Brand idea

 since the beginning of the 21st century, HELI enter a period of rapid development, in 2006, HELI has successfully become the top 10 in the world industrial vehicle. Today we put forward a new aim that to become the first class manufacturer in the world industrial vehicle industry and never stop our step on improving.

Brand vision

Enterprise mission: "HELI lifting the future" 

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Together with employees, customers, related shareholders, suppliers, ningxinjuli, work together to create more relaxed, more efficient, more environmentally friendly transport equipment, continuously improve the quality of human life and work.


"HELI lifting the future" as our mission, first represents a responsibility. As the first brand of Chinese forklift industry, HELI responsibility undertakes the responsibility of industry to enhance the international status; second is the future development of enterprise and industry confidence. Chinese as the first big market, we should have the international first-class brand, first-class enterprises and first-class products; third is to unite all forces, together to force national brands to grow bigger and stronger, to achieve rapid increase, as soon as possible into the international field of the first group of industrial vehicles.

Corporate vision

" hundred years HELI,  world top five"

  • world top five

  • hundred years HELI

HELI aim to enter the world top five in global vehiclesindustrial as short-term goal, determined to become a world-class, everlasting enterprises.


Hundred year HELI  is our definition of the concept, the world's top five is the goal of our quantitative. HELI people  work step by step and constantly strive for progress, and gradually expand the business bigger and stronger. Since the beginning of the new century, HELI has entered a rapid development period, in 2006, the world's top ten forklift industry. Today we put forward into the world's first group of forklift industry, to enter the world's top five goals, is the history of our glorious heritage, but also the pace of HELI people will never stop!

   
Since the birth of HELI, carrying a lot of people's hope. HELI vision is the inevitable requirement of the enterprise mission, is the leader of the high expectations of HELI, is the industry serve the country's social responsibility, is to customers, employees, shareholders, suppliers and the public over the years, is beyond their own to be world-class incentive. Try to enter the world top five forklift industry, will work together to create a world-class brand, in order to achieve hundred years together.

Core values

" People oriented  return society with high quality product"

“People oriented” means HELI take its employees, customers, shareholders and related partners as fundamental, and strive to achieve long-term development and profit maximization. 


Respect and rely on our employees, achieving staff loyalty. The company has become a trustworthy place for employees, employees grow up at HELI and become a useful person and contribute to company sustainable development.


Take “continuously improve human work and life quality” for the purpose, HELI always make efforts to develop materials handling equipment more relaxed, efficient and environmental friendly. Starting from the spare parts, HELI create refined products to replay the society, maximally satisfy customer requirements. We believe: New product must be refined product, and new product is also the extension of the refined product. “Repay the society with refined products” is the extension of “People oriented”, it is also a guarantee to defend related partners’ interests. Moreover, it also reflects that HELI fully fulfill its social responsibility.

Repay the society with refined product

Refined product is the extension of new products. On one hand, it reflects all products and services HELI provided are in high quality, on the other hand, it reflects our management level and other works are all in high quality. Use refined products to repay the society is the need of social development, is the need of development of customer requirement, also the fundamental of company development. 


Focus on enterprise brand image maintenance, developing together with shareholder, customer and partners by using practical action, which also the requirements of enterprise mission. Return society by using refined products, maximally meet customer needs, promotes staff progress, make development together with upstream and downstream customers / suppliers.

Enterprise spirit

Be realistic, innovative, united, and effective

  • realistic

    Be realistic, is the cornerstone of HELI continued to move forward, is constant pursuit of honesty by HELI staff.

  • innovative

    Be innovative, is the driving force of HELI’s self-transcendence. The focus in people’s innovation, the key is to create an environment that everyone is innovative, using innovation to pursuit development.

  • united

    Be united, is the inexhaustible source of HELI’s power. HELI emphasizes be united among leaders, employees, departments, upstream and downstream suppliers, integrate personal and collective interests together.

  • effective

    Be effective, is HELI’s constant pursuit, which include pursuit high efficiency, high effect and high profit. Using advanced production, product and service to improve HELI products market share. Return shareholders, country, society and all employees by high profit.

Enterprise style

meticulous, fast operation.

Enterprise style refers to employees’ altitude, emotion, confidence, habit and responsibility to work. 

“Meticulous” stands for employees’ awareness of dedication to their work. “Fast operation” requires company’s all decision making, production, sales and other aspects should keep up with the actual market development. 

“Meticulous” requires everybody at HELI keep strong sense of responsibility and honesty from every little works in our life. Make every employee establish self-esteem, provide opportunities to every employee, and make every employee wish take challenge. Make every employees have personal value and organisational value, the company will become a place full of fun, encourage employees enthusiasm and hard work.
“Fast operation” requires everybody need to be fast reaction to every work. Use the most simple process to obtain the most valuable result in order to adapt rapid changing of the market. 

Individual values

1.Market view: Customer oriented.

2.Work ethic: the value of life, the joy of living.

3.Quality view: enterprise’s life, quality of the staff.

4.Talent view: Learning ability, practical ability, innovative ability.  

5.Benefit view: pay equal attention on economic benefit and social benefit.

6.Development view: sustainable, healthy and steady development. 

7.Brand view: Shape the brand with refined product, develop the brand using innovative ability. 

8.Cooperation view: faith cooperation, achieving win-win situation.


Ten guidelines

  • 1.Law-biding, honest and pragmatic.
  • 2.Rely on employees, employees loyalty achieve Heli success.
  • 3.Maintain positive attitude.
  • 4.Customer expectation is our source of improvement.
  • 5.Advocate the working style of being on site, discovering the reality, handling it at once.
  • 6.Respect facts, data and result.
  • 7.Continuous innovation and improvement.
  • 8.Cooperate together and pursue excellence.
  • 9.Pursuit the sustainable, steady and healthy development.
  • 10.Serve the country through the industry

    “Ten guidelines” is the HELI’s success road for past 50 years, but also the future development strategy. All HELI people should vigorously promote this concept, principle and method, abide this conduct together.