Pursuit of the Firm: Satisfaction of customers, development of the firm, well-being of employees and contribution to society.
Key value of the firm: Honesty, Creativity, Human-orientation, Harmony.
Honesty: Honesty is the foundation of a firm, the basis for the existence and the treasure for the development of a firm. It means to be honest to customers, employees and society.  
Creativity: A firm cannot develop without creativity. It is the soul for a firm to develop and the ceaseless driving power for a course to be pressed forward. Creativity includes culture creation, management creation and product creation.
Human-orientation: Human-orientation is crucial for the development of a firm. Priority of management should be given to considering, respecting and taking care of people. The managing staff should try to learn and follow the thoughts of customers, employees and the boss. Only learning can ensure success.  
Harmony: Inner harmonious work environment and outer harmonious cooperation and development platform should be built up. Thus, the firm contributes to be harmony of the whole society. 
Key Competence of the Firm: Brand, Creativity, Network, Service.
Brand: First-class brand, professional brand.
Creativity: Incessant creativity of products, procedures and service.
Network: The strongest network covering domestic and foreign market.
Service: Pre-sale service (all-around customer guidance), in-sale service (logistics following-up), after-sale service (stock disposal).
Aim of the firm: Becoming the biggest trading platform of hardware parts in 5 years.

Motto: God pays the diligent and breadth of character carries the outer world.
Work Concept: Practical spirit, professionalism, harmony, progression.
Survival Concept: Human-orientation, infinite creativity.
Management Concept: Without system, management will be in disorder; without supervision, management will be in vain.
Market Concept: To create customer needs is to create market.
Sales Concept: There are only off-season thoughts but not off-season market.
Personnel Concept: Personnel with both virtue and ability should be put in important positions; personnel with virtue but ability can be used; personnel with ability but virtue should not be put in important positions; personnel without both virtue or ability should never be used. Personnel should be used according to good understanding of them and their virtues and abilities.
Quality Concept: Paying attention to each detail, casting perfect quality and create technology products.
Service Concept: Customer satisfaction is the only criterion judging our work.
Competition Concept: To become assets rather than debts of the firm.
Firm Dictum: Truthful in speech and resolute in action.
Firm Spirit: Union if strength.
Management Principle: To manage affairs in regard to efficiency and to manage personnel in regard to assessment.
Firm Oath: To maintain lofty aims and down-to-earth spirit and to forge ahead in unity and with loyalty.
Staff Oath: To behave well and then work well; to work with ownership spirit for a career; to develop oneself within the development of the team and to base happiness on success.
Short-term Development: To expand and strengthen the hardware parts trade industry; to enhance the market share and to improve the profitability of the firm.

Long-term Development: To create a hardware furniture parts “Wal-mart” by ways of brands and internationalization.