What Luli Group does

Luli Group (鲁丽集团) is a privately held Chinese diversified industrial conglomerate founded in 1985 and headquartered in Shouguang, Shandong Province. Operating with 1,001–5,000 employees and a registered capital of 29,600万元 (approximately RMB 296 million), the group is listed among the China Enterprise 500 and recognized as a Shandong Province Manufacturing Single Champion Enterprise. Its operations span six integrated segments: premium seamless steel pipes and high-end special steel forgings, ecological wood industry products (boards, flooring), smart-home furniture manufacturing (customized and standardized ranges under multiple sub-brands), paper products (boxboard and corrugated paper), import/export trade and modern logistics, new energy generation (solar PV and coal-gas power), and environmental services including wastewater purification and waste-resource recycling.

The group's revenue model is predominantly B2B hardware sales into industrial, packaging, and consumer channels, supplemented by direct-to-consumer retail through physical furniture supermarkets and a proprietary electronic procurement platform (Obei Yigou / 欧贝易购) for supplier engagement. Customer segments span industrial/infrastructure companies requiring steel pipes and forgings (oil & gas, construction), individual consumers purchasing furniture and flooring, and packaging companies sourcing paper materials. Pricing is quoted on a custom B2B basis and is not publicly disclosed. Go-to-market relies on direct enterprise sales, retail storefronts (e.g., Qingdao Chengyang store), the in-house e-procurement platform, and a multilingual corporate website (Chinese, English, Japanese, Korean, Spanish) supporting international trade.

Ownership is private with no institutional investor, PE/VC funding, or public listing disclosed; the Party Secretary is Xue Mingliang (薛明亮), and operating leadership includes Wang Qing (王庆) as General Manager of Luli Home and Ge Lijun (葛立军) as Chairman of the Jiangxi Luli Wood Industry subsidiary. The group operates primarily in Shandong and Jiangxi provinces but maintains an export/trade business segment suggesting international commercial reach. No revenue, ARR, or growth-rate figures are publicly disclosed.

Name

Luli Group

Legal name

鲁丽集团有限公司

Website

https://luligroup.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Luli Group is a privately held Chinese diversified industrial conglomerate founded in 1985 in Shandong, manufacturing steel pipes, special steel forgings, wood panels and flooring, smart-home furniture, and paper products, while trading internationally and operating in new-energy and environmental services.

Ownership category

akta.pro rank

Headquarters

HQ city

Shouguang

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Revenue model

1. Steel Products Manufacturing: Manufacturing and sales of premium seamless steel pipes, high-end special steel forgings, green steel products, pipe坯钢, and quality carbon structural steel
2. Ecological Wood and Smart Home Manufacturing: Production and sale of wood products (boards, flooring) and smart home furniture including custom and standardized furniture
3. Paper Products: Manufacturing of cardboard paper and corrugated paper products
4. Import/Export Trade and Modern Logistics: International trade and logistics services across all product categories
5. New Energy (Solar and Gas Power): Solar photovoltaic power generation and煤气 power generation for self-use and grid supply
6. Environmental Services: Sewage purification and waste resource recycling services

Distribution channels3 records

Marketing channels3 records

Core offering

Luli Group is a diversified Chinese industrial conglomerate manufacturing and selling premium seamless steel pipes (structural, fluid, hydraulic support, oil casing, pipeline), high-end special steel forgings (forged rounds, modules, forgings, quality ingots, electroslag ingots), green steel products (pipe billet, carbon structural steel), ecological wood panels and flooring, customized and standardized furniture, and packaging paper (boxboard, corrugated). The group also operates new energy generation (solar PV, coal gas), import/export trade and modern logistics, and environmental services (sewage purification, waste recycling).

Product overview

Luli Group is a large diversified enterprise group founded in 1985, offering a multi-category product portfolio across six main business segments: (1) Ecological Wood Industry providing wood panels and flooring products (鲁丽素板, 鲁丽, 金鲁丽, 鲁丽木地板); (2) Smart Home Manufacturing offering both customized products and standardized furniture including multiple series (芙拉特, 花漓, 莫兰迪, 雅思, 烟熏, 意卡, 云舒, 织锦) and furniture types such as wardrobes, drawer chests, shoe cabinets, bookcases, sideboards, and TV cabinets; (3) Premium Seamless Steel Pipes including structural pipes, fluid pipes, hydraulic support pipes, oil casings, and pipeline pipes; (4) High-End Special Steel Forging including forged rounds, modules, forgings, and quality steel/electroslag ingots; (5) Green Steel providing pipe blank steel and high-quality carbon structural steel; (6) Paper Products including boxboard and corrugated paper. The group also operates an electronic procurement platform (欧贝易购). The company operates as a conglomerate rather than a unified software platform, with distinct product lines serving industrial and consumer markets.

Differentiator

Problem solved

Functional benefit

Brands

• 芙拉特 (Flate): 定制化家具产品系列
• 花漓 (Huali)
• 莫兰迪 (Morandi)
• 雅思 (Yasi)
• 烟熏 (Yanxun)
• 意卡 (Yika)
• 云舒 (Yunshu)
• 织锦 (Zhijin)
• 金鲁丽
• 鲁丽木业
• 鲁丽家居

Products and services

• Ecological Wood Industry Products Wood industry product line including Luli plain board (鲁丽素板), Luli core panel (鲁丽), Jin Luli premium boards (金鲁丽), and Luli wood flooring (鲁丽木地板), sold to construction, renovation, and furniture manufacturing buyers.
• Customized Furniture Products Bespoke furniture tailored to customer specifications, offered across multiple style series including Flate (芙拉特), Huali (花澪), Morandi (莫兰迪), Yasi (雅思), Yanxun (烟熏), Yika (意卡), Yunshu (云舒), and Zhijin (织锦), targeting households seeking personalized home furnishing.
• Standardized Furniture Products Ready-made furniture units including drawer chests, wardrobes, shoe cabinets, bookcases, TV cabinets, and sideboards in various configurations, marketed to individual consumers and households through retail stores such as the Qingdao Chengyang Luli Furniture Supermarket.
• Premium Seamless Steel Pipes Seamless steel pipe offerings comprising structural pipes, fluid pipes, hydraulic support pipes, oil casing pipes, and pipeline pipes for oil and gas, construction, and general industrial applications.
• High-End Special Steel Forgings Forged steel products including premium forged rounds (优质锻圆), forged modules (模块), forged components (锻件), quality steel ingots (优质钢锭), and electroslag remelting ingots (电渣锭) for precision industrial forging applications.
• Green Steel Products Green steel products including pipe billet steel (管坯钢) used as raw material for seamless steel pipe production and high-quality carbon structural steel (优质碳素结构钢) for industrial applications.
• Packaging Paper Products Industrial paper products including boxboard paper (箱板纸) and corrugated paper (瓦楞纸) supplied to packaging and logistics companies.
• Import/Export Trade and Modern Logistics Services International trade and modern logistics services supporting cross-border movement of the group's steel, wood, paper, and furniture products.
• New Energy Power Generation Solar photovoltaic power generation and coal gas power generation for self-use and grid supply, operated within the group's new energy business segment.
• Environmental Services Sewage purification and waste resource recycling services supporting environmental and energy-saving operations across the group's facilities.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Oppein Home Group: China's largest customized home furnishings manufacturer, offering made-to-order wardrobes, cabinets, and integrated home solutions. Directly comparable to Luli's customized smart home furniture segment in product offering and customization model.
• Tianjin Pipe Corporation (TPCO): China's largest seamless steel pipe manufacturer, producing oil casing, line pipe, and structural pipes for oil & gas and industrial customers — directly comparable to Luli's seamless steel pipe segment in product mix, customer base, and manufacturing model.
• Suofeiya Home Collection: Leading Chinese custom wardrobe and integrated home furnishings brand with retail and project channels. Closely comparable to Luli's customized and standardized wardrobe/cabinet offerings in target customer and product category.
• Hengyang Valin Steel Tube: A major Chinese producer of seamless steel pipes and tubes serving oil & gas, boiler, and mechanical applications. Overlaps directly with Luli's oil casing, pipeline, and structural pipe product lines.
• Dare Wood-Based Panels Group (Dare Panel): One of China's largest engineered wood panel producers supplying板材 for furniture, flooring, and construction. Directly comparable to Luli's ecological wood industry segment in product category and customer base.
• Yihua Lifestyle (Elegant Home): Chinese listed custom home furnishings manufacturer offering wardrobes and whole-home solutions. Comparable to Luli's smart home furniture segment in customization approach and consumer customer base.

Broad incumbents

• Nippon Steel Corporation: Global integrated steel producer with high-grade pipe, plate, and special steel products. Comparable to Luli's premium seamless pipe and special steel forging segment as a high-end steel benchmark.
• Baoshan Iron & Steel (Baosteel): China's largest steelmaker with a diversified flat and long steel product portfolio including automotive, pipe, and structural grades. Provides broad incumbent benchmarking for Luli's steel operations at a larger scale.
• Hebei Iron and Steel Group: One of China's largest state-owned steel conglomerates producing a wide range of long and flat steel products. Comparable to Luli's steel segment as a broad incumbent with similar product breadth but greater scale.

Regional players

• Shandong Iron and Steel Group: Provincial-level steel group headquartered in Shandong — the same province where Luli is headquartered. Comparable on regional market dynamics, customer overlap, and product mix in carbon and structural steels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/plywood.MDF
• LinkedInlinkedin.com/company/luli-group-co-ltd-

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Luli Group