Since 2018, the Group has established the development vision of “Being the most respectable and fashionable functional apparel group around the world”, clarified the strategic direction of “focusing on principal business and key brands” by regarding our mission as our foundation, centering on customers, regarding the brands as the lead, and driving our development by innovation. By focusing on main theme of “fashionable functional apparel”, the Group continued to consolidate the four core competencies in “leading brand, innovating products, upgrading retail and adhering to high product quality and quick response” and the two security systems in relation to “organization, mechanism, culture and talent development and digital operation and has devoted its efforts to realising Bosideng’s original mission of “Bosideng warms the world”.

The Group regards it as its responsibilities to empower employees internally, warm customers externally and give back to the society, and unswervingly strives towards the development goal of “creating a 100-year brand, building a 100-year enterprise” by advocating and practicing the concept of "sustainable fashion".