Highlight From OEM to Global Brand: UTEC’s Rise in the Outdoor Lighting Industry

Located in Yuyao, Zhejiang Province, China—often referred to as the "Hometown of Light Fixtures"—Ningbo UTEC Electric Co., Ltd. initially started as an OEM (Original Equipment Manufacturer) for lighting exports. How did such a traditional enterprise transform into a renowned independent brand exporter?

Company Overview and Core Product Lines​

UTEC specializes in the research and development, design, production, and sales of outdoor lighting fixtures, dedicated to creating intelligent, healthy, and high-quality lighting environments. After nearly two decades of development, the company has integrated IoT technology, lighting control technology, wireless communication technology, and portable energy storage technology into its lighting products. It has established four core product series: courtyard lighting, smart lighting, solar lighting, and work lighting. UTEC has also built a well-established online and offline sales and service network, enabling it to provide one-stop outdoor lighting solutions to customers.

Global Brand Recognition and Market Expansion​

Since its inception, UTEC has been committed to the R&D, design, production, and sales of outdoor lighting fixtures. Through continuous accumulation of resources and expertise, it has become one of the leading global brands in the outdoor lighting industry. UTEC’s custom-made lighting fixtures, known for their outstanding design, excellent optical performance, rich expansion features, and durable high quality, have been recognized by numerous multinational retail chains, maintaining long-term partnerships for years. Currently, the company operates under a business model that integrates both ODM (Original Design Manufacturing) and OBM (Original Brand Manufacturing).

With continuous investment in R&D, reliable product quality, and a design philosophy that balances technology, practicality, and environmental aesthetics, UTEC has successfully entered the supply chain systems of globally renowned home improvement retailers and brands such as ADEO, LOWE’S, HOME DEPOT, KINGFISHER, and STEINEL. At the same time, UTEC has been actively strengthening the market presence and brand development of its proprietary brands, “LUTEC” and “UME.” These products are now available in major offline retail chains such as COSTCO, MAXEDA, and LEROY MERLIN, as well as online platforms including AMAZON, Tmall, and SHOPIFY. Many of UTEC’s key products have consistently ranked as Best Sellers and Amazon’s Choice on Amazon, continuously expanding the global influence of its self-owned brands.

The Decision to Build an Independent Brand​

"Developing products is like studying; you can’t always remain an elementary school student solving simple problems. You have to keep advancing step by step," said Fang Yi, Chairman of UTEC.

Over a decade ago, UTEC had over 300 overseas customers and was thriving. However, challenges soon arose. To generate more revenue, UTEC began offering product design services—clients could simply place an order, affix their logos, and sell the products in the market. Unexpectedly, this approach led to competitors taking advantage of their designs. Whenever UTEC created a hit product, competitors would copy it exactly and sell it at a lower price, taking away business. After much deliberation, Fang Yi made a pivotal decision: “Since we have independent design capabilities, why not take it a step further? We should establish our own brand, control the entire value chain, and reduce our reliance on clients.”

The Challenges of Brand Building​

In 2010, UTEC embarked on its brand-building journey. However, this transition was far from easy. The most immediate challenge was client loss. Upon learning that UTEC planned to develop its own brand and would thus become a competitor rather than just a supplier, one-third of its clients immediately terminated their contracts.

More fundamentally, the company had to overhaul its business model.

Although UTEC had many clients, their orders were small and scattered, requiring frequent adjustments to the production line—sometimes as many as three or four times a day—resulting in a significant waste of resources. To focus on brand building, Fang Yi implemented the “10+1” strategy, meaning that UTEC would only provide OEM services to its top ten clients by order volume, while all other clients would have to purchase UTEC’s self-designed products. As a result, the number of clients was drastically reduced, leaving only about 20 key customers.

This shift also posed challenges for internal management. The company had long operated under a “follow-and-imitate” mindset, where executives, departmental structures, and employee evaluation systems were all designed to support OEM production. The team was accustomed to producing quality products and simply affixing labels before selling them. With the shift to brand-building, many employees found themselves uncertain about what to do next.

“There were many moments of confusion,” Fang Yi admitted. “But once we took the first step toward brand-building, there was no turning back.”

Establishing a Global Brand Presence​

To avoid direct competition with former clients, UTEC initially targeted the Nordic market, where competition was relatively lower. However, sales remained lackluster. As unsold products piled up in warehouses, Fang Yi became restless and sought expert guidance worldwide. In 2016, UTEC brought in a former marketing team from a well-known home furnishing brand. Under their guidance, UTEC began investing in brand image building and refining its market positioning.

The first step was to standardize product packaging. Previously, UTEC’s packaging varied across different Nordic countries, making it difficult for consumers to recognize the brand. After a comprehensive redesign, the brand’s logo, packaging, and even instruction manuals adopted a uniform style, allowing consumers to form a clear brand impression. Simultaneously, the company focused on expanding its overseas patents and trademarks to enhance the value of its proprietary brands.

Once brand recognition was established, UTEC further strengthened its image through excellent product experiences.

Leveraging Market Research for Consumer-Centric Innovation​

UTEC’s Sales Director, Fang Yuanru, explained that the company previously focused on B2B customers, prioritizing cost-effectiveness. However, branding requires fostering long-term consumer loyalty, necessitating extensive market research. To achieve this, UTEC set up multiple subsidiaries across Europe and North America to gather consumer feedback and continuously refine product designs.

For ten years, UTEC invested solely in brand-building, relying on OEM orders to sustain itself. However, opportunity eventually came knocking.

Seizing Opportunities in the E-Commerce Boom​

In 2020, online shopping surged across Europe and North America, with home improvement products gaining immense popularity. UTEC seized this opportunity by ramping up investments in its Amazon presence, enabling its self-owned brand products to bypass intermediaries and reach consumers directly. In the first half of 2024, UTEC’s revenue grew significantly.

“Launching a product isn’t the end—it’s just the beginning,” Fang Yi emphasized. Recently, the company has expanded its data analytics team to study customer reviews, purchase trends, and market data, allowing for rapid product adjustments.

For example, U.S. consumers prefer brighter, feature-rich lighting, so UTEC increased the lumen output of its lamps from 5,000 to 6,000 lumens. European consumers favor eco-friendly lighting, so UTEC invested in making older models more energy-efficient.

Currently, the data team is taking on new tasks: analyzing user preferences on platforms such as TikTok, Temu, and SHEIN while preparing to launch stores on these platforms. UTEC aims to expand its online sales channels further and increase its brand influence.

Financial Performance and Capital Market Expansion​

Due to the local government's efforts to attract foreign investment at the time, the company's equity was held on behalf of a foreign natural person, Roger Renucci. In 2023, Fang Yi and Zhang Liqing, through direct and indirect means, acquired 78.1% of the company’s shares, becoming the actual controllers of UTEC.

In terms of performance, UTEC's revenue in 2022 and 2023 was RMB 493 million and RMB 490 million, respectively, with overseas revenue accounting for RMB 470 million and RMB 473 million, making up 95.34% and 96.44% of total revenue, respectively. The company’s stock was officially listed on the National Equities Exchange and Quotations (NEEQ) on September 25, 2024. Six months after listing on the NEEQ, UTEC announced its plans to seek an IPO on the Beijing Stock Exchange (BSE), marking a significant step forward in its capital market expansion.

Company Focus​

UTEC specializes in outdoor lighting, with an emphasis on integrated product design. Its lighting products feature innovative aesthetics, durability, and outstanding energy efficiency while maintaining superior design appeal. Many of its products have been awarded prestigious domestic and international design accolades, including the Red Dot Design Award, iF Design Award, and Aladdin Magic Lamp Award.

With the continuous advancement of IoT technology, UTEC is committed to integrating wireless communication, lighting control, and portable energy storage solutions into its products. This approach aims to revolutionize the way outdoor lighting fixtures are used, further enhancing product value. The company has developed four main product lines:

• Building Exterior Lighting
• Smart Lighting
• Solar Lighting
• Work Lighting

Each category caters to specific applications, including ambient lighting for gardens, intelligent sensing/control/monitoring, solar-powered outdoor illumination, and professional work lighting.

Building Exterior Lighting​

Designed to enhance outdoor spaces, UTEC’s building exterior lighting provides illumination while blending with the environment to improve aesthetics and create a warm, comfortable atmosphere. These lighting products undergo waterproof, dustproof, temperature-resistant, and corrosion-resistant treatments, achieving up to an IP68 protection rating to withstand various weather conditions. The series includes multiple shapes, styles, and materials with flexible installation methods such as ground spike, buried, wall-mounted, ceiling-mounted, pole-mounted, and portable designs to accommodate different landscape designs.

Smart Lighting​

Smart lighting utilizes IoT-related technologies such as wired/wireless communication, power line carrier communication, and embedded intelligent computing. These lights incorporate custom wireless modules that enable data exchange with cloud systems via gateways, allowing users to control lighting through applications both locally and remotely.

UTEC’s smart lighting products integrate sensors, wireless modules, cameras, and intelligent power control components. Users can adjust brightness, color temperature, color selection, scheduling, and scene settings through a proprietary app, achieving personalized, comfortable, and energy-efficient lighting. This technology optimizes home lighting while reducing excessive energy consumption.

Solar Lighting​

Solar lighting harnesses renewable energy, using photovoltaic panels to convert sunlight into electricity, providing a sustainable and off-grid power source. UTEC’s solar lighting products combine outdoor lighting with portable energy storage and circuit control technology, delivering efficient and eco-friendly lighting solutions that reduce energy costs and carbon emissions.

Work Lighting​

Work lighting products are designed to provide high-quality illumination in various work environments. These lights emphasize brightness control, energy efficiency, color rendering, and ergonomic design to support eye health. Features include adjustable brightness and color temperature, wide beam angles, and durability enhancements such as waterproofing, dustproofing, shock resistance, and portability. These products are suitable for professional applications and DIY home projects, offering efficient and reliable lighting solutions.

Commitment to Technological Innovation​

UTEC prioritizes both technology and product innovation. Through self-developed precision dimming algorithms and optical simulation experiments, the company continuously advances uniformity, illuminance, and color rendering index (CRI) in its outdoor lighting products.

The company has undertaken a National Torch Program project and contributed to the formulation of national and industry standards, including the Technical Specification for Solar Lawn Light Systems and the Solar Portable LED Light standards. It has secured multiple intellectual property rights in core technological areas such as optical efficiency design, heat dissipation, motion sensing, wireless communication, intelligent dimming, and smart energy distribution.

As of December 31, 2023, UTEC held 790 patents, including 9 invention patents (3 overseas), and 107 utility model patents. The company has been recognized as a National High-Tech Enterprise, a National Intellectual Property Advantage Enterprise, a Zhejiang Province Intellectual Property Model Enterprise, a Ningbo City "Specialized and New" SME, and an Innovative SME.

Differentiation in Outdoor Lighting​

Unlike traditional industrial and commercial lighting, outdoor lighting has a strong consumer-oriented nature, requiring a balance between personalization, intelligence, and practicality. With years of deep industry expertise, market insight, innovative design concepts, continuous R&D investment, and an extensive product portfolio, UTEC has built a strong capability for product innovation.

The company’s innovations include:

• Multi-Angle Lighting: Providing 120°+ wide-angle illumination
• Solar Lighting: Integrating auto-adjusting solar panels for optimized energy collection
• Multi-Function Lighting: Incorporating cameras, power banks, Bluetooth speakers, and other smart features
• These innovations aim to enhance user experience and lighting effectiveness.

Expanding Global Market Reach​

Through years of development, UTEC has built a global sales and service network, enabling efficient product distribution and real-time market feedback. Its commitment to continuous innovation ensures steady product iteration. By leveraging global distribution channels, UTEC stays attuned to consumer preferences and emerging lighting trends, allowing for proactive exploration of new materials, smart control systems, and green energy solutions.

The company has also refined its channel strategy, establishing independent direct-to-consumer online stores, multi-platform e-commerce networks, and omnichannel sales solutions. These efforts align with shifts in downstream customer structures and strengthen UTEC’s market segmentation and channel advantages.

Technological Advancements in Lighting Solutions​

• Remote-Controlled Smart Lighting: Enables remote scene-based adjustments of brightness, color temperature, and illumination range through Wi-Fi and Bluetooth technologies.
• Motion-Sensing Outdoor Lighting: Improves detection sensitivity and reduces false activations caused by temperature fluctuations using hybrid digital-analog circuit designs.
• Adjustable Optical Effects in Garden Lighting: Uses multi-tier and multi-angle optical structures to refine light output for enhanced landscape aesthetics.
• Low-Loss Energy Storage Lighting: Enhances solar energy efficiency to extend battery life and ensure uninterrupted illumination under low solar radiation conditions.
• High-Efficiency Heat Dissipation for Outdoor Lighting: Combines material science with optimized heat sink design to prolong product lifespan and maintain performance in harsh environments.
• Smart Energy Distribution System: Implements intelligent power switching between solar storage and high-voltage systems to maximize solar energy utilization and prevent battery degradation.

Future Vision and Market Expansion​

“Moving forward, we will continue advancing toward a higher percentage of self-owned brand sales,” Fang Yi stated. “Previously, UTEC relied on OEM to support its branding efforts. In the future, we hope the brand will sustain the entire company.”