Letter from the CEO of REJOIN to All Employees

Dear colleagues,

Greetings to you all!

Since the founding of REJOIN in 2003, we have grown from zero to one through our own efforts — from OEM sales to building our own brand — and have undergone two major strategic transformations. During these transformations, we established teams capable of independent operations and were among the first in China to begin independent R&D and production, offering our own branded sports medicine products to serve both Chinese doctors and patients.

In the face of a slowing global economy, frequent international trade conflicts, and the growing trend of centralized procurement in China’s sports medicine field, accelerating international expansion while maintaining a strong foothold in the Chinese market represents REJOIN’s greatest opportunity in the coming decade. Internationalization is the core goal of our third strategic transformation.

To this end, we have set an ambitious goal: to become one of the world’s top five minimally invasive orthopedic solution providers within the next 10 years, expanding our business to major global markets including the United States, and ensuring that international business accounts for 50% of our overall operations.

In this new phase of strategic transformation, we aim to build a “rapid-response” organization. To enhance organizational efficiency and advance our strategy, we have established a Strategic Committee responsible for both formulating and implementing key strategies. The initial focus is on transitioning from a domestic REJOIN to an international REJOIN — and consensus at the leadership and management levels is critical. Additionally, our resources are limited compared to long-standing industry leaders, so we must focus and integrate these resources in support of our internationalization journey. This transformation will be a profound revolution for every department and every individual — a rebirth for REJOIN, a phoenix rising from the ashes. We must cultivate organizational capabilities across all levels that align with the demands of globalization.

Product strength has always been our most powerful weapon in winning the market. Our Innovation Committee will lead and implement two five-year plans:
1. The first five-year plan (2022–2027) aims to deliver competitive and technically advanced total solutions, with some products surpassing those of current industry leaders.
2. The second five-year plan (2028–2033) will focus on entering the North American market, emphasizing complementarity, differentiation, and enhanced physician experience.

I am fully aware that our third strategic transformation will take longer and demand more than the previous two. It will require a complete metamorphosis of our organization and our people. But it also presents a historic opportunity for REJOIN to reshape the future of minimally invasive orthopedics — a moment of glory and dreams. Globalization is the only path forward for REJOIN. There is no retreat — the only way is forward, and that path leads to victory.

Sincerely,
Xu Shengjun
CEO, REJOIN Group