Mission Statement, Vision, & Core Values (2026) of Chengdu B-ray Media Co.,Ltd.

From its founding in 1988 in Chengdu, Chengdu B-ray Media Co., Ltd. has grown into a multifaceted media group-listed on the Shanghai Stock Exchange as 600880.SS-operating across media operations, advertising, education, printing, online gaming and microfinance, and as of late 2025 employing approximately 565 people; driven by a mission to lead in media technology and creativity, the company invests heavily in R&D, deploys AI-driven content analysis tools to lift audience engagement, and runs an incubator program supporting media-tech startups, all underpinning a vision of regional and sectoral market leadership through expanded production capacity and professional excellence while core values such as innovation, integrity, customer centricity, collaboration and social responsibility steer its strategic choices and culture-read on to explore how these pillars translate into concrete initiatives, metrics and future plans.

Chengdu B-ray Media Co.,Ltd. (600880.SS) - Intro

• Established: 1988 (headquartered in Chengdu, China)
• Employees: ~565 (as of late 2025)
• Listing: Shanghai Stock Exchange - 600880.SS
• Business segments: Media operations, advertising, education, printing, online gaming, microfinance
• Market focus: Regional stronghold in Sichuan with growing digital and online footprint

• To inform, educate and entertain communities by delivering trustworthy content across traditional and digital platforms.
• To empower regional businesses and institutions through integrated media, advertising and educational services.
• To pursue sustainable growth that balances commercial performance with social responsibility in the regions served.

• To become a leading regional media and integrated-services group that blends legacy media strengths with digital innovation.
• To build scalable digital products and platforms that increase audience reach and monetization while maintaining local cultural relevance.
• To be recognized as a model public company (600880.SS) for governance, community contribution and long-term value creation.

• Integrity - accuracy and ethical standards in journalism, advertising and corporate conduct.
• Innovation - continuous adoption of digital technologies across content, distribution and monetization.
• Audience-first - serving community information needs and user experience across formats.
• Collaboration - cross-segment synergy among media, education, advertising and financial services.
• Accountability - measurable performance, transparent governance and compliance as a listed company.

• Digital transformation: accelerate online platform development and mobile-first content distribution to grow digital audience share and ad revenue.
• Portfolio optimization: balance mature traditional media revenue with higher-margin digital products and services.
• Human capital: invest in multidisciplinary teams to support content, tech and financial offerings (headcount ~565 as of late 2025 used to scale operations).
• Compliance & governance: maintain listed-company disclosure standards and strengthen internal controls to protect shareholder value.

Chengdu B-ray Media Co.,Ltd. (600880.SS) - Overview

• Mission Statement: To lead in media technology and creative solutions by integrating cutting-edge R&D with content innovation and commercial scalability.
• Core emphasis: sustained investment in digital capabilities, AI-enhanced analytics, and support for media-tech entrepreneurship.

• R&D Commitment - Chengdu B-ray has prioritized R&D as a strategic lever, allocating a multi-year portion of revenue to technology development and productization.
• AI-driven Tools - The company has deployed AI-based content analysis and recommendation systems to raise audience engagement and retention metrics across platforms.
• Incubator Program - A company-led incubator provides funding, technical mentorship, and go-to-market support for early-stage media-technology startups.
• Innovation Culture - Cross-functional R&D teams and collaborative labs encourage rapid prototyping and industry partnerships.

• Product pipeline: AI analytics → personalized content engines → licensing to OTT/broadcast partners.
• Commercial model: SaaS licensing of AI modules + project-based integration and maintenance.
• Ecosystem effects: Incubator startups feed product innovation and expand solution reach into niche verticals (e.g., e-sports, education, localized ad-tech).

• Audience engagement: AI-driven content analysis has driven reported average session-duration increases in pilot clients of ~18-30%.
• Revenue diversification: Growth from SaaS/technology licensing now representing a growing share of recurring revenue versus traditional content services.
• Startup outcomes: Multiple incubator alumni have progressed to commercial pilots with enterprise customers and follow-on financing rounds.

Chengdu B-ray Media Co.,Ltd. (600880.SS) - Mission Statement

• Deliver industry-leading product quality through rigorous quality control and process optimization.
• Invest in talent development to ensure professionalism and service excellence at every customer touchpoint.
• Scale production and logistics to serve global partners with reliability and cost-efficiency.
• Maintain financial discipline while funding strategic growth and technological upgrades.

• Become a market leader in all core regions and sectors of operation, with particular emphasis on Asia, Europe, and North America.
• Expand production capacity to address increasing global demand for optical media and related packaging services.
• Anchor growth in professionalism-hiring, training, and retaining top technical and commercial talent.
• Lead with innovation in manufacturing processes and support services to enhance customer value.

• Quality First - uncompromising standards across materials, processes, and delivery.
• Customer Focus - listen, adapt, and deliver solutions that meet evolving client needs.
• Integrity - transparent governance, ethical conduct, and compliance with market regulations.
• Collaboration - cross-functional teamwork and partnerships that accelerate mutual success.
• Sustainability - responsible resource use and progressive environmental management.

• Capacity expansion: phased investment to increase disc production by ~25-30% in 2024 via new lines and automation.
• Quality elevation: ISO-aligned controls, target to reduce defect rate by 15% year-over-year.
• Talent & culture: structured training programs and competitive compensation to reduce turnover below 10% annually.
• Market leadership: targeted commercial campaigns and strategic partnerships to grow export share toward 50%.

Chengdu B-ray Media Co.,Ltd. (600880.SS) - Vision Statement

• Innovation: Continuously invest in R&D for LED hardware, software-driven content management systems, and AI-enhanced targeting to maintain technology leadership.
• Integrity: Uphold transparent reporting, ethical advertising practices, and compliant governance across all listed-company obligations and partner contracts.
• Customer centricity: Design products and services around measurable client KPIs-reach, engagement time, conversion-and iterate based on data.
• Collaboration: Forge partnerships with advertisers, venue operators, content creators, and municipal stakeholders to scale deployment and maximize utility.
• Social responsibility: Prioritize community initiatives, sustainable operations (energy-efficient displays), and cultural programming that benefits local audiences.

• Scale DOOH footprint in tier-1 and emerging tier-2 Chinese cities through venue contracts and programmatic ad integrations.
• Increase recurring revenue by expanding content management and ad-sales SaaS offerings to clients.
• Improve gross margin via vertically integrated manufacturing and smarter inventory management.
• Reduce carbon intensity per display through energy-efficient modules and optimized scheduling.

• R&D spend target: allocate ~6-8% of annual revenue to hardware-software convergence and AI analytics development.
• CapEx: prioritize modular factory upgrades to lower per-unit production costs and improve lead times.
• M&A and partnerships: target strategic tuck-ins for content studios and programmatic ad-tech to accelerate SaaS growth.
• ESG initiatives: implement energy-saving LED modules and community media programs in at least 10 cities annually.

• Maintain a target net debt / EBITDA below 1.5x to preserve balance sheet flexibility for capex and M&A.
• Adopt transparent disclosure practices consistent with A-share listing requirements and international investor expectations.
• Link management compensation to ARR growth, gross margin expansion, and verified sustainability KPIs.

• Regular investor updates tied to quarterly performance and strategic milestones.
• Customer advisory councils to co-develop product roadmaps and validate monetization strategies.
• Community partnerships to demonstrate social impact and broaden brand affinity.