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Air China Limited ("Air China") and its predecessor, the former Air China, were founded in 1988. According to the "Civil Aviation System Reform Program" which was approved and passed by the State Department in October 2002, the former Air China consolidated with China National Aviation Company and China Southwest Airlines and founded China Aviation Group Company. Based on the combined air transportation resources of the three entities, the new Air China Company was established. On September 30th, 2004, approved by the State-owned Assets Supervision and Administration Commission of the State Council (SASAC), Air China Limited was officially launched in Beijing, operating air transport services as its primary business and controlled by the China Aviation Group. On December 15th, 2004, Air China successfully listed in Hong Kong (SEHK: 0753) and London (LSE: AIRC). The corporate logo of Air China depicts, with vivid lines, a phoenix that flits across the broad sky. With imagination stretched a bit, the way the logo is laid out recalls the English word “VIP”. The deep red color is used since it’s associated with anything happy, festive, auspicious and lucky in Chinese culture.But why phoenix? Phoenix is a legendary bird worshiped by the nation since ancient times as the “King of Birds” and as a symbol of good luck and happiness. Chinese ancient literature contains constant references to the bird which flies from the eastern Happy Land over mountains and seas and “Bestows happiness upon the world”; a bird that “Leads the pack” and “Never rests on laurels”.Air China’s vision is to be “A leading airline in the world”. Its mission is “Putting safety at the forefront, Delivering 4C-based services, Achieving steady growth, Helping our employees pursue a successful career, Fulfilling our responsibilities”. Its values are “People orientation, Assumption of responsibility, Resolve to get ahead, Loving to fly”. Its brand positioning is “A professional, trusted airline with world-class standards and a unique Chinese flair.”

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