Corporate vision: Be a century-old shop and a great company.

Corporate mission: let classical and fashionable household products walk into every family.

Corporate culture:
    The "First" culture: Number as first and efficient as first
    Responsible culture: Dare to make decisions and take responsibility
    Execution culture: Firmly carry out without any excuse
    "Simple" culture: simple administration and be a simple person

Company philosophy:
    For the clients: provide high quality products and super-value service
    For the staff: provide high quality life and share enterprise growth value with them
    For the shareholders: enable them to benefit from investment and obtain ongoing return
    For the society: continuously repay the society and contribute to social harmony

Corporate talent view: Valuing, trusting encouraging talent; equal stress on ability and moral integrity and making morals a priority.