[MBA China (Reuters) - one view, the pursuit of business interests of nature, one day they will counteract efforts in the public interest. After the magnitude 7.0 earthquake in Jiuzhaigou, the list of corporate donations has been growing.
Alibaba's Gaode map is on the Jiuzhaigou County road map;
Tencent Public Welfare launched the “Jiuzhaigou Earthquake Emergency Relief†fundraising project;
Huawei has invested more than 60 security experts and engineers to assist operators in restoring communications;
Dajiang uses drones to explore disasters;
Wanda, Jingdong, New Hope Liuhe and other companies have prepared materials to support the front line overnight...
This is an era of personalization, and companies are no exception. What they are doing is "Corporate social responsibility," which we often call CSR.
The positive benefits of public welfare are more and more irresistible. The interface news has been combined with more than 10,000 questionnaires. It is found that when the prices of the two brands are the same, nearly 80% of the customers will choose a better corporate social responsibility image. That kind.
However, the idea that public welfare is “corporate hypocrisy†has been circulated in the management academic circles – the essence of the pursuit of interests by enterprises will one day offset their efforts in public welfare.
1. “Devotion of money and materials is not a business strategyâ€
Eight years ago, the 100 million yuan donated by the Jiaduobao Group in the Wenchuan earthquake made it famous overnight. This is just the starting form of corporate philanthropy.
Cheung Kong vice president, marketing professor Zhu Rui told news reporters interface, "making a donation" category of charity is the first stage of development of CSR for enterprises, it is not enough on a whole 'business strategy".
As of 11:00 on August 11, 2017, Tencent's goal of raising 2 million yuan in the "Jiuzhaigou Earthquake Emergency Rescue" fundraising has been completed 93%.
Different from traditional donations, Tencent Public Welfare is an open platform. Founded in 2006, it is the first public welfare foundation of China's Internet. They try to use the relationship chain, social network, and payment ability as original tools to open up to various non-profit organizations to help them initiate fundraising projects independently, and users can directly follow the tips of their own money to track the whereabouts of their money.
The relevant person in charge of Tencent Public Welfare told the interface journalists that in addition to the open platform, they are pushing Tencent's entire product line to try public welfare innovation. “At the product design and development stage, Tencent Public Welfare provides the necessary technical support and professional experience advice to the product department.â€
Therefore, the “WeChat Movement†has a “donation step†link, encouraging users to change the number of steps they take every day to the materials needed by the recipient group; “Reading for the blind cellâ€, you can open a WeChat to donate sound to create an audio book; With Tencent mobile housekeeper or computer housekeeper, every time you clean up the system garbage, you can get a “love broom†and donate a fund for cleaning Sanjiangyuan and controlling sand and dust sources.
Tencent's core technical team is also involved. The interface journalist learned from Zhou Kejun, senior product manager of Utopia Labs, that the team is using massive face retrieval technology to help the public to find people. The "follow you" platform that has been launched online with the Fujian Provincial Public Security Department has been retrieved. 67 missing persons.
To a certain extent, this is Tencent's first "spike point" in the Ai era.
2. “Technology is the biggest public good in this eraâ€
In the corporate rescue of the Jiuzhaigou earthquake, the performance of Internet technology products is remarkable.
Only Alibaba has invested in a number of product lines - Gaode disaster relief map opened rescue "lifeline", collecting rescue routes and relief materials for various NGOs and government departments; mobile Taobao, Alipay online disaster relief page; rural Taobao, rookie network through village Amoy Points and logistics stations organize emergency supplies.
In the daily CSR system, Ali is also trying to "promote" the product.
Alipay's ant forest has become a popular "mobile game" among young people, attracting users to "early greedy black trees" - accumulate points through low-carbon actions such as walking and online payment, in exchange for the Kubuqi Desert A Haloxylon tree with its own number (one of the most effective tree species for wind and sand fixation). Ant Financial Service defines the “carbon account†of the calculated points as one of the three accounts of Alipay (fund account, credit account, carbon account).
Bai Xue, senior researcher of Ant Financial Services, told the interface journalist that this model "gives you a platform to help you change the world thousands of miles away."
Ant Financial Service and the “Green Brand Alliance†of Rookie Logistics have realized data interoperability. The alliance promises to reduce the environmental pollution caused by express parcels in the next six months. Consumers who shop in the league will receive points rewards in the ant forest to speed up the process of planting the Haloxylon tree.
We can understand this approach as an alternative “partner†incentive for Ali.
In the "top pillar" poverty alleviation project initiated by Alibaba, China Foundation for Poverty Alleviation and Ant Financial, the blockchain technology "cannot tamper with information" features, so that users can check their donations at any time; the insured through Alipay When uploading a claim document, image recognition will act as the eye and brain of the claimant, identifying key information.
In the words of ant Jinfu CEO Jing Xiandong, "technology is the biggest public interest in this era."
This model not only promotes Alipay in rural areas, but also allows Ant Financial Services to join major insurance companies and echoes with the important issue mentioned in the 13th Five-Year Plan, “Precision Poverty Alleviationâ€. At present, it seems that one stone and three birds have been achieved.
This trend coincides with Zhu Rui’s judgment. She believes that today’s CSR is a holistic business strategy on how to deal with the relationship between companies, consumers, governments, employees, suppliers and communities. The meaning has transcended the value of traditional brand marketing.
3. “Design CSR based on your business genesâ€
One hour after the Jiuzhaigou earthquake, a group of network security experts and Huawei's top technical experts set off from the disaster-stricken team and rushed to the disaster site. Together with the operators, they set up the Jiuzhaigou Earthquake Relief Working Group in Huawei, China.
The public welfare innovation of traditional enterprises seems to be unable to catch up with the subversive nature of Internet giants, but they have realized social responsibility from their own business - China Ping An opened a green claims channel, Jingdong Group mobilized Jingdong Logistics, and Shenzhou UCAR provided car services free of charge.
Zhu Rui agrees with this approach, "based on your enterprise genetic design CSR, you can do more with less." The same is true of everyday charity.
The key words of L'Oréal's public welfare strategy are: green consumption, women, and beauty, which are closely related to their brand positioning. They believe that “63% of consumers believe that they have the responsibility to purchase products that are beneficial to the environment and societyâ€. In 2013, L'Oreal presented the world with “beautiful, shared with the public – L'Oreal Sustainable Commitment 2020â€, covering innovation, production, life and development, and promised to make 100% of the products beneficial to the environment by 2020. And society.
To this end, they set up the Sustainability Committee, which is led by the CEO, and is composed of responsible persons from R&D, production, marketing, procurement, personnel, public affairs, etc., and is responsible for the annual sustainable development goals in each field. Quantitative assessment indicators.
Nowadays, the 7-year contract has already completed more than half of the itinerary. L'Oreal regularly publishes phased results, including improvements in formulating processes, reduction of harmful gases in industrial transportation, contribution to environmental protection in the production sector, and even packaging. Guide innovation – label the information on energy conservation and emission reduction in the production bottle to help consumers make sustainable choices.
Lan Zhenzhen, vice president of L'Oréal China, told the interface journalist that in early 2017, they joined hands with the Ministry of Environmental Protection Publicity and Education Center to launch the first “Green Consumer Initiative†focusing on the beauty industry, including one “love empty bottleâ€. Activities - Free distribution of millions of bottles of environmentally friendly shampoo to the public. Consumers sign the empty bottle recycling agreement by scanning the QR code. The used packaging will be recycled through online login and offline sales. The professional treatment of environmental protection companies has been made into new desks and chairs for donation to disadvantaged students.
In addition to taking advantage of sustainable consumption upgrades, L'Oréal's charity event also focuses on women's labels. Since its establishment 13 years ago, the “China Young Women Scientist Award†has recognized a group of outstanding female scientists, and has set up a special foundation to select and fund women-related public welfare projects. In addition, they also provide free beauty makeup for disadvantaged women. Hairdressing skills training.
4. Upgrade from charity to “strategic charityâ€
Multinational companies have a wealth of practical experience, their CSR has risen to the strategic level of the company, and has a detailed time schedule. Whether it is L'Oreal or BMW, its classic charity projects are cautious and lengthy, often for more than a decade.
The "BMW China Cultural Journey" has been in operation for 11 years. BMW once led the owners to Shaanxi and saw that the old lady who is doing the New Year paintings has a difficult life and will organize donations – this is their traditional public good. But BMW gradually found that this could not solve the long-term problem - the learning process was difficult and the profit was low. Even with the short-term help, the non-genetic inheritors were still reluctant to inherit the ancestral industry.
In 2016, BMW once again upgraded its corporate social responsibility strategy in China, including one – to upgrade from “charitable charity†to “strategic public welfareâ€.
BMW changed its strategy and cooperated with the Academy of Fine Arts of Tsinghua University to establish the BMW Innovative Innovation Base of the Academy of Fine Arts of Tsinghua University, selected non-genetic inheritors to enter the innovation base for training and study, and opened a non-legacy experience class at the BMW Shanghai Experience Center. Car owners sign up for classes – high-end consumers generally show a strong interest in Chinese traditional culture, and their purchasing power for cultural products is not to be underestimated.
Yang Meihong, vice president of BMW Brilliance Automotive Co., Ltd., told the interface journalist that a new BMW factory was opened. The gift for the guests was a customized work provided by the non-genetic inheritor of the company. On the one hand, it attracted customers and on the other hand improved non-genetic inheritance. People's economic income.
The former BMW Children's Traffic Safety Training Camp only provided traffic safety education for children nationwide. In 2016, they extended their education focus to parents who pick up their children. In 2017, they expanded to all adult drivers and launched “BMW.†Driver" Civilization Transportation Initiative.
Yang Meihong said, "Compared with the past, the change we are making now is to turn the project into a platform and let more people participate."
According to Yang Meihong's introduction, BMW recently released a new BMW dealer CSR evaluation system.
“Distributors have independent management rights. Although CSR is not a hard target, we will pass the CSR evaluation system to reflect the support and encouragement of dealers to participate in CSR activitiesâ€. Yang Meihong believes that "the public welfare is good, the business will be better." Smart dealers will now find that it is better to hold a cultural forum to attract customers to the store.
5. “Public mentality, commercial meansâ€
On May 20, 2017, 13 domestic CSR authorities including international agency officials, university scholars, and heads of public welfare organizations jointly issued a proposal, suggesting that May 20th of each year be set as China's “Social Responsibility Dayâ€. .
The CSR in the Chinese market is entering a subtle situation of cooperation and competition.
The "99 Public Welfare Day" led by Tencent is becoming the annual carnival of the Chinese philanthropy. In addition to hundreds of NGOs, hundreds of companies have participated, including Tencent's own ecological chain partners. Chen Yidan, one of the main founders of Tencent and the founder and honorary chairman of Tencent Charity Foundation, said that Tencent should make the platform, donors, charities, enterprises and donors gradually form a complete public welfare ecology.
This model is exactly the same as the “no border†business ecosystem that Tencent wants to achieve.
At the same time, Ma Yun, who shouted "the mentality of public welfare and the means of business", is working hard to make every business of Ali public.
The rural e-commerce poverty alleviation plan, the nailing of work efficiency, and the establishment of the maker base have also been written into their social responsibility reports. In other words, they hope to use the public interest to describe all their business behaviors in the future, and in the name of public welfare and more people to achieve "the world has no difficult business."
Even traditional companies like BMW and L'Oreal are trying to unite all the forces in their value chain. Public welfare is a new strategy for companies to build word of mouth, attract users and consumers, and at the same time become a connector for them to gather more partners.
“In academic research, CSR has evolved into a new phase – CSV (creating shared value).†Zhu Rui told the interface journalist that when the overall “profit cake†becomes bigger, each of them participates. When you can benefit more, the investment of public welfare can be sustainable.
This value advantage is that it can help companies gain long-term economic value and enable employees to truly respect their corporate culture. Zhu Rui points out that most millennials have listed “corporate social responsibility†as the standard for employer brands. One of the conditions.
Bai Xue told the interface journalist: "When the intensity of work is high, the system alone cannot restrain the behavior of employees, but the vision and mission can do it." When the goal is public welfare, the team members of Ant Financial will follow The magic is like going to perfection.
However, the "hypocrisy of the enterprise" view is that CSR is dangerous. When Yili became a sponsor of the Beijing Olympics in 2008, the brand reputation rose rapidly. However, melamine was detected in liquid milk products in the near future, and the product sales volume reached 90% when the sales volume dropped the most.
"I care for people who are not good, how to care for others." Zhu Rui emphasized that the most basic one of corporate social responsibility is to do well, but many managers only pay attention to external superficial public welfare competitions, but ignore their own internal capacity building.
In the early years, Tencent was burdened with the disputes of “cottage empire†and “shopping bullyâ€, and its business has many gray areas. After the outbreak of the "3Q World War" in 2010, the reputation of word of mouth was even at the bottom. Professor Zhu Rui believes that “clearing the gray area and re-adjusting the business structure is the beginning of Tencent’s establishment of CSR.†Since then, Tencent has tried to transform itself from a closed company to an open platform with social responsibility. This is it. The basis for the layout of the public welfare strategy.
It is still far from enough to do this. If you don't want to be ridiculed as a “face projectâ€, you need to implement it in every aspect of your own value chain – “CSR must be personally led by the CEO. And closely integrated with the company's development strategy and product design." Zhu Rui said.
Alibaba and L'Oreal are implementing “3 hours of public welfare per person per year†and “Corporate Citizenship Day†respectively. Alibaba established the “Public Welfare Partner System†in 2012 – 10 employees representing the Ali people to decide the use of 10 million or even 100 million public welfare funds.
Tencent launched the “Chuangyi 24 Hours†Internet Public Welfare Innovation Competition in 2015 through competition. Participants must submit a product or design idea related to public welfare within 24 hours. The advertisement was born here.
Starting in 2015, BMW Brilliance has incorporated sustainable development goals into a balanced scorecard performance evaluation system to integrate sustainability issues into all business areas. Yang Meihong said: "This is a rigid rule. Even if some departments seem to have nothing to do with it, every department has its own understanding of sustainable development."
Of course, if we want companies to practice social responsibility from the inside out, it will not be practiced overnight.
After all, unlike the “storm†of one-time marketing, CSR is a “spring rain†that requires long-term investment and slowly extracts value. The disaster is only a concentrated exercise.
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