Mission Statement, Vision, & Core Values (2026) of Jiangsu Yanghe Brewery Joint-Stock Co., Ltd.

Founded in 2002 in Suqian, Jiangsu, Jiangsu Yanghe Brewery Joint-Stock Co., Ltd. (listed as 002304.SZ) has grown into a national baijiu powerhouse with more than 8,000 distributors, a workforce of about 21,532 employees, and reported revenue of CNY 33 billion in 2023; guided by a mission that blends innovation, quality and cultural heritage, Yanghe pursues "seeking progress while maintaining stability," pushing dual famous liquors, multiple brands and categories, digital marketing expansion and deeper home-market penetration to boost sales and brand value, while targeting year-on-year operating revenue growth of 5-10% in 2024 and aiming to make Yanghe the leading high-end brand and Shuanggou the surging force through improved management, talent development and responsible, sustainable business practices.

Jiangsu Yanghe Brewery Joint-Stock Co., Ltd. (002304.SZ) - Intro

Founded in 2002 and headquartered in Suqian, Jiangsu Province, Jiangsu Yanghe Brewery Joint-Stock Co., Ltd. (002304.SZ) is a leading Chinese baijiu producer known for its Yanghe and Shuanggou series. The company serves a nationwide market through an extensive distribution network and maintains a significant operational footprint and workforce.

• Established: 2002
• Headquarters: Suqian, Jiangsu Province
• Primary brands: Yanghe series, Shuanggou series
• Distribution network: Over 8,000 distributors nationwide
• Employees: Approximately 21,532 (2023)
• Stock listing: Shenzhen Stock Exchange - 002304.SZ

Mission

To inherit and elevate Chinese baijiu craftsmanship, delivering premium spirits that connect culture, celebration, and everyday life while generating sustainable value for stakeholders.

Vision

To be a nationally recognized and internationally admired baijiu leader that blends tradition with innovation, expanding reach and influencing the global spirits landscape.

Core Values

• Quality First - relentless focus on product excellence and consistency
• Heritage & Craftsmanship - respect for traditional production methods and continuous refinement
• Customer Centricity - understanding and responding to diverse consumer preferences
• Integrity & Compliance - transparent corporate governance and regulatory adherence
• Innovation - R&D-driven product and process improvements
• Sustainable Development - commitment to environmental stewardship and community welfare

Key Operational & Financial Snapshot (2023)

Strategic Priorities Aligned with Mission & Vision

• Premiumization: Elevate product tiers within Yanghe and Shuanggou to capture higher-margin segments.
• Distribution Optimization: Strengthen ties with over 8,000 distributors and expand direct-to-consumer channels.
• R&D & Innovation: Invest in flavor development, aging techniques, and packaging to meet shifting consumer tastes.
• Sustainability: Reduce production footprint through energy efficiency and resource-saving measures.
• Brand Internationalization: Leverage core strengths to enter selective overseas markets while preserving brand authenticity.

For related financial analysis and investor-focused insights, see: Breaking Down Jiangsu Yanghe Brewery Joint-Stock Co., Ltd. Financial Health: Key Insights for Investors

Jiangsu Yanghe Brewery Joint-Stock Co., Ltd. (002304.SZ) - Overview

• Focus: produce high-quality liquors that embody traditional Chinese brewing values and modern quality standards.
• Consumer education: promote responsible drinking and deepen consumer appreciation for premium liquors.
• Service excellence: ensure distribution, after-sales and experiential marketing reinforce brand trust and premium positioning.

• Revenue target (2024): +5% to +10% year-on-year in operating revenue.
• Brand strategy: deepen flagship brand equity while nurturing multiple sub-brands across price tiers and categories.
• Market expansion: strengthen home market share and accelerate nationwide penetration through targeted channel strategies.
• Digitalization: leverage e-commerce, social media, and data-driven marketing to boost strategic flagship product visibility and sales conversion.

• Quality control: continuous investment in production processes, raw material traceability, and R&D to preserve traditional techniques while improving consistency.
• Heritage & culture: integrate Chinese cultural narratives into product storytelling and experiential marketing to reinforce perceived authenticity.
• Responsible consumption: programs to educate distributors and consumers on moderate drinking and product provenance.
• Financial discipline: maintain profitability while pursuing selective brand and channel investments aligned with the 5%-10% top-line target.

• Cross-functional alignment: marketing, production, R&D and sales targets aligned to brand-value KPIs.
• Investment discipline: prioritize projects with clear ROI on brand value and margin improvement.
• Performance tracking: monthly/quarterly reviews against revenue, SKU mix, channel KPIs and digital metrics.

Jiangsu Yanghe Brewery Joint-Stock Co., Ltd. (002304.SZ) - Mission Statement

• Becoming a premier national brand: make Yanghe the industry-leading signature brand and Shuanggou the dynamic growth engine.
• Drive balanced, high-quality, efficient development: align scale growth with margin and brand value improvement.
• Raise basic management quality and operational efficiency: standardized processes, cost control, and digital transformation.
• Build organizational vitality: stronger talent pipelines, skill upgrades, and incentives that link performance to long-term value.

• Brand architecture: concentrate premium SKUs under Yanghe while positioning Shuanggou for rapid-share gains in growth channels.
• City & culture integration: use city-level experiential outlets, cultural partnerships, and events to make Yanghe part of urban lifestyle.
• Operational quality: digital supply-chain initiatives, tighter SKU rationalization, and productivity metrics to improve margin and capital turns.
• Talent & governance: recruit and retain premium-brand marketers, data analysts, and supply-chain experts; enhance incentive alignment.

Jiangsu Yanghe Brewery Joint-Stock Co., Ltd. (002304.SZ) - Vision Statement

• Quality-first ethos: maintain and elevate production standards across raw materials, fermentation, aging and QC to secure premium positioning.
• Innovation-driven growth: invest in R&D and product iteration to match evolving consumer tastes and channel dynamics.
• Cultural stewardship: leverage Chinese liquor heritage to strengthen brand narrative and consumer connection.
• Customer-centricity: shape portfolios and services based on segmented consumer insights and lifestyle trends.
• Responsible stewardship: adopt sustainability targets to reduce environmental footprint and enhance community contributions.
• Continuous improvement: optimize supply chain, digital capabilities, and organizational vitality to sustain competitiveness.

• Brand elevation: concentrated investment in high-end labels, flagship campaigns, and selective channel expansion to raise ASP and brand equity.
• Product pipeline: launch limited-age expressions, craft series, and lifestyle SKUs while refining mainstream offerings for broader reach.
• Sustainability & compliance: water- and energy-efficiency projects, waste reduction initiatives at major breweries, and adherence to stricter environmental benchmarks.
• Customer experience: omnichannel retail, VIP and membership programs, and high-touch B2B hospitality partnerships.
• Organizational capability: talent development, digitalization of operations (ERP, SCM, CRM), and process optimization to improve margin and responsiveness.

• Promote traditional Chinese liquor culture through museum, cultural events, and storytelling integrated into product launches and marketing.
• Community programs: rural support tied to raw-material sourcing regions and targeted philanthropic initiatives.
• Responsible consumption advocacy: campaign partnerships and labeling initiatives to encourage moderation.