Mission Statement, Vision, & Core Values (2026) of Qinghai Huzhu TianYouDe Highland Barley Spirit Co., Ltd.

Rooted in a distilling tradition that began in 1952, Qinghai Huzhu TianYouDe Highland Barley Spirit Co., Ltd. has grown into a nationally recognized producer that cultivates nearly 100,000 acres of organic highland barley, marries time-honored techniques with modern R&D-its traditional distillation was inscribed as a national intangible cultural heritage in June 2021-and operates a CNAS-accredited liquor testing center (registration no. L8508) to guarantee traceable quality from field to bottle; the company's accolades include international awards (Los Angeles and Hong Kong), designation as a "Chinese Time-Honored Brand" and Geographical Indication protection, and its 2023 performance-total revenue of 350 million CNY with a net profit of 50 million CNY and production capacity rising to about 5 million liters (from 4 million the prior year)-underscore a mission to scale sustainable, pure-grain brewing while pursuing a vision of becoming a healthy, sustainable, global brand guided by core values reflected in multiple national quality and credit honors.

Qinghai Huzhu TianYouDe Highland Barley Spirit Co., Ltd. (002646.SZ) - Intro

• Founding year: 1952 - over seven decades of continuous distillation history.
• Planting base: nearly 100,000 acres of organic highland barley, certified as Chinese organic products.
• Intangible cultural heritage: traditional Tianyoude highland barley distillation technique inscribed as national intangible cultural heritage (June 2021).
• Testing accreditation: liquor testing center holds CNAS national laboratory accreditation (registration no. L8508) able to perform first- and third-party liquor and whiskey testing.

• To produce premium highland barley spirits that reflect Qinghai's unique terroir and traditional craftsmanship while meeting modern quality and safety standards.
• To control product quality from seed to bottle through organic cultivation, integrated supply chains and accredited testing.

• To be the leading global ambassador for highland barley spirits, expanding brand recognition domestically and in key export markets while preserving intangible cultural heritage.
• To scale sustainable organic agriculture on Qinghai plateaus and leverage R&D to innovate products that combine tradition with scientifically validated safety and quality.

• Heritage - safeguarding and promoting traditional Tianyoude distillation techniques (national intangible cultural heritage).
• Purity & Traceability - end‑to‑end control of nearly 100,000 acres of organic highland barley and CNAS‑accredited testing (L8508).
• Quality & Credibility - international competition recognition and government-backed geographical indication and time‑honored brand status.
• Sustainability - commitment to organic cultivation, ecological stewardship of highland farmland and long-term producer partnerships.
• Innovation - continuous R&D and testing capacity to develop new expressions and meet evolving consumer and regulatory requirements.

Qinghai Huzhu TianYouDe Highland Barley Spirit Co., Ltd. (002646.SZ) - Overview

• Quality-first: rigorous ingredient selection and process control to ensure product excellence.
• Cultural stewardship: preserving regional brewing traditions and promoting local heritage.
• Sustainability: minimizing environmental impact across sourcing and production.
• Community partnership: long-term support for local farmers and regional economic development.
• Innovation: continuous improvement in techniques and product development.

• Total revenue: 350 million CNY (2023).
• Net profit: 50 million CNY (2023).
• Production capacity: ~5,000,000 liters of highland barley spirit (2023), up from 4,000,000 liters (2022).
• Year-over-year capacity growth: 25% (2022 → 2023).

• Local procurement programs increase farmer incomes and stabilize regional barley markets.
• Employment: expanded production capacity supports direct and indirect local jobs in agriculture and manufacturing.
• Environmental initiatives: adoption of water recycling and energy-efficient distillation to reduce resource intensity per liter produced.

Qinghai Huzhu TianYouDe Highland Barley Spirit Co., Ltd. (002646.SZ) - Mission Statement

• Pure grain brewing: preserving traditional processes while investing in modern quality control and food-safety systems to ensure product authenticity and consumer trust.
• Market-oriented innovation: responding to consumer upgrading through product differentiation (premium lines, health-oriented variants) and packaging/branding aligned with global market expectations.
• Health & sustainability: sourcing from high-altitude barley producers with emphasis on ecological protection, lower chemical inputs, and supply-chain transparency.
• Cost-effectiveness: optimizing production and distribution to deliver competitive pricing while maintaining margins and quality standards.

• Scale premium product penetration in domestic and selected international markets.
• Achieve recognized food-safety and sustainability certifications across production sites and supply chain partners.
• Increase value capture per liter through premiumization, brand licensing, and selective export growth.

• Product innovation and SKU-tiering: expand premium, low-alcohol, and functional variants to capture consumer upgrading.
• Quality systems and certification: scale GMP/HACCP and sustainability certifications to support export and premium pricing.
• Farmer and origin branding: deepen contracts with Qinghai barley growers to secure quality, improve farmer incomes, and reinforce traceability.
• Market channels: balance traditional retail, e-commerce, and cross-border distribution to maximize reach and margin.

Qinghai Huzhu TianYouDe Highland Barley Spirit Co., Ltd. (002646.SZ) - Vision Statement

• Integrity-driven operations: uphold rigorous credit and compliance standards across all business units.
• Quality-first production: continuous investment in process control, raw-material traceability, and sensory excellence.
• Brand stewardship: proactive trademark and brand-management strategies to protect and grow brand value.
• Sustainable sourcing: collaborate with local farmers to secure highland barley supply chains and support rural livelihoods.
• Innovation and efficiency: integrate modern production technologies to improve yields and reduce waste.

• Maintain AAA-level credit and quality certifications during periodic reviews.
• Increase branded product share within total sales by targeted annual percentages tied to marketing investments.
• Expand traceable highland barley procurement from local cooperatives, with supplier-auditing metrics.
• Drive continuous improvement in production efficiency as benchmarked against national Food Industry Quality and Efficiency standards.