Focus of the brand strategy of Jinchuan Group: brand vision, brand mission, brand positioning, core values of brand, brand characters, brand slogans and brand framework.
Brand vision
Jinchuan Group strives to become a solution service provider and a world-class supplier of nickel, copper, cobalt, rare and precious metals and related new materials products.
Jinchuan gives priority to the industrial development of nickel, copper, cobalt, rare and precious metal, and new materials, with other industries developing independently. At the same time, the company focuses on traditional advantageous products of nickel, copper, cobalt, rare and previous metal, and new materials industries, as well as on products that have a wide-range of application scenarios, high technical content, high quality and high added value.
The role of product supplier guarantees the scale of Jinchuan’s business, while the role of solution service provider contributes to the strengthening of maintaining business relationships and the group's bargaining capability, and extends the value of the Jinchuan brand.
At the same time, the core connotations of world-class enterprise include: first-class scientific and technological innovation, first-class product quality, first-class service guarantee, first-class green and environmental protection, first-class efficiency, and world-class scale and a global market layout.
Brand mission
Jinchuan takes leading the industrial innovation and progress of nickel, copper, cobalt, rare and precious metals and related new materials worldwide as its mission.
Jinchuan's industrial development of nickel, copper, cobalt, rare and precious metals and related new materials is based on global resources, markets and technology, in a bid to enable the company to take the leading role worldwide.
Moreover, the mission of industrial innovation and progress demonstrates the responsibilities shouldered by Jinchuan’s staff. Through scientific and technological innovation, Jinchuan Group has contributed its wisdom to social development.
Brand positioning
Jinchuan provides comprehensive solutions for nickel, copper, cobalt, rare and precious metals and related new materials with advanced technology and quality for business partners who pursue industrial innovation and progress.
The target customers of Jinchuan are downstream industrial enterprises of nickel, copper, cobalt, rare and precious metals and related new materials, who share the same values and goals as Jinchuan, namely being committed to industrial innovation and progress, and pursuing other "value" rather than focusing only on "price".
The common value of products covered by Jinchuan is characterized by high technology content, excellent quality, and being in the leading position in the industry.
The Jinchuan brand is not only a supplier of products, but also can provide customized and comprehensive solutions for nickel, copper, cobalt, rare and precious metals and related new materials according to the specific needs of customers, so as to help customers achieve a competitive advantage.
Core values of the brand
The core values of the Jinchuan brand include leading technology, leading quality, leading service, "platformization" and internationalization.
Leading technology is the first core value of Jinchuan, focusing on traditional competitive products and new material products with high technology content, high added value and high market prospects. It takes core technology breakthroughs and technology "moat" construction as its direction, using "technology" as a source of continuous improvement of profitability and industrial influence.
Leading quality is the foundation for the survival and development of the Jinchuan brand. Achieving the leading quality in the industry is a common feature of the products covered by Jinchuan. At the same time, gradually optimizing and adjusting products not only maintains high quality in the long term, but also promotes Jinchuan to focus on the most promising market segments of the product category.
