In 2021, "common prosperity" and "practicing social responsibility" have become topics that must be considered in the process of high-quality development of enterprises, and how to more optimally use existing resources to create greater social value, and how to transform existing inputs into sustainable endogenous power for common prosperity, is a new issue facing the government, enterprises and all parties.
On December 14th, as one of the series of activities of the 4th Nandu Think Tank Product Release Week, the theme forum of "Building and Sharing Together with Penfolds - 2021 Responsibility China Annual Ceremony" was held in Guangzhou, and guest representatives from the academic community and enterprises discussed topics such as the extension of the concept of corporate social responsibility under the vision of common prosperity, the changes in the way enterprises practiced, and the innovative practice methods, and at the same time released the "Research Report on the Innovative Practice of "Common Prosperity" Enterprises, which was recognized by the guests on the same day.
In addition, the forum also displayed the annual excellent cases in the three major fields of rural revitalization, green and low-carbon, and public welfare responsibility innovation. Among them, 11 enterprises such as ByteDance, JD.com, and Ctrip were selected as excellent cases of rural revitalization; 9 enterprises such as Xiaoha Power Exchange and Shangpin Home Delivery were selected as the annual green and low-carbon excellent cases; and 10 enterprises such as Tencent and AutoNavi Taxi were selected as public welfare responsibility innovation cases.
Experts talk about corporate social responsibility
The just-concluded Central Economic Work Conference pointed out that in the new stage of development, China's domestic and foreign environment has undergone profound changes, and it is facing many new major theoretical and practical problems, which need to be correctly understood and grasped. Among them, the meeting mentioned that it is necessary to correctly grasp the strategic goals and practical paths for achieving common prosperity. To achieve common prosperity, we must first make the "cake" bigger and better through the common struggle of the people of the whole country, and then divide and cut the "cake" well through reasonable institutional arrangements. Support willing and capable enterprises and social groups to actively participate in public welfare and charity.
Zhu Keli, founding dean of the National Research Institute of New Economy, chief researcher of the New Economy Think Tank, and president of the Bay Area New Economy Research Institute.
"Can't send down jackets to the Sahara Desert", Zhu Keli, founding dean of the National Research Institute of New Economy, chief researcher of the New Economy Think Tank, and president of the Bay Area New Economy Research Institute, emphasized in the keynote speech of the forum that enterprises need to understand the changes in the logic of the times when practicing social responsibility, Zhu Keli said that the society is in the process of digital economy transformation, especially under the vision of common prosperity, the new economy corresponds to new responsibilities, "can be summarized as five new drivers - new vision, new territory, new ecology, new public welfare, new governance", in the rural revitalization, Build a new responsibility ecosystem in the fields of green and low-carbon, third distribution, etc.
Zeng Zhi, Professor of school of journalism and communication at Peking University and director of the Research Center for Public Communication and Social Development of Peking University.
Specific to helping rural revitalization, Zeng Zhi, professor of the School of Journalism and Communication of Peking University and director of the Public Communication and Social Development Research Center of Peking University, put forward the concept of "looking backwards and moving forward", that is, in the process of participating in rural revitalization, experience needs to be combined with changes in the situation, do a good job of communication, understand the real needs of rural and rural residents, find differences and common ground, and enterprises, governments, and individuals work together to improve public facilities such as "water circuits" and also to develop suitable industries according to local conditions.
E-commerce talent anchor @ Jiarong sister Ajuan.
From the perspective of ordinary people, the urban girl married into the countryside and used short videos, e-commerce, and cultural tourism homestays to help rural development, "Short videos, e-commerce and logistics have made the soil bumps in the countryside become fragrant, and the natural scenery + homestays have also made poor counties eat tourist meals."
Zeng Yu, Vice President of Guangzhou Rural Revitalization Fund.
Zeng Yu, vice president of Guangzhou Rural Revitalization Holding Group Co., Ltd., pointed out at the roundtable forum that rural revitalization cannot be equated with agriculture, it gives new demand and market, "the power of equity investment can attract more social capital to participate in rural revitalization, and realize the agglomeration of various resources in the whole society, especially talents."
Zhang Fan, Tencent Public Welfare Project Director.
In terms of public welfare innovation, Zhang Fan, Tencent's public welfare project director, mentioned that Tencent is implementing the concept of science and technology for good and sustainable social responsibility innovation into various business lines, as far as public welfare donations are concerned, "I hope that donations will become more transparent and effective through digital management, and use traceable digital assets to restore the process of turning a goodwill into a book for children in rural areas."
Wang Aiying, Head of National Strategy, Sustainable Development Project, SGS.
Environmental protection and low-carbon development is the only way for enterprises in the context of double carbon, and Wang Aiying, head of national strategy of SGS sustainable development projects, provides a path, that is, "lock in the scope of carbon - carbon inventory - set goals - digital transformation and other ways to achieve goals". Starting from the details, Jiuyuan Airlines has reduced flight resistance by purchasing "wingtip winglets" through heavy purchases, installed light seats to reduce fuselage weight, and supported green environmental protection with practical actions, "at present, 200-300 million yuan has been spent on energy conservation and emission reduction", said Ji Jianming, vice president of Jiuyuan Airlines.
Ji Jianming, Vice President of Jiuyuan Airlines
Six sets of keywords show the practice path
In addition to the experts discussing the evolution of responsibility under the vision of common prosperity, the "Common Prosperity" research group of Nandu Big Data Research Institute also released the "Investigation Report on the Innovative Practice of "Common Prosperity" Enterprises (hereinafter referred to as the "Report"), and the Nandu Research Group took the common prosperity practice projects of 200 enterprises as a research sample to carry out systematic research and analyze the current situation, path and problems of enterprises participating in the construction of common prosperity.
The Nandu Research Group released the "Investigation Report on the Innovation Practice of "Common Prosperity" Enterprises" on the spot.
The report pointed out that from the perspective of enterprise types, the Internet industry has the largest number of enterprises involved in achieving common prosperity, accounting for 39%; the FMCG industry is closely followed by 33%; followed by finance, communications, retail and other industries. From the perspective of focus, the sample enterprises will focus on rural revitalization, green and low-carbon, public welfare innovation and other fields.
Among them, the field of rural revitalization is the hottest, and more than 40% of enterprises choose to start with rural revitalization. From their respective areas of expertise, agriculture and non-agricultural industries walk on two legs. On the one hand, it empowers agricultural development from the industrial chain of "research-production-supply-marketing-service", on the other hand, it revitalizes resources such as land, natural scenery and culture, develops rural cultural tourism, pastoral health care and builds characteristic parks. In addition, through the way of "finance + industry", equity investment, supply chain finance, agricultural insurance finance, green finance and other products will be integrated into rural revitalization.
High-quality development is the foundation and key to solving all the problems of gradually achieving common prosperity. Under the "double carbon" goal, green is the background color of common prosperity. The Nandu research group found that 27% of the enterprises in the sample focused on green and low-carbon development, and updated their concepts and innovative technologies in the process of production, research and development, construction, consumption and other processes to achieve the purpose of energy conservation and emission reduction.
The report shows the path and change of enterprise innovation practice from six sets of keywords, namely "investing in power, doing good for good, transfusion and hematopoiesis, new tools + new models, speed and high quality, donation innovation", most of the sample enterprises are not limited to the dimension of public welfare donations, but combine their own business models and characteristics to show the temperature of business and technology, solve social problems more efficiently, and realize the unity of enterprise economic value and social value.
The cases in the report show that in the field of rural revitalization and public welfare charity, enterprises have evolved from the blood transfusion mode of purchasing poverty alleviation products to guiding agricultural planting/breeding, improving the ecological environment, incubating new formats, driving employment and other hematopoietic methods, and gradually integrating social responsibility into corporate strategies, hoping to promote the optimization and upgrading of corporate governance.
While affirming the innovation and practice of social responsibility of enterprises, it must also be seen that there are many deficiencies, such as the performance of many enterprises in the process of creating and obtaining wealth compared with the performance of giving back to the society after obtaining wealth, which has more problems, and the requirements for high-quality development are very different. Such as insufficient innovation, monopoly closure, poor internal governance of enterprises, etc.; enterprises ignore the lack of talents when helping rural revitalization.
Starting from the shortcomings, the Nandu research group interviewed a number of experts and put forward relevant suggestions, such as enterprises need to innovate and develop, play the role of entrepreneurship and innovation of market players in the competition, and make the cake bigger; attach importance to the rights and interests of employees, guarantees, improve the incentive mechanism, and strengthen vocational/skill training; the government and enterprises do a good job in the construction of talent systems, build platforms, cultivate and introduce a group of management, skilled and innovative and entrepreneurial talents, provide a series of preferential policies, and mobilize migrant workers to return to their hometowns to start a business and find employment Encourage more enterprises to participate in rural revitalization, promote the incubation of new formats, build pastoral complexes, develop e-commerce, cultural tourism, cultural creation, etc., and realize "the more rural the more internet celebrities, the more rural the more international".
Producer: Nandu Big Data Research Institute
Co-ordination: Zhen Qin, Chen Yangkai, Key Ming, Chen Effectiveness
Written by: Nandu reporter Ye Lu, Wang Chenchen, Xiao Yunhui, trainee reporter Feng Jiaju
Photo: Nandu reporter Ma Qiang Design: Zhang Xujun