The vision of enterprise: to establish an enterprise of first rate, to create a Niuli of the world

The enterprise's spirits: the spirits of bull - to exercise due diligence, to strengthen with combat

The enterprise’s core values: people orientation, loyalty and responsibility, harmony, thanksgiving, passion, surmount

The Philosophy of enterprise's operation: Integrity, pragmatic, Coexistence, development

The tagline of enterprise’s marketing: Money-saving and Effort-saving with Niuli