I. Corporate Spirit Honesty, Harmony, Passion, Endeavor II. Core Business Fashion brand manufacture III. Value Perspective Provide platform for the staff’s personality and freedom Create sunshine fortune and happiness for our franchisers Present a “Nature, Personality and Leisure” lifestyle and attitude Healthy life, self-confidence IV. Strategic Objective Create Win-to-Win with the core business and resources, expand properly and inherit international first class brand’s quality V. Business Navigation Direction Do nothing deriving form the core business; Do nothing affecting the core business; Each act is focusing on the core business VI. Business Concept 1. Brand innovation is consistent with international standard; 2. Product quality strives from the better to the best; 3. Patterns and styles never lag out the times; 4. Production adopts military method; 5. Management decision is based on advanced IT information; 6. The sales network is diversified. VII. Operation Principles Personality principle Energy principle Happiness principle Fleet principle VIII. Brand Concept Easy-going and romantic IX. Company Creed Easy-going, Romantic, Passionate, Frank and Energetic X. Brand Positioning 1. Product: Fashionable Leisurewear 2. Consumer segment: businessman, white collar, civil servants, middle class 3. Provincial franchisers as the pillar, while municipal franchisers leading the lower level franchisers XI. High Efficiency Teamwork Spirit Honesty as basis Passion as energy Hard working as wisdom Profession as the core Innovation as the drive Career as leisure XII. Interpretation of “Huanlehua” “Huanle” represents an attitude towards career and life “Hua” represents successful result “Huanlehua” means “If you work with happy attitude, you will achieve success” XIII. Character and Moral Nature, Personality, Energy, Classic XIV. Energetic Huanlehua Mutual respect Mutual study Mutual support Quality first