社会影响力·汇话

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顺应ESG浪潮, 走向全球性成功

中国美国商会专访Meta大中华区

中小企业电商负责人Jenny Lau

SII Talk｜Riding the ESG Wave to Global Success:

How Chinese Ecommerce Brands Navigate Overseas Market Opportunities

OGL在地球日时在Meta旗下的Instagram账号上，

重申对ESG的承诺。图片来源：OGL

近年来，诸如可持续发展、环境保护和回收再利用等流行词不仅在社交媒体上引发了讨论，也影响了消费者的购买决策。在与中国美国商会最新一期Quarterly杂志的采访中，Meta大中华区中小企业电商负责人Jenny Lau讨论了ESG （环境、社会和公司治理）日益增长的重要性以及电商领域的ESG热点。

In recent years, buzzwords such as sustainable development, environmental protection and recycling have not only sparked discussions on social media, but also influenced consumers" purchasing decisions. In an interview with the AmCham China Quarterly, Jenny Lau, Head of SMB eCommerce, Greater China at Meta discusses the growing importance of ESG (Environmental, Social and Governance) and ESG hotspots across the eCommerce sector.

Jenny Lau

Meta大中华区中小企业电商业务主管

Jenny Lau负责Meta大中华区中小企业电商业务的商业战略。她与地区团队一起，帮助中小企业拓展全球业务。Jenny于2015年加入Meta，是公司在大中华区招聘的、建立业务规划与运营 (business planning & operations, BP&O) 职能的第一位员工。她是Meta多元化、公平与包容（DEI）社会影响力小组的倡导者。在加入Meta之前，Jenny在微软等公司担任业务规划和运营方面的领导职务。她还是一名清酒品酒师，并致力利用技术创新，创造积极影响、克服障碍。

Q1

简单描述你在Meta的职责，以及团队发表这份ESG白皮书的缘由？

Can you briefly describe your responsibilities at Meta, and what motivated your team to publish this ESG Whitepaper?

我主管Meta大中华区业务战略，重点关注中小企业电子商务领域。我和我的团队一起，利用Meta的数字营销解决方案和技术，帮助中国的中小企业拓展国际消费市场。

I lead the business strategy for Meta Greater China, focusing on enabling the small to medium-sized business (SMB) eCommerce sector. Together with my regional team, I help SMBs in China reach international consumers using Meta"s digital marketing solutions and technologies.

我们关注到跨境电商业务的强劲增长，希望通过利用Facebook，Instagram，Messenger和WhatsApp等平台的巨大影响力，帮助中国品牌创造需求，推动发展。虽然越来越多的中国品牌已经走上了出口之路，但中小企业可能不具备加速出口发展的知识或专业技能，这让我们也看到了一些潜在成长机会。

We"re seeing strong growth in cross-border eCommerce and we want to help Chinese brands generate demand and drive growth by harnessing the massive reach of our platforms including Facebook, Instagram, Messenger, and WhatsApp. While a growing number of Chinese brands have begun their exporting journey, we"ve observed some growth opportunities that SMBs may not have the knowledge or technical expertise to accelerate growth.

其中一个机遇就是ESG。国际消费者不仅关注全球气候变化、可持续发展和性别平等，而且也越来越多地将关注转化为行动，进行以价值驱动化的消费。一项调查显示，美国75%的Z世代消费者在做出消费决策时，更重视品牌的可持续发展实践，而非品牌名称。

One of these opportunities is ESG. International consumers are not only concerned about global climate change, sustainability, and gender equality, but are also increasingly turning these concerns into action by making value-driven purchases. According to one survey, 75% of Gen Z consumers in the US value a brand"s sustainability practices over its brand name when making purchasing decisions.

我们发现，由于缺乏相关知识和指导，一些中国电商品牌错失了ESG相关的商业机遇。为应对这一问题，Meta与AVISTA集团合作，为中国跨境电商品牌开发了综合白皮书和量身定制的ESG框架。此外，我们还为一些选定的DTC电商品牌提供咨询，帮助他们提升在Meta社交平台上的品牌形象，利用ESG努力实现增长，同时寻找可以规模化的解决方案以展示他们的品牌承诺。

We found some Chinese eCommerce brands were missing out on ESG opportunities due to lack of knowledge and guidance. To address this, Meta collaborated with AVISTA Group to develop a comprehensive whitepaper and a tailored ESG framework for China"s cross-border eCommerce brands. Additionally, we provided consultations to selected DTC eCommerce brands, assisting them in improving their brand image on Meta"s social media platforms and leveraging ESG efforts for growth while finding scalable solutions to showcase their commitments.

Q2

可不可以更详细地为我们介绍Meta提供的ESG咨询服务：你们是如何具体帮助这些中国品牌的？

Could you go into more details about the consulting that Meta provided – how exactly did you help these Chinese brands?

2022年7月到11月，Meta邀请外部顾问为四家中国时尚行业的DTC电商品牌提供咨询服务，旨在帮助他们改善ESG相关的品牌战略和运营基础。

From July to November 2022, Meta invited external consultants to advise four Chinese direct-to-customer (DTC) eCommerce brands in the fashion industry, with the aim to help them improve brand strategy and operational fundamentals in relation to ESG.

我们首先与各品牌不同部门的员工进行一对一面谈，随后就具体的ESG策略和相关运营提出建议，并根据他们在Meta旗下平台投放广告的创意战略向品牌方给出想法。在随后几周内，我们进行了测试并对结果进行了追踪。

We began the consultations by conducting one-on-one interviews with employees from various departments of each brand. From there, we advised the brands on specific ESG strategies and related operational improvements, as well as creative strategies that they implemented through advertising on Meta platforms. In the weeks that followed, we conducted testing and monitored the results.

我们合作过的中国品牌之一是OGL，一个专注可持续女装的时尚品牌。它融合了环保面料的使用，可持续生产工艺的采用，以及其他ESG相关的举措。在Meta和AVISTA的指导下，OGL完善了它的ESG战略和实施。OGL不仅通过优化价值链，将ESG战略融入日常运营，还将ESG战略全面融入公司总体业务战略。令人欣慰的是，在为期四个月的咨询期后，OGL从品牌影响力到海外社区参与度、营销效率的多方面表现都得到了改善。

One of the brands that we worked with was OGL, a fashion brand centered on sustainable women"s clothing that incorporates eco-friendly fabrics, sustainable manufacturing processes, and other ESG-related initiatives. With Meta and AVISTA"s guidance, OGL refined its ESG strategy and implementation. Not only did OGL integrate its ESG strategy into its daily operations by optimizing its value chain, but they also fully embedded their ESG strategy into the company"s overall business strategy. It was gratifying to see improved performance on multiple dimensions following the four-month consultation period, from brand impact to community bonding and marketing efficiency.

Q3

你对希望改进ESG相关社交媒体策略的中国电商品牌有什么建议？

What"s your advice for Chinese eCommerce brands looking to improve their ESG-related social media strategies?

与ESG相关的内容可以帮助电商品牌在社交媒体上获得关注并吸引潜在客户，尤其是在欧美等成熟市场。然而，创意必须始终作为这些以ESG为中心的数字广告或社交媒体战略的核心。

ESG-related content can help eCommerce brands get noticed on social media and engage potential customers, especially in mature markets like the US and EU. However, creativity must always be at the core of these ESG-centric digital advertising or social media strategies.

2022年8月到11月，Meta与一组中国电商品牌合作，测试并学习ESG元素如何可以提升在Reels短视频中的品牌形象和消费者购买意愿。我们确定了五项最佳创意实践，以此来开展具有影响力的ESG活动：

1. 跳出产品本身，发现多样化的ESG故事。

2. 确保可信度、清晰度：分享事实，并使用简单而明确的语言传达ESG信息。

3. 对产品和ESG都给予足够的重视，用ESG信息视作对产品的信息的补充，而不是二者选一。

4. 找到合适的受众：分析ESG活动结果的人口统计学特征，以确定合适的受众。

5. 与KOL一起，通过在Reel上讲述真实的故事，保持真实，建立信任。

From August to November 2022, Meta worked with a group of Chinese eCommerce brands to test and learn how effectively ESG elements can increase branding and purchase intent from digital creatives in short-form video format, Reels. We identified five creative best practices to run impactful ESG campaigns:

1. Think beyond the product to identify diverse ESG stories.

2. Make it credible and clear: share facts and use simple yet clear language to communicate your ESG message.

3. Give enough importance to both the product and ESG, see ESG message as a complement rather than either-or.

4. Find the right audience: use ESG to analyze the demographics of your ESG campaign results to identify the right audience.

5. Keep it real with Reels and build trust through authentic storytelling of Reels with key opinion leaders (KOL).

Q4

作为一个评估企业可持续性和社会价值的系统，ESG的重要性日益显现。这对希望吸引海外客户的中国商业品牌意味着什么？

ESG is gaining importance as a system for assessing corporate sustainability and social value. What does this mean for China"s Commerce brands looking to engage overseas customers?

ESG的重要性与日俱增，这意味着中国商业品牌必须优先考虑可持续发展，以此来吸引海外客户。消费者要的是可回收包装、价格合理且可持续的商品、化学品的减少使用、碳中和运输以及可持续发展实践的透明度——不能满足这些期望的品牌有可能失去商机。全球有59%的消费者称将停止购买未考虑全球气候变化影响的品牌，24%的消费者将抵制未制定可持续计划的品牌。

ESG"s growing importance means Chinese commerce brands must prioritize sustainability to engage overseas customers. Consumers seek recyclable packaging, affordable and sustainable products, reduced chemical usage, carbon-neutral shipping, and transparency in sustainability practices. Brands failing to meet these expectations risk losing business opportunities. 59% of global consumers plan to stop buying from brands not addressing climate change, and 24% of them will boycott those without sustainability plans.

Q5

“风险中往往藏有机遇”——对ESG的更高期望是否也带来了新的机遇？

"In every risk there is an opportunity" – do higher expectations for ESG also bring new opportunities?

是的。全球领先企业正在就三个最热门的ESG主题展开行动：循环经济、DEI、以及透明度和可追溯性。例如，宜家家居承诺到2030年成为一家循环性公司，具体行动包括开发易于维修、翻新和回收的循环性产品、使用可再生材料以及提供回收服务。在DEI方面，中国内衣品牌NEIWAI推出了一项名为 “No Body is Nobody”（微而足道，不分你我）的活动，邀请30位不同年龄和体型的模特参与。

Yes. Leading companies around the world are acting on three of the most popular ESG topics: circular economy; DEI; and transparency and traceability.For example, IKEA has committed to becoming a circular company by 2030 through actions like including developing circular products that are easy to repair, refurbish, and recycle, using renewable materials, and providing recycling services.On the DEI front, Chinese lingerie brand NEIWAI launched a \"No Body is Nobody\" campaign, featuring 30 models of different ages and body sizes.

我们与DTC时尚品牌的合作表明，整合ESG战略可以提高业绩，这包括品牌社区的建设以及营销效率提升。

Our work with DTC fashion brands shows that integrating ESG strategies improves performance, including community-building and marketing efficiency.

Q6

中国跨境电商品牌在实施ESG战略时可能遇到的常见问题是？

What are some common issues Chinese cross-border eCommerce brands might encounter when implementing ESG strategies?

一些中国品牌已经制定了ESG措施，但他们的方法可能缺乏结构性和全面性，有改进的机会。还有一些品牌对ESG及其重要性缺乏充分了解，对目标海外市场的ESG趋势缺乏认知，导致战略采用较慢，错失了商机。

Some Chinese brands already have ESG measures in place, but their approaches can lack structure and comprehensiveness, there are opportunities for improvement. Others do not have a full understanding of ESG and its importance or an awareness of ESG trends in their targeted overseas markets, resulting in slower adoption and missed business opportunities.

一些品牌可能会选择在市场营销资料中突出ESG相关内容，但无意中引起了误导或数据信息提供不充分，从而被视为“漂绿”。

Some brands could opt to feature ESG-related content in their marketing collateral, but inadvertently present misleading or insufficient information and evidence, which results in being seen as \"greenwashing.\" Alternatively, they could lack clear communication with stakeholders.

Q7

中国中小企业实施ESG战略的最佳途径是什么？

What is the best way for Chinese SMBs to implement ESG strategies?

对于许多已经努力提升品牌知名度并以有限的资源推动业务持续增长的中小企业来说，ESG似乎是一个遥不可及的愿景。不过，中小企业可以采取一些切实可行的措施来抓住ESG机遇。首先，仔细审视价值链，并尝试在整个价值链中整合ESG概念和措施，从产品开发、原材料采购、包装、供应链管理、物流，到客户体验、绿色运营、人力资本和社会公益。简而言之，抓住一切机会提升品牌的ESG表现。

For many SMBs that are already trying to grow their brand awareness and drive sustained business growth with limited resources, ESG may seem to be a far-fetched vision. Yet there are some practical steps that SMBs could take to seize the ESG opportunity. First, take a good look at your value chain and try to integrate ESG concepts and measures across the entire value chain, from product development, raw material sourcing, packaging, supply chain management, logistics, to customer experience, green operations, human capital and social good. Simply put, grasp every opportunity to boost your brand"s ESG performance.

为员工、供应商和合作伙伴提供ESG培训。另外，环境保护措施和商业道德经营准则要继续实施。虽然没有唯一的成功之道，但无论是电商中小型企业，还是已经与海外客户建立联系的相对成熟的品牌，ESG都应是优先项。因为有一点是肯定的：ESG的潮流不会改变，那些顺应潮流的人将更快到达商业成功的彼岸。

ESG training for employees, suppliers, and partners, in addition to environmental protection measures and ethical business operations guidelines, should be implemented on an ongoing basis. There isn"t a single winning formula, but having said that, whether you"re an eCommerce SMB or relatively established brand that"s already reaching overseas customers – prioritize ESG now, because one thing is certain: ESG is here to stay, and those who ride the wave will sooner reach the shores of business success.

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