Chinese firms pay more attention to social responsibility

Chinese manufacturers can become major players in the corporate social responsibility field, said Daniel Kirchert, senior vice-president of marketing and sales for BMW Brilliance Automotive Ltd.

"Many Chinese manufacturers have become industry leaders during these years, for example in the auto industry," Kirchert said at the China Philanthropy Forum on Friday. "When a company grows to a certain scale, it should start giving back to society."

Daniel Kirchert is senior vice-president of marketing and sales for BMW Brilliance Automotive Ltd. Provided to China Daily

Philanthropy should be a key issue for companies, he said.

This view was echoed by Curtis Kohlhaas, chief development officer of the Carter Center.

Kohlhaas said that Chinese companies are marching into the world and taking CSR programs to different places, but that some foreign companies and philanthropy organizations also want to enter China, where development is still an urgent issue.

"This is a natural process determined by economic growth and community needs," Kohlhaas said.

Automakers should also make plans to reduce emissions from the vehicles that they manufacture, to reduce pollution.

"In this aspect, Chinese manufacturers must also work very hard on solutions," said Kirchert, adding that he views China as a fast-growing market with strong capital support and consumption needs.

"When Chinese companies expand to overseas markets, they bring public welfare projects to anywhere that has the need," he said. "Thus, they will become world competitors in the CSR field."

BMW has a lot more CSR projects, in addition to its efforts to lower emissions from the vehicles it makes, he said.

"We have a project, called Joy Home, which is targeted at left-behind children in rural areas," Kirchert said. "What they need is not merely material support, but also care and love."

In addition to donations of books, laptops and sports equipment, BMW asked its clients and distributors to participate in the project, regularly visiting the children, spending time with them, reading books and playing games with them.

"It's not about how much money we put in, but about how many people are involved and make a social contribution," Kirchert said. "We are hoping to make them feel cared for and happy, to make sure they have a chance to discover their potential and pursue their dreams."

According to him, 60 Joy Homes will be built in 28 provinces in coming years, directly benefiting 50,000 children.

The company has also established the Warm Heart Fund in cooperation with the China Charity Federation in 2008. The fund was set up to promote local culture, support education, build a more resilient community able to respond to natural disasters, and also advance technology to fight pollution.

yangyao@chinadaily.com.cn