[Important Notice] A Fresh Start! The new trademark and IP mascot “Xiao Rui” is now officially in use.

Time of Hard Work and Deep Cultivation · Building the Future with Craftsmanship 

May 15, 2007 – May 15, 2026

Nineteen years of dedication, ushering in a new chapter of twenty.
Over the past nineteen years, our company has steadfastly adhered to the mission of "providing excellent products and services for the power industry," growing steadily from a deep cultivator in the industry to an industry leader.

Standing at the new starting point of our twentieth year, we are embarking on a renewed journey with a fresh corporate image, aiming to realize our corporate vision, upgrade our brand image, and deepen market brand recognition.
On May 15, 2026, the company officially launched its new trademark (the original trademark will be simultaneously discontinued) and unveiled a new IP image, "Xiao Rui," as we strive to advance toward high-quality development in the intelligent power distribution and consumption industry.

New Trademark: Standardized and Unified, Brand Upgrade

The new trademark graphic of RUIER Electric deeply aligns with the company's vision of "becoming the leader in the intelligent power distribution and consumption industry," integrating the cultural core values of "integrity, dedication, innovation, and win-win" into visual expression.

The graphic is based on a deformation of the English word "REAL" (meaning sincerity). Using a tilted perspective, with lines blending edges and curves, it conveys a sense of technology and upward momentum, symbolizing pioneering innovation, integrity, and the aspiration to become an industry benchmark. The overall shape is square and steady, fitting the safety and reliability attributes of the power industry, reflecting the mission to provide excellent products and services, and showcasing professional expertise in power distribution.

The trademark's primary colors are red and blue, complementing each other. Blue symbolizes vitality, progress, and positivity; red represents integrity, reliability, and responsibility. The red area, shaped like the letter "R" (for Rui), represents the company's IP image "Xiao Rui." The upper part is artistically rendered as a red flag, continuing the legacy of the old trademark and embodying the red spirit and development momentum. The overall R shape also resembles a running figure, symbolizing the company's forward-moving, enterprising spirit, as well as the core values of customer-centricity, sincerity, and people-oriented culture.

The new trademark integrates corporate spirit, industry characteristics, and development philosophy into a visually distinctive and spiritually resonant brand symbol.

IP Image "Xiao Rui": A Warm Arrival, Embarking Together 

To break the traditional image of industrial brands and build a more emotional brand communication bridge, RUIER Electric proudly introduces its exclusive IP image — the power elf, "Xiao Rui"!

Name: Xiao Rui

Identity: Exclusive power elf of RUIER Electric

Birthday: May 15

Zodiac: Taurus

MBTI: ESFP (The Performer)

Personality: Brave, warm-hearted, intelligent, lively, and full of energy

Design Inspiration: Derived from the running human-shaped R element in the trademark. The main color is brand red, with the brand logo on the head, balancing approachability with brand memorability.

In the future, Xiao Rui will serve as the official brand ambassador of RUIER Electric, actively appearing in product promotions, new media communications, corporate culture, customer service, and more — becoming a friendly and reliable power partner by everyone's side.

Together Toward the Future

Nineteen years of unwavering commitment, now embarking on a new journey of light.
The official launch of the new trademark and IP image Xiao Rui marks a major milestone in RUIER Electric's brand strategy upgrade and a fresh start for the future.

We sincerely thank governments, industry partners, customers, and all sectors of society for your long-standing trust and support!
Taking the 19th anniversary as a new starting point, RUIER Electric will uphold the core values of "integrity, dedication, innovation, and win-win," provide more professional products, better services, and a more vibrant brand image, and strive to become the leader in the intelligent power distribution and consumption industry. We look forward to working with all of you to build a bright future for the power industry!

【Special Note】
During the brand renewal transition period, old and new materials will be used in parallel and gradually replaced. Thank you for your understanding.

Henan RUIER Electric Co., Ltd.
May 15, 2026