Our Values

Our Core Values

    People-centric, Continuous Improvement, Result-oriented and Value Creation.

People-centric：to respect knowledge and talents, we provide ample opportunities for employee development, and comprehensively improve the operation and management levels, as well as technical capability, through managerial, technical, and institutional innovations, so as to enhance our business vitality and cohesion;    

Continuous Improvement: in order to minimize waste and reduce costs, we improve the effectiveness and efficiencies of our products, processes and quality management systems by enhancing the employees’ awareness of continuous improvement and continuously seeking opportunities for improvement, which benefits both customers and the Company;    

Result-oriented: to focus on the results of operation, management, and work, the ability and attitude shown in operation, management, and daily work shall align with the requirements of the results, or otherwise there is no value and meaning.    

Value Creation:   value serves as the key to business survival and success, as well as a basis for realization of individual value.

Corporate Goals

People-centric, Pragmatic, Leadership-oriented, and Systemic Operation.

Entrepreneurial Spirit

Mutually-beneficial Collaboration Through Vigorous Innovation.

Our Business Philosophy

By always focusing on customers and employees, we will realize the values of the Company and individuals in a market-oriented and service-centered manner.

Our Vision

We are committed to becoming a leader in the toy manufacturing industry. 

As a toy manufacturing hub accounting for over 70% of the global toy output, China sees an annual increase of 30%-40% in toy sales at present.  In particular, toy sales in Guangdong amount to RMB30 billion. As toy manufacturing is a traditional labor-intensive industry, coupled with increase in materials and manpower costs, accelerated appreciation of RMB, decreased export tax rebate rate, increased testing prices and higher manufacturing standards in various countries, China has witnessed a significant slowdown in toy export.

Since 2008, the US financial market has been overshadowed and hit hard by various uncertainties as result of several incidents, including the bankruptcy of Lehman Brothers Holdings Inc., acquisition of Merrill Lynch by the Bank of America, and the AIG scandal, which further made waves in the international financial market. The prolonged subprime mortgage crisis in the US has translated into a serious financial crisis of the century. With the impact of the financial crisis continuing on in the changing financial market, great uncertainties continue to loom over the world. Although the length and breadth of its impact remain unknown at present, the financial crisis has a material impact on the global real economy.

Likewise, the highly export-dependent toy industry has unprecedentedly suffered from a blow and pressure. In the macroeconomic terms, toy manufacturing in China currently embraces an era of great transformation and development, where opportunities outweigh challenges. We shall endeavor to transform the Company into a leader among toy manufacturers by tapping into our capabilities and maintaining our advantages and competitiveness, as we continue to move forward.