembly method from push-and-pull to a twist-lock structure for more secure installation,” says Liu.

Looking back on more than a decade of growth, Hanshi Lighting’s ability to capture each “dividend period” has come from its accurate reading of market trends and its willingness to innovate boldly in product design.
Chairman Zou’s deep expertise in product structures has led to many “first-time” breakthroughs in structure, materials and industrial design. Liu emphasizes that Hanshi does not treat lighting as a simple business, but as a noble cause. The company avoids setting unrealistic revenue targets; instead, it chooses to move forward steadily and pragmatically, growing step by step into its current scale.

△Hanshi Lighting’s latest fan-light products

Today, Hanshi Lighting stands at a new starting point, focusing on the R&D and production of fan lights. With the current surge in demand for such products, the future will undoubtedly belong to the “fan + lighting” combination. To this end, Hanshi is also investing in related motor factories. At the same time, its products are evolving toward a more minimalist and aesthetically pleasing style to better match the tastes and consumption habits of younger buyers.

“My hope is for Hanshi to remain a young, ever-evolving brand. Young consumers will become the main purchasing force in the future, and our job is to keep pace with the times,” Liu shares.
He understands that brand growth depends on like-minded distributor partners. Hanshi therefore warmly welcomes distributors who recognize its brand philosophy and have professional teams and storefronts to visit the company’s booth B-K02 at the upcoming Guzhen Lighting Fair. There, they can see Hanshi Lighting’s strengths and vision firsthand, share market opportunities, face challenges together, and work hand in hand to create a brighter future.