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Corporate Culture
CR Beer Corporate Culture System
Cultural Concept Identification System
DNA

To establish a heart for the great rejuvenation of the Chinese nation. 

To establish a destiny for the happy life of the people. 

To establish a body for the economic prosperity of the country.

MISSION

Leading the industry's development, brewing a better life.

VISION

To become an international brewery that consumers trust, that employees are proud of, and that leads the industry.

SLOGAN

Great People Make Great Beer.

VALUE

Honesty and Integrity, 

Performance-oriented, 

People-foremost, 

Win-win Cooperation.




SPIRIT

The spirit of dedication to the country. 

The spirit of innovation that dares to be first. 

The spirit of perseverance that moves forward with determination. 

The spirit of unceasing self-improvement.



ATMOSPHERE

Sincere, United, Open, Enterprising.

Cultural Behaviour Identification System
Diligent and Professional
Advocates:

Focus on your work, and put your heart into your work. 

Do not fear hardship, maintain the tradition of hard work, be persistent, and overcome difficulties. 

Maintain an entrepreneurial mindset, step out of the comfort zone, challenge new goals, never be complacent, and use achievements as a starting point. 

Be an expert in your field. Be proficient in your job.

Opposes:

Passive work, shrinking from difficulties. 

Lack of ambition, getting by, resting on laurels. 

Self-indulgence, being slick and lazy. 

Superficial understanding, not knowing what you should know.

Responsible and Pragmatic
Advocates:

Managers should be rooted in the front line. 

The overall interest is paramount. 

Cherish every day, do every task solidly. 

Combine theory with practice.

Opposes:

Not taking responsibility, inaction, arbitrary action. 

Harming the interests of stakeholders. 

Pretending to understand. 

Empty talk.

Customer First
Advocates:

Optimse the customer management system, respond quickly to customer needs. 

Study consumers, create consumer demand. 

Provide products and experiences that exceed consumer expectations. 

Strictly abide by contracts, achieve win-win situations.

Opposes:

Ignoring customer needs. 

Providing low-quality products and poor services. 

Violating rules, breaking trust, harming the interests of the company and customers.

Diversity
Advocates:

Recruit talent without restriction, unite all forces that can be united.

Be open-minded, and tolerate different views under the premise of shared beliefs.

Leverage strengths, grow personally while driving team growth.

Obey organisational arrangements, execute forcefully.

Opposes:

Forming cliques, establishing factions.

Excluding dissenters.

Departmentalism.

Learning and Reflection
Advocates:

Build a learning organisation, advocate for autonomous and team learning.

Establish an innovative mechanism, constantly benchmark and create standards, and adopt all valuable methods and tools.

Establish a reflection mechanism, be vigilant in times of peace, be brave in self-criticism, summarise experiences and lessons, and not repeat the same mistakes.

Establish an effective fault-tolerant mechanism, constantly innovate, be brave in transformation, and be brave in trial and error.

Opposes:

Refusing to accept new things, being complacent, sticking to old ways.

Blind arrogance, making excuses, refusing to reflect and improve, acting solely on experience.

Repeating mistakes.

Simple and Transparent
Advocates:

Treat everyone equally and measure with the same standard.

Allow criticism, opposition, and debate; do not worship authority; allow reasonable questioning.

Act transparently, communicate sincerely, put everything on the table, speak thoroughly, and give enough trust.

Comply with laws and regulations, be honest and self-disciplined, adhere to professional ethics, and protect business secrets.

Opposes:

Feigning compliance, saying one thing and doing another.

Distorting facts, spreading rumours.

Deception for personal gain.

Irregular investment, abuse of power.

Creating Value
Advocates:

Formulate strategies and action plans around the company's mission and vision.

Build core competitiveness, continuously consolidate the market.

Be results-oriented, strive to be a benchmark.

Contribute more to the country and society, keep the nation's great cause in mind, fulfil the responsibilities of a central state-owned enterprise, and bravely bear corporate responsibilities.

Opposes:

Being big but not strong, big but not solid, growth that is not worth the cost.

Being content with mediocrity, maintaining the status quo without being entrepreneurial, indulging in past achievements.

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