Shaanxi Blower: Creating a Centennial Foundation with Cultural Reengineering
Shaanxi Drum (Group) Co., Ltd. has a strong cultural heritage and is currently undergoing a comprehensive cultural reconstruction to build a lasting foundation for its long-term development. According to an official from the company, "Cultural reconstruction is crucial for Shaanxi Drum to create a solid base that can last for centuries."
In the early 2000s, the company's annual output value was only 300 million yuan. However, since 2001, it has steadily grown, crossing key milestones such as 700 million, 1.3 billion, 2 billion, and eventually reaching 2.5 billion yuan. This impressive growth is closely tied to the company’s core values: persistence, competitiveness, self-confidence, upward striving, and a commitment to goodness. Yet, as the company expanded, its leaders noticed a growing issue — some employees developed a passive mindset, relying too much on the company without taking initiative. This attitude risked slowing down progress and reducing operational efficiency.
To address this, Shaanxi Drum initiated a corporate culture reconstruction project in 2005, building upon its existing traditions. One of the first initiatives was a series of gratitude activities. The company believes that gratitude should be extended not only to society, the government, and customers, but also to employees, parents, and teachers. To show appreciation, Shaanxi Drum implemented various programs, including staff training, regular health checkups, special rest periods for key employees, distribution of event supplies, and fun recreational activities. These efforts significantly boosted employee loyalty and a sense of belonging.
Through these gratitude campaigns, employees began to view gratitude as a fundamental part of their daily lives. As one company leader explained, "Gratitude is more than just a practice — it's a spiritual product. We want to make 'gratitude culture' the mainstream within our organization. We believe it will support our development and become a vital part of our brand identity and cultural strategy."
Alongside the gratitude movement, Shaanxi Drum also introduced a corporate credit system, embedding integrity education into its cultural transformation. The company launched policies like the "Employee Credit System Construction and Implementation Measures" and "Employee Credit Achievement Archives," encouraging employees to act with honesty and responsibility. This helped foster a culture where trust and credibility became personal values.
Although the cultural reconstruction is still evolving, the company is confident that these efforts will lay a strong foundation for its sustainable growth. By focusing on both cultural values and ethical behavior, Shaanxi Drum aims to build a resilient and forward-thinking enterprise.
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