As the market continues to trend lower and my year-to-date returns negatively for almost every counter, I decided to turn my attention away from the near term prices and re-focuses again on the fundamentals of the companies which I have invested in. I would look at their vision, mission statements, the direction and strategies used by these companies.
And this exercise should assist in me in position I will take on my portfolio which I would make in the coming weeks.
(a) Celestial Nutrifood
No explicit vision, mission statement is found in the company’s latest AR. However, in the corporate information, the company states that “The operating ethos of Celestial is to provide products of the highest quality”.
It seems that the company has been doing well in this sense. The company is the only soy bean manufacturer in Heilongjiang province to be invited to develop the Soy Bean Zone in 2004 and it has successful completed Phase 1 of the project. In 2007, Celestial’s brand “Sun Moon Star” (日月星) was awarded “Asia Top 500 Brands” (亚洲品牌500强) for its overall excellence and innovation in branding at the Second Asia Brand Ceremony (第二届亚洲品牌盛典). In addition, Celestial’s Executive Chairman and CEO Mr. Ming Dequan (明德泉) received the prestigious “Asia Brand People of the Year” (亚洲品牌年度人物大奖) award, for his entrepreneurial spirit and visionary leadership.
It seems to me that the company will continue to do well in the near term as it expands its product range since last year and with a higher acceptance of its product from both retail and industrial customers even after it has increased its selling price twice over the past year. While I continue to like this company, I might trim my holding if I need the cash for other counters.
To be a reputable, profitable and significant global original design manufacturer of furniture
We must be the most effective value-for-money manufacturer.
We must remain design-relevant.
We must invest in Research & Development.
We must ensure that our products remain affordable and accessible.
We must ensure we have the right people with the right skills.
We must deliver to our shareholders value and investment comfort.