CMPort Brand Philosophy¹

Brand Positioning: A World-Leading Port Service Provider
Inheriting China Merchants Group's historic mission "to Lead the Times with Business Success," CMPort has, since its inception, maintained an unwavering commitment to high-quality service, global perspective, and comprehensive business development. This approach has enabled the company to progressively establish industry-leading competitive advantages and create greater value for global clients. As our brand positioning, "A World-Leading Port Service Provider" clearly defines our core values, service objectives, and global competitiveness, demonstrating our determination to pursue excellence and our capability to deliver comprehensive, reliable, and innovative services to global clients. This positioning serves not only as our brand statement but also as our corporate slogan and, more importantly, as our strategic objective and value commitment.

First and foremost, our commitment to high quality serves as a foundation for our world-leading position, signifying that we have established quality development as our fundamental requirement. This commitment is founded on excellence in service standards, advanced technological innovation, and lean management, ensuring superior client experience. Through rigorous quality control, robust compliance and risk management systems, and continuously optimized service processes, we ensure the delivery of stable and reliable solutions to our clients. The pursuit of high quality is reflected not only in efficient and precise client service but also in our heightened attention to safety, environmental protection, and sustainable development, actively fulfilling our social responsibilities.

Furthermore, "world-leading" emphasizes our premier position and influence in the global port industry. The company maintains a long-term dedication to developing modern port and logistics infrastructure, researching advanced port innovation technologies, and establishing a global service network. Through continuous innovation and benchmarking against top international enterprises, we constantly enhance our competitiveness, striving to become an industry benchmark, demonstrating our global vision and forward-thinking mindset.

Finally, our position as a "port service provider" reflects our strategy of specialized diversification. Beyond traditional cargo handling, warehousing, and logistics services, we offer port digital technology, engineering management, and other value-added services. This comprehensive service capability enables us to meet multifaceted client needs, optimize service chains through intelligent and digital means, and further enhance client experience and service efficiency.

Brand Vision: WE CONNECT THE WORLD

As our brand vision, "WE CONNECT THE WORLD" embodies our commitment to bringing the world into closer connection regardless of geographical distances, achieved through excellence in service, global deployment, and continuous innovation by CMPort. This vision bridges distances between people and goods in our global village. As a core node in trade, logistics, and supply chains, CMPort facilitates global trade flows and builds efficient logistics channels, achieving sea-land connectivity and information exchange while empowering global supply chain synergy through new productive forces, creating and sharing a smart port ecosystem with global clients and partners. This reflects CMPort's mission to maintain strong foundations in China while connecting and serving the world, emphasizing an efficient, convenient, and warmly human-oriented service experience.
This vision reflects the company's long-standing commitment to internationalization strategy, dedicated to establishing diverse partnerships and becoming a crucial node in global trade chains, truly transforming distant lands into close neighbors. Through global deployment, CMPort eliminates distance as a constraint, providing high-quality services to global clients through state-of-the-art port logistics facilities and delivering efficient connectivity for global markets through innovative supply chain solutions.

This vision reflects the company's business values of creating sustained value for clients through collaborative innovation and efficient service, practicing the principle of sharing economic development achievements with global clients. Guided by three strategic drivers - "Global Presence," "Lean Management," and "Innovative Transformation" - the company builds a precise, highly resilient, and sustainable value-added service system covering the entire process of cargo handling, transportation, and warehousing, with digital enablement as the foundation, intelligent transformation as the pathway, and green leadership as the direction. Through dual-dimensional connectivity of physical infrastructure and digital platforms, the company not only achieves full-chain value creation in cargo transportation but also ensures service precision and quality reliability in information exchange, focusing on building a high-quality comprehensive port service system.

Finally, this vision emphasizes that beyond reducing physical distances, CMPort focuses on building connections through emotion and trust. While consistently pursuing service excellence, the company maintains a client-centric approach, emphasizing warm and humanized service experiences to establish security and trust for clients, working alongside partners to create a symbiotic and win-win port ecosystem. Through building an employee growth and care system, the company promotes the integration of diverse cultures and the inheritance of collaborative spirit; through deepening long-term community cooperation mechanisms, it actively fulfills social responsibilities and injects momentum into regional sustainable development, ultimately achieving harmonious coexistence with stakeholders and building a sustainable value community characterized by neighborly partnership and mutual support.

Brand Values: Client Centricity, Win-win Prosperity, Innovative Resilience, Pioneering Leadership, Unwavering Excellence

Client Centricity underscores the company's high regard for client needs and experiences, placing clients at the core of development while maintaining a steadfast client-centric approach through the delivery of premium products and services that meet client expectations. This value represents not only respect for clients but also a sense of responsibility toward them, requiring attention to client experience at every touchpoint to ensure smooth processes, efficient communication, and thoughtful service delivery. It further emphasizes the importance of listening to client feedback and incorporating client needs into product development and service optimization, continuously enhancing satisfaction and loyalty. The value demands that company employees consistently prioritize client interests in their daily operations, fostering long-term trust through high professional standards and genuine engagement. This approach ultimately builds deep emotional connections between the brand and its clients, establishing strong market reputation and competitive advantage.

Win-win Prosperity embodies the company's core concept that collaboration creates value. This principle applies both to internal cooperation among employees and extends to relationships with clients, partners, stakeholders, and society at large. It requires the company to uphold principles of fairness and justice, establishing trust-based long-term relationships with partners to generate synergies and create greater value through resource sharing and complementary strengths, enabling mutual growth. In serving clients, the company places high priority on client success, viewing it as a crucial element of its own development. The principle emphasizes the fulfillment of social responsibilities, working with various sectors of society to promote sustainable development and create a win-win ecosystem, positioning the brand as a bridge that benefits all parties.

Innovative Resilience reflects the company's relentless pursuit of innovation and self-enhancement, emphasizing the importance of perseverance in the face of challenges and demonstrating determination to maintain competitiveness and adaptability amid industry transformation. This value requires maintaining keen sensitivity to innovative concepts and technologies, actively applying innovative tools to optimize products and services, and continuously driving reform and innovation in business management. While adhering to risk management principles, the company demonstrates courage in seeking opportunities within challenges, approaching market challenges with pioneering thinking. It demands strong internal growth momentum and a high sense of responsibility, committed to building a learning and innovative organization that maintains industry leadership through continuous learning and advancement, creating higher value for clients and society.

Pioneering Leadership embodies the company's excellence in industry leadership and forward-looking requirements, playing a pioneering role in the industry and meeting unknown challenges with courage and wisdom to drive continuous innovative development. This value demands not only innovative consciousness but also the courage to stay ahead in technological research and development, market strategy, and service models, winning market leadership through originality and distinctiveness. It requires precise insight into future trends and the ability to maximize opportunities despite limited resources.

Unwavering Excellence embodies the company's pursuit of perfection and ultimate quality, representing not just a goal for services and products but an attitude and responsibility, meaning the company strives for the highest standards in every detail of products, services, and operations. Through precise understanding of client needs, strict quality control, sustained innovation investment, and lean management, the company consistently exceeds market expectations while continuously enhancing service quality and client satisfaction. This value calls for the company to inspire employees and organizations at all levels to constantly break through limitations and surpass current achievements, fostering a high-performance culture and driving the company to become a benchmark force in industry development.

Brand Value Proposition: Global Presence, Lean Management, Safety & Efficiency, Smart Sustainability, Social Responsibility

Global Presence embodies the company's worldwide vision and internationalization strategy. CMPort demonstrates keen ability to capture global market opportunities, continuously optimizing its global port network to enter diverse regional markets, meeting multifaceted demands while achieving efficient resource allocation and broad market coverage. Through effective international coordination, the company delivers seamless global service experiences to clients while steadily enhancing its industry position among global port operators. The company adapts to various regional characteristics including social, economic, legal, cultural, and environmental aspects, establishing strong relationships with local stakeholders to create a sustainable global ecosystem.

Lean Management embodies the company's focus on high-quality development, integrating lean principles throughout corporate management processes with the goal of optimizing resource allocation and strengthening resource efficiency, continuously enhancing corporate profitability and management capabilities. The company adheres to a market demand-oriented approach, deeply analyzing client needs and changes, strengthening resource adaptability, and promoting rational utilization and value enhancement of corporate resources. Based on business requirements, CMPort continuously optimizes operational frameworks and processes, establishing an integrated business system where operational resources can be measured, costs quantified, efficiency visualized, and benefits assessed. This drives the enhancement of operational resource efficiency and promotes systematic improvements in effectiveness across the entire service delivery chain.

Safety & Efficiency represents fundamental requirements for service quality and operational management, while embodying responsibility for the safety of employees, partners, and society. The company maintains safety as the foundation and high efficiency as the objective in delivering products and services, creating stable and reliable experiences for clients. Quality and safety standards are strictly upheld throughout all operations, with the company establishing comprehensive operational safety systems, security frameworks, and emergency response mechanisms to effectively prevent major safety risks and ensure the security and trust of all stakeholders, including employees and partners. Through continuous process optimization, technological innovation, and lean operations, the company achieves optimal efficiency in services and products.

Smart Sustainability demonstrates the company's strong commitment to innovative technology and digital development, as well as its dedication to environmental protection and sustainable development. The company positions innovative technology and digitalization as core strategies, enhancing operational efficiency and service quality through intelligent technologies while developing adaptive solutions to meet evolving market demands. Through sustained investment in technological research and development, CMPort drives industry-wide technical advancement and standard innovation, establishing core competitive advantages. The company integrates environmental considerations throughout its operational processes, building a low-carbon energy system through energy-efficient technologies, clean energy, and eco-friendly materials, while strengthening resource recycling and ecological protection. By balancing economic and ecological objectives, the company leads sustainable development in the industry.

Social Responsibility reflects the company's deep commitment to humanitarian care and public interests. While pursuing commercial success, CMPort proactively fulfills its social responsibilities, actively assuming obligations toward key stakeholders including shareholders, employees, clients, and communities, striving to create value for society. The company is dedicated to advancing public welfare, having established a comprehensive system of philanthropic initiatives, proactively communicating with communities, responding to public needs, and building bonds of mutual trust, achieving the organic integration of corporate development with local community wellbeing. CMPort conducts multi-level, multi-domain public service and charitable support programs, responding to public concerns through concrete actions while enhancing social welfare.

¹ The interpretation of the company's brand philosophy shall be based on the Chinese version as the standard reference; the company authorizes the Office of the CMPort Brand Enhancement and Leadership Initiative Working Group to be responsible for the interpretation of this document.