Brand building is a key pathway to enhancing corporate core competitiveness. In recent years, Inner Mongolia Energy Group Co., Ltd. (hereinafter referred to as "Inner Mongolia Energy Group") has followed the trend of green energy development, comprehensively implemented the Northern Frontier Cultural Construction Enhancement Action, and steadfastly implemented the "brand strengthening enterprise" strategy, promoting deep integration and mutual empowerment between brand and business.
**Strengthening Organizational Guarantee and Standardizing Brand Management**
In September 2021, Inner Mongolia Energy Group underwent restructuring and integration. Starting from 2022, to establish a unified logo that aligns with the new "Moneng" image, the company launched design, registration, and copyright protection work for the new corporate logo.
A scientific organizational structure is an important guarantee for advancing brand building. The group established a Brand Management Committee, clarifying the functional responsibilities and operational processes of brand building management organizational structure. In 2023, combining the company's development reality, it designed and issued the "Corporate Visual Identity System VI Manual," simultaneously promoting the gradual replacement of office spaces and factory areas with the new logo.
In 2024, the company formulated a three-year brand building plan, further clarifying the creation pathway and establishing goals and directions for brand development. On January 22, 2025, Inner Mongolia Energy Group held the "Empowering Beautiful Northern Frontier" brand launch event, releasing the group's brand architecture, core connotations, and value system to all sectors of society. This clarified the brand vision of "building a first-class efficient important energy enterprise," the brand mission of "ensuring energy security, promoting green development, and creating a better life together," the brand positioning as "energy industry investment platform, energy resource integration platform, energy project construction platform, and energy service supply platform," and the brand image of "Party building leadership, innovation-driven, efficiency-first, environmentally friendly."
To continuously enhance brand value, Inner Mongolia Energy Group continues to advance comprehensive benchmarking, formulated the "Brand Management Measures" and "Brand Communication Plan," and deployed and implemented them through annual Party building work points and propaganda and ideological cultural work points. The company constructed a "one main, multiple elements" brand architecture, taking three years as a cycle, coordinating the implementation of brand foundation strengthening, shaping, optimization, and communication "four actions," continuously expanding the connotation and extension of the brand.
**Consolidating Forces and Deepening Brand Cultivation**
Inner Mongolia Energy Group has always integrated brand building into all aspects of enterprise development, strengthening collaborative brand building and dedicating efforts to creating a brand ecosystem.
Implementing major mission tasks to expand brand influence. Inner Mongolia Energy Group accelerates the construction of a first-class efficient important energy enterprise, comprehensively creating a new benchmark for "Meng"-branded state-owned enterprises. By the end of 2024, nearly 20 million kilowatts of new energy projects successfully achieved "start construction, completion, and grid connection for power generation in the same year," helping the autonomous region's new energy installed capacity break through 135 million kilowatts. The coal power sector's 10.07 million kilowatts of thermal power units operated at "full capacity," with daily power generation, cumulative power generation, and power transmission continuously breaking historical peaks. Currently, Inner Mongolia Energy Group has over 50 million kilowatts of operating and under-construction installed capacity, with new energy operating and under-construction installed capacity exceeding 30 million kilowatts, surpassing thermal power operating and under-construction installed capacity.
Innovation-driven approach to enhance brand competitiveness. Inner Mongolia Energy Group places technological innovation empowering enterprise development in a prominent position, fully promoting enterprise technological "breakthrough," jointly building scientific research achievement transformation platforms with China University of Mining and Technology and others, leading the establishment of 7 innovation consortiums. The national key R&D plan project "Hundred-Megawatt Level Hybrid Energy Storage Technology with High Proportion New Energy Access" is proceeding orderly. The autonomous region's first large-scale comprehensive wind-solar-storage integrated experimental demonstration project—the Chahar Right Front Banner 500,000 kilowatts new energy experimental demonstration base—has started construction.
According to reports, Inner Mongolia Energy Group's R&D investment intensity was 3.5% in 2024, with R&D investment in the first half of 2025 increasing by 140% year-on-year, adding 22 new patents and 3 software copyrights, injecting powerful momentum into the transformation and upgrading of main industries.
Adhering to green and low-carbon development to enhance brand value. Inner Mongolia Energy Group deeply integrates green and low-carbon development concepts into enterprise development, steadily advancing the "three reforms linkage" of coal power units, fully reducing power generation coal consumption and carbon dioxide emissions, achieving coordinated carbon reduction and pollution reduction effects. The company coordinates the implementation of desertification prevention and control integrated with wind and photovoltaic projects, accelerating the interactive and integrated development of ecological protection, new energy generation, and forest-sand industries.
Practicing corporate social responsibility to cultivate brand reputation. Inner Mongolia Energy Group compiles annual sustainable development reports, actively assists rural revitalization, conducts educational assistance and other public welfare activities, and successfully completed the 2024 Northern Frontier Electrification Project with 64 stations and electricity upgrade projects for over 20,000 remote farming and herding households, fulfilling the "warmth" commitment on schedule.
Meanwhile, based on consolidating main brand building, the company gradually cultivates four major sector industrial brands and sub-brands in various fields, enriching and improving the three-tier brand architecture. Subsidiaries of Inner Mongolia Energy Group extract sub-brand images such as "Xing'an Family Culture," "Xinfeng Drive," "Hangdian Reward Diligence," and "Great Wall Style" based on their own cultural characteristics, complementing the group company's main brand.
**Expanding Communication Channels and Enhancing Brand Reputation**
While achieving fruitful results in brand cultivation, Inner Mongolia Energy Group continuously expands communication channels, fully utilizing internal and external media platforms, constructing an all-media brand communication matrix, and continuously telling good "Moneng stories," optimizing "Moneng culture," and polishing the "Moneng brand."
Strengthening internal publicity positions. The company fully leverages the advantages of the group's "five micro, two screens" platform, planning and launching columns such as "Radiance," "Responsibility·Moneng," and "Progress·Moneng," conducting diversified communication through text, images, and videos. Among these, Weibo and Toutiao accounts set up topics like "Moneng Iron Army" and "Most Beautiful Energy People," with cumulative reading volume exceeding 100 million times. The company successfully held brand building work training classes and "Energy New Voice" theoretical publicity competitions, creating a strong atmosphere of "everyone is the Moneng brand, everyone is the Moneng image, everyone is the Moneng example."
Expanding social communication channels. The company cooperates with central and local authoritative media to enhance the brand reputation of high-quality enterprise development. It participates in the World New Energy and New Materials Conference, China-Mongolia Expo, and other events, showcasing the Moneng image to all sectors of society and comprehensively enhancing corporate brand awareness and reputation.
From intangible to tangible, Inner Mongolia Energy Group has gradually created a high-quality brand that is "well-known, sustainable, and outstanding," using solid actions, excellent services, and sincere responsibility to gradually cultivate and shape a "Moneng" brand that carries both profound history and shines with innovative brilliance, winning market trust while gaining social recognition.