Four Changes Are Taking Place: 12 Years Later, Chinese Enterprises Will Welcome The CSR Examination Again.

Zhang Shuguan, Corporate Social Responsibility Research Institute, twenty-first Century

Observation of responsibility War series

Without the disturbing amount of donations, the enterprises can concentrate on thinking how to exploit their superior resources and professional abilities based on the needs of the people in the epidemic areas, so as to achieve the optimization of the rescue effect with higher efficiency.

The sudden outbreak of a new coronavirus in Wuhan has led Chinese enterprises to face a CSR test.

This is the second time that Chinese enterprises have faced such an important examination, the first in 2008.

After the Wenchuan earthquake in May 12, 2008, Chinese enterprises' sense of responsibility and public interest were aroused, donations and donations went deep into the disaster area to carry out emergency rescue, and then continued to participate in post disaster reconstruction.

In this process, although there have been some public interest shows that focus on marketing, in general, the concept and practice of Chinese enterprises have gone through an unprecedented baptism to a new stage.

It is precisely because of this that 2008 was called the first year of China's public welfare.

According to the research conducted by Nan Chi think tank and twenty-first Century Corporate Social Responsibility Research Institute, after 12 years, Chinese enterprises are in the final examination. The outbreak and spread of the epidemic provided a stage for Chinese enterprises to practice CSR exercises.

In a short span of more than 10 days, Chinese enterprises who devoted their hearts to the war on epidemic resistance are hard to count.

Although the epidemic is still unfolding at this time, the war continues, but the more rational public interest actions of Chinese enterprises, the ability to deploy economic technology and resources in the aid process, as well as the spirit of innovation, and the concern for stakeholders, are impressive.

More rational public opinion environment

Mention the public service action 12 years ago after the Wenchuan earthquake. Maybe many people can still remember some fragments.

For example, a famous Real Estate Company was criticized for being considered less than the amount of donations, so that it had to add donations to make public opinion subsided. A beverage company was also praised for its contribution of 100 million yuan, and the brand influence of the product rose sharply.

In the initial stage of the whole society's assistance after the earthquake, the public also attached great importance to the amount of donations from enterprises.

But disaster assistance ultimately depends on actual results. In the disaster relief, Sany's cash donations were not too many, but they were the first private enterprises to enter the disaster area, and they were open to all important equipment such as excavators and truck cranes. Obviously, the value of these devices in rescue is difficult to measure with money.

12 years later, the whole society's evaluation of corporate public welfare action is more rational.

We have all realized that the number of donations is not the only important thing. Up to now, we have not seen the excessive attention and simplistic comparison of the amount of donation in Hubei. In a list of social donations announced, a certain organization donated some tons of Chinese cabbage to the Wuhan endemic area, which did not cause netizens' ridicule, but there was no lack of understanding and respect.

All rescue operations depend on the effect. As long as the people in the epidemic area are in urgent need, it is the best help to deliver them in time.

As a result, the enterprise has no amount of donations and the trouble of comparison. Instead, it can concentrate on thinking how to exploit its superior resources and professional ability based on the needs of the people in the epidemic area, so as to achieve the optimization of the rescue effect with higher efficiency.

Global resource allocation capability of Chinese Enterprises

In the emergency rescue after the Wenchuan earthquake, many enterprises organized volunteers to support the disaster area. The epidemic in Wuhan is special, and during the Spring Festival holiday, enterprises in addition to medical institutions rarely organize volunteers to participate in the first aid in the epidemic area, but this does not indicate that the aid ability of enterprises is decreasing.

On the contrary, even with regard to the geographical extent involved in corporate aid operations, the capabilities of Chinese enterprises are not comparable. Fosun, Tencent, Alibaba and other enterprises in the rapid deployment of resources for globalization is the best proof.

In January 24, 2020, the second day of Wuhan's closure of the city, Fosun launched the global plan for the deployment of medical supplies, and launched its global partners, regional teams and global chief representative system with the favorable conditions of the global operation of the company.

At 19:40 pm on January 30th, the China Post cargo special plane carried about 45 thousand sets of protective clothing purchased from the United Kingdom and Japan by the Tencent and arrived in Wuhan. Among the 45 thousand sets of protective clothing, there are 32 thousand industrial grade protective clothing purchased from the United Kingdom, which can be used in the work of medical security personnel and prevention and control personnel. 12 thousand and 800 protective clothing that meets the Japanese medical grade standard is a material urgently needed in the domestic epidemic area, which can be used by the medical staff in the epidemic area to treat patients in the medical isolation zone.

In the afternoon of February 1st, 135 thousand and 200 sets of protective clothing from the United Kingdom, which were jointly purchased by two companies, were delivered to Chongqing Jiangbei International Airport and transported to Wuhan, Chongqing and other regions. This batch of protective clothing includes medical protective clothing and waterproof protective clothing that are urgently needed in the epidemic area.

In January 25th, Alibaba announced the establishment of a 1 billion yuan special fund for the supply of medical materials, and purchased materials such as masks, protective clothing, goggles and other materials directly from home and abroad, and sent them to hospitals in Wuhan and Hubei. The company is working with Eastern Airlines to form a seamless connection between global sourcing and global transportation in 14 countries, including Indonesia, South Korea and Israel.

Professional assistance capabilities demonstrate new effectiveness

Exporting professional ability to help is always the top priority of disaster relief. Whether it was the disaster relief in Wenchuan in 2008 or the epidemic in Hubei this time.

Compared with the Wenchuan earthquake, the situation faced by the epidemic is more complicated.

As far as aid recipients are concerned, in addition to those who are unfortunate to be infected, there are many people in Wuhan who are affected by the city's daily life, and even those who are not in serious epidemic areas but need to master the relevant health knowledge and the truth of the epidemic so as to avoid infection and avoid panic. For these three groups, many enterprises provide targeted assistance and services to their respective professional skills.

For the infected patients, the most important thing is to get them hospitalized in time. However, the medical staff and medical beds in Hubei are limited, so there are local medical teams to rush to Wuhan to support the construction of the fire god mountain and Raytheon hill hospital.

Write down the letter of war to Hubei to fight and fight in the most dangerous place of the epidemic. Medical staff should not mention that more than 7000 builders of the three Bureau of China construction began construction at the construction site since January 25th. The youth commandos set up the "hour system" operational map, built the project "big data", and took 24 hours shift work. Many people kept on sleeping in the construction line.

As of February 1st, the foundation construction of the fire god mountain hospital project was completed. In just 10 days, the builders built a hospital with an area of 34000 square meters and 1000 beds in a vacant lot.

In order to protect the needs of people in the epidemic areas, Wuhan's local business enterprises, such as e Wu merchants and Zhong Bai group, have conscientiously assumed the responsibility of ensuring the supply of commodities.

The shopping center of EWU group has been suspended since January 23rd, but 75 supermarket stores are operating normally. The company implements the responsibility system, sets up a supply guarantee group, implements daily newspapers for special commodities, and achieves "six guarantees": ensuring the storage of key commodities, ensuring commodity price stability, ensuring the normal operation of stores, ensuring the safety of shopping places, ensuring the normal storage and transportation of goods, and ensuring the safety and stability of personnel. The company also promised that grain, oil, meat, eggs, milk, frozen foods and other people's livelihood products should not be insured.

Zhong Bai group strengthens the supply of agricultural products, people's livelihood products and disinfection and sterilization products, and increases the production and ordering of fresh food products in China's 100 kitchens. We reserve 1600 tons of vegetables, 3600 tons of fruit, 1500 tons of meat and 330 thousand kilograms of eggs. Enhance logistics capacity, logistics staff shift duty, ensure that stores do not break the goods, do not sell out, effectively protect the market supply and price stability.

Alibaba's Tmall supermarket and 18 boxes of fresh horses in Wuhan announced that they did not stop trading, do not rise in price and shelves were not empty. Hungry, takeaway distribution fees did not increase and takeaway was endless, so that as many people in Wuhan could not go out to eat hot meals.

It is worth mentioning that, in the delivery of medical supplies and daily necessities for the people in the Hubei epidemic area, logistics enterprises such as Shun Feng, rookie and Jingdong have played an indispensable role.

In January 24th, Tmall supermarket joint rookie and Shun Feng formally launched the national emergency mask "heart storehouse" in Jiaxing, Zhejiang. All the replenishment masks entering the warehouse do not need to enter the provincial and regional warehouses again, and they can reach the consumers of cities directly.

In January 25th, Jingdong launched the logistics emergency plan, opened a special channel to rescue all kinds of supplies in Wuhan, and sent all kinds of materials to Wuhan as soon as possible.

For a wider range of people outside Hubei, the most important thing is to strengthen self-protection, avoid infection, and keep abreast of epidemic information so as to avoid panic. In this regard, some high-tech companies have developed their skills and developed some very practical epidemic prevention devices in a very short time.

After the outbreak, Baidu App promptly launched the two functions of "migration map" and "fever clinic". Users can understand the progress of the epidemic in real time and grasp the dynamics of population migration during the Spring Festival. If the body is not well, or if there is fever, you can promptly search for the hot address and conduct timely treatment and defense.

The multi body temperature detection technology provided by Baidu research and development team has also been applied to Qinghe Railway Station in Haidian District, Beijing. Based on multi face detection and tracking technology, the system solves the problem of missing face information such as wearing masks and wearing caps, and realizes non-contact multi body temperature fast screening.

At present, the system can detect the single wave 200 person level single wave passengers in real time. The accuracy of temperature measurement is as high as 0.2 degrees, which greatly improves the efficiency of multi body temperature detection in the passenger area and ensures the epidemic prevention and control.

In January 30th, the China Civil Aviation Information Network Inc launched the mobile travel service product brigade, which was launched on an urgent basis, "the new coronavirus confirmed patient with the flight automatic notification system". If passengers with the same flight are infected with the virus, the airline will send the reminder information in real time to respond promptly.

There will always be some erroneous information and even rumors spread around in the unusual period, such as smokers will not infect, double Huang Lianneng can suppress the virus and so on. Many media organizations, including some from the media, provide timely and accurate epidemic information services, so that people can understand the truth and not be confused by rumors.

In the case of people going out of the country, some new business models, such as online enquiry and online education, are taking advantage of the situation. Indeed, at this particular stage, some market demands have been met. But whether these business models have the ability of sustainable development, they need to be tested after the end of the epidemic.

Enterprises pay more attention to stakeholder maintenance

Compared with the Wenchuan earthquake, another important difference of the epidemic is that the negative impact of the epidemic has been far beyond the epidemic area, but has spread to most parts of the country.

In order to prevent infection, people have to shut up as much as possible. This alone will have a huge impact on the social economy. The sharp decline in passenger traffic and the drop in consumption, coupled with the general delay in the resumption of work, have caused great pressure on enterprises, especially for restaurants, tourism and entertainment industries.

Even if you are strong enough, you may not feel any pressure for the time being, but chances are that some of your supply chain partners are facing difficulties. If this situation persists, sooner or later, the difficulties of supply chain partners will be transmitted to you.

Therefore, some forward-looking companies take the initiative to reduce the burden on their own stakeholders. Wanda business management group announced in January 28th that all the Wanda Plaza merchants from all over the country will be free from rent and property fees from January 24th to February 25th. Many enterprises have introduced corresponding measures. Pauli commerce, Huarun land, Merchants Shekou, Yintai group, Longhu group and Fuli group have implemented similar rent relief schemes.

Employees are another important stakeholder that enterprises must focus on. In order to protect the health of employees, many enterprises have taken necessary measures. Such as suspending staff to go to Wuhan for business trip, going to Hubei in two weeks, or visiting relatives in Hubei, or even transferred employees in Hubei, can work at home until they meet the medical observation period of 14 days. The Alibaba offered a one-time subsidy of 10000 yuan to the Wuhan employees who originally planned to return home and visit their relatives.

These are good employee care measures, but business managers should now consider another more important question: how to ensure the safety of employees and workplaces after resuming work? How to control risk and minimize the impact of uncertainty on the business? In the event of an outbreak in the workplace, what measures should be taken to respond effectively?

The epidemic will pass away. I believe we will soon win the battle against the epidemic. After this campaign, we certainly do not want a similar epidemic to happen again, but we should prepare for its occurrence again. This is a major responsibility that the whole society, including enterprises, can not avoid.