China Mobile Corporate Culture

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China Mobile Corporate Culture

The core connotation of China Mobile Communications' corporate culture is "responsibility" and "excellence", that is, to With "righteousness" and "enhancement of people's livelihood", we should be an excellent corporate citizen that benefits the world, fulfills our responsibilities and makes continuous progress.

China Mobile's corporate culture concept system

Corporate values: Zhengde health and perfection and perfection

Corporate mission: Create a world of unlimited communications and be a pillar of the information society

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China Mobile’s vision: to be the creator of excellent quality

China Mobile’s core values ??are “honesty, integrity and excellence”

The company’s values ??are the company’s long-lasting and The most fundamental belief is the common value pursuit, value evaluation standards and spirit advocated by the enterprise and each of its members. Whether for the enterprise as a whole or individual employees, values ??serve as a yardstick, always measuring our own meaning of existence and behavior.

China Mobile’s core values ??are “morality, welfare, and perfection.”

(1) Origin

In the long cultural history of the Chinese nation, the sense of responsibility of "carrying things thickly" and the self-improvement of "keep walking" have always been imbued in China The deepest humanistic spirit in this land has become the source and strong driving force of the Chinese nation’s endless life for five thousand years.

Since the people of China Mobile took the brave and solid first step, shouldering responsibilities diligently and unswervingly pursuing excellence have become our two eternal spiritual main lines, which run through Our down-to-earth actions at every step - building countless base stations, building tens of thousands of kilometers of transmission, building high-quality networks, providing first-class services, and building high-quality brands... have left a profound mark on China Mobile's growth, development and expansion. . Through the accumulation of history, cherishing and passing on the mind of taking responsibility and the spirit of pursuing excellence are our tribute to the past years and the glorious inheritance.

In today's fast-moving world, the development of economy and technology, the evolution of social structure and culture, the telecommunications industry is facing increasingly global competition, continuous technological updates, increasingly complex consumer market demands, etc. challenge. Having the mind to take responsibility and the courage to pursue excellence are the requirements of the times for China Mobile. It is also China Mobile's independent choice to seize current opportunities, give full play to its competitive advantages, and continue to maintain its leadership. This also means that in a future where competition is more intense and diversified, China Mobile will continue to use the selfless spirit of "bowing down and willing to serve as a coward" as the rudder, and the heroic ambition of "hanging sails directly on the clouds to help the sea" as the oars. To carry forward and realize China Mobile’s dream of everlasting business, contributing to society, and promoting the progress of human civilization. In this sense, "morality, health, and the pursuit of perfection" are the best embodiment of China Mobile's inherent beliefs and spirit.

The value concept of "righteousness, good health, and achieving perfection" has been established for thousands of years and complements each other. The expression "Zhengde, health, and perfection is achieved" is concise and concise, with far-reaching and broad implications. It not only inherits the profound cultural heritage of "body, country, and world" in China's long history, embodies the accumulated civilization of the Chinese nation, but also demonstrates China Mobile's social zeitgeist of pursuing excellence and shouldering responsibilities not only embodies China Mobile's unique characteristics, reflects the characteristic core connotation of the cultural system, but also explains China Mobile's lofty beliefs and expresses the ideals and mind of China Mobile people. , which integrates the modern development concept of China Mobile people, is the carrier of our sacred sense of responsibility and the story of our pursuit of excellence.

(2) Connotation

“Honoring people with integrity and achieving perfection” not only embodies China Mobile’s unique characteristics, but also explains China Mobile’s historical beliefs. "Righteousness, welfare, and the pursuit of perfection" requires us to put people first and build a team that takes responsibility for "righteousness." It requires us to become an excellent corporate citizen who benefits the world by "benefiting people's livelihood" and assumes social responsibilities. It requires us to Cultivate the temperament of excellence and continuous improvement, and forge the spirit of having the courage to challenge yourself and dare to surpass yourself.

Zhengde Health and Welfare

The phrase "Zhengde Health and Welfare" comes from "Shang Shu Dayu Mo": "Morality is good governance, and government is to nourish the people. Water, fire, metal, wood, earth, "Gu Xiu Xiu, righteousness, utilization, welfare, harmony, nine merits but narration, nine syllables but songs" is a humanistic spirit that has been passed down for thousands of years in China, and is a moral sentiment with "responsibility" as its core essence.

"Morality" refers to the requirements and standards for individual character, cultivation, and behavior. "Zhengde" refers to "righteousness", which means that people's behavior must comply with moral requirements and assume their respective responsibilities and obligations. , expresses the individual’s highest requirements for oneself, and is filled with people’s strict sense of responsibility for themselves.

"Sheng" refers to the people's livelihood, and even all life, while "housheng" refers to "thriving for the people's livelihood", which means respecting, caring for and treating the people's livelihood and all living things with kindness, which embodies a kind of care. People's livelihood, and the sentiment of helping the world.

"Zhengde" emphasizes individual responsibility and self-restraint, while "welfare" emphasizes social responsibility and contribution to society. "Zhengde Wensheng" integrates traditional Chinese culture and China Mobile's modern corporate spirit. From a spiritual level, it embodies the self-positioning and choice of China Mobile people who desire to take on important responsibilities.

“Ethical ethics, welfare and well-being” is China Mobile’s code of conduct and responsibility. Employees of China Mobile must take "responsibility" as the foundation for their livelihood. China Mobile advocates a conscious awareness of responsibility throughout the group and encourages conscious behavior to take responsibility. China Mobile will handle its relationships with users, governments, partners, competitors, suppliers, employees and other stakeholders in a responsible manner. This is China Mobile's demonstration of its own value as an enterprise by taking responsibility.

“Ethical ethics, welfare and welfare” is China Mobile’s social responsibility declaration. The development of China Mobile is based on the overall economic development of society. China Mobile will have a high sense of social responsibility, care about society and people's livelihood, pay attention to people's welfare, be an excellent corporate citizen, and repay the society through various practical actions. China Mobile will pay attention to and try its best to meet the reasonable aspirations and practical needs of people and society, give full play to its corporate advantages, share the richer and more convenient high-quality life brought by communications to mankind, and make continuously innovative scientific and technological achievements contribute to the harmony and rapid development of the entire society. Providing assistance for development demonstrates China Mobile’s long-term vision and solid ambition.

Achieve perfection

"Achieve perfection" comes from "The Great Learning": "The way of a university lies in being clear and virtuous, in being close to the people, and in striving for perfection." This is It is a career philosophy that has existed since ancient times and has many adherents. It is a pursuit of a realm with "excellence" as its core essence.

"Zhi" means "reaching". "Zhen" also means "reaching", and "Zhen" also means "continuously tending and constantly approaching". Using "Zhen" to replace "Zhi" expresses a spirit of continuous progress, continuous transcendence and never-ending. "The highest good" is the most complete and perfect "ideal state". "Achieving perfection" demonstrates an "enterprising" mentality that never stops innovating and transcending, and a lofty spirit that tirelessly pursues perfection and perfection. It declares China Mobile's self-positioning to become a recognized model of success. .

"Achieving perfection" is a state, a state of continuous improvement and continuous transcendence. China Mobile's process of "reaching perfection" is a continuous improvement process of continuous progress, exploration, innovation, and self-transcendence. It will eventually lead China Mobile to become a benchmark for other companies to learn and catch up with.

"Achieving perfection" is a state, a state that strives to achieve perfection according to the inherent standards of things. The pursuit of perfection is the internal driving force behind China Mobile's continuous improvement and development, and its transformation from bigger to stronger. It means that China Mobile will pursue perfection and extremes with a fearless spirit, not lingering on the glory of history, and dare to face future competition. It will continue to create history in a larger geographical scope, in unlimited technical fields, and in a longer time dimension. of splendor and height.

"Achieving perfection" is a kind of position, a kind of leading momentum. It declares China Mobile's self-positioning in the future communications industry and even the global industry, which is to strive to take the lead among global companies. Through unremitting efforts, we have become a model recognized by peers and even all enterprises.

“Zhengde, health, and perfection” is the core of the characteristic culture formed in the development process of China Mobile. It is our soul. It embodies China Mobile’s “worry about the world first, and the world later.” The broad mind and sense of responsibility of "being happy and happy", and the enterprising fighting spirit and outstanding spirit of "God moves vigorously, and a gentleman strives to constantly strive for self-improvement".

(3) Commitment

Adhering to the belief of "honoring people with integrity and striving for perfection", China Mobile has a responsible mind and a spirit of pursuing excellence, and takes practical actions to serve customers and Shareholders, employees, partners, competitors, and the public solemnly promise:

Commitment to customers: To be a mobile information expert providing customers with excellent quality. China Mobile's eternal goal is to create products and services of excellent quality, and customer orientation is its operating principle. In the future, the focus of user demand will extend from "communication products" to "information services". This not only means that the field of demand has been expanded, but also that the level of demand has been deepened. China Mobile will proactively adapt to new needs, new competition, and new environments, use more innovative thinking and more efficient processes to develop more attractive products, provide better services, and meet the needs of diverse users in a timely, full, and continuous manner. , personalized and informatized needs, and create high-quality mobile information services with the spirit of "experts" to add color to human life, study and work.

Commitment to investors: Be the most valuable creator. Since its inception, China Mobile has adhered to the principle of integrity, highly respects the rights and interests of all investors, treats investors' entrustments with a high degree of responsibility, provides fair and transparent information, abides by laws and regulations, and establishes and follows an effective governance structure. China Mobile will strive to achieve the optimal allocation of resources, create and maintain excellent performance, always be at the forefront of industry development, ensure the preservation and appreciation of corporate value, return the long-term interests of investors, and win the trust of shareholders by enhancing their confidence.

Commitment to employees: Be the best stage for employees to realize their life value. Without satisfied employees, there will be no satisfied customers; without the cohesion of people's hearts, there will be no development of the enterprise. China Mobile has always adhered to the management philosophy of employees and the company growing together, with a people-oriented humanistic perspective, paying full attention to the value and differences of people, taking respect as the basis and core of human resource management, and maximizing understanding, care, trust and Improve employees, create appropriate development space for employees, help employees realize their self-worth, promote their talents, and create greater value for enterprise development and social progress.

Commitment to partners: Become the core force leading the harmonious development of the industry. Modern industrial competition has transformed from individual competition between enterprises to overall competition among value chains. The comprehensive strength of the industrial value chain plays a key role in the competitive advantage of enterprises. China Mobile will establish a mutually beneficial and win-win business mechanism, cooperate extensively with all links in the value chain, establish a closely interactive communication mechanism, consolidate and develop healthy and harmonious partnerships among industry players, and build the most powerful and solid partnership in the industry. The industry alliance promotes the formation of an "infinite communications world" with outstanding leadership and a strong sense of responsibility, leading and promoting the healthy and sustainable development of the entire industry.

Commitment to peers: Become a leading operator that promotes healthy competition and promotes mutual development. China Mobile fully respects its peers in the industry and abides by competition rules. China Mobile regards its peers as mutually reinforcing industry partners and always adheres to the principles of fairness and justice, and engages in active and constructive competition with them within the framework of telecommunications laws, regulations and market rules. We promise to work with our peers to maintain a healthy market order, promote market standards, establish a fair and orderly space for the survival and development of the industry, and enhance the overall industry through fair and reasonable competition methods and open and transparent communication and resolution mechanisms. values ??to achieve mutual promotion and harmonious development among peers.

Commitment to society: Be an excellent corporate citizen. "Corporate citizenship" is an important part of building a harmonious socialist society and a necessary condition for the longevity of enterprises. In the process of seeking self-transcendence and achieving brilliant achievements, China Mobile has always considered the overall situation and promoted the comprehensive, coordinated and sustainable development of society as the basis and goal of corporate actions. China Mobile promises to always strive to be an excellent corporate citizen with sound character and respectable people. While shouldering basic business responsibilities and ensuring smooth communication, it also actively assumes social responsibilities and participates in public welfare undertakings such as environmental protection and education, with a never-ending career pursuit. Improve the quality of human life, promote scientific and technological progress and cultural prosperity, and serve a harmonious society.

China Mobile’s corporate mission is to “create a world of unlimited communications and be the backbone of the information society”

Mission is the carrier and reflection of core values, the reason for the survival and development of an enterprise, and a kind of enterprise The fundamental, most valuable and lofty responsibility and task, it answers the practical question of "what should we do and why do we do it?" The mission reflects the behavioral awareness of all employees of the company and is the source of motivation that guides and inspires all employees to persevere and strive for the company to continuously achieve new development and transcendence; the mission not only includes the tasks currently faced, but also covers China Mobile People's understanding and reflection on the past, as well as their expectations and judgments about the future, reveal the basic principles and ideas for enterprise growth.

“Creating an infinite communication world” reflects China Mobile’s strong sense of mission to strive to be an industry pioneer through the pursuit of excellence; “Being a pillar of the information society” reflects China Mobile’s responsibilities in future industrial development. Industry advantages and the mission of being the mainstay of social development.

Create a world of unlimited communication

Timely, sufficient and effective communication is a necessary condition for mankind to realize the maximum sharing of resources and for society to achieve intensive and rapid development. The development of the communication industry has helped humans gradually break down the time and space barriers to communication, making communication between people faster and more effective. A world of "unlimited communication" is the dream paradise of each of us. In a world without any communication restrictions and barriers, in a world where humans can communicate "anytime, anywhere, at will" and "communicate without limits", human beings can freely* **Share all knowledge and express all emotions freely. With its outstanding technology and talents, China Mobile regards creating and realizing the dream of human unity and "creating an infinite communications world" as its supreme corporate mission.

“Infinite” is a relative concept. With the progress of social civilization and changes in human life patterns, people’s demand for communication and their understanding of “infinite communication” are also constantly evolving. The development of human-human communication, human-machine communication, and machine-machine communication in the future world will inevitably exceed our current imagination, and the "ideal state of human communication" will inevitably be continuously improved as a result. However, no matter how the world changes, future communications will be more convenient, more flexible, more economical, more fashionable and more personalized, allowing humans to enjoy more of the fun brought by communications. China Mobile will make every effort to promote and realize this trend.

The goal of "unlimited communications" requires China Mobile to "act according to demand" and liberate communication subjects from the constraints of time and space. This means that it must have the ability to provide customers with seamless connections, anytime access, and intelligent terminal support, and be able to provide customers with unconstrained, end-to-end communication services.

The goal of "unlimited communications" requires China Mobile to "change according to needs" and liberate communication subjects from the constraints of form and media. This means that we must have the ability to provide audio and video multimedia information services, provide basic guarantees for various forms of information communication, and ensure the real-time, fidelity, and security of information exchanges.

With the courage and courage to “create a world of unlimited communications”, China Mobile serves as a pioneer in leading the formation and development of a new world of “unlimited communications”. China Mobile will always stand at the forefront of technological development and changes in market demand, keep the changing situation in mind, proactively create new business models and solutions, and exert its creative influence in technological progress, operation model evolution, and market consumption evolution. It plays a guiding role and becomes a well-deserved traction in the development of the industry and market.

With the talent and spirit of “creating a world of unlimited communications”, China Mobile serves as the backbone of leading the harmonious development of the ideal realm of “unlimited communications”. In the future development process of the new world of personal communications, China Mobile will not only maintain its excellent performance, but also promote the healthy and harmonious development of the industry. China Mobile does not seek exclusive oligopoly of the industrial value chain, but pursues the continuous improvement of core competitiveness. Through efficient organizational control, it coordinates R&D, manufacturing, application, consumption, service support and other forces to jointly promote the industry. progress. China Mobile will use an open attitude to gather the strength of the entire industry to turn the dream of creating a new world into reality.

"Create a world of unlimited communication", create a new lifestyle, provide rich life content, improve the quality of human life, so that busy and tired modern people can enjoy the happiness of unlimited communication anytime, anywhere, casually , is China Mobile’s unremitting and eternal pursuit.

Being a pillar of the information society

Informatization is an irreversible trend in today's economic and social development. To a certain extent, it has even become a measure of the international competitiveness and competitiveness of a country and region. An important measure of the degree of modernization and economic growth capabilities. This proves that the world has entered a new economic era dominated by the information industry. From a macro perspective, the accumulation and application of knowledge based on information technology will improve the quality of resources at human disposal and bring new impetus to economic development; from a micro perspective, the widespread application of information technology reduces the time and space constraints The restrictions brought about by social development will greatly improve labor productivity and become an "accelerator" for economic development. At the same time, information technology has created the basis for the widespread sharing of knowledge, making it possible for the large-scale sharing of human civilization. From the current astonishing development speed of information technology, we can foresee that informatization will become the main theme of world development for a long period of time in the future, and the information industry will always have an important influence on social development.

“Being a pillar of the information society” is the independent choice of the confident people of China Mobile. It is also the arduous responsibility given to China Mobile by the great historical transition of mankind from industrial civilization to information civilization.

The information society is characterized by the creation of wealth through the efficient transmission and application of information. The physical network resources operated by China Mobile are the infrastructure for information transmission, and the communication services provided are also the infrastructure for information transmission. Resources become the medium and means of wealth. Its perfect fit determines China Mobile's core positioning in the value chain, and also determines that China Mobile will play an important role in the process of moving towards an information society.

As a pillar of the information society, as an industry leader rather than a follower, it is necessary for China Mobile to continuously carry out business and system innovation, so as to lead and drive the society to develop in the direction of informationization. Become a pioneer and leading force in advancing the information society. China Mobile's technology, business innovation and operating model innovation will form a strong demonstration effect in the process of social informatization. We will attract information resource providers to create more and better information resources through an open network platform; through the guidance and promotion of diversified businesses, we will encourage consumers to use more efficient information exchange methods and obtain the information they need more conveniently. resources to transform information into wealth with higher efficiency.

As a pillar of the information society and an advocate of professional technology rather than a latecomer, China Mobile will continue to improve the level of network technology and the comprehensive capabilities of the network to provide society with better infrastructure and more effective solutions have become an important foundation and bridge for informatization. We will use efficient operations to ensure timely and smooth information communication. Through continuous improvement and innovation in operations, we will pass on the development of demand at the consumer level to the technical level, and pass the progress on the technical level to the consumer level, thus forming a virtuous cycle. , through its own progress and development, it drives and promotes the progress and development of the entire society, and continuously promotes society to move towards an information society.

A big market breeds big companies, and a big mission creates a big cause. China Mobile is destined to undertake the historical mission of "creating a world of unlimited communications and becoming a pillar of the information society." This is China Mobile's unshirkable historical choice.

Our mission is to allow everyone to enjoy the joy of communicating at any time, anywhere; to allow everyone to enjoy a more free and comfortable life than ever before; to let our human minds become increasingly broad. Open up; make the increasingly huge world easier to grasp; make our land a better home and country!

China Mobile’s vision is to “become the creator of excellent quality”

Vision is a staged ideal for corporate development and a reflection of the company’s implementation of its core values ??and mission. It is the medium- and long-term strategic goals that the company hopes to achieve and the development blueprint for its realization. The vision will change with the passage of time, market changes and corporate strategy adjustments. When a company enters a new stage of development, it needs to set a new vision and use new goals to guide the company towards new success.

(1) Inevitability

“Becoming the creator of excellent quality” is a free requirement of China Mobile’s endogenous corporate character. China Mobile has chosen the belief of "honoring people with integrity and striving for perfection", which determines that we must not only pursue the transcendence of quantity, but also achieve the forging of quality. Paying attention to and pursuing quality is the best way to express our responsibility to society and pursue excellence. China Mobile can only practice its values ??by creating excellent quality for society.

China Mobile shoulders the mission of "creating a world of unlimited communications and being the backbone of the information society", which means that we will always maintain high-quality pursuit of networks, services, and businesses. This is the foundation of "Infinite Communications" and also the foundation of "Infinite Communications" At the same time, only by pursuing high-quality beliefs and practices, leading the healthy development of the industry, and promoting the prosperity of the information society, can we be worthy of being the backbone and role model of the entire information society, and worthy of being the "pillar of society."

“Becoming the creator of excellent quality” is the inheritance and sublimation of the image of “mobile communications expert” that we have worked hard to build over the years. After years of hard work, China Mobile has the world's largest and best-quality wireless communication network, the world's largest customer base, a high-quality young and dynamic workforce, and has achieved "mobile The ability and image of "communications expert" have laid the foundation for China Mobile to create excellent quality. All the achievements we have made and the efforts we are making make us firmly believe that China Mobile is fully capable of becoming the world's best provider of communications services and businesses, and the best quality company in the world.

“Becoming the creator of excellent quality” is China Mobile’s focus in adapting to market demand, maintaining value growth, and achieving new leaps in the new environment. With the development of the information society, future communication consumption needs will gradually transform from simple product needs to complex quality needs. Operators can only focus on the functionality of products, the systematicity of services, the admiration of experience, and the fashionability of content. Continuous innovation in many aspects can form long-term differentiated competitive advantages, extend 2G advantages into the 3G era, and ultimately achieve new development leaps.

(2) Drive

The realization of excellent quality must rely on the excellent character of all internal and external factors. Excellent operating system, excellent organization and excellent people are indispensable driving elements for China Mobile to create excellent quality. Excellent operating system is the external manifestation of "excellence". It is through the excellent operating system that the excellent quality created by China Mobile is generated and delivered to stakeholders, contributing to improving the degree of social informatization and people's quality of life; Excellent organizations and people are the cornerstone of excellence. The overall capabilities formed by organizations and people constitute the core competitiveness of an enterprise. The behavioral style of enterprise organizations and people has influence. Only excellent organizations and outstanding people will have a true core. competitiveness and influence.

“Building an excellent operating system” means that China will strive to build a first-class communication network, a first-class operation support system, a first-class service system, a first-class marketing system, a first-class business development system and a first-class Enterprise IT systems.

“Building an excellent organization” means that China Mobile continues to achieve organizational self-transcendence and improvement, strives to form an innovative, efficient and harmonious learning organization, actively assumes social responsibilities, and becomes an outstanding social organism. components.

“Cultivating outstanding talents” means that China Mobile will be committed to cultivating people who are visionary, passionate, determined, diligent and pragmatic, honest and trustworthy, serious and responsible, respectful of others, willing to share, and professional. Talent team.

Excellent operating system, excellent organizational management, and excellent workforce will create China Mobile’s excellent corporate quality; and this corporate quality is what creates impeccable service quality and business quality. source of.

(3) Connotation

The core of becoming a creator of excellent quality lies in the goal of insight, exploration and satisfaction of customer needs, and the continuous improvement of all links in the enterprise value chain. Improvement is a strategy based on the systematic combination of people, organizations, and operating systems, starting from leading network quality, accurate billing systems, in-depth customer understanding, satisfactory customer service, innovative business products, trustworthy brands, etc. These aspects shape the excellent quality of China Mobile’s services.

Becoming the creator of excellent quality means that China Mobile must continue to lead in network quality. "Leading" here has both static and dynamic meanings, that is, leading "now" and leading "in the future". From a static point of view, it is necessary to achieve extensive and tight geographical coverage, fast and clear information transmission, and a stable and secure support system to ensure that customers can achieve barrier-free communication "anytime, anywhere, and at will" and "no matter where they are, China Mobile is always by their side" "Service Declaration.

From a dynamic perspective, it is necessary to be market-oriented, make forward-looking judgments and proactively grasp future network development trends, introduce new technologies in a timely manner, continuously improve the level of centralized network management, and strive to build a technologically advanced model that is ahead of competitors. Network, use advanced networks to drive leading businesses and services to consolidate long-term competitive advantages.

“Becoming the creator of excellent quality” means that China Mobile must use an accurate billing system to realize its commitment to respect customer value. The billing system must be able to adapt to the company's long-term business development, meet the actual needs of complex business diversified billing, and reflect China Mobile's long-standing respect for customer value and compliance with customer commitments.

“Becoming the creator of excellent quality” means that China Mobile must deeply understand customer needs and meet them in a targeted and high-quality manner. The customer needs here refer not only to actual needs, but also to potential needs; not only to group needs, but also to individual needs; not only to simple communication needs, but also to the rich and colorful communication needs in life. China Mobile will ensure a comprehensive and sensitive understanding of customers' lifestyles through its nationwide customer feedback network and customer demand understanding mechanism. In the future wireless world, China Mobile will promote the integration of communications and life through outstanding efforts.

“Becoming the creator of excellent quality” means that China Mobile must continue to abstract and refine the value of existing products and services, and create a classic brand worthy of customers’ permanent trust. Systematically forge a brand portfolio that is differentiated from each other but closely complementary, and continuously improve the overall brand planning based on in-depth customer understanding and market segmentation; in terms of positioning, we give different brands differentiated intrinsic characteristics for different target customer groups, enriching The cultural connotation of the brand; in terms of strategy, the brand is the main line and the marketing links of service, business, pricing and publicity are integrated.

China Mobile will be committed to using our high-quality creation and dedication to eliminate barriers to human communication, enrich people's lives, improve social production efficiency, promote the improvement of human life and social civilization, and enable people to fully enjoy A new world of free communication and comfortable living.