BROAD Philosophy

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


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