Ma Liang: Hongxing Erke is on fire, but "donation violence" does not help enterprises fulfill their social responsibilities

WEN Shu MA Liang (Researcher, National Academy of Development and Strategic Studies, Chinese Min University, Professor, School of Public Administration)

The urban waterlogging and secondary disasters caused by the exceptionally heavy rainstorm in Henan have touched people's hearts, and the safety and situation of a large number of affected people are heart-wrenching. Many enterprises have lent a helping hand, donated money and materials to Henan, and provided emergency assistance in terms of funds, goods, information, technology and personnel for the disaster-stricken areas and the masses. When the country is in trouble, it is indispensable for enterprises to return to society. The righteous deeds of some enterprises have also won people's recognition, providing opportunities for enterprises to fulfill their social responsibilities and enhance their brand image.

In this corporate social responsibility campaign caused by the flood, the donation of sports footwear and apparel brand Hongxing Erke has attracted the most attention. Hongxing Erke promised to donate 50 million yuan to the disaster area, which was not a large amount, but it triggered unimaginable social repercussions.

Some enthusiastic netizens found that Hongxing Erke's operation in recent years was not ideal, and the official Weibo was reluctant to spend money on certification, but it spent thousands of dollars to rescue the victims. This spirit of dedication is touching, and it has also set off a national movement to "call" for Hongxing Erke.

Hongxing Erke's donation was on Weibo's hot search, and many people flocked to Hongxing Erke's e-commerce stores and live broadcast rooms, frantically brushing orders to support this national brand with rich social conscience, and soon the company's inventory was out of stock. These companies are certainly not to blame for doing good, but there are still some people who blame other companies for not fulfilling the social responsibilities of a company.

For example, ANTA's donation amount is the same as that of Hongxing Erke, but people do not buy it, believing that it should donate more as a leading enterprise in the sports shoes and apparel industry, and go to its e-commerce live broadcast room to scold. Some people, under the banner of "National Tide", asked foreign-funded enterprises to donate or make additional donations. People love and hate the issue of corporate social responsibility, but blindly demanding corporate donations or comparing with each other may make corporate social responsibility coerced by "donation violence".

Corporate donation is only a way for enterprises to fulfill their social responsibilities, corporate donations are not emotional, nor should they be coerced or even coerced by online public opinion.

First of all, the legal operation of the enterprise is the greatest social responsibility, and the donation of money and materials on this basis is completely a matter that the enterprise can decide independently. We expect companies to fulfill their social responsibilities and lend a helping hand in times of crisis, but the fact that companies do not donate, or do not donate in the amount and manner that people require, does not mean that companies are "cold-blooded animals" without compassion and dedication. Enterprises and their operators are the owners of their assets, how much money is donated, to whom they are donated, and in what way they are donated, these issues are all issues that enterprises can decide independently and should not be left to society to decide and blame.

People expect to see companies spend a lot of money and want companies to compete fiercely on the donation rankings, but these may not be rational and sustainable corporate social responsibility. Otherwise, the violence of public opinion may make corporate social responsibility face difficulties. Corporate donation is not, nor is it not donating; donation is not less, donation is not more; donation is not in name, anonymous donation is not, so it makes enterprises embarrassed, and donation has become a high-risk action.

The outside world can judge whether the enterprise can donate based on some information, but the enterprise knows its own donation ability and affordability best, and the hasty requirement of how much the enterprise donates may make the enterprise fall into operational difficulties. In particular, the new crown pneumonia epidemic has made many enterprises face operational difficulties, and the ability of enterprises to maintain operations and protect the rights and interests of employees and customers in all aspects can be said to be the greatest social responsibility and the most outstanding social contribution. At this time, requiring or even coercing some corporate donations, and even threatening corporate operations and brands as a means, may go to the opposite side of corporate social responsibility.

Secondly, corporate social responsibility is not exactly a selfless dedication that does not seek returns, and the donation of self-interested people can also become an ideal form of corporate social responsibility. Corporate social responsibility that harms or sacrifices oneself for others cannot be long-lasting and sustainable, and corporate social responsibility that can benefit both self-interest and others is the development direction worth pursuing.

Corporate Social Responsibility (CSR) emphasizes that enterprises should fulfill their responsibilities to the society in which they live, but CSR can also refer to Corporate Social Return, that is, the various returns that enterprises receive from social feedback by fulfilling their social responsibilities. Therefore, seeing Hongxing Erke's fame because of donations does not mean that other companies should follow suit. Otherwise, because of the donation and the impact on their own operations, it is a kind of blind movement that is not worth the loss or even suicide.

For example, companies can get tax breaks by donating through nonprofits such as foundations, because "on record" donations are more likely to bring certain returns to the business. At the same time, such a donation method can also be proved by a third party to avoid corporate donations that are empty and unsubstantiated, or verbal donations that are not actually fulfilled.

For another example, through donations, enterprises have demonstrated the value orientation of benevolence, and won the trust of consumers, customers and suppliers, so that the brand value of enterprises has been enhanced. For another example, through the assistance of technology and personnel, enterprises have demonstrated strong emergency response and professional and technical capabilities, so that enterprises can win more orders and drive the improvement of financial performance.

All of this is a positive interaction between corporate social responsibility and financial performance, indicating that the two are two-way interaction relationships, rather than one-way or one-way relationships. Although there will be a strong motivation for enterprises to pursue profits behind such donations, enterprises have made real contributions to goodness themselves.

Third, there are many ways to fulfill corporate social responsibility, and donations may be the most visible and easily recognized way, but they are not the most admirable model. If the property donated by the enterprise is not properly kept and distributed efficiently and reasonably, it will lead to the delay of the best rescue time. Relatively speaking, corporate social responsibility emphasizes that enterprises play to their unique advantages and innovative models, rather than pure donations and donations.

For example, Huawei has been criticized by some people for not pulling out a dime, but in fact, its technical personnel rushed to the disaster area early to repair network communication facilities, which is the lifeline for the audience to ask for help and organize rescue. For another example, express logistics companies such as JD.com provide emergency transportation and allocation services for disaster relief materials, and Internet companies such as Tencent provide emergency data connection and mutual assistance information services.

Finally, we encourage more enterprises to fulfill their social responsibilities without asking for returns, and truly become "corporate citizens" who are responsible for social development and ecological environment. Enterprises and society are interdependent, if the society is difficult to operate, then it is difficult for enterprises to run freely. The latest global CSR developments require every company to abandon the past profit-oriented business philosophy, and truly put social responsibility and financial performance in an equally important position, and even emphasize social responsibility. Of course, not every company has reached such a value concept, and not every company has such a capability, but this should be an important direction that enterprises should strive for in the future.

Compared with some enterprises that take advantage of the fire to loot, hoard and "make money in the country", enterprises that provide various ways to help should be respected and recognized by society, rather than being coerced and accused by public opinion. As spectators of corporate donations, netizens should not unrealistically blame them, but should take action to make contributions to flood relief within their capabilities. Enterprises are citizens of society, and everyone is also a member of society, and they can fully fulfill their social responsibilities as citizens. After all, it is better to say that words and pens are better than deeds, and it is better to wish people to be good than to do good themselves.

(The article represents the views of the author only.) Editor-in-charge email: [email protected]. ）