ON MISSION STATEMENT AND CORE VALUES

Q1: Why should we perfect our mission statement and core values?
 A: Mission statement and core values are the statement for the long term goal embraced by an entity. It defines production and marketing activities of such entity, facilitates the compliance of company guiding principles, builds up organized teams and in the meantime keeps a balance between short time objectives and long term goals, thus enhancing communications within and among companies.
The keys words such as "century-honored corporation" and "innovation" in our mission statement have already become the spirit of our enterprise and will carry on in the course of our development. Our enterprise philosophy will be further extracted from such spirit to better present our company. The new presentation of our mission statement and core values will further enhance our development of enterprise culture and safeguard the implementation of our strategic plan to accomplish what we seek and to make us a century-honored corporation in modern service industry.

Q2: Who participated in the process of perfecting JuneYao’s mission statement?
A: The new presentation of enterprise mission statement and core values was initiated under the guidance of company founders with efforts and contribution from managerial staffs and company employees and was approved by the Board of Directors.

Q3: What are JuneYao's enterprise mission statement and core values?
A: Our mission statement is: We are committed to building an excellent global brand in the service industry by constantly creating extraordinary values for the health and well-being of the people.
Our core values: Customer First, Integrity and Win-win Mindset；Be Innovative and Excel Ourselves；Team Collaboration and Mutual Respect；Be Professional and Execute Effectively.

Q4: What key words can be used to describe JuneYao Group in our expectation?
:A: Modern Service Industry, Innovation, century-honored corporation.

ON BRAND STRATEGY

Q1: What is the significance of brand strategy to JuneYao Group?
A: At the end of 2005, JuneYao Board of Directors determined the strategic goal of overall transformation to modern service industry, further clarified its strategic development plan, and specified the future development of JuneYao business. With new objectives, JuneYao needs to present its brand and business to the society in a plain but vigorous manner and to establish a distinctive enterprise image.
In the past fifteen years, JuneYao has been holding onto the spirit of "daring to innovate and diligent in undertaking" and gradually transformed such spirit into the JuneYao's core culture. It is this enterprise culture that sustains JuneYao to boost its edge among nongovernmental businesses in China. As the society advances, private enterprises show an increasing influence upon the development of Chinese economy. As an active participant, JuneYao needs to reflect constantly upon the meaning of its existence and guide the course of the company with a progressive insight. While refining JuneYao's enterprise mission and core values, we also need to strengthen the development of brand strategy.
A standardized brand development system helps our Company to face the constant changes in market with long term consistent brand policy, to cultivate talents for the Company with specific purpose and establish efficient brand management system.
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Q2: What works have we accomplished and what achievements have been obtained during the five months for brand strategy?
A: In this planning, we have developed the core significance of JuneYao brand and brand platform from the perspective of brand strategy and brand asset management. We have regulated the meaning of existence for the brands of the Group and its business sectors and lined up their coordination. The principles for JuneYao Brand Identification System application have been established and the publicity system has been optimized. The brand information structure concerning the major target group for brand publicity has been developed.
The whole work (in 2006) is divided into four phases: Phase I is about the conclusion of brand core values; Phase II is about the development of brand strategy; Phase III is about updating and perfecting brand identification system; Phase IV is about brand image publicity and promotion. There are two major sources for JuneYao core value: one is the view from JuneYao senior managerial team and their plan for JuneYao's future development; the other is knowledge and expectation on our brand by consumers, the recipients outside of the company. Once determined, JuneYao's mission and core value is used as the central content for development of brand strategy. Brand performance and various assessment indicators are used as auxiliary tools for development of brand strategy. With brand core value and developmental strategy, the update and perfection of brand identification is about how to present these core value and developmental strategies in a more complete manner, so that recipients can have a direct visual and audio experience of JuneYao brand and get the same effect on various occasions. During brand promotion we will focus on delivering this message to company employees and recipients outside of the company: our brand image is the true reflection of the company itself and it is an integral part of this enterprise.


ON NEW IDENTIFICATION
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Q3: Why change the English name into JuneYao?
A: According to our strategic plan for future development, JuneYao's business in future will gradually lay its focus on the fields of modern service industry such as aviation and marketing service. We will not only continue to prosper in domestic market with various businesses, but also reach out to international market. A proper English name is necessary for such development to build up and maintain brand recognition and for achieving our goal to be a century-honored corporation. As a tool for reaching out, brand name needs to be expressive for brand meaning as well as to be associated with its origin for consistency of publicity.
When we used Chinese Pinyin "Junyao", there are more than two pronunciations in Spanish, Italian, German and English speaking regions. There is no semantic association. This makes it difficult for foreign people to pronounce the brand name and it is not good for brand publicity during its course of reaching out to global market.
Therefore, we decide to, under the premise of expressing brand core content while maintaining as much original letters as possible, make our English name recognized by different people at international market in a more uniformed manner.
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Q4: As the most important tool for brand publicity, how does this new English name reflect brand strategy?
A: The new English name "JuneYao" only has added a letter "e" to the original Chinese Pinyin. In English, "June" refers to a month in summer and can be associated with "hot", "passionate" and "prosperous". It can be related to the vitality of the enterprise for a promising future. This name is also close to the brand nature (such as simplicity and happiness). With an extra "e", it is easier for foreign recipients to pronounce and this "e" can have multiple meanings: stands for "efficiency" to highlight the highly efficient enterprise culture; corresponds to "E-era" and reveals JuneYao's concept for the life of E-era consumers to serve them better. This can indicate our commitment to our core values. The highlighted "e" makes the brand mark more balanced and the conformity with ring color adds creativeness and uniqueness of the brand mark, bringing infinite imagination.
From phonetic perspective, “June” and “Yao” have definite pronunciation in ten major internationally used languages, good for development of international business. In terms of publicity, “June” and “Yao” are easy to spell and remember.
The only difference between JuneYao and JunYao is a letter "e", and therefore it can greatly reduce the inconvenience brought by the change of name. More importantly, the new English name has a strong uniqueness and can be protected. It can be searched in nineteen countries and regions and its international domain can be registered.

Q5: Why adjust the colors of the original brand mark?
A:The star and ring symbol in JuneYao brand mark has witnessed JuneYao's course of development in over past sixteen years. It is the most valuable asset of JuneYao brand. It is true that the internal and external environment we are facing now has experienced great changes and our businesses are integrated into modern service industry targeting at international market. However, our brand strategy should still stand on the ground already established as an outstanding brand asset, and in the meantime, considering social development and changes, we should invest more visual elements of modern standard into our brand mark so that it may help us better communicate and interact with worldwide recipients.
Logo is part of our brand communication. Based on JuneYao mission and core values, we inherited the star and the ring pattern as well as the dynamic style of the former logo. The new logo suggests the health and comfort one will experience in all kinds of excellent services provided by JuneYao. It also presents JuneYao brand concept of providing ultimate service to clients and creating value beyond expectation. Meanwhile, the green color of natural health and orange color of vitality indicate our goal of "bringing greater health and comfort to your life". The whole style of the logo introduces harmony, freshness and friendliness. It complies with JuneYao mission statement and strategy. The edge of "J" and the star expresses the decisive and vigorous characteristics of JuneYao.

Q6: What concept does this new logo deliver?
A: As the extension of JuneYao business strategy and brand strategy, the new logo actively promotes JuneYao enterprise mission and core values.

Q7: How does the new logo relate to industrial adjustment?
A: In the end of 2005 JuneYao Group proposed the strategic idea of "overall transformation to modern service industry", initiated integration to original businesses and specified the strategic development plan for next stage.
The concept of modern service industry takes shape as information technology and knowledge-based economy develop. By utilizing new technology, new industrial layout and new service mode of modern service industry, we can reform and promote traditional service industry, create the demands, direct the consumption, provide the society with products and services of high added value, of various types and of knowledge-based form.
The key factor for developing modern service industry is to pool together talents of various skills, worldwide view, professional knowledge and innovative spirit.
After 16 years of development, as international service industry quickens its pace for transformation, JuneYao Group properly conducted adjustment to industrial layout and became the first one in private enterprises to promote the concept of overall development of modern service industry. With aviation and marketing service industry as cornerstone of the Group, JuneYao also sets its feet in real estate and investment. It enhances all its current business through information technology and knowledge-based economy. By using new technologies, new industrial distribution and new service mode, it provides consumers with services of high added value, superior quality and knowledge-based form, making JuneYao Group a century-honored corporation in marketing service industry with high level information technology, great innovation and intensive knowledge.

Q8: For a private enterprise, does this change of logo indicate the beginning of the approach for globalization? What measures will be taken in future?
A: Approach for globalization does not simply refer to worldwide market, it also indicates operating the company with international practices and standards, and integrating global resources and devising strategic plans. This adjustment and improvement to our logo also shows our consideration for international aesthetic judgment and language recognition. Therefore, globalization is a process for constant enhancement and perfection to us, and it is more than just reaching out to global market. Change of logo does not mean we have completed the work for globalization. JuneYao Group will continue to seek improvement and strive for a higher and better goal.