What are Mission Vision & Core Values of ZJLD Group Company?

The mission's emphasis on "rich cultural heritage" highlights ZJLD Group's dedication to preserving the traditions associated with baijiu production and consumption. This involves maintaining time-honored brewing techniques, which are often passed down through generations. This commitment resonates with consumers who value authenticity and cultural significance.

The phrase "turn every drop of aromatic baijiu into a joyful and memorable moment" underscores the company's focus on the consumer experience. ZJLD Group aims to provide products that enhance social gatherings, celebrations, and personal enjoyment. This customer-centric approach drives product development and marketing strategies.

The mission directly links the product (aromatic baijiu) with the value proposition (joyful and memorable moments). This alignment ensures that all aspects of the business, from production to marketing, contribute to delivering this promise. The company's success hinges on its ability to consistently provide high-quality baijiu that meets consumer expectations.

ZJLD Group's mission informs its strategic decisions, including its multi-brand strategy and its use of modern technology in brewing. The company's diverse product portfolio, catering to various tastes and price points, reflects its commitment to creating a wide range of joyful experiences. This is further elaborated in the Marketing Strategy of ZJLD Group.

The mission is fundamentally customer-centric, focusing on delivering positive experiences and building brand loyalty. By prioritizing consumer satisfaction, ZJLD Group aims to secure its position in the competitive baijiu market. This approach is crucial for long-term sustainability and growth.

The baijiu market in China is influenced by cultural trends and consumer preferences. ZJLD Group's mission positions it to capitalize on the growing demand for premium and authentic baijiu experiences. The company's ability to adapt to market changes while staying true to its core values will determine its future success. Recent data shows that the premium baijiu segment is experiencing significant growth, with a projected annual growth rate of 8-10% over the next five years (Source: Industry Analysis Reports, April 2025).

The vision extends beyond the Chinese market, signaling a desire for international expansion and influence. This global perspective is crucial in a market where international brands often dominate. ZJLD Group's aspirations are clearly aligned with capturing a significant share of the global spirits market.

Achieving world-class status likely involves disrupting the industry through modernization and innovation. This could mean adopting new technologies in production, marketing, and distribution. The company must differentiate itself from established players.

Sustained effort and strategic execution are essential for realizing this vision. This includes meticulous planning, effective resource allocation, and a strong focus on brand building. The success of ZJLD Group's vision hinges on its ability to execute its strategies effectively.

A foundation for achieving this vision is a focus on high-quality products. This is crucial for attracting and retaining customers in a competitive market. Superior product quality will be a key differentiator for ZJLD Group.

Strengthening brand influence is a core component of the vision. Building a strong brand reputation is essential for global recognition. The company needs to invest in marketing and brand-building activities.

The vision is aspirational yet potentially realistic, given the company's recent steps. For example, ZJLD Group's initiatives in international markets, such as Japan, suggest a pragmatic approach. Further insights into ZJLD Group's strategic approach can be found in the Growth Strategy of ZJLD Group.

The focus on premium and above baijiu products is a direct reflection of the ZJLD Group Mission to craft fine baijiu. This strategic decision allows the company to deliver a superior product, which, in turn, contributes to consumer happiness and a better life, as stated in the mission. The company's commitment to high-quality ingredients and production processes further reinforces this alignment.

The implementation of a dual-channel growth strategy, encompassing both traditional and emerging sales channels, is a clear example of how ZJLD Group aims to deliver happiness to a broader consumer base. This approach ensures that the company's products are accessible to a wider audience, supporting the mission's goal of fostering a better life for consumers. The expansion into new channels also helps in seizing market opportunities and supporting the vision of becoming a world-class company.

Investing in expanding production capacity, with Zhen Jiu's base liquor inventory expected to exceed 100,000 tons, is a strategic move to ensure a robust supply of high-quality baijiu. This decision is crucial for meeting growing demand and supporting future expansion, which is essential for achieving the vision of becoming a world-class spirit company. A strong production base is a key enabler for fulfilling the mission of crafting fine baijiu.

ZJLD Group's active exploration of international markets, such as hosting events in Hong Kong, Macau, and Japan, is a direct reflection of its vision of global influence. These initiatives aim to increase brand awareness and market penetration in key regions. This expansion strategy supports the company's long-term vision and reinforces its commitment to becoming a world-class spirit company. The company's international sales are expected to increase by 15% in 2024.

While specific quotes from leadership tying every decision to the mission and vision are not readily available, Chairman Wu Xiangdong has consistently emphasized the importance of the ZJLD Group Mission and ZJLD Group Core Values, highlighting the company's commitment to high-quality and sustainable development. This demonstrates a top-down approach to ensuring that all strategic decisions are aligned with the company's core principles.

The strategic decisions influenced by the mission and vision have significant financial implications. The focus on premium products and expansion into new markets is expected to drive revenue growth and improve profitability. For instance, the premium baijiu segment is projected to contribute 60% of the total revenue by 2025. These financial goals are directly linked to the company's mission and vision, as they support the creation of shareholder value and the achievement of long-term objectives. Further insights into the financial performance can be found in the article about Owners & Shareholders of ZJLD Group.

To achieve its vision of global recognition and market leadership, ZJLD Group actively expands its distribution network. The implementation of a dual-channel growth strategy, including the development of emerging sales channels, is a key component of their implementation strategy. This expansion is crucial in reaching a wider audience and increasing market penetration, especially in the context of the baijiu market's evolving distribution landscape, where online sales and direct-to-consumer models are gaining traction.

Leadership plays a vital role in reinforcing ZJLD Group's mission, vision, and core values. Chairman Wu Xiangdong's public articulation of the company's strategic focus areas, emphasizing high-quality and sustainable development, ensures that these principles are consistently communicated and prioritized throughout the organization. Such leadership commitment is crucial for aligning employees and stakeholders with the company's overall direction, which is critical for achieving organizational goals.

ZJLD Group effectively communicates its Mission, Vision & Core Values of ZJLD Group through various channels, including annual reports and participation in ESG awards. This transparent communication highlights their dedication to social responsibility and green practices. Publicly showcasing their commitment to environmental, social, and governance (ESG) factors helps build trust with investors, consumers, and other stakeholders, which is increasingly important in the current business environment.

ZJLD Group demonstrates its commitment to its core values through concrete actions. The significant increase in job creation and tax contributions showcases its dedication to contributing to society. Furthermore, their ESG initiatives, such as promoting outer-packaging-free baijiu and implementing comprehensive ESG assessments for suppliers, demonstrate the integration of their values into business operations. These actions provide tangible evidence of their commitment to sustainable and responsible business practices.