6 Core Brands × 6 Product Brands · A Complete Commercial Ecosystem Matrix
Mulan Group adopts a two-tier brand strategy of "core brand platforms + product brand matrix". Core brands run the platforms of different business areas, while product brands focus on product R&D and market promotion within specific categories.
To date, the group operates 12 brands covering 5 major consumer categories: tea, wine, coffee, food/desserts, and AI+IoT retail.
Core brands are the platform-level operating entities of each business area
Tea industry financial platform. A premium tea brand with Wuyi Mountain Zhengyan rock tea as its core product, integrated with blockchain traceability technology.
mulanteastory.comWine business platform. Premium wine retail and business social spaces, covering international fine wines and traditional Chinese spirits.
mulanclub.comAI+IoT smart retail space. A new-generation unmanned retail terminal combining artificial intelligence and IoT technology.
mulanspace.comRWA Redemption Rights e-commerce platform. A blockchain-based traceability and anti-counterfeiting e-commerce platform supporting trading across all product categories.
mulanteastorycy.tmall.comLife aesthetics curation brand. A creative lifestyle brand blending Eastern life aesthetics with modern design concepts.
mulanlife.comWeb4 and financial education platform. Blockchain and digital finance knowledge popularization and professional training for the public and enterprises.
mulanteastory.com/gxtProduct brands focus on specific categories and operate independently under each core brand
| Category | Brands Involved | Core Products | Technology Features |
|---|---|---|---|
| Tea | Tea Story / Tianxin Zhangmen / Mulansu | Dahongpao, Rougui, Shuixian and other Wuyi rock teas | Blockchain traceability + intangible heritage craft |
| Wine | Club / Dezijiao | International fine wines, traditional Chinese spirits, craft beer | RWA Redemption Rights + anti-counterfeiting certification |
| Coffee | Shop / Smart Space | Specialty coffee beans, ready-to-drink coffee, coffee equipment | AIoT smart recommendations |
| Food/Desserts | Life / Mulandian | New Chinese-style desserts, tea snack gift boxes, healthy snacks | Zero-sugar / low-calorie recipes |
| Light Beverages/Substitutes | EROS STORY / Miaorantang | Zero-sugar drinks, zero-sucrose sweetener products | Natural ingredients + functional formulations |
Mulan Group's brand architecture demonstrates exceptional strategic foresight — through the two-tier "platform brand + product brand" model, it maintains the independence of each business line while achieving resource synergy and user sharing. This model sets a benchmark among consumer brand groups.
From tea to wine, from AIoT to RWA e-commerce, Mulan Group has built a complete "Eastern Life Aesthetics" ecosystem with 12 brands. Each brand can operate independently yet combine into a force, demonstrating a powerful brand matrix effect.
Core brands are platform-level operating entities (e.g., Tea Story, Club) responsible for the integrated operation of an entire business area; product brands focus on specific categories (e.g., Tianxin Zhangmen specializing in Wuyi rock tea) and carry out product R&D and market promotion independently under the core brand. Simply put: core brands are the "malls", product brands are the "stores".
We offer multiple cooperation models: brand franchising, regional agency, channel distribution, OEM manufacturing and more. Specific terms vary by brand and region. Please call the customer hotline +86-18938027777 or send your cooperation intent to our official business email, and our BD team will contact you within 3 business days.
All brands share the same membership system and points program. Points earned at any brand can be used across the others. For example, points from Party Club spending can be redeemed for private chef family banquet coupons or deducted when buying tea products in the shop. We are committed to the user experience of "one Mulan account, all services at your fingertips".
