Mission Statement, Vision, & Core Values (2026) of Keli Motor Group Co., Ltd.

From its founding in 1992 to its public listing on the Shenzhen Stock Exchange as 002892.SZ, Keli Motor Group Co., Ltd. has grown into one of China's largest micro-motor manufacturers and exporters with more than 25 years of experience, operating four factories (two in Hunan and two in Shenzhen) that span a combined area of 225,000 square meters and employ over 2,800 workers; its mission to build a world-class Chinese national brand of motors and drive control systems and to provide continuous intelligent power for global users is backed by robust R&D-more than 300 full-time R&D talents and centers in Hunan, Shenzhen, Jiangsu, collaborations with Tsinghua University and Hunan University-delivering a wide product portfolio from shaded pole and BLDC motors to servo drives, encoders and precision pumps that power ovens, refrigerators, dishwashers, dryers, fan heaters, microwave ovens, nebulizers, food processors, 3D printers, automation equipment and robots while the company's vision to lead in technological innovation and expand globally signals a clear push toward international markets and advanced drive control systems

Keli Motor Group Co., Ltd. (002892.SZ) Intro

• Founded: 1992
• Stock code: 002892.SZ (Shenzhen Stock Exchange)
• Years of operation: 30+ years
• Factories: 4 (2 in Hunan, 2 in Shenzhen)
• Employees: >2,800
• Total area: 225,000 m²

• Core technologies and capabilities:
  • R&D platforms spanning motor design, control electronics (BLDC/servo drivers), and precision assembly
  • In-house tooling and stamping/coil winding processes supporting scale production
  • Quality systems and testing labs for endurance, thermal, vibration, and EMI compliance
• Product portfolio highlights:
  • Shaded pole motors - lighting and small-appliance applications
  • Cooling fans & cross-flow blowers - refrigeration, ovens, and HVAC
  • Universal and BLDC motors - dryers, hair dryers, kitchen appliances
  • Stepper and servo motors - 3D printers, automation, industrial robots
• Typical end-market applications:
  • Ovens, refrigerators, dishwashers, dryers, fan heaters
  • Exhaust fans, microwave ovens, nebulizers, food processors
  • Mixers, blenders, hair dryers, 3D printers, automatic machines, robots

Keli Motor Group Co., Ltd. (002892.SZ) - Overview

Keli Motor Group Co., Ltd. (002892.SZ) positions itself as a driving force in motors and drive control systems with an explicit commitment to becoming a world-class Chinese national brand. The company's strategic orientation blends technological innovation, global market expansion and dedication to supplying "intelligent power" to industry and society.

• Mission: Create a world-class Chinese national brand of motors and drive control systems and provide continuous intelligent power for global users.
• Strategic intent: Promote human industrial civilization and progress through reliable, efficient and intelligent motion-control products.
• Competitive ambition: Compete internationally through product quality, R&D depth and system-level integration.

Core elements of the mission translate into measurable strategic priorities that drive capital allocation, R&D, international sales and supply-chain investments.

• Technological innovation - sustained R&D investment to lead in drive control, servo systems and green electrification.
• Global expansion - scaling exports, overseas partnerships and localized service networks.
• Intelligent power - embedding sensors, control algorithms and connectivity into core motor products to serve automation and Industry 4.0 needs.

Vision and strategic translation:

• Vision: To be a globally recognized provider of intelligent drive power systems and solutions enabling industrial automation, energy efficiency and sustainable manufacturing.
• R&D roadmap: Move from component supplier to systems integrator - higher ASP (average selling price) products such as intelligent servo systems, integrated drive-control solutions and electrified propulsion modules.
• Go-to-market: Expand direct sales and service in Southeast Asia, Europe and the Americas while strengthening domestic OEM partnerships.

How the mission maps to KPIs (examples already reflected in company outcomes):

• R&D intensity rising to ~6% of revenue to capture "intelligent" product premium.
• Export share growth target: from ~26% (2023) toward 35%+ within a 3-5 year horizon.
• Margin expansion through higher-value products and scale - gross margin improvement from ~27.5% (2021) to targeted 31%+ long term.

Operational investments and resource allocation (illustrative):

• CapEx focus: factories and test centers for high-precision motor lines and power electronics modules; annual capex ~RMB 200-300 million in recent years.
• Talent & ecosystem: recruiting control engineers, software architects and system integrators; partnerships with universities and automation OEMs.
• Sustainability: efficiency upgrades, materials sourcing and lifecycle design to align with global decarbonization trends.

Brand and market positioning actions tied to the mission:

• Certification and compliance: obtaining international standards (CE, UL, etc.) to facilitate overseas market access.
• Product portfolio shift: from commodity motors to intelligent drives, embedded controls and cloud-connected maintenance platforms.
• Customer outcomes: focusing on uptime, energy savings and automation throughput to quantify "industrial civilization and progress."

Further investor and stakeholder context can be explored here: Exploring Keli Motor Group Co., Ltd. Investor Profile: Who's Buying and Why?

Keli Motor Group Co., Ltd. (002892.SZ) - Mission Statement

• Lead in technological innovation and product development across motor, drive-control, and mechatronic integration.
• Expand presence in international markets via targeted exports, partnerships, and localized operations.
• Commit to sustainable manufacturing, high-quality standards, and continuous improvement.
• Deliver customer-centric solutions that anticipate and shape market demand.

• Technology leadership: sustained investment in R&D to shorten time-to-market for advanced motor and drive technologies.
• Global footprint: scalable manufacturing and distribution to serve customers across Asia, Europe, and the Americas.
• Quality & reliability: certifications, rigorous testing, and rated performance for industrial and commercial applications.
• People & culture: attract and retain engineering talent, promote cross-border collaboration and knowledge transfer.

• Increase global revenue share to >50% by expanding OEM partnerships and after-sales networks.
• Raise R&D intensity to 6-7% of revenue to accelerate electrification and smart-drive offerings.
• Grow overseas manufacturing or joint-venture capacity in Europe or Southeast Asia to reduce lead times and currency exposure.
• Achieve top-quartile gross margins in core product lines through automation, vertical integration, and design-to-cost initiatives.

• Innovation: continuous improvement and breakthrough product development.
• Integrity: transparent governance, compliance with international standards.
• Customer focus: responsiveness, customization, and lifecycle support.
• Collaboration: cross-functional teams, supplier partnerships, and global alliances.
• Sustainability: energy-efficient products, waste reduction, and responsible sourcing.

Keli Motor Group Co., Ltd. (002892.SZ) - Vision Statement

• Core values: development is the first priority, innovation is the first driving force, talent is the first resource.
• Global talent strategy: active attraction of high-end R&D professionals from international markets.
• R&D footprint: established R&D centers in Hunan, Shenzhen, Jiangsu, and other strategic locations.
• R&D scale: introduced more than 300 full-time R&D talents in recent years.
• Academic collaboration: joint research and technology exchanges with institutions such as Tsinghua University and Hunan University.

• R&D outcomes: accelerated product launches and iterative improvements across servo and brushless platforms driven by cross-disciplinary teams.
• Talent investment: structured recruitment and retention programs targeting senior research engineers, control-system experts, and materials scientists.
• Innovation ecosystem: internal R&D complemented by university-led collaborations and industry consortia to shorten development cycles.