YUZHIYUAN’s history is closely connected with the development of Luoyang Laiou Trading Co., Ltd. Public Chinese brand sources describe the fishing brand as having been established around 2009. The company is described as a comprehensive fishing-tackle enterprise integrating product development, sales and supply-chain operations.

The corporate registration information currently associated with the business gives June 12, 2014 as the establishment date of Luoyang Laiou Trading Co., Ltd., with Yang Liang (杨亮) identified as its legal representative. Its registered capital is reported as RMB 500,000. The company is registered in Luoyang, Henan. 1

This creates an important distinction:

• 2009 — commonly cited as the origin/founding year of the 渔之源/YUZHIYUAN brand/business.
• 2014 — legal establishment date reported for the present Luoyang Laiou Trading Co., Ltd.

Thus, 2009 should be understood as the brand’s commonly reported origin rather than necessarily the incorporation date of its current operating company.

The Chinese name 渔之源 can be approximately understood as “The Source of Fishing” or “Origin of Fishing.”

The three characters are:

• 渔 (yú) — fishing / fishery
• 之 (zhī) — a classical Chinese connective roughly corresponding to “of”
• 源 (yuán) — source / origin

The name therefore has an obvious connection with fishing and communicates a traditional, fishing-oriented brand identity.

The international romanization YUZHIYUAN is used alongside the Chinese name 渔之源. U.S. trademark records for the English word mark state that “yuzhiyuan” itself was treated as having no foreign-language meaning for trademark purposes. 2

YUZHIYUAN is positioned primarily as a mass-market fishing-equipment brand, rather than as an ultra-premium specialist brand.

Its product range covers much of the equipment required by recreational anglers. Chinese retail listings show the brand selling:

• Fishing rods
• Fishing lines
• Fishing hooks
• Floats
• Fishing reels
• Fishing tackle
• Fishing rod cases
• Fishing bags
• Fishing umbrellas
• Fishing lights
• Fishing accessories
• Fishing chairs and related outdoor equipment

JD’s current YUZHIYUAN catalog, for example, includes numerous rod families covering different lengths and fishing applications, as well as hooks, line assemblies and other tackle. 3

The brand’s breadth is significant: rather than concentrating on one highly specialized category, YUZHIYUAN attempts to provide a relatively complete ecosystem of fishing equipment.

Fishing rods

Fishing rods are one of the most visible parts of the YUZHIYUAN product portfolio.

Current retail listings include:

• Carp rods
• Crucian-carp rods
• General-purpose rods
• Long-distance rods
• Sea rods
• Heavy-fish rods
• Short-section rods
• Taiwan-style rods
• Large-fish rods
• Carbon-fiber rods

Examples appearing in the current Chinese market include the AK, 至轻鲫, 至轻鲤, 小蜻蜓, 怪兽, and 钛武神 product families.

The specifications demonstrate that YUZHIYUAN competes across different levels of fishing requirements, from lightweight small-fish rods to substantially heavier equipment intended for larger fish.

Fishing hooks and terminal tackle

Hooks are another major product category.

The brand sells different hook patterns and sizes, including 新关东 (New Kanto), 伊势尼 (Ise-n), sleeve-style hooks and other configurations.

It also sells pre-tied hook-and-line assemblies, allowing less experienced anglers to purchase ready-to-use terminal tackle.

This is typical of YUZHIYUAN’s broader strategy: combining specialized fishing components with relatively accessible finished products.

Fishing lines and floats

YUZHIYUAN also participates in the consumable and small-accessory portions of fishing.

Its catalog includes:

• Main fishing lines
• Leader lines
• Hook-and-line assemblies
• Floats
• Bite indicators
• Fishing tackle accessories

The breadth of these products is reflected not only in Chinese retail catalogs but also in international trademark filings.

Fishing umbrellas and outdoor equipment

An interesting part of the brand’s portfolio is equipment surrounding the fishing experience rather than fishing itself.

Examples include:

• Fishing umbrellas
• Sun/rain protection equipment
• Fishing bags
• Rod bags
• Outdoor storage
• Fishing chairs
• Related accessories

This gives YUZHIYUAN a broader fishing + outdoor lifestyle positioning.

A Chinese retail listing, for example, identifies a YUZHIYUAN fishing umbrella measuring 2.4 m and describes it as a rain/sun protection product designed for fishing.

YUZHIYUAN has historically relied heavily on Chinese e-commerce.

Public brand information identifies presence on platforms including:

• Tmall
• JD.com
• Taobao
• Suning
• Alibaba

The company has operated dedicated YUZHIYUAN flagship stores as well as other outdoor-sports stores.

JD currently has a substantial YUZHIYUAN catalog, including numerous fishing-rod variants and other fishing products. Some individual rod listings have accumulated thousands or more than 10,000 customer reviews, indicating substantial domestic online-market exposure. 7

This makes YUZHIYUAN particularly representative of the Chinese e-commerce-driven fishing-tackle market.

The brand is associated with Luoyang Laiou Trading Co., Ltd.

According to Chinese brand/company sources, the company has operated several fishing/outdoor brands, including:

• 渔之源 — YUZHIYUAN
• 莱欧 — Laiou
• 酷贝威 — Kubeiwei

The company is described as having more than 100 employees and a facility of more than 5,000 square meters in descriptions reproduced by Chinese brand databases. It is also described as operating a network of online stores and cooperating with established suppliers and design teams.

The company’s registered business scope currently includes fishing-tackle sales and manufacturing, sporting-goods sales, internet sales, imports and exports, and related technology/service activities.

YUZHIYUAN’s international trademark activity is particularly interesting.

A U.S. trademark application filed in September 2024 under the name Luoyang Yuzhiyuan Outdoor Products Co., Ltd. covers fishing products such as:

• Fishing rods
• Fishing reels
• Fishing lines
• Fishing floats
• Fishing tackle
• Rod cases
• Rod holders
• Fishing spinners
• Lures

A second application covers backpacks, parasols and outdoor umbrellas. 5

A separate U.S. application filed in September 2024 uses a six-fish circular logo and covers additional fishing equipment.

There is also evidence of international trademark activity in Malaysia. A 2025 Malaysian Intellectual Property Journal entry lists YUZHIYUAN under Luoyang Yuzhiyuan Brand Management Co., Ltd., covering fishing reels, rods, floats, hooks, fishing tackle, fishing lines and related sporting products.

These filings suggest that the YUZHIYUAN name has been moving beyond purely domestic Chinese use and that its owners have been taking steps to establish the brand internationally.

YUZHIYUAN appears to use a combination of brand management, product development, sourcing/manufacturing partners and e-commerce distribution, rather than being characterized publicly as a single vertically integrated fishing-gear factory.

Chinese company descriptions emphasize:

R&D + supplier integration + design + sales + e-commerce

rather than presenting the company as a single factory producing every component itself.

This distinction matters when evaluating the brand.

A YUZHIYUAN product may carry the YUZHIYUAN brand while production of a particular component or product category can involve specialized suppliers. This is a common model within China’s sporting-goods and fishing-tackle industry.

YUZHIYUAN’s product range indicates several major customer groups.

Recreational anglers

The largest apparent audience is ordinary recreational fishermen who want reasonably priced equipment for:

• Weekend fishing
• Reservoir fishing
• River fishing
• Pond fishing
• Carp fishing
• Crucian-carp fishing
• General freshwater fishing

Enthusiast anglers

The more specialized rod series and tackle configurations also target experienced anglers looking for particular rod actions, lengths, power ratings and fishing applications.

Beginners

Ready-made hook-and-line sets, inexpensive accessories and broad product availability make the brand accessible to people entering the hobby.

E-commerce shoppers

The brand’s extensive presence on Chinese online marketplaces suggests that its business model is particularly well suited to consumers who compare specifications, prices and reviews online before buying.

YUZHIYUAN is best understood as a Chinese mainstream/value-oriented fishing brand.

It is not generally positioned in the same way as ultra-premium Japanese fishing brands such as Shimano or Daiwa, nor is its identity primarily that of a professional competition-only manufacturer.

Instead, its competitive advantages appear to be:

Broad product selection → competitive pricing → online distribution → frequent product updates → accessibility.

Chinese fishing retail sources describe YUZHIYUAN as an established Internet-oriented fishing brand, with products ranging from inexpensive accessories to relatively sophisticated carbon-fiber rods.

Within China’s online fishing market, YUZHIYUAN appears to have achieved a meaningful level of consumer recognition.

One Chinese brand database reports that the company’s brands have served more than two million users, although this is a company-reported/secondary-source figure and should not be treated as an independently audited customer number.

The brand also has substantial numbers of product reviews on Chinese e-commerce platforms. For example, several YUZHIYUAN fishing rods listed on JD show hundreds, thousands, or more than 10,000 reviews. 6

This indicates considerable domestic-market penetration, although review counts should not automatically be interpreted as measures of product quality.

Chinese descriptions associated with YUZHIYUAN emphasize several recurring ideas:

• Integrity
• Customer orientation
• Quality
• Continuous improvement
• Service
• Win-win cooperation

One company description summarizes its philosophy around customer needs, product quality, supplier cooperation and long-term development.

The positioning is therefore more practical and consumer-oriented than luxury-oriented.

1. Very broad catalog

The company does not rely on a single flagship product. An angler can potentially buy rods, lines, hooks, floats, bags, umbrellas and accessories from the same brand.

2. Strong Chinese e-commerce presence

Its presence across major Chinese marketplaces gives the brand considerable distribution reach.

3. Large product variety

Different rod lengths, powers, actions and applications allow the brand to target many fishing styles.

4. Accessible pricing

The product portfolio appears designed to serve mainstream consumers rather than only high-end enthusiasts.

5. International trademark development

The 2024 U.S. filings and 2025 Malaysian filing indicate increasing attention to protecting the YUZHIYUAN name outside China.

In other words, YUZHIYUAN’s identity is closer to a broad consumer fishing-equipment brand than to a narrowly specialized premium tackle manufacturer.

The most interesting development is the apparent push toward internationalization.

The U.S. trademark filings from 2024 and Malaysian filing from 2025 cover a substantial selection of fishing and outdoor products. This indicates an effort to establish the YUZHIYUAN name as an internationally usable brand rather than relying exclusively on the Chinese 渔之源 name. 4

However, based on the publicly available evidence, YUZHIYUAN remains much more established in China’s domestic fishing market than in Western markets.

YUZHIYUAN (渔之源) is a Chinese fishing-tackle brand originating in Luoyang, Henan, with its roots commonly dated to 2009. It is associated with Luoyang Laiou Trading Co., Ltd., a company involved in the development, sale and distribution of fishing equipment.

Its portfolio encompasses virtually every major part of recreational fishing equipment: rods, hooks, lines, floats, reels, tackle, bags, umbrellas and outdoor accessories. Its strongest market presence is in Chinese e-commerce, particularly through platforms such as JD, Tmall and other online marketplaces.

The brand’s strategic identity can be summarized as:

A broad, accessible Chinese fishing brand built around e-commerce distribution, product variety and value-oriented equipment.

Its recent international trademark activity suggests that YUZHIYUAN is increasingly attempting to turn 渔之源 from a primarily domestic Chinese fishing brand into a recognizable international brand name.

Disambiguation

There is a second YUZHIYUAN-related entity worth distinguishing from the fishing brand: Yuzhiyuan (Henan) Metal Technology Co., Ltd., based in Zhengzhou, which makes aluminum decking, fences, gates and pavilions. It is not the same business as the 渔之源 fishing brand discussed above. 2

1. YUZHIYUAN (53377480B
2. Yuzhiyuan (Henan) Metal Technology Co., Ltd.
3. 渔之源品牌介绍_渔之源是哪个公司品牌？-百强排行网
4. Shenzhen Yuzhiyuan Trading Co.,Ltd. Trademarks Page 1 :: Justia Trademarks
5. Luoyang Yuzhiyuan Outdoor Products Co., Ltd. Trademarks Page 1 :: Justia Trademarks
6. 渔之源是什么牌子_渔之源品牌是什么档次？-百强排行网
7. 渔之源（Yuzhiyuan）京东自营旗舰店 – 京东