Mission Statement, Vision, & Core Values (2026) of Rainbow Digital Commercial Co., Ltd.

As Shanghai-based Rainbow Digital Commercial Co., Ltd. (SZSE: 002419) charts a customer-first course with a mission to 'create more value for customers and build a platform for employees to achieve self-worth,' its story - founded in 2007 and rebranded in 2020 - is now powered by a workforce of approximately 12,600 and a portfolio spanning department stores, shopping centers, supermarkets and omnichannel brands like Rainbow, Jun Shang and sp@ce; celebrated repeatedly among the Top 100 Chinese Chain Enterprises, the company pairs a bold vision to 'colorful the world' with core values - Customer Oriented, Rapid Response, Constant Effort, Open and Inclusive, Together We Work and Together We Win - and is accelerating digital customer engagement through a strategic August 2025 partnership with Xuan Wu Cloud Technology Holdings to build an AI-driven smart CRM that tightens loyalty and operational agility.

Rainbow Digital Commercial Co., Ltd. (002419.SZ) - Intro

• Founded: 2007
• Rebranded: 2020 (from Rainbow Department Store Co., Ltd.)
• Stock code: 002419.SZ (Shenzhen Stock Exchange)
• Employees: ~12,600 across retail operations, manufacturing, R&D, QC, HR, sales, after-sales and admin
• Recognition: Repeatedly named among the 'Top 100 Chinese Chain Enterprises'
• Strategic tech partnership: August 2025 collaboration with Xuan Wu Cloud Technology Holdings Limited to build a smart AI-driven CRM

• Deliver accessible, high-quality retail experiences that blend online convenience and offline engagement.
• Create sustainable value for customers, partners and shareholders through customer-centric innovation and operational discipline.

• To be China's preferred omni-channel retail ecosystem - where community retail, lifestyle services and digital experiences converge.
• Scale a data-driven, AI-enabled platform that personalizes shopping for tens of millions of consumers while optimizing store performance and supply chains.

• Customer First - prioritize convenience, product quality and after-sales trust across channels.
• Integrity & Compliance - operate transparently within regulatory frameworks and uphold rigorous quality controls.
• Innovation - embrace digital transformation (AI, CRM, omnichannel marketing) to improve lifetime customer value and operational efficiency.
• Collaboration - align suppliers, landlords and technology partners to co-create local retail ecosystems.
• People Development - invest in employee skills across retail operations, R&D, customer service and management.
• Sustainability - pursue resource-efficient operations, community engagement and long-term profitability.

• Customer data activation: leverage the Aug 2025 AI-CRM partnership to increase repeat-purchase rates and optimize marketing ROI.
• Omni-channel growth: expand online penetration while stabilizing same-store sales across core shopping-center and department-store assets.
• Operational KPIs: focus on inventory turnover, gross margin per store, and labor productivity tied to a ~12,600-strong workforce.
• Brand portfolio management: allocate capital and merchandising to Rainbow, Jun Shang and sp@ce according to customer segment performance.

Rainbow Digital Commercial Co., Ltd. (002419.SZ) - Overview

• Customer-centricity: prioritizing satisfaction, retention, and downstream value for partners and end-users.
• Employee development: building internal platforms-training, career pathways, incentive systems-that enable measurable personal and professional progress.
• Operational excellence: continuous improvement in service quality and efficiency to translate mission into measurable financial and non-financial outcomes.

• Service quality enhancement - process standardization, customer feedback loops, and KPIs tied to Net Promoter Score (NPS) and first-contact resolution.
• Employee platform initiatives - structured training programs, performance-linked rewards, and internal mobility to raise engagement and retention.
• Value creation metrics - tracking customer lifetime value (CLV), repeat purchase rates, and margin improvement driven by efficiency gains.

• Customer Value Orientation - decisions are evaluated by impact on customer outcomes and long-term trust.
• Respect for People - investing in employee growth, psychological safety, and transparent career paths.
• Innovation and Practicality - favoring solutions that are both creative and implementable, with measurable ROI.
• Accountability and Results - clear KPI ownership, data-driven reviews, and continuous improvement loops.

Rainbow Digital Commercial Co., Ltd. (002419.SZ) - Mission Statement

• Core emphasis: creativity and innovation driving product assortment and in‑store/online experience design.
• Market scope: local roots with explicit aspiration for broader regional and global influence.
• Stakeholder inspiration: a simple, positive message to motivate employees, partners, and consumers.

• Product diversification - expand SKUs and categories to appeal to multiple customer segments.
• Omnichannel integration - harmonize physical store experiences with digital platforms to deliver consistent, 'colorful' brand moments.
• Design and marketing - prioritize creative campaigns and experiential retail to increase customer engagement and lifetime value.

• Brand metrics: awareness lift, social engagement rates, and campaign ROI tied to 'colorful' thematic launches.
• Sales metrics: same‑store sales growth in experiential stores vs. standard stores; conversion uplift from integrated campaigns.
• Operational metrics: digital customer acquisition cost (CAC), repeat purchase rate, and average order value (AOV) improvements through curated assortments.

Rainbow Digital Commercial Co., Ltd. (002419.SZ) - Vision Statement

Rainbow Digital Commercial Co., Ltd. (002419.SZ) envisions becoming a leading digital-first retail and commercial services group that delivers superior value to customers, partners, employees, and shareholders through technology-driven solutions, cross-border capabilities, and sustainable growth.

• Customer Oriented: Prioritizing customer insight to tailor product assortments, digital experiences, and value-added services that increase lifetime customer value and retention.
• Rapid Response: Maintaining agile supply chain, real-time inventory management, and fast go-to-market cycles to capture market shifts.
• Constant Effort: Investing in continuous learning, R&D, and process improvement to raise operational benchmarks and reduce unit costs.
• Open and Inclusive: Fostering diversity across teams and partners to accelerate idea exchange and international expansion.
• Together We Work: Building cross-functional collaboration and partner ecosystems to scale offerings and improve execution speed.
• Together We Win: Aligning incentive systems to share gains with employees and strategic partners, reinforcing long-term cooperation.

To translate vision into measurable outcomes, Rainbow Digital aligns strategic KPIs with daily operations and investor reporting. The table below highlights recent financial and operational metrics used internally to track progress (latest annual reporting period).

Operational priorities derived from the vision and core values include:

• Customer experience investment: deploying personalized marketing, loyalty programs, and faster fulfillment to lift repeat purchase rates by targeted percentages year-over-year.
• Technology and data: expanding digital platforms, AI-driven assortment optimization, and unified data lakes to improve gross margin and inventory turns.
• Supply chain agility: shortening lead times and increasing local sourcing to ensure rapid response to demand fluctuations.
• Talent and culture: training programs, cross-border rotations, and inclusive hiring to strengthen innovation capacity and employee retention.
• Partner alignment: performance-based partnerships and revenue-sharing models to scale distribution while sharing rewards.

Key short-to-medium term targets aligned with the vision:

• Grow revenue to ¥5.5-6.0 billion within 2-3 years while maintaining or improving gross margin above 18%.
• Increase online channel penetration from 32% toward 45% through omnichannel investments.
• Raise ROE to >15% via efficiency gains, margin expansion, and prudent capital allocation.
• Improve same-store sales growth to exceed market averages through enhanced customer retention and localized assortments.

For an investor-focused breakdown of Rainbow Digital Commercial Co., Ltd.'s recent financial performance and health, see: Breaking Down Rainbow Digital Commercial Co., Ltd. Financial Health: Key Insights for Investors