Mission Statement, Vision, & Core Values (2026) of Shiyue Daotian Group Co., Ltd.

From its 2018 founding, Shiyue Daotian Group Co., Ltd. (9676.HK) has surged into China's food sector as a multi-brand staple-food specialist, operating through four main segments-Rice Products, Corn Products, Whole Grain/Bean/Other Products, and Dried Food/Other Products-and marketing under three distinct labels: Shiyue Daotian, Firewood Courtyard, and Sunshine Family; headquartered in Beijing, the company pairs a nationwide distribution network with a mission to deliver safe, high-quality food while 'seeking profits for farmers and benefiting diners,' and by late 2025 it reports continued strong revenue and profit growth that underpins its vision to become a leading pantry food brand in China through integrity, innovation, customer focus, and social responsibility.

Shiyue Daotian Group Co., Ltd. (9676.HK) - Intro

• Primary segments: Rice Products; Corn Products; Whole Grain, Bean & Other Products; Dried Food & Other Products.
• Brands and positioning:
  • Shiyue Daotian - mainstream premium rice and blended wholegrain offerings.
  • Firewood Courtyard - heritage/regionally focused specialty rice and dried foods.
  • Sunshine Family - value-oriented everyday staples and bulk packaging for households.
• Distribution: national wholesale network, e-commerce platforms (self-operated + third-party), supermarket chains, and HORECA partnerships covering >28 provinces.

• Deliver safe, nutritious, accessible staple foods that elevate everyday diets across China.
• Integrate sustainable agriculture, food-safety traceability and affordable pricing to benefit farmers and consumers.

• Be China's leading trusted staple-food group, recognized for quality, supply-chain transparency and innovation in healthy grain products by 2030.

• Food Safety First - rigorous testing, full-traceability systems from farm to fork.
• Customer-Centricity - product portfolio and channels tailored to diverse household needs.
• Sustainability & Farmer Partnership - long-term contracts, agronomy support and eco-friendly practices.
• Innovation - product diversification (pre-cooked rice, mixed grains, fortified beans), packaging and digital distribution.
• Integrity & Compliance - governance aligned with public-listing responsibilities and investor transparency.

• Scale production through capacity expansion and regional processing hubs to optimize logistics and cost.
• Enhance margin mix via premium brand SKUs and value-added products (fortified grains, ready-to-eat offerings).
• Digital channel growth - accelerate DTC and e-commerce penetration to increase gross margin and customer LTV.
• Supply-chain traceability - implement blockchain/QR trace systems for food-safety assurance and brand trust.

• Revenue CAGR (2022-2025E): ~38% - driven by SKU expansion, new regional hubs and channel mix shift to higher-margin e-commerce.
• Margin expansion attributable to higher share of branded premium SKUs, improved procurement, and processing efficiencies.
• Capital allocation priorities include production capacity capex, cold/dry storage investment, and digital-sales platform development.

• Traceability programs and third-party food-safety certifications rolled out across major processing sites.
• Farmer partnership programs: contract farming across core grain-producing provinces, with input-subsidy and training initiatives covering >12,000 hectares by 2025.
• Committed to progressive reporting on environmental footprint (water, fertilizer use), with pilot regenerative practices in selected catchments.

Shiyue Daotian Group Co., Ltd. (9676.HK) - Overview

• Mission: Provide consumers with safe, high-quality food; become a leading pantry food brand in China; seek profits for farmers and benefits for diners.
• Core commitments: Brand, quality, integrity, innovation - to form standardized benefits, accumulate enterprise value, and create employment.
• Community role: Ethical business practices, farmer support, job creation, and enhancing consumer well‑being.

• Product diversification - expanding pantry categories and value-added SKUs to meet urban and rural consumption trends.
• Quality systems - traceability, supplier audits, and food safety certifications to reduce risk and build consumer trust.
• Brand & marketing - national and regional campaigns to elevate recognition and preferred‑purchase behavior.
• Supply-chain partnerships - direct procurement and farmer programs to improve margins for growers and ensure input quality.

• Farmer programs: targeted procurement contracts and technical support designed to raise farmer incomes and secure stable raw-material supply.
• Quality investments: capital allocated to food-safety systems and production-line upgrades to maintain product consistency and meet regulatory standards.
• Employment impact: expansion of production and distribution networks creates direct and indirect local jobs across facilities and logistics.

Shiyue Daotian Group Co., Ltd. (9676.HK) - Mission Statement

• Core mission: Supply affordable, safe, and high-quality staple foods to urban and rural households across China.
• Farmer partnership: Secure fair procurement terms and traceable supply chains to boost rural incomes.
• Consumer promise: Prioritize food safety, consistent quality and convenient formats that match evolving lifestyles.
• Corporate objective: Balance profitability with social responsibility through transparent governance and standards.

• Brand leadership: Target top-three recognition in key province-level markets within 5-7 years.
• Quality & safety: Achieve 100% traceable raw-material sourcing across core SKUs within three years.
• Innovation: Introduce at least 8 new value-added pantry SKUs annually to meet changing consumption patterns.
• Value creation: Improve gross margin by 2-4 percentage points through supply-chain optimization and scale.

• Strengthen upstream farmer alliances and contract farming to stabilize supply and improve farmer incomes.
• Invest in food safety systems, cold chain where needed, and third-party certifications to ensure product integrity.
• Enhance DTC and modern trade channels while expanding presence in traditional retail to maximize reach.
• Embed consumer insights and R&D to accelerate development of convenience-oriented and health-focused pantry products.

• Profit-for-farmers model - procurement premiums and capacity building to increase farmer household incomes tied to yield/quality improvements.
• Consumer-benefit model - affordable pricing tiers, clear labeling, and quality guarantees to build trust and repeat purchase.
• Investor alignment - disciplined capital allocation, margin improvement targets, and measurable ESG milestones to support long-term returns.

Shiyue Daotian Group Co., Ltd. (9676.HK) - Vision Statement

• Integrity - a commitment to ethical business practices, transparent reporting, and corporate governance that aligns with stakeholders' expectations.
• Innovation - continuous improvement in products, processes and business models to remain competitive in dynamic markets.
• Customer focus - prioritizing customer needs, service excellence, and long-term relationships to drive repeat business and brand loyalty.
• Social responsibility - adopting sustainable practices, reducing environmental footprint, and investing in community development initiatives.

• Governance and transparency: regular external audits, compliance frameworks and investor communications to uphold Integrity.
• R&D and digitalization: targeted investments to accelerate Innovation and improve time-to-market.
• Customer metrics: Net Promoter Score (NPS), retention rates and after-sales service KPIs to operationalize Customer focus.
• Sustainability projects: energy efficiency upgrades, waste reduction and local community funding to demonstrate Social responsibility.