HNA Group : Exploring “O2O” Model of Corporate Philanthropy

Company Profile
HNA Group was founded in 1993. In the past two decades, it grew and prospered into a conglomerate encompassing core divisions of aviation, holdings, capital, tourism, logistics, retailing, and ship building, meanwhile taking air travel, modern logistics and financial service as its pillars. After 20 years endeavor, HNA has assets valued at over RMB 480 billion, and has 10 listed companies. In 2014, HNA Group reaps revenues of around RMB 130 billion and has more than 110,000 employees worldwide.
Challenge
At present, HNA mainly faces 3 problems in its participation in public welfare endeavors. First, docking between demand and resources; Nonprofit organizations have projects but no resources while enterprises have resources but no proper projects. Secondly, participation; Both HNA employees and the public lack enthusiasm in participate in public welfare activities. Thirdly, openness and cooperation; HNA needs more cooperation with its business partners and social organizations, thus failed to form a effective alliance for public benefits. Given this, HNA hopes to utilize mobile Internet technologies and other methods, combining its own advantages to explore a “O2O” model for non-Internet company to organize public welfare activities and then to advocate the concept of “everyone can participate public welfare activities.”
Solution
O2O, which is the abbreviation of Online To Offline, refers to combining offline resources with the Internet where these resources can be applied. In recent years, HNA continues to reform its philanthropy model, solve social issues by creative technology, and has formed a HNA O2O model for public welfare, which effectively improved efficiency and benefits.
Online information platform
HNA’s online platform reinforced its cooperation with social organizations, and collected social demands and conducted some online activities like donation and crowd-funding. “Warm heart” social volunteering service platform manages volunteers’ basic information and service time in a digital manner, and provides social volunteers a big platform where they can serve conveniently and happily. HNA advocates the public to participate social welfare activities by sharing related information on its Weibo and WeChat. HNA also designs small games and organizes activities to increase interactivity with the public.
Offline resource platform
The main function of HNA’s offline resource platform is to take over the information from online platform as well as to organize resources and carry out and follow welfare activities. In 2010, HNA initiates a non-public-offering foundation---Hainan Cihang public welfare foundation in which HNA performs its social responsibility and gives back to the society. HNA hopes to share its corporate culture of “ To do more for the society and the public” by encouraging its employees to participate volunteering activities, as well as to call on more people to focus on public welfare and related activities.
Achievements
By “O2O” model, HNA utilizes online platform to gather social demands for public welfare, and to hold online donation activities. For its offline platform, HNA uses information collected from online platform to organize these resources as well as carry out and follow these activities. All this has realized the effective connection between corporate resources and social demands.
HNA “O2O” model has led people to concern the public welfare activities, and helped the society to form a social atmosphere of “ everyone can participate public welfare activity”. The company also improved the enthusiasm of its employees and the public to participate. Under the model, HNA has established cooperation with various public welfare and other social organizations. By co-holding activities, they effectively improved efficiency and benefits of public welfare activities.
Prospect
In near future, HNA will further improve “O2O” model, and fully develop the function of online platform as well as enhance cooperation with social organizations and NGO to hold creative public welfare activities. At the same time, HNA will establish and improve its own social innovation foundation to provide financial service for its sustainable development.