Operation Mission:
Behaving with emotion, acting with loyalty and doing business with good faith.

Corporate Culture:
With the corporate culture of dedication, creation, struggle, collaboration and master spirits.

Enterprise guidance:
Reform is a resolution, management is an everlasting theme, innovation is a soul, customers are God.

The trademark of Yanjing is comprised of four parts, i.e., swallow, shield, wheat head and Chinese character “Yangjing”.

1.Swallow Implied meaning: swallows hover over the whole world. Swallow is a kind of beneficial birds which are loved by people, and it is a bird which represents happiness. It can bring people the smell of spring, the energy in work and the happiness of life. The transformed little swallow in the trademark stands for the idea that Yanjing beer is just like the swallow of spring flying into every family and bringing in the vital force of spring. Meanwhile, it also implies that Yanjing beer will hover into the sky all over the world just like the messenger of spring—swallow.

2. Shield
Implied meaning: technology operation creates a famous brand.
;Shield stands for indestructibility. It means that Yanjing Beer Group will expand the enterprise, keep steady development and withstand trials according to technology guidance by strengthening management in the environment of fierce competition. It also implies that Yanjing beer will incorporate things of diverse nature to become a world-know brand.

3. Wheat head
Implied meaning: golden wheat head enters every family happily.
Barley is the main raw material of beer. And wheat head is the symbol of harvest and the achievement of hard labor. It implies that Yanjing Beer Group will work steadily and make solid progress in a down-to-earth style to greet its glorious future.

4. Chinese characters “Yanjing”
Implied meaning: high-quality beer of Yanjing creates future.
“Yanjing” was the name of Beijing in ancient times. And Yanjing was the center of politics, economy and culture in China. Emperor Liaotaizong changed the named of Youzhou into Yanjing in the first year of Huitong (A.D. 938). In the first year of Yongle of Ming Dynasty, i.e., A.D. 1403, “Yanjing” was renamed as “Beijing”. The trademark “Yanjing” possesses rich cultural details and connotations. It also implies the glorious future of the brand—Yanjing beer.

In 1999, before the 8th Yanjing Beer Festival, Li Fucheng, chairman of the Board of Directors summarized the implied meanings of Yanjing trademark in the following four sentences: Swallows hover over the whole world. Technology operation creates a famous brand. Golden wheat head enters every family happily. High-quality beer of Yanjing creates future.

In the hall on the first floor of the Mansion of Science and Technology of Yanjing Beer Group Corp, these four sentences have been engraved on the marble which is to the east of the sculpture “Swallow Hovers Round the World”. The words have become an important component in Yanjing culture. The development of Yanjing brand and implied meanings of the trademark; situation of the value growth

Yanjing was rooted in the beginning period of reformation and open policy, and has been developing in socialist market economy. It emphasizes the cultivation and maintaining of the credit value of trademark. An interactive relationship has formed between the development of the enterprise and brand.

The development of Yanjing brand can be divided into three phases:

The first phase was from 1980 to 1995, which is the phase for the cultivation of regional markets. Although Yanjing was awarded Beijing Top Brand Product and the top-quality product in the national light industries, the market scope was still restricted to Beijing.

The second phase was from 1996 to 2001, which is the phase for expansion. Yanjing products have covered over 100 big and medium cities in all the provinces and autonomous regions in China. The brand enjoys greater and greater popularity. In September 1997, the Yanjing trademark was selected as a well-known trademark in China by the State Administration for Industry and Commerce.

The third phase was the time after 2002. After previous years’ active preparation, Yanjing began to make a figure in the international market. The advertisement of Yanjing appeared in NBA basketball court in the U.S.A. Yanjing brand has ranked with the top 15 beer industries in the world. In August 2002, Yanjing beer was selected as Chinese Famous Brand by Chinese Famous Brand Promotion Committee.

With the expansion of market scales, the credit value of Yanjing trademark has been increasing continuously. According to the tracing evaluation of Beijing Deweizi Assets Evaluation Office, the credit value of Yanjing trademark was 1.35 billion RMB yuan in 1996, 1.455 billion RMB yuan in 1998, 3.186 billion RMB yuan in 1999, 4.569 billion RMB yuan in 2000, 5.529 billion RMB yuan in 2001, 6.159 billion RMB yuan in 2002, 9.028 billion RMB yuan in 2003, 10.179 billion RMB yuan in 2004, 15.244 billion RMB yuan in 2005 and 18.042 billion RMB yuan in 2006.

The goals of Yanjing Beer Group are as follows: make the output and sales of beer amount to 5 million kiloliters in 2010, rank among one of the top 8 largest breweries in the world and become a large-scale beer enterprise group of world level. Meanwhile, Yanjing Beer Group will open up domestic and international markets actively with the opportunity of China’s entry into the WTO to enhance the internationality of Yanjing brand.