Mission Statement, Vision, & Core Values (2026) of Jiugui Liquor Co., Ltd.

Founded in 1951 and headquartered in Hunan Province, Jiugui Liquor Co., Ltd. (000799.SZ) blends centuries-old baijiu craftsmanship with modern ambition-producing three flagship brands, Neican, Jiugui and Xiangquan, while backing its commitment to quality with an ISO 9001:2015 certification attained in 2023; the company's mission to honor tradition, pursue sustainable production and deepen R&D investment is reflected in bold operational moves such as a 50% SKU rationalization in 2024 to concentrate on high-efficiency offerings, a global partnership with Langjiu inked in February 2025 to accelerate Southeast Asian expansion, and sustainability targets including a planned 30% reduction in water use-anchoring a vision of market leadership, environmental responsibility and cultural ambassadorship while core values of quality, innovation, customer commitment, employee empowerment and social responsibility drive both domestic strength and growing international reach

Jiugui Liquor Co., Ltd. (000799.SZ) - Intro

• Founding year: 1951
• Stock code: 000799.SZ
• Primary brands: Neican, Jiugui, Xiangquan
• ISO 9001:2015 certification achieved: 2023
• SKU rationalization: 50% reduction in 2024 to prioritize high-efficiency SKUs
• International partnership: Global collaboration with Langjiu announced February 2025, targeting Southeast Asia expansion
• Sustainability target: 30% reduction in water usage in production processes by 2023

• Preserve and elevate traditional baijiu craftsmanship while delivering consistent premium quality across core brands.
• Embed rigorous quality management (ISO 9001:2015) into all production and supply-chain processes to ensure product safety and repeatable excellence.
• Drive sustainable production practices, targeting measurable reductions in resource intensity (e.g., 30% water-use reduction).

• Be recognized as a national and regional leader in premium baijiu, combining Hunan heritage with scalable, export-ready operations.
• Expand international footprint through strategic alliances and focused channel development, particularly in Southeast Asia following the Langjiu collaboration.
• Create a streamlined, high-margin product portfolio that balances brand heritage with modern consumer preferences.

• Quality First - institutionalized via ISO 9001:2015-aligned systems and continuous improvement practices.
• Heritage Respect - honoring traditional distillation techniques and regional flavor profiles across Neican, Jiugui, and Xiangquan.
• Operational Discipline - portfolio rationalization (50% SKU cut in 2024) to drive efficiency, reduce complexity, and increase SKU-level profitability.
• Sustainability Commitment - measurable targets (30% water reduction) and ongoing investments in resource-efficient production.
• Collaborative Growth - leveraging strategic partnerships (e.g., Langjiu, Feb 2025) to accelerate market entry and scale export channels.

• Quality: Maintain ISO 9001:2015 certification; target defect rates and customer complaint reductions year-over-year.
• Portfolio Efficiency: Monitor SKU rationalization effects - target higher gross margin contribution per SKU following 50% reduction in 2024.
• Sustainability: Track water intensity (m3 per liter produced) aiming for ≥30% reduction versus baseline year.
• Growth: Measure export sales growth in Southeast Asia post-February 2025 partnership; track distribution outlets and revenue contribution from international markets.

Jiugui Liquor Co., Ltd. (000799.SZ) - Overview

• Delivering high-quality baijiu rooted in traditional craftsmanship, enhanced by modern fermentation and quality control techniques.
• Reducing environmental footprint through energy-efficient distillation, waste reuse, and water-conservation initiatives.
• Investing in research and development to expand product lines and optimize production efficiency.
• Supporting local socio-economic development via employment, supplier partnerships, and cultural projects.
• Acting as a cultural ambassador of Chinese baijiu to international markets through branding and export efforts.
• Building and retaining a loyal consumer base by tracking preferences, refining SKUs, and strengthening distribution and after-sales engagement.

• Product premiumization: emphasis on higher-margin SKUs and limited-release series to lift average selling price.
• Sustainability pilots: energy recovery and wastewater reductions tested at core plants to lower unit production costs and emissions.
• R&D outcomes: pipeline of flavor variants and packaging upgrades aimed at younger demographics and export shelves.
• Community initiatives: supplier development programs to stabilize raw-material quality and local incomes.

• Revenue mix shift toward premium SKUs to improve gross margin and reduce reliance on high-volume low-margin channels.
• Cost savings through process improvements targeting a measurable reduction in energy and water use per liter produced.
• Marketing and channel investments calibrated to increase repeat purchase rates and strengthen direct-to-consumer engagement.

Jiugui Liquor Co., Ltd. (000799.SZ) - Mission Statement

• Preserve traditional Daqu and pit-room techniques while applying scientific quality assurance to ensure product consistency and safety.
• Deliver sustainable profitability through disciplined brand-building, channel expansion, and cost-efficient production.
• Promote environmental stewardship across operations, from water usage and waste management to renewable-energy adoption.
• Foster product and packaging innovation to meet shifting consumer preferences across domestic and international markets.
• Strengthen corporate governance, employee development, and community engagement to support long-term resilience.

• Market Leadership - grow branded sales and market share in premium and mid-premium segments through targeted SKUs and distribution partnerships.
• Quality & Heritage - retain traditional fermentation and aging practices while achieving third-party quality certifications and stricter in-house controls.
• Sustainability - implement measurable reductions in energy and water intensity and lower carbon emissions per liter produced.
• Innovation - expand R&D to launch products tailored to younger urban consumers and overseas palates (e.g., lower-ABV expressions, ready-to-drink formats).
• Global Expansion - enter select international markets to introduce baijiu, leveraging cultural marketing and cross-border distribution networks.

• Quality systems: Expanded laboratory testing, batch traceability, and ISO/HACCP accreditations to reduce variability and product risk.
• Production investments: Modernized fermentation control and energy-recovery systems to lower unit costs and environmental footprint.
• Brand & channel: Balanced mix of direct distributors, e-commerce platforms, and HORECA partnerships to improve margin capture and consumer reach.
• Internationalization playbook: Localized marketing, education events, and partner-led distribution to accelerate acceptance of baijiu abroad.

• Brand Awareness - increase aided awareness by 15 percentage points in target provinces through national campaigns.
• Water Usage - target a 20% reduction in cubic meters per liter over three years via recycling and process optimization.
• Product Pipeline - launch 6-8 new SKUs across premium, mid-premium and low-ABV segments within 36 months.
• Partnerships - secure 10 strategic distribution agreements abroad and collaborate with cultural institutions to raise baijiu profile.

Jiugui Liquor Co., Ltd. (000799.SZ) - Vision Statement

• Become a top-tier premium baijiu producer in domestic and select international markets by 2030.
• Maintain double-digit compound annual growth in branded sales channels while improving gross margin through premiumization.
• Achieve carbon- and water-efficiency benchmarks consistent with global best practices in beverage production.

• Stringent quality control across sourcing, fermentation, distillation and aging - with QC checkpoints at raw material intake, mash, distillation and final blending.
• Target product defect rate: <0.05% across bottled SKUs; current internal KPI: <0.1%.

• R&D investment: ~2.8% of annual revenue (most recent fiscal year), funding flavor development, process automation and packaging innovation.
• Patent portfolio and product pipeline focused on premium aged expressions, lower-alcohol variants and ready-to-drink formulations to broaden market reach.

• Customer feedback programs capture >120,000 data points/year across retail, e-commerce and HORECA channels to refine SKU mix and regional marketing.
• Customer loyalty initiatives increased repeat-purchase rate by an estimated 7-12 percentage points in targeted provinces.

• Water usage reduction goal: reduce per-liter water consumption by 20% by 2025 vs. baseline year; annual monitoring in place.
• Energy and waste: investments in heat-recovery systems and packaging optimization to lower CO2-equivalent emissions intensity.

• Workforce size: ~4,200 employees (production, sales, R&D, support).
• Training & development: average of 40 training hours per employee/year, leadership tracks and technical upskilling programs tied to productivity KPIs.

• Community projects: annual contributions and in-kind support totalling ~CNY 15.6 million in the most recent reporting year, focused on rural development and cultural heritage preservation.
• Cultural stewardship: active sponsorship of regional festivals and intangible cultural heritage programs that promote traditional fermentation and distillation techniques.

• Scale premiumization: expand high-margin aged and limited-series offerings; optimize SKU rationalization to improve gross margin.
• Accelerate R&D commercialization: shorten product development cycle through pilot lines and consumer sensory labs.
• Operational efficiency: invest in process automation and resource-recovery to lower unit costs and environmental footprint.
• Deepen customer relationships: expand digital CRM, membership tiers and exclusive tasting events to lift lifetime value.
• Strengthen ESG reporting: enhance metrics for water, energy, emissions and social impact to meet investor and regulator expectations.