Mission Statement, Vision, & Core Values (2026) of Chengdu Hongqi Chain Co.,Ltd.

Chengdu Hongqi Chain Co., Ltd., founded on June 22, 2000, has grown into a dominant convenience-store force in western China with over 2,400 supermarkets across Sichuan, supported by a workforce of more than 16,000 employees and a supply network of thousands of suppliers; the company's commitment to 'serve the public, convenient for the people' and to do 'honest business, convenient and beneficial to the people' is operationalized through a pragmatic 'six unification' model-unified image, procurement, pricing, service, assessment and distribution-backed by four logistics and distribution centers and recognized as a key contact enterprise for emergency supply of important daily necessities in Sichuan Province and Chengdu City, while its 2015 contribution of over 400 million yuan in taxes and social security underlines how its core values of enthusiasm, sincerity, unity and dedication, plus a staff code of 'loyal to duty, honest, decent, mindful of the overall situation,' translate into tangible community reliability and everyday convenience.

Chengdu Hongqi Chain Co.,Ltd. (002697.SZ) - Intro

• Founded: June 22, 2000
• Store footprint: Over 2,400 supermarkets across Sichuan Province
• Employees: More than 16,000 staff members
• Logistics: Four logistics and distribution centers
• Supplier network: Thousands of mutually beneficial supplier relationships
• Public recognition: Designated a 'key contact enterprise for emergency supply of important daily necessities' in Sichuan Province and Chengdu City

• Provide reliable, affordable daily necessities to communities across Sichuan with consistent quality and availability.
• Operate an efficient, responsive retail network that supports local economies and employment.

• Be the first-choice neighborhood retailer in western China, recognized for resilience in emergencies and excellence in everyday convenience retailing.
• Continuously expand service coverage and supply-chain robustness to meet evolving consumer needs.

• Customer First - prioritize availability, safety, and value for shoppers.
• Reliability - maintain steady supply even during disruptions; recognized as an emergency supply partner by provincial and municipal authorities.
• Local Commitment - invest in local employment (16,000+ staff) and regional supplier relationships.
• Operational Excellence - leverage four distribution centers for efficient inventory flow and cost control.
• Compliance & Responsibility - demonstrated by significant tax and social contributions (400M+ CNY in 2015) and transparent corporate governance as a listed company (002697.SZ).

• Dense store network (2,400+ outlets) enabling strong urban and suburban penetration and frequent shopper engagement.
• Integrated logistics: four distribution centers reduce lead times and support perishables handling.
• Diverse supplier base: thousands of partners enhance category breadth and bargaining stability.
• Public-private role: designated emergency supplier status underscores supply-chain resilience and strategic community value.

Chengdu Hongqi Chain Co.,Ltd. (002697.SZ) - Overview

• Mission: "Serve the public, convenient for the people" - prioritize daily convenience, accessibility and practical value for customers.
• Integrity focus: "Honest business, convenient and beneficial to the people" - commitment to lawful, transparent operations that favor customer benefit.
• Service promise: "Convenient, affordable, rest assured" - deliver predictable pricing, broad availability and quality assurance.
• Brand positioning: "Your good neighbor" - become a reliable, local presence integrated into customers' daily routines.

• Unified image - consistent store branding and customer experience across locations.
• Unified procurement - centralized buying to secure scale discounts and product consistency.
• Unified pricing - standardized price policies to ensure fairness and simplicity.
• Unified service - common service protocols and training to guarantee predictable service levels.
• Unified assessment - group-wide KPI and performance evaluation to align incentives.
• Unified distribution - integrated logistics to optimize inventory turnover and reduce stockouts.

• Loyal to duty - prioritize customer needs and company responsibilities.
• Honest - ensure transparent transactions and ethical behavior.
• Decent - maintain professional appearance and respectful interactions.
• Mindful of the overall situation - cooperate across teams and respect corporate standards.

• Customer-centric operations: store network density and product mix are optimized to deliver convenience within walking distance.
• Cost and price discipline: unified procurement and pricing drive affordability while protecting margins.
• Consistency and quality control: unified assessment and distribution reduce variability across the chain.
• Brand trust and community role: "your good neighbor" positioning supports customer loyalty and local partnerships.

Chengdu Hongqi Chain Co.,Ltd. (002697.SZ) - Mission Statement

• Vision: 'Serving the public, convenient for the people' - to be a daily-life partner and a reliable neighborhood presence.
• Positioning: 'Your good neighbor' - close proximity, consistent product availability, and approachable service.
• Business philosophy: 'Convenient, affordable, rest assured' - focusing on convenience, price competitiveness, and product/service safety.

• Core operational model - the 'six unification' management system:
• Unified image: standardized branding and store appearance for instant recognition.
• Unified procurement: centralized sourcing to secure better terms and consistent SKUs.
• Unified pricing: coordinated pricing strategy to balance competitiveness and margin control.
• Unified service: consistent frontline service standards and training across outlets.
• Unified assessment: centralized performance metrics, KPIs, and audit processes.
• Unified distribution: streamlined logistics and inventory replenishment for freshness and availability.

• Corporate values and staff ethos:
• 'Loyal to duty, honest, decent, mindful of the overall situation' - professional conduct and alignment with company goals.
• 'Red flag spirit' - enthusiasm, sincerity, unity, and dedication embedded into culture and employee engagement.

• How these translate into action:
• Operational consistency from the six unification model reduces store-level variance and improves unit economics.
• Cultural emphasis on the 'red flag spirit' supports rapid store openings, service reliability, and community engagement programs.
• Financial discipline aims to sustain cash flow for logistics investment and targeted local marketing to reinforce the 'good neighbor' positioning.

Chengdu Hongqi Chain Co.,Ltd. (002697.SZ) - Vision Statement

• Core cultural pillars: enthusiasm, sincerity, unity, dedication - shaping employee behavior and teamwork.
• Professional ethics emphasized: loyalty to duty, honesty, decency, and mindfulness of the overall situation.
• Customer promise: 'convenient, affordable, rest assured' to build long-term trust and repeat patronage.
• Brand positioning: 'your good neighbor' - stores embedded in daily life for accessibility and reliability.
• Management model: the 'six unification' (image, procurement, pricing, service, assessment, distribution) to ensure consistency and operational efficiency.

• Unified brand image and store layout for immediate customer recognition and trust.
• Centralized procurement and pricing to maintain affordability and margin control.
• Standardized service protocols and assessment to ensure 'rest assured' experiences and reduce service variability.
• Integrated distribution model minimizing stockouts and ensuring rapid replenishment for convenience.
• Employee training programs emphasizing ethics, customer-first service, and the 'red flag spirit' to sustain culture.

• Network expansion focusing on community and residential catchments to reinforce 'your good neighbor' positioning.
• Digital integration (mobile ordering, membership, localized promotions) to boost convenience and same-store sales.
• Cost-control and procurement synergies through the six unification model to keep prices competitive while protecting margins.
• Quality assurance and compliance programs to uphold honesty, decency, and customer trust metrics.