Bull Group Claims 4.2 Million! Lighting and Electrical Enterprise Sparks Legal Battle Over a Slogan

The classic slogan "In 7 out of 10 Chinese households, Bull is used" has recently triggered an intense confrontation in the lighting and electrical industry.

This dispute originated fromvideos previously posted on social media by several sales representatives of Zhongshan Jia Electric Appliance Co., Ltd. (hereinafter referred to as "Jia Company").The videos claimed thatthe promotional slogan long used by Bull Group—"In 7 out of 10 Chinese households, Bull is used"—constituted misleading advertising, described as "boasting in large print, disclaiming in small print."The videos spread rapidly, attracting widespread attention.

Public records show that Zhongshan Jia Electric Appliance Co., Ltd. was established in March 2007, with Hu Wenzhang as the legal representative and a registered capital of RMB 30 million. Its business scope includes the production and sale of lighting lamps and accessories, electrical switches, sockets, household appliances, etc. The company is jointly held by Kuang Jian, Hu Wenzhang, and Zhongshan Jiahe Project Investment Partnership (Limited Partnership).

After public opinion intensified, both parties quickly entered a stage of direct confrontation.

On the official website of Bull Group, the slogan "7 out of 10 Chinese households use Bull" is clearly visible. Below this slogan, the following fine print is stated:"Data source: Shangpu Consulting Group; covers the national (excluding Hong Kong, Macau, and Taiwan) household all-channel market; based on industry expert surveys, consumer surveys, and penetration rate data, it is concluded that more than 70% of Chinese households are currently using or have previously used Bull products (electrical connections, wall switches and sockets, LED lighting, digital accessories, etc.). Statistical period: January 1, 2021 to December 31, 2024; this statement was completed in August 2025."

On November 24, Jia's Company replied to this letter, stating that when the slogan "7 out of 10 Chinese households use Bull" is widely used in cross-category scenarios,it does not clearly limit the scope of data application and statistical data, which may easily lead consumers to misunderstand the market share of Bull Group's multi-category products. Jia's Company's relevant statements are based on reasonable doubts about the compliance of advertising promotions,falling within the scope of normal market observation.

Subsequently, Bull Group officially sued Jia's Company, claiming damages amounting to 4.2 million yuan.

In response to media inquiries, Bull Group stated that it strictly adheres to national laws, regulations, and industry standards in all business activities, including advertising and market competition. Regarding the legal dispute with Zhongshan Jia, the company has filed a lawsuit against its infringing acts with the court.

Bull Group also stated that the claim "7 out of 10 Chinese households use Bull"is supported by rigorous third-party authoritative research and has been labeled in accordance with legal requirements."We value consumer feedback and will continue to optimize our表达方式, but we believe compliance discussions should take place within the legal framework, and notevolve into public opinion attacks."

According to available information, Bull Group was founded in 1995 and listed on the A-share market in 2020. It is a leading enterprise in the civil electrical products sector, with a market capitalization exceeding 70 billion yuan. The company has formed three major business segments: electrical connections, smart electrical lighting, and new energy. According to Bull Group's Q3 2025 report, the company achieved total operating revenue of 12.198 billion yuan and net profit attributable to shareholders of 2.979 billion yuan in the first three quarters of this year.

On December 16, Jia's Company published "An Open Letter to Colleagues in the National Switch Industry"via its WeChat official account, stating that on December 12, the company received a special "challenge letter." "Bull Group has officially sued us, claiming 4.2 million. The reason is our objective discussion of industry advertising rhetoric and fact-based product reviews. We have decided to firmly respond to the lawsuit and will not compromise."

Jia's Appliances explained: "This is no longer just a dispute between two companies. Behind this, lies a clash of two values : whether to continue misleading users with overwhelming advertising rhetoric, or to return to the roots and convince users with solid technology and products."

Jia's company also pointed out that there are many enterprises in China's switch Industry that uphold craftsmanship and work diligently. However, when industry competition shifts from product quality to volume of voice, "the efforts of all of us may be drowned out by a single advertising slogan: '7 out of 10 Chinese households use Bull'."

In response to this incident, Bull Group recently replied to The Paper news media, stating that Bull has always advocated for fair competition and respects fact-based business discussions. However, recently, more than 20 sales personnel from Jia's company organized the publication of over 200 videos targeting Bull on their personal social media accounts. After Bull sent a letter in late November to address the issue, the other party deleted some statements, but the infringing behavior did not stop. Given that the relevant content is suspected of misleading the public and damaging Bull's business reputation, Bull has chosen to take legal action to safeguard industry order and brand rights.

Bull Group stated that, Bull has currently completed the relevant evidence collection procedures, and the case has been formally accepted by the court. Bull respects the judicial process and finds it inconvenient to disclose more details at this stage, believing that the court will deliver a fair ruling.

It is worth mentioning that on December 12, the State Administration for Market Regulation released the "Guidelines for Law Enforcement on Advertising Citation Content (Draft for Comments)" , which includes provisions such as "supplementary explanations shall not be provided in ways that may make it difficult for consumers to discern, such as reducing font size, changing fonts, or using text colors similar to the background". The State Administration for Market Regulation introduced that advertising is one of the important means for market entities to participate in market competition. In recent years, some operators have relied on obviously tailor-made research reports and other bases to conduct "tailored citations" in advertising promotions, artificially creating gimmicks such as "first ever" and "number one"; some operators have adopted methods such as "large fonts to attract attention, small fonts for disclaimers" in advertisements, highlighting the selling points of goods or services while significantly weakening unfavorable information that may affect consumer purchasing decisions. The State Administration for Market Regulation stated that, further regulation is needed .