Mulan Hua

What Mulan Hua does

Mulan Hua (木兰花家政) is a Wuhan-based home services company founded in July 2006 as a state-owned enterprise under the Hubei Women's Federation and Hubei Zhiyin Media Group. The company operates a multi-channel service platform providing residential cleaning, elder care, childcare, appliance repair, moving, and specialized services including formaldehyde treatment. It also offers premium customized services branded 木兰·私厨 (private chef), 木兰·保洁 (premium cleaning), 木兰·收纳 (professional organizing), and 木兰·育儿 (nanny/childcare), showcased through a flagship experience store in Shuiguohu District opened in 2024. The company is publicly listed on China's New Third Board (NEEQ) under stock code 831229 since October 2014.

The underlying service platform combines an online booking system (website mlhjz.cn, WeChat mini-program, hotline 027-87129205), a real-time service management dashboard, and physical service centers across all Wuhan central urban and suburban districts. Mulan Hua's business model spans three revenue streams: direct-to-consumer residential services (per-service or hourly), government procurement contracts for family planning and disability care services in Wuchang and Qiaokou districts, and premium customized B2C offerings priced via subscription and corporate packages. The company operates an employee-based (员工制) service team model, with its own vocational training school (Hubei Mulan Hua Vocational Training School, established 2008) supplying trained staff and a regional franchise network extending into Yichang, Xiantao, Huangshi, and Jingzhou.

Customer segments include individual households (primary), government procurement clients, and corporate/enterprise customers. Supporting operations include a property management subsidiary (Wuhan Blue Sky Property Management, acquired 2007), early childhood education (Zhiyin Kindergarten, established 2016), and community social services (Hubei Mulan Hua Social Work Service Center, established 2016). The company has accumulated multiple industry and government certifications, including designation as a National Women's Federation Home Services Training Demonstration Base (2009) and provincial-level recognition from the Hubei Department of Labor and Commerce Department. Leadership is currently held by Chairman and General Manager Zhang Zhenjun (张振军), with co-founder Xiong Ying (熊英) serving as Vice Chairman.

Name

Mulan Hua

Legal name

湖北木兰花家政服务股份有限公司

Website

https://mlhjz.cn

Company type

Public

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Mulan Hua is a Wuhan-based, state-owned home services platform providing residential cleaning, elder care, childcare, and premium customized services (private chef, organizing, premium cleaning) since 2006, listed on China's NEEQ under stock code 831229.

Ownership category

akta.pro rank

Product category

Household Services

NAICS

Other Personal Services (8129)

SIC

Services-Personal Services (7200), Services-Child Day Care Services (8351)

akta.pro primary industry

Private Duty Personal Care Agencies (Non-Medical Home Care Providers) (HLADAGAL)

Keywords

• Home cleaning services
• Elderly care services
• Childcare services
• Private chef services
• Vocational training

Headquarters

HQ city

Wuchang

HQ country

China

HQ region

Asia

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Residential Home Services: Direct consumer services including cleaning, elder care, mother-infant care, housekeeping, appliance repair, moving services. Charged per service or hourly.
2. Government Procurement Contracts: Large-scale government contracts for family planning services, disability care services in Wuchang and Qiaokou districts
3. High-end Customized Services: Premium services including private chef, professional organization, premium childcare under '木兰·私厨', '木兰·保洁', '木兰·收纳', '木兰·育儿' brands

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Mulan Hua operates a comprehensive household services platform delivering standardized and premium in-home services across seven major categories and 26 service types, including temporary and deep cleaning, residential and day-shift nannies, elder care, mother-infant care, appliance repair, moving, and indoor air-quality (formaldehyde) treatment. It complements these with an employee-based (员工制) service workforce trained through its affiliated Hubei Mulan Hua Vocational Training School, four high-end customized sub-brands (private chef, premium cleaning, professional organizing, nanny/childcare), and government-procured family-planning and disability care services delivered in Wuhan's Wuchang and Qiaokou districts.

Product overview

Mulan Hua operates as a comprehensive home services platform offering both standardized and premium customized services. The core offering includes 7 major categories with 26 service types covering cleaning, caregiving, elderly care, and professional organizing. The company differentiates through its high-end '木兰' branded premium services (私厨/保洁/收纳/育儿) available at its Shuiguohu flagship experience store, while maintaining mass-market services through government procurement contracts. Supporting operations include vocational training through its affiliated Hubei Mulan Hua Vocational Training School and community social services via the Mulan Hua Social Work Service Center.

Differentiator

Problem solved

Functional benefit

Brands

• 木兰·私厨: 高端定制家政服务中的私厨服务品类
• 木兰·保洁
• 木兰·收纳
• 木兰·育儿

Products and services

• Home Services (家政服务) Comprehensive home services covering cleaning (temporary, deep/initial cleaning, window cleaning), live-in and day-shift nannies, elder care, mother-infant care, appliance repair, moving, and indoor air-quality treatment, available in both standard and customized versions for individual and family households in Wuhan.
• Home-based Elderly Care (居家养老) In-home elder care services delivered through community service centers (including the Mulan Hua Senior Care Center in Dongting Community), offering daily care, health monitoring, and companionship for seniors in Wuhan communities.
• Mulan Private Chef (木兰·私厨) High-end private chef service offering 16 personalized banquet menu options including romantic dinners, birthday parties, family gatherings, and business banquets, as part of the premium customized service lineup.
• Mulan Premium Cleaning (木兰·保洁) Professional deep-cleaning and premium housekeeping service offered as part of the high-end customized service portfolio, featured through dedicated 1:1 real-world demonstration areas in the Shuiguohu flagship.
• Mulan Professional Organizing (木兰·收纳) Professional home organization and decluttering service led by senior organizing specialists, included in the premium customized service offering.
• Mulan Nanny/Childcare (木兰·育儿) Premium professional childcare and infant/young-child care service featuring senior childcare specialists with professional knowledge and experience, part of the high-end customized lineup.
• Property Management Services (物业服务) Property management services including building maintenance, cleaning, and security, operated via the wholly-owned subsidiary 武汉蓝天物业管理有限公司 (Wuhan Blue Sky Property Management Co., Ltd.).
• Training and Employment (培训就业) Vocational training services for domestic workers plus job placement assistance, delivered through the affiliated Hubei Mulan Hua Vocational Training School with courses in caregiving, housekeeping, and professional skills.
• Formaldehyde Treatment (甲醇治理) Professional indoor air-quality improvement service including initial testing, customized treatment plans, remediation, and post-treatment verification, marketed to households concerned about indoor pollution.
• Government Procurement Home Services (政府大宗采购家政服务) Government-contracted large-scale home services including family-planning assistance and home services for severely disabled individuals, delivered to Wuchang and Qiaokou district governments.

Quantifiable outcome

• Successfully listed on New Third Board in October 2014, demonstrating business maturity and regulatory compliance
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered minor, core and major.

• 浙江省衢州市政府 (Quzhou Municipal Government, Zhejiang)minorStrategic or Co-development Partner · 11 September 2024Government delegation research visit on September 11, 2024 to study state-owned enterprise home services model and employee-based system implementation.
• 知音传媒集团 (Zhiyin Media Group)coreOthersParent state-owned enterprise and founding partner. Provided initial capital and organizational resources for Mulan Hua's establishment in 2006.
• 湖北省妇联 (Hubei Women's Federation)coreStrategic or Co-development PartnerFounding organization that initiated the establishment of Mulan Hua, integrating resources from Zhiyin Media Group and Hubei Women's and Children's Development Center. Continues to provide strategic guidance and government backing.
• 中国家庭服务业协会 (China Home Services Association)majorStrategic or Co-development PartnerIndustry association membership since January 2008 as executive director unit. Provides industry standards, training certification, and business development guidance.
• 武汉蓝天物业管理有限公司 (Wuhan Blue Sky Property Management)minorOthersAcquired on August 28, 2007 to expand into property management services.

Scale indicators4 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• 天鹅到家 (Tianedao): China's largest online home services platform offering cleaning, childcare, and elder care; the most directly comparable scaled competitor to Mulan Hua in category and customer segment.
• 轻喜到家 (Qingxi Daojia): Premium home services platform in China focused on mid-to-high-end cleaning, childcare, and housekeeping; competes with Mulan Hua's premium 木兰 sub-brand tier.
• 好慷在家 (Goodway Home Services): Direct home services provider with employed (员工制) service staff model, comparable to Mulan Hua's quality-controlled caregiver approach in standard cleaning and recurring home services.
• e家政: Online home services platform covering cleaning, childcare, and elder care; competes with Mulan Hua in the standard household services segment via digital booking.
• 管家帮 (Guanjia Bang): Home services platform offering cleaning, childcare, elder care, and housekeeping; a like-for-like competitor in standard household services in major Chinese cities.

Regional players

• 天成家政: Regional home services company explicitly listed as a peer link on Mulan Hua's website; operates in a different Hunan/Hubei geography with comparable mid-market offerings.

Broad incumbents

• 58同城家政频道 (58.com Home Services): Home services vertical within China's largest classifieds platform; provides lead-generation and booking for thousands of small agencies, competing with Mulan Hua for SMB household demand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries5 records

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 Mulan Hua