Mission Statement, Vision, & Core Values (2026) of Suning.com Co., Ltd.

From its founding in 1990 as an air‑conditioning franchise to a powerhouse operating more than 10,000 stores across China and Japan, Suning.com has built a mission to 'Lead the Ecosystem across Industries by Creating Elite Quality of Life for All,' driven by omnichannel retailing, AI and big‑data integration, and a logistics network that reaches over 90% of China's population and handles nearly 1 million deliveries daily; a Fortune Global 500 presence since 2017 underscores scale that translated into roughly $97 billion in 2020 revenues, while strategic investments-more than $2.3 billion in public welfare-alongside a reported 98% customer satisfaction rate, a 30% year‑over‑year jump in online sales and a 15% improvement in NPS in 2022 illuminate how Suning's vision to evolve into a global retail service provider, support rural revitalization, stimulate small‑business entrepreneurship, and prioritize customer‑centric innovation and social responsibility is being operationalized across tech, logistics and store networks

Suning.com Co., Ltd. (002024.SZ) Intro

Founded in 1990 as an air-conditioning franchise, Suning.com Co., Ltd. (002024.SZ) has transformed into one of China's largest retail conglomerates, operating a diversified portfolio that includes e-commerce platforms, integrated shopping malls, and brick-and-mortar home appliance stores. The company operates in China and Japan with a network of more than 10,000 stores and has been a member of the Fortune Global 500 since 2017.

• Established: 1990
• Store footprint: >10,000 stores across China and Japan
• Fortune Global 500: since 2017
• 2020 reported revenue: ≈ $97 billion
• Public-welfare investment: > $2.3 billion (poverty alleviation, rural revitalization)

Suning.com's mission centers on delivering a convenient, intelligent retail experience to consumers while driving digitization across retail ecosystems. The company emphasizes customer-centricity, supply-chain integration, and the convergence of online and offline channels through technology adoption (AI, big data analytics, IoT).

To be the retail infrastructure leader enabling merchants and consumers to connect seamlessly in an intelligent, sustainable ecosystem - expanding beyond traditional retail into integrated services and smart logistics.

• Customer First: prioritize consumer experience, convenience, and trust.
• Innovation-Driven: continuous investment in AI, big data, cloud, and logistics automation.
• Collaboration: ecosystem partnerships with brands, merchants, and technology providers.
• Integrity & Responsibility: governance, compliance, and social commitment.
• Execution & Efficiency: lean operations, data-driven decisions, and scalability.

• Omni-channel integration: unify online platforms and offline stores for real-time inventory and same-day/next-day fulfillment.
• Technology investment: apply AI and big data across recommendation engines, supply chain optimization, and customer service.
• Logistics & Fulfillment: expand automated warehouses and last-mile capabilities to reduce delivery times and costs.
• Ecosystem expansion: incubate fintech, local services, and platform partnerships to increase customer lifetime value.

Suning.com has publicly committed significant resources to social programs, reporting cumulative investments exceeding $2.3 billion focused on poverty alleviation, rural revitalization, education, and disaster relief. These initiatives align with the company's value of 'integrity & responsibility' and aim to couple corporate growth with societal impact.

Suning.com Co., Ltd. (002024.SZ) - Overview

• Mission: Lead cross-industry ecosystems to elevate quality of life for consumers.
• Vision: Build an integrated omnichannel retail ecosystem that seamlessly connects consumers, merchants, and service partners.
• Core strategic focuses: customer experience, logistics capability, technology R&D, and omnichannel integration.

• Logistics reach: network covering over 90% of China's population.
• Delivery capacity: supports nearly 1,000,000 deliveries per day.
• Omnichannel impact: online sales grew ~30% year-over-year after intensified omnichannel rollout.
• Service quality: achieved a 98% customer satisfaction rate.
• Customer advocacy: Net Promoter Score (NPS) improved by 15% in 2022.

• Heavy capital allocation to logistics infrastructure and automation to sustain high daily delivery volumes.
• Technology investments in AI, data analytics, and mobile commerce to drive personalization and conversion across channels.
• Omnichannel retailing that blurs online/offline boundaries and supports merchant and partner ecosystems.

Suning.com Co., Ltd. (002024.SZ) - Mission Statement

• High-quality development and smooth domestic circulation to support China's dual circulation strategy.
• Acting as a social enterprise that empowers industry development and fosters social entrepreneurship.
• Refocusing on the core retail business-sharpening product assortments, specialty offerings, and user experience.
• Driving rural revitalization through retail-cloud solutions, Chinese-style "online malls," and industrial bases in rural areas.
• Supporting micro and small entrepreneurship via omnichannel capabilities and platform services.
• Expanding overseas procurement and cross-border operations to enrich domestic supply chains.

• Core Retail Optimization - concentrate SKU excellence, category leadership in home appliances, consumer electronics, and fast-moving consumer goods (FMCG).
• Omnichannel Integration - unify physical stores, O2O logistics, and digital user journeys to reduce last-mile cost and improve same-store customer retention.
• Rural & Community Development - deploy "retail cloud" micro-ecosystems and industrial bases to stimulate local employment and supply aggregation.
• Cross-border Sourcing - grow overseas procurement to diversify domestic product mix and capture import-demand-driven margins.
• SME Enablement - provide platform services (fulfillment, financing, marketing) to thousands of small merchants leveraging Suning's logistics and customer base.

• Customer First - relentless focus on product quality, fast delivery, and frictionless service.
• Integrity & Compliance - governance aligned to investor interests and regulatory compliance.
• Innovation & Efficiency - leveraging digitalization, AI, and logistics automation to reduce cost and improve experience.
• Inclusive Growth - supporting rural revitalization, SME entrepreneurship, and local industrial development.
• Sustainability - optimizing resource use across supply chains and reducing environmental footprint through logistics efficiencies.

• Reinvestment in core categories and SKU rationalization to lift gross margin contribution by target 150-300 bps over 2-3 years.
• Expansion of cross-border assortment, aiming to grow import-related GMV by double digits annually.
• Scale-up of retail-cloud pilots: convert pilot nodes into profitable city/regional hubs with shared services for micro-merchants.
• Leverage logistics density to lower same-day/next-day fulfillment cost per order and improve customer retention metrics (repeat purchase rate targets +3-5%).

Suning.com Co., Ltd. (002024.SZ) Vision Statement

• Customer-centricity: place consumers at the center of product selection, service design, and after-sales support.
• Innovation: leverage AI, big data, robotics, and IoT to optimize supply chains and personalized shopping.
• Quality service: maintain rigorous quality control across procurement, warehousing, delivery, and returns.
• Social responsibility: actively engage in public welfare, poverty alleviation, and rural revitalization.
• Environmental sustainability: commit to measurable carbon reduction and circular-economy practices.

Core Values in Practice

• Customer-first approach: omnichannel integration (stores + e-commerce + mobile) focused on shortening delivery times and improving purchase convenience.
• Technology-driven innovation: continuous capex in logistics automation, AI-driven recommendation systems, and cashierless retail pilots.
• Service quality metrics: high first-time-delivery rates, rapid customer response, and systematic product inspection regimes.
• Social impact programs: targeted investments in education, disaster relief, and rural e-commerce enablement.
• Environmental targets: energy-efficient warehouses, increased use of recyclable packaging, and fleet electrification pilots.

Key Operational and Social Metrics

Examples of Implementation

• Logistics automation: deployment of robotic sorting lines and automated warehouses reduced average order processing time by ~22% in pilot facilities.
• Customer engagement: unified membership platform increased cross-channel purchase frequency by ~18% year-over-year.
• Quality control: multi-point inspection and supplier audits target a sub-1% defective rate for electronics categories.
• Social programs: partnerships with local governments to train e-commerce entrepreneurs in 12 provinces, integrating over 5,400 small businesses into Suning's platforms.
• Sustainability actions: transition to recyclable packaging for 60% of shipped SKUs and trials of electric last-mile vehicles in key urban centers.