About Huibiao and Its Brand Philosophy

Anchoring standards in conviction, elevating value through our commitment

About Huibiao and Its Brand Philosophy

Beijing Huibiao Certification Co., Ltd. was founded in 2023, assembled by a team of experts who have dedicated themselves to the certification industry since the 1990s. With nearly 30 years of deep-rooted experience in the field, we have amassed extensive industry resources and professional expertise.

Our vision is “anchoring standards in conviction, elevating value through our commitment”. We strive to deliver strategically insightful solutions anchored in authoritative international and national certification standards and regulations—continuously driving improvements in our clients’ product and service quality, enhancing the capabilities of China enterprises and their personnel, and aligning every client with world-leading standards.

The name “Huibiao” draws inspiration from two Chinese idioms: “xiu wai hui zhong” (exquisite in appearance, virtuous at heart) and “xing hui biao ju” (to gather and uphold lofty aspirations). Embodying the essence of these phrases, “Huibiao” takes the humanistic cultivation of “xiu wai hui zhong” as its foundation—upholding professionalism and integrity—while embracing the ambitious vision of “xing hui biao ju” as its driving force, to innovate and lead the industry. This is the unwavering conviction shared by the company and all Huibiao members.

Our core business spans four key segments: management system certification (covering quality management, environmental management, occupational health and safety management, health-safety-environment management, corporate integrity management, social responsibility management, and educational organization management systems); after-sales service certification for goods; professional training; and strategic value-added services. We serve over 20 industries, including chemical metallurgy, machinery, manufacturing, consumer goods, services, transportation, and construction. Meanwhile, in response to the new commercial ecosystem shaped by trends like digitalization, artificial intelligence, sustainable development, and cross-border business model integration, we are actively exploring these frontier areas to develop tailored quality certification solutions.

Our management team has previously worked at top international management consulting firms such as McKinsey Company, accumulating rich experience in world-class management and a global perspective. Huibiao brings together seasoned experts in the certification industry, as well as frontline trainers, auditors, and reviewers, dedicated to serving outstanding enterprises across all sectors. We have specialized auditors assigned to major industry categories (e.g., chemical metallurgy, machinery, manufacturing, agriculture and animal husbandry, consumer goods, services, construction). Every Huibiao member takes industry excellence as a benchmark, upholds a commitment to quality, deepens expertise in certification technologies and standards, and builds a learning-oriented organization. Guided by market needs and aligned with domestic and international industry trends, we empower enterprise development through technology and standards—cultivating both internal capabilities and external impact—to deliver objective, impartial, professional, and contemporary certification services to our clients.

Looking ahead, rooted in the national strategy of building a quality powerhouse in the new era, Huibiao will continue to deepen its focus on international and national standard certification services. We will join hands with outstanding Chinese enterprises across industries, embrace frontier trends such as digitalization, artificial intelligence, and sustainable development, and leverage our professional strength to equip clients with robust capabilities to navigate the complex and evolving business environment.

Huibiao Leadership
Management Team
Xue Shiwen
General Manager
Xue Shiwen
Leading Huibiao's New Development with International Professional Excellence

From Yale University's academic halls to McKinsey, one of America's top strategic consulting firms, Xue Shiwen brings cross-disciplinary expertise and diverse international experience to Huibiao, injecting new momentum for internationalization and rejuvenation. In 2025, she assumed the role of General Manager, driving the company's alignment with international high-quality service standards with a forward-looking vision.

Xue Shiwen's professional foundation is solid and diverse: she graduated from the University of Wisconsin Business School with a degree in Applied Mathematics and Actuarial Science, later earned a Master's degree in Public Health Policy from Yale University, and in 2018 obtained the Fellow of the Society of Actuaries (FSA) designation, becoming a versatile talent with both quantitative analysis and policy assessment capabilities.

From 2012 to 2019, she began her career in the United States, working at Blue Cross Blue Shield health insurance company for 4 years, where she led the creation of a risk management department and built a risk management system covering hundreds of thousands of people. She also served at top professional consulting firms such as Analysis Group and Milliman, as well as U.S. state governments, accumulating dual experience in business consulting and public policy research.

After returning to China in 2019, Xue Shiwen joined McKinsey as a Senior Project Manager, deeply serving leading enterprises in more than 10 industries including finance, insurance, and healthcare, with clients spanning domestic and international markets. She has accumulated rich international consulting experience in areas such as new business strategy, overseas expansion strategy, digital transformation, and artificial intelligence applications.

After assuming the role of General Manager in 2025, Xue Shiwen fully participates in company decision-making and operations management, integrating internationally leading management methods and business analysis thinking into Huibiao's development, helping this certification body embark on a new journey with greater international competitiveness.

Sun Yinxiu
Technical Director
Sun Yinxiu
Three Decades of Deep Cultivation, Building Huibiao's Benchmark with Professionalism

With over three decades of deep cultivation in the certification industry, Technical Director Sun Yinxiu has always stood at the forefront of the industry, serving as a solid support for Huibiao's certification technology and service quality with solid professional expertise and rich practical experience. Holding multiple authoritative qualifications such as Senior Standardization Engineer and Beijing Municipal Market Supervision Bureau Excellence Performance Evaluation Expert, she transforms decades of accumulation into core strength for Huibiao's development, making professional depth the foundation of enterprise services.

Since entering the quality certification field in 1996, Director Sun Yinxiu has been deeply rooted in the front lines of training, consulting, and auditing, never stopping her deep cultivation efforts. Over thirty years, her service footprint has covered government agencies, central state-owned enterprises, private enterprises, and foreign-funded enterprises, tailor-making certification solutions for hundreds of benchmark clients. She has also devoted herself to talent cultivation, training over ten thousand auditors, and presided over the compilation of multiple national registered auditor training materials, transforming industry experience into inheritable professional knowledge, becoming a "guide" in certification talent cultivation.

In the wave of industry development, Director Sun Yinxiu has always been keenly capturing trends, long focusing on the integration and innovation of management systems with informatization and servitization. With precise understanding of enterprise needs, she can customize technical solutions that fit actual circumstances for Huibiao, making the company's services both aligned with industry standards and precisely addressing enterprise pain points, ensuring that Huibiao's technical solutions and service quality always maintain a leading position in the industry.

Huibiao Culture

Huibiao Corporate Culture

01

We uphold four core values

Strive for Progress & Innovation: Embrace innovation with a proactive and optimistic mindset, striving for continuous improvement, optimization, and breakthroughs.

02

Goal-Oriented Excellence

All efforts are anchored in clear objectives, with results as the ultimate measure of effectiveness.

03

Integrity & Principle

Uphold integrity as the foundation; adhere unwaveringly to laws, regulations, and business ethics as inviolable bottom lines.

04

Value-Centered Commitment

Regard the creation of genuine, enduring value for clients and society as the fundamental criterion for evaluating all work.

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Tel:010-85795799

Email:huibiao-contact@bjhuibiao.com

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