In Paraćin, a small town of Serbian, fair-haired workers assemble electronic touchscreens onto mirrors in spacious workshops, producing illuminated mirrors for the European market.
After work, Serbian employees frequently engage in cross-continental "brainstorming" sessions with their Chinese headquarters colleagues through joint management book readings.
This showcases Ningbo Geli Optoelectronics Technology Co., Ltd. ("Geli Optoelectronics"), a Ningbo-based lighting company, establishing production facilities in Central and Eastern European countries.
In 2021, this industrial leader in smart illuminated mirrors chose Serbia as its first global expansion site, growing annual import-export volume from 100 million yuan to 180 million yuan (2021-2024), marking transformative progress.
Product refinement leads to a "quantum leap"
Geli Optoelectronics was established in 2015. Its founder and chairman, Yu Xiongwei, hails from Xinchang, Shaoxing. After graduating from Ningbo University, he chose to settle down and build his career in Ningbo, a thriving hub for foreign trade. He began his entrepreneurial journey with a simple mirror lamp, venturing into Europe's bathroom lighting industry, where he continuously refined and upgraded his products through market experience.
"In the early stages of our venture, we too experienced moments of uncertainty. In 2016, during an international trade show, I encountered illuminated mirrors for the first time and immediately questioned whether the era of mirror lamps was coming to an end. However, a German client later pointed out that within every challenge lies opportunity. We decided to pivot towards smart illuminated mirrors to capitalize on this untapped market," recalled Yu Xiongwei.
Acting on this strategic shift, Geli Optoelectronics' engineering team worked diligently to develop and introduce the market's first Bluetooth-enabled touchscreen illuminated mirror, which quickly gained popularity among European clientele.
The average unit price of the company's products has risen from $3–$5 to $30–$50, while their application scenarios have expanded beyond bathrooms to include living rooms, bedrooms, barbershops, and dressing rooms. These products are now sold both to overseas home furnishing dealers and directly through cross-border e-commerce platforms.
"Today, our products have achieved a 'triple leap'—they are not just illuminated mirrors but versatile smart home devices. For instance, one cosmetic mirror cabinet serves as both a mirror and storage unit, complete with a built-in mini fridge for skincare products. Another example is our smart vanity table, which features multicolor lighting and even includes a smartphone charging function," explained Yu Xiongwei.
Forging ties with "Serbian Steel" and winning over major clients
After winning customers with its products, Yu Xiongwei set an even more ambitious goal—to establish the company as the global leader in the luminous mirror industry. The first step of this "Long March" was to expand its reach overseas. By coincidence, Serbia became his first destination for international expansion.
In 2021, Yu Xiongwei received a substantial order worth 10 million yuan from a Spanish client, which came as a delightful surprise to him and his colleagues. However, upon the goods' arrival at the port, the client discovered defects in the products. Upon learning of this, Yu Xiongwei felt a strong responsibility to address the after-sales issue. "No matter the challenges, I must ensure the products are repaired to honor our clients' trust," Yu Xiongwei stated.
Yu Xiongwei realized he needed to find a local repair team in Europe. However, this coincided with pandemic restrictions, making flights and visas difficult to obtain. After careful consideration, he noted that China and Serbia had a mutual visa exemption agreement, and Serbia warmly welcomed Chinese visitors. "When I realized the distance from Serbia to Spain was comparable to that between Zhejiang and Sichuan, I immediately purchased a one-way ticket and embarked on the journey alone," Yu Xiongwei recalled.
This impromptu business trip proceeded remarkably smoothly. Yu Xiongwei swiftly secured a factory site in Serbia, registered a company, coordinated with the team to repair the products, and invested significantly in transporting the goods to Spain in multiple shipments. The client was deeply moved by this demonstration of commitment, remarking, "I've never encountered a business partner willing to go to such lengths to honor their promise."
Perseverance yields its rewards. After earning accolades from Spanish clients, Yu Xiongwei saw an opportunity to expand operations in Serbia—both to penetrate the CEE market and to provide prompt after-sales support for Western European customers. True to his word, he established a manufacturing facility in Serbia, becoming the nation's pioneer in LED mirror production.
Establishing global roots while forging worldwide connections
Since then, Gli Optoelectronics has evolved from international trade into a multinational enterprise. Yu Xiongwei keenly observed that Serbia's strategic position at Europe's "crossroads" allowed the company to establish a strong foothold—a "gateway to global partnerships"—by setting up local production facilities.
"Our Serbian facility employs over 20 local workers who actively seek employment in Chinese enterprises, attracted by competitive compensation and promising career prospects," Yu Xiongwei explained. "The plant specializes in processing time-sensitive urgent orders, typically delivering goods to European clients within just three days." Our growing popularity among European clients directly results from the competitive advantages gained through localization."
Yu Xiongwei takes particular pride in Ningbo's pioneering role as China's first China-CEEC Economic and Trade Cooperation Demonstration Zone, which is establishing itself as the premier hub for bilateral investment between China and Central and Eastern European countries. Ningbo is not only his "second hometown", but also a steadfast supporter in strengthening ties with Serbia.
"Having visited Minth Group's factory in Serbia—a Ningbo-based enterprise—and witnessed its expansive, state-of-the-art automotive parts production line, I felt genuine pride for both Ningbo and China." "These trailblazers set an example for us, motivating the expansion of our collaborative network in building the Belt and Road Initiative," remarked Yu Xiongwei.
Meanwhile, Yu Xiongwei frequently arranges exchange programs for Serbian delegations to visit Ningbo. "Our Serbian colleagues marveled at Ningbo East New City's vibrancy, calling it 'China's answer to Manhattan,'" said Yu Xiongwei. "What truly resonated with them were Ningbo's Central and Eastern European touches—like Serbian inscriptions—making them feel right at home."
The 4th China-CEEC Expo is set to commence in Ningbo on May 22 this year. Yu Xiongwei anticipates fostering more sparks of economic and trade collaboration between Ningbo and CEE (Central and Eastern Europe). He also aims to leverage the opportunities presented by the China-Serbia Free Trade Agreement coming into effect, contributing his modest efforts to enhance the dialogue between Ningbo and Serbia.
Ningbo Evening News (by Li Sibing)—May 13, 2025
Disclaimer：The above content is translated from Chinese version of Ningbo Evening News. The Ningbo Evening News version shall prevail.