Huarun, the Chinese name of China Resources (CR) Group, means the Chinese land is moisturized by the rain. The group logo was designed after the calligraphy work of the great calligraphy master Yan Zhenqin in Dang dynasty. In his work, the character --- Hua (which means China) has four characters --- Ren (which means people) in the center. That is the inspiration for the design of CR Group’s logo which means the group has its culture originated from the brilliant Chinese culture. The four Rens also look like a group of arrows which point upward, meaning that the group will continue to flourish. In the center of the group logo lies a square with amber yellow color which stands for the mother earth. It means that the group always has its concern over the motherland and takes its root in the fertile soil of the great Chinese land. The white character Rens are highlighted against the amber yellow background, meaning the people in Huarun is courageous against challenges and active in innovation. This logo is an intangible asset of the group as well as a media which delivers the general messages of the group.
The logo of CR Double-Crane consists of pine and cypress patterns and crane patterns. In Chinese culture, pines and cypresses are seen as evergreen trees and cranes as long lives. In the logo, one crane holds its head up high and stands firmly, with its eyes looking into the distance. That means people in CR Double-Crane have forward-looking minds and far-reaching aspirations. They will strive ceaselessly with innovative spirits of racing for the best and the confidence in the future. Another crane stands next with its head bowing, focusing on something. That means people in CR Double-Crane will fulfill their sacred mission of “caring for the health of people” and work in a down-to-earth, strict, serious and sincere manner. The green color of the cranes stands for health, safety and longevity. It means that CR Double-Crane is full of vitality and vigor and is flourishing with pursuing safety and environmental protection, and health and longevity as its business concept.
Honesty and trustworthiness are core values of CR Double-Crane and the foundation of its culture. To advocate an all-around value of honesty, meaning to be honest to shareholders, customers, employees and society. To be honest to shareholders is to consider their interest first without untruthful words, false account, not to do things against their interest and to create maximum value for them whole-heartedly. To be honest to customers is to think from their perspective and try to meet their needs, provide them with excellent and safe products and services, create value for them, and grow together with them. To be honest to employees is to care for them, respect them, try to create a good working environment for them, put great emphasis on their occupational health, promote their careers, and protect their rights and interests. To be honest to society is to seriously fulfill social responsibility, commit to energy saving and emission reduction and environmental protection, actively devote to philanthropy, and pursue aspiration beyond profits.
Performance oriented means to never give up on performance because it is painstaking to fulfill the job and never sacrifice noble values for performance. A performance oriented value is not only reflected in the business scale and speed of development of a company, but also in various aspects such as the improvement of effectiveness and efficiency, the enhancement of assets quality, the promotion of organization strength, the development of business, and the innovation of management mode. This value means a balanced, comprehensive and high quality performance. A business without growth is not a good business. A team without performance is not a good team. Performance is the basic standard for selecting, employing, evaluating and encouraging people.
Customer first means to carefully maintain rights and interests of customers and consumers, strictly observe commercial ethics, compete fairly, try to provide better, more environmental and more personalized products and services, continuously move beyond customers’ expectations, sincerely work together with them, create values for them, and grow together with them.
Showing gratitude and paying back mean to always have a grateful heart, consider fulfilling social responsibility as an aspiration beyond pursuing profits, try to pay back to society through practical movements, commit to build an excellent company image which is trusted by investors, loved by employees, respected by the society, and highly appraised of by the public, and to be the model for other companies in society.
Pragmatism is the working style that we have, meaning that we should always be down-to-earth.
Passion is our attitude towards work, meaning that we should always be passionate on what we’re doing.
Professionalism is a capability that we have in our work, meaning that we should be professional in our own job.
Innovation is the mindset that we have in our work, meaning that we should dare to make breakthrough and self-disruption, and try to explore and practice new concepts, new methods and new paths.
