Shini’s Road towards Branding—Vision, Mission and Value

 

"The meaning of brand lies in Corporations advantage, brand force will become an intangible business position due to service or quality", quoted Philip Kotler, a marketing master.

 

For over 40 years in plastic auxiliary equipment manufacturing, Shini has been devoting to building an exclusive brand and trying to be "One-stop Shopping" solution supplier of auxiliary equipments.

 

How "SHINI" Trademark Develops

To date, Shini brand has more than 40 years of history since it built its brand in 1969. Starting from Chinese logo to English logo "SHINI", altogether Shini underwent three times of modifications.

 

 

This figure of logo, registered in 1995, stems from Shini initial production of Hopper Dryers. Thus it adopts the outline figure of product to give people visual sense and remind customers of Shini brand. Chinese characters "信易" stem from the management philosophy of "Focusing on Particular Business, Pursuing to be the World Leader". This trademark is thought the most conspicuous logo among industries and also it is the first corporate trademark at that moment.

 

 

 

In 1997, the birth of Shini logo in English was a result of distribution in Southeast Asia. The core of Shini products is Heating Elements so letters of "SHINI" is surrounded by redness and we declared for the first time that Shini put service in everything above.

 

"SHINI" actually is short for "Service Heartfelt is Namely Ideal", which rightly reflects the implication of Shini slogan for service.

 

Basically Shini tops Service as priority, which indicates Shini provides better service and better quality products with practical actions.

 

 

As Shini products being distributed around the world and local sales and service branches being established globally, Shini redesigned a current trademark which was globally registered in 2001.

 

The principle of being concise is the essence of design. The black font with thick strokes aims to outline the prudent and rigorous corporate image, also clearly illustrates the feature of machinofacture industry. Red and blue colors circulating around "S" means Shini is expert at the application of heating and cooling and application of recycling. The integrity of red and blue colors resembles the shape of Tai Chi, which shows that based on services, Shini never stops developing the advanced technologies and innovations to ensure good quality in a bid to be world leader.

 

The logo of Shini is demonstrated seriously and vividly with bringing out the best between stereoscopic and dynamic sense. Easy to remember, the strong feature of being symbolic is reflected through the mixing of Chinese and western culture.

 

Vision

To be an enterprise that is able to satisfy employees, customers, shareholders and the society also we strive to be the global leader of One-stop Shopping” plastic auxiliary equipments and solutions provider.

 

Shini is highly concerned over staff satisfaction because we know only by making employees content with company we as a result make our customer content with service. Customers content will be driving force of the development of company.

 

Starting from making heaters to manufacturing a wide range of plastic auxiliary equipments for past 40 years, Shini never stops its steps to provide the most comprehensive service and products as well as system solutions, and these efforts will lead us to be the global leader of "One-stop Shopping" provider.

 

Mission

Shini always asks itself that: "what are our missions?" That is, with the best services, we provide high cost-performance, reliable products and solutions; in the meantime, we provide opportunities for development both for employees and partners.

It can be concluded easily from the definition of vision above that Shini centers every routine on providing better service and quality, also Shini strives to make progress together with employees and partners with wholehearted devotion.

 

Value

Why should we make vision come true? This question brings us to an issue of "Value", which not only explores the presence of people. Going through two generations leadership, Shini successfully puts forward the value themselves:

Talent—we adhere to the faith of "People Oriented", recruiting and training personnel elaborately.

Responsibility—we put more stress on responsibility than on ability, which means we advocate fulfilling tasks with a high sense of social responsibility and devotion.

Satisfaction—we are always making effort to satisfy employees, customers and shareholders.

Integrity—we promote treating people with honesty and doing a legitimate business.

Implementation—we pursue perfection in every job, making them feasible and answered.

Innovation—by focusing on global plastic auxiliary industry, we know that continuous innovation is crucial to the development of corporation.

Quality—we put Quality above everything and everyone is involved in quality management.

Team—base on mutual respect and encouragement, both management and staff at all levels are closely working together.

Human resource department is in charge of training new staff on corporate culture, mission and value and CIS system. Through instilling these training, every new employee would acknowledge Shini culture and value to promote brand interior from the start.