BROAD Values
（Get to know BROAD within 3 minutes）
For a new startup company, perhaps profit is most valued. For mid-sized companies similar
to us, the scale is more important. However, BROAD is a company distinguished by products,
service, and management that are guided by values. So what sort of enterprise does that make us?
It is in an era of social transformation in China plagued by vague moral standards that BROAD has
been sticking to the principle of 7 “Nos”& 1“without”which reads: no environmental pollution,
no technology plagiarism, no customers cheating, no vicious competition, no chain debts, no tax
dodging, no bribery, and without malicious conscience. Here, we believe that our morals are more
important than competition.
It is in an era of sprawling operation that BROAD has been sticking to developing
technologies merely beneficial to mankind, sticking to only what it is good at, namely good
products others cannot make and quality service others cannot provide. Here, we believe that
responsibility is more important than growth.
It is in an era of global warming, environment deterioration, and ozone depletion that
BROAD specializes in CFC-free & most energy efficient “non-electric air conditioning” and
cooling-heating-power (CHP) system, refusing the temptation from the electric air conditioning
market, promoting widely building thermal insulation, trying to cut 80% of air conditioning sales
to customers. Here, we believe that environmental protection is more important than profit.
It is in an era of deteriorating air quality increasing diseases worldwide that BROAD has
abandoned its practice of ROI, invested huge human resources & capital in developing super air
purification & micro air detecting technologies. Human health is just as important as our own.
It is in an era of accelerating urbanization and low energy efficient building
construction that BROAD has challenged the conventional building tradition, developed globally the
most energy-efficient, the safest & healthiest factory-made sustainable buildings, taken the risks
commercially, able to demonstrate the colossal complex integrated all urban functions. The future
of the human race is more important that the future of us individuals.
It is in an era of indifferent interpersonal relationships & chaotic business ecology that
BROAD has been focusing on caring for employees, being royal to customers and being fair to
vendors. Friendship is more important than gains and loss.
CEO Office BROAD Group
Written on August 30, 2003
Revised on January 17, 2013
