To tell stories about poverty alleviation in China, enterprises have something to say

2020-12-14GoldenBeeGoldenBee0

The session Targeted Poverty Alleviation and Sustainability Communication was held on Devember 3, during the 13^th International Conference on CSR Reporting in China, co-hosted by China Sustainability Tribune and GoldenBee ThinkTank.

Wang Dehong, Editor-in-Chief of China Three Gorges Press addressed the Session. Representatives from China Three Gorges Corporation, China Minmetals Corporation and Vanke made keynote speeches. Zhou Weizhong, Business School Professor, Director of China Enterprise Research Center at Central University of Finance and Economics, commented on the targeted poverty alleviation practices and communication experience of the above three enterprises. In the meantime, the book Targeted Poverty Alleviation of Central State-owned Enterprises (Series 2) was also released. The Session was moderated by Guan Zhusun, Executive Vice President and Chief Operating Officer of GoldenBee Consulting.

Welcoming address: Summary and publicity after poverty alleviation are crucial

Mr. Wang Dehong said that since last November, China lifted all the rural poor under current standards out of poverty, and China has completely ended the absolute poverty, which is not only a major benefit for Chinese people, but also a great contribution to the global poverty reduction.

Since the beginning of the fight against poverty, central SOEs have gone all out to assist poor regions, and achieved excellent results along with experienced practices of their own characteristics. In the concluding year of poverty alleviation, the central SOEs have formed typical models for targeted poverty alleviation through timely summary and ongoing refinement of the work, which is valuable not only for the reflection of their work effect, but also for further participation in rural revitalization in the future.

New book release: Poverty alleviation models come from but are not limited to practices

Witnessed by the guests, Mr. Wang and Mr. Guan commonly released Targeted Poverty Alleviation of Central State-owned Enterprises (Series 2). The book covers the targeted poverty alleviation models implemented by central SOEs, such as China Three Gorges Corporation, Sinopec, China Huaneng Group, China Energy Conservation and Environmental Protection Group, China General Nuclear Power Corporation and China National Nuclear Corporation.

Similar with the Series 1 released in August this year, Series 2 includes typical poverty alleviation practices from the perspective of enterprises, and summarizes the poverty alleviation models with characteristics of industries and enterprises, exhibiting central SOEs’ contributions and stories to targeted poverty alleviation nationwide. Under the guidance of the national poverty alleviation strategy and based on the existing practices, these models serve as guiding and applicable experience as well as models for more enterprises.

1. China Three Gorges Corporation: Bear the responsibility as central SOE through its own poverty alleviation communication method

Wu Dong, Director of General Office, Public Welfare Foundation of China Three Gorges Corporation (CTG), introduced the poverty alleviation communication method from the perspectives of the content, channels, forms, timing and effect of communication.

In the content of communication, CTG highlights the implementation of central decision-making and deployment, the summary of poverty alleviation experience, the typical practices of poverty alleviation publicity, and the establishment of central SOEs’ responsible image.

On the channels of communication, CTG focuses on establishing a three-dimensional poverty alleviation publicity network, to exert the influence of the mainstream media, and build a matrix of we-media communication.

In the forms of communication, CTG presents the results of poverty alleviation from various angles by summarizing poverty alleviation model, compiling poverty alleviation white paper and picture series, and making documentaries.

In the timing of communication, CTG pays attention to key time nodes, such as the National Poverty Reduction Day. By closely focusing on innovative social poverty alleviation participation mechanisms and poverty alleviation results as well as practices, CTG plans and implements a series of publicity activities on poverty alleviation day.

On the effect of communication, CTG aims to shape the brand image of the central SOEs and to promote the "Central SOE - China Three Gorges" logo, by creating branding projects such as "Three Gorges Summer Camp" and "Three Gorges Class".

2. China Minmetals Corporation: “Guarantee” farmers’ profits, offer education “opportunities” and “empower” industries with local features.

Gao Peijun, Head of the Information and Social Responsibility Division of China Minmetals Corporation shared three practical cases in targeted poverty alleviation and communication.

Guarantee: “Futures+insurances”- poverty alleviation through financial services

China Minmetals gives full play to its financial specialty. By designing the “futures + insurance” targeted poverty alleviation strategy, China Minmetals insured impoverished families, especially poor farmers such as those who plant cotton, apples or raise pigs. If the sale prices of the agricultural products are higher than the insurance prices, farmers can follow the market. If market prices drop, the insurance claim mechanism will be triggered to ensure that farmers can earn profits.

Opportunities: “Mining Center” vocational education program-poverty alleviation through education improvement

The “Mining Center” program provides students from registered poor families with free vocational education to equip them with professional skills. By far, the program has provided three-years free education to over 100 impoverished students, among whom 30 are ethnical minorities.

Empowerment: “Guoshan’na” bacon processing plant - poverty alleviation through developing industries with local features

In order to promote local industries, China Minmetals invested RMB 3 million to build a “small and beautiful” bacon processing plant in Shuzishan village, Huayuan county. By deploying professional officials and setting up selling channels, in 2020 the bacon processing plant reached over 11,000 kg output and RMB 1.15 million sales revenue.

3. Vanke: Convert professional competence and social resources to unique contribution to social welfare

Zeng Xiaowen, Director of the Office of Corporate Citizenship of Vanke shared how the company has been converting its professional competence and social resources to unique contribution to social welfare.

In 2018, Vanke, together with China Society for Promotion of the Guangcai Program, set up “Guangcai-Vanke Special Fund for Targeted Poverty Alleviation and Rural Vitalization”. After authorization from the board of directors, RMB 1.2 billion was granted to the Fund. By September 8, 2020, a total of RMB 854 million has been spent, benefiting over 120,000 registered poor people.

In accordance with the requirements of governments at the levels of central ministries, Guangdong Province and Shenzhen city, Vanke fights against poverty through promoting relocation, education, cultural development, industrial development, and rural vitalization. One of the most impressive contribution of Vanke is that it fully leverages its expertise in preserving and repairing ancient buildings to renovate ancient Hakka octagonal buildings, four-corner buildings and the Dengyun Academy in Xiankeng Village, Heyuan City, Guangdong Province, following the principles of “repairing the old buildings while maintaining the original appearance”. Meanwhile, Vanke keeps improving infrastructures in the rural areas to drive tourism and create more job opportunities. Vanke’s efforts have energized the economy and set models for rural vitalization in Guangdong Province.

Standing on a new starting line, Vanke will continue to create a better life for the people as a city and town developer and service provider, thus become a leading, model enterprise in the new era with high-quality growth.

4. Experts comments: the “3+3” model helps enterprises tell their poverty alleviation stories

Zhou Weizhong, Business School Professor, Director of China Enterprise Research Center at Central University of Finance and Economics thought highly of the targeted poverty alleviation practices and communication experience of the above three enterprises. Professor Zhou summarized three common points and offered three suggestions.

Three common points of enterprises poverty alleviation practices:

- Wholeheartedness: Poverty alleviation is essential for mankind, and China's achievements cannot be made without enterprises’ efforts.
- Sustainability: Enterprises attach great importance to the sustainability of the poverty alleviation projects and methods, striving for long-term development of the impoverished areas.
- Branding: Enterprises have developed the poverty alleviation projects into brands.

Three suggestions:

- Mission: Enterprises should conquer challenges to achieve the mission endowed by the society.
- Vision: Enterprises should picture a clear vision to motivate the general pubic.
- Passion: Enterprises should devote passion into poverty alleviation and rural vitalization.

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