The way of charity and public welfare activities is changing into the action of coating enterprises
Release time : 2014-07--10
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Chinapaintnetworknews:inthepublic'simpression,ChineseenterprisesbecamemoreandmoreinterestedincharityaftertheWenchuanearthquakein2008.ThemostpopularoneisWangLaoji'ssinglehighestdonationof100millionyuanattheCCTVdisasterreliefpartyaftertheearthquake.Inthefollowingyears,althoughhefellintosomeobjections,WangLaojicontinuedtogivecharityinthewayofdonationfundsBehavior,theresultiswhatyouseenow,fromthecorneroftheherbalteabrandtotheleaderoftheChinesebeveragemarket,manyenterprisesenvy. Charitiesandpublicwelfareactivitiestransformedintocoatingsenterprisesinaction Somepeoplecall2008thefirstyearofChina'spublicwelfareandcharity,becauseChineseenterprisesinthisyearhavereceivedbothattentionandrespectinthefieldofcharityandpublicwelfare,andarealsocontroversial.Especiallyinthesubsequentmediadisclosureofmany"fraudulentdonationdoors",onthecontrary,thereputationofenterpriseshasbeendoubledamaged,andChineseenterprisesreflectonhowtobetterfeedbacktosociety. Inrecentyears,thecharityprojectsofChineseenterpriseshavebeenquestionedbythepublicbecauseofthecontinuousexposureoftheblackcurtainofcharity.Mostpeoplethinkthatthemotivationofenterprisestodogoodisnotsimple.Thebiginvestmentistheforeshadowingof"selfhype".Theso-called"doinggoodtomakemoney"isconsideredtomakemoremoney. Afterseveralyearsofdevelopment,China'spubliccharityenvironmentisstillharsh,butthewayofenterprisestodopubliccharityhaschangedalot.Inthepaintindustry,manypaintenterpriseshavenotestablishedtheawarenessofCorporateCharitybefore,letalonecombinedwiththecompany'sdevelopmenttodeveloppublicwelfareplansanddeterminepublicwelfaregoals.ManypaintenterprisesarejustfollowingthetrendForculturalconstruction,weshouldshoutslogansintheareaofcorporateresponsibility,donatemoneyintheeventofdisaster,showourkindnessattheparty,andstriveforthebrandnameonthecharitylistasagimmickforpublicityandpromotion.Thiskindofdonationmethodshowsthecharacteristicsofsuddenandshort-term.Becausetheenterprisedoesnotprovidethesustainedpublicwelfareactivitiesinthelaterperiod,itiseasytocausethedonortofallintothedesperatesituationofbeingunabletosavehimselfquickly,andcharitywillloseitssignificance.However,thisoneortwotimesofcharitybehaviorismoredifficultfortheenterprisetohaveagreatimpactonthesociety.Forexample,WangLaoji'samazingperformanceaftertheWenchuanearthquakeisdifficultToreproduce.Inaddition,thiskindofshort-termcharitybehaviorofenterprises,onthesurface,hasnoimpactonthecharityandpublicwelfareenvironmentinChina,butthecasualatmosphereformedisexactlythemostharmful.Nowonderthepublicwillquestionthepublicwelfarebehaviorofenterprises,becauseitisdifficultforanenterprisetoprovethatitscharityandpublicwelfareprojectsarenothype,buttohelpthesocietyreducetheburden. However,itisgratifyingthatmanycoatingenterprisesinChinahaverealizedtheharmofintermittentandscatteredshort-termcharityactivities.Theyhavestartedtocombinethemainbusinessoftheenterpriseconsciouslyandlaunchcharityactivitieswithdefinitethemeandlong-termtime.Thiskindofsmallflowandlong-termwayisdifficulttohaveapositiveimpactintheshortterm,butithasagreatimpactonthebrandinfluenceandtalentsofcoatingenterprisesTrainingandsoon,themorewesticktothelatter,themoreprominentitssuperiority,cantrulyachieve"makingmoneyanddoinggood".BehindthegorgeousturnofthischarityactivityistheeffortsmadebycoatingenterprisestoimprovethecharityenvironmentinChina. Duringthe"oneeggrampage"activityin2013,NipponChinasetupfive"rampageforlove"teams,involvingmorethan30staffmembersandfamilyvolunteers,raising150000yuan.In2014,NipponChinaofficiallybecametheofficialsponsorpartnerof"oneegg'srampage"publicwelfareactivities.Inadditiontothesupportoframpageaction,italsoaddedmorecolorfulcolorstothe50kilometerhikealongtheway.50%ofalldonationsreceivedwillbeusedinthenon-governmentalpublicwelfareinstitutionssupportedby"oneegg'srampage",andtheother50%willbeusedintheNippon's"colorforlove"project."Colorforlove"isacorporatepublicwelfareprojectofNipponwhichhaslastedforseveralyears.ItshowsthestyleofNipponasaninternationalpaintgiantandhelpsmorechildrenhaveabrilliantfuture.Itcanbepredictedthatinthefuture,Nipponmaysponsormorepublicwelfareactivitiesrelatedtocoatingbusiness,andturnthemintolong-termbehaviors,whichisamatterofkillingtwobirdswithonestonetofurtherpoolNippon'sbrandinfluence,improvemarketshareandconsumers'trust. Ingeneralimpression,foreign-
