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Vision: to develop the most applauded professional team, to build the most valuable distribution network and to become the most profitable beverage group.

To develop the most applauded professional team:

Being guided by the corporate culture, employees form an highly effective team that demonstrates honesty and integrity, enthusiasm and respect for the profession, well trained professional behaviorsinnovative working style, so to be recognized, appreciated and respected by partners and shareholders in the system and the industry.

To build the most valuable distribution network:

Through the highest coverage in regions, develops customers not only the growth in quantity but also their dynamic by providing stable and quality service so they can keep healthy growth in revenue. At the same time, increase effectiveness of sales and logistics to reduce cost per case, and continuously optimize productivity and adaptability of the network.

To become the most profitable beverage group:

Maintain profit growth at a rate higher than the average of the system, maintain growth of net operating cash flow from operation and investment at a rate higher than profit growth, and keep return on equity (ROE) higher than system average. Repays the society by providing tax, jobs and investment in social welfare, and shares Company’s success by synchronizing the development of  personal value of employees and enterprise together.


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