Inside the company, sincerity is a basic norm for us to deal with the relationships between the enterprise and the staff as well as each staff and others. We advocate trying hard to create two-way loyalty between the enterprise and its staff on the basis of mutual sincerity.

Never giving up is an essential element dissolved in the blood of Ruihua’s development. Through the whole journey, we’ve deposited a fundamental way of thinking: after determining a development direction, we focus all our energy and ability on the attainment of the goal. By virtue of eagerness for future success, we study hard at work, regarding the problems and difficulties existing in process as opportunities for improvement and learning.

Customers are a foundation for our existence, and "first" reflects our respect for customers. We consider customers to be the one we rely on for a living, because without customers, we would have nothing. We’re not a pure coal trader, neither do we sell coal to customers simply. What we pass on to customers is the most cost-effective industrial thermal energy solution, and we pursues customers’ final satisfaction with our sincerity and professional strength.

We need comprehensive but not local, entire but not individual, as well as deep and lasting but not superficial and temporary reforms and innovations. We conduct reforms and innovations for the main purpose of perfecting modern enterprise system, enhancing enterprise core competitiveness and boosting business performance by setting up a "market competition-oriented, customer-centered and benefit-targeted" operation pattern.