【直报网12月30日讯】（经济参考报）一家跨国公司要想打遍天下，需要找到一条最快的 “本土化”路径，康宝莱（中国）保健品有限公司（下称“康宝莱”）也不例外。

CNDSN December 30th news (economic information daily) a Multi-National Corporation wants to play all over the world, to find a fastest "localization" path, Herbalife (Chinese) health care products Company Limited (hereinafter referred to as "Herbalife") is no exception.

为了这一目标，康宝莱几次加码中国。2010年，它把自己全球首个原料生产基地落户长沙，直接拉动当地农产品加工业超过十亿元的产值；几乎同时，其首席科学官史蒂夫•赫尼格表示，加快推出含中草药产品，在中国设立研发中心也已提上日程。

For this purpose, several times raise Chinese herbalife. In 2010, it put his first global raw material production base settled in Changsha, directly stimulating the local agricultural product processing industry output value of more than one billion yuan; almost at the same time, its chief science officer Steve Henig said, speed up the launch of containing Chinese herbal products, set up R & D center in Chinese has also been put on the agenda.

此外，康宝莱还在另一个领域为本土化铺路。2013年9月5日，中国宋庆龄基金会与康宝莱发起“天使听见爱”慈善项目专项基金。此前，“康宝莱之家”等公益项目已经在中国开展多年。

In addition, Herbalife in another field for the localization of paving. In September 5, 2013, the Song Qingling foundation and Chinese Herbalife sponsored "angel hear love" charity project special fund. Prior to this, "Herbalife home" and other public welfare projects have been carried out for many years in the Chinese.

公益，就是康宝莱在中国实现本土化的重要一环。

Public interest, is to achieve localization in Chinese Herbalife is important one annulus.

来自巧合的“天使听见爱”

From the coincidence of "angel hear love"

5岁女孩小纯（化名）是“天使听见爱”第一个出资进行耳蜗植入手术的孩子。2010年6月，她在厦门接受手术后成为上海世博会的一名小志愿者。

The 5 year old girl small pure (a pseudonym) is "angel hear love" the first capital contribution of the cochlear implant operation of children. In 2010 June, she underwent operation in Xiamen to become a small volunteer in Shanghai world expo.

康宝莱本是一家专注于营养与体重管理的企业，之所以选择一个与企业产品完全无关的公益项目，源于一次巧合。2009年6月，康宝莱中国区总裁李延亮在参加厦门会议时第一次接触到听力残障儿童。不久之后，康宝莱就组织了一次慈善晚会，将12万元的支票捐赠给厦门红十字会。

Canbo vision is a focus on nutrition and weight management enterprise, chose a and enterprise products completely unrelated commonweal project, from a coincidence. In 2009 June, Herbalife Chinese area president Li Yanliang participated in the Xiamen conference when first exposed to the hearing handicapped children. Soon after, Herbalife organized a charity gala, will the check for $120000 donation to the Xiamen red cross.

根据2006年国家第二次全国残疾人抽样调查数据显示，当时中国听力残疾人达到了2004万，其中7岁以下的聋儿达80万人并以每年新增3万聋儿的速度增长。

According to the 2006 national second national sample survey on disability statistics show, at that time Chinese aural disabled people reached 20040000, of which 7 years of age the deaf children up to 800000 people and an annual increase of 30000 deaf children growth.

从2009年开始，中央财政投入专项经费20亿元，实施“贫困聋儿人工耳蜗抢救性康复项目”，计划到2015年为1.6万余名贫困聋儿免费植入人工耳蜗，并提供术后康复训练经费。

From the beginning of 2009, the central government invested 2000000000 yuan special funds, the implementation of the "poverty deaf children with cochlear emergency rehabilitation project", plans to 2015 to more than 1.6 deaf children with cochlear implants, free of charge, and provide postoperative rehabilitation training funds.

在2011年之前，康宝莱对于贫困聋儿康复辅的资助是零散的。直到当年9月5日，康宝莱与中国宋庆龄基金会共同发起“母婴平安•天使救助行动——天使听见爱”公益活动后，这一项目才开始稳步推进。截至目前，康宝莱已经为该项目捐助超过1300万元，帮助超过40位经济困难的重度聋儿进行人工耳蜗植入手术。

Before 2011, Herbalife is scattered for poverty deaf Kang Fufu funding. Until September 5th of that year, Herbalife and China Song Qingling foundation co sponsored the "mother and child safe - Angel bailout -- Angel hear love" public welfare activities, the project began to steadily. Up to now, Herbalife has exceeded 13000000 yuan for the project contributions, helped more than 40 economic difficulty severe deaf cochlear implant surgery.

公益项目拉近了和经销商的距离

Public welfare projects closer to the distance and dealers

“你必须用来自心底的爱对待和影响他人。”这是康宝莱创始人马克.休斯定下的公益传统。

"You must use from the bottom of my heart towards love and influence others." This is Herbalife founder Mark Hughes's charitable tradition.

在美国，慈善有企业先天的因素，如钢铁巨头安德鲁•卡内基所言“人死富有，死而蒙羞”。当然，更多地源于健全的立法和纳税制度，它们保证了美国企业在为公益付出时，会得到法律保护和税收优待。

In the United States, charitable enterprise congenital factors, such as iron and steel magnate Andrew Carnegie said "the people die rich, die disgraced". Of course, more thanks to the perfect legislation and tax system, which guarantee the companies in the United States for the public to pay, will be protected by law and tax preferential treatment.

在中国社科院企业社会责任中心主任钟宏武看来，美国企业在履行社会责任时，通常会把公益纳入整体战略。

It looks at the social responsibility of the Chinese Academy of Social Sciences, director of the center Zhong Hongwu enterprise, American enterprises to fulfill their social responsibilities, often put the public into the overall strategy.

作为一家拥有美国DNA的外企，从设立之初，康宝莱（中国）就一直把公益视为公司重要战略。据李延亮介绍，康宝莱每年编制发展规划时，都会将公益项目纳入其中。“如果说一家企业的腾飞需要两只翅膀，那么一只是销售业绩，它能让企业飞得更高；而另一只就是公益，它可以让企业飞得更远、方向更准确”。

As a foreign company with the United States DNA, from the beginning of the establishment, Herbalife (China) has been considered as an important strategy to public company. According to Li Yanliang introduction, Herbalife compilation of annual development plan, will the public welfare projects included in the. "If an enterprise take-off needs two wings, so only the sales performance, it can make the enterprise to fly higher; and the other one is the public interest, it can make the enterprise to fly farther and more accurate direction".

比如在运作“天使听见爱”时，康宝莱很清楚，选择这个项目就意味着不只是掏钱，还要承担起很多后续工作。因为与其他一次捐赠即可解决问题的疾病相比，人工耳蜗植入手术只是帮助听力残障儿童的第一步，接下来能否保证有效的康复工作才是重点，否则整个救助就失去了意义。

For example, in the operation of the "angel hear love", Herbalife is clear, the choice of this project means not only money, but also take up much of the subsequent work. To solve the problem because it and the other a donation can be compared to a disease, the first step in cochlear implant surgery just help the hearing disabled children, then can ensure the rehabilitation work effectively is the key, otherwise the entire rescue lost meaning.

数据显示，2013康宝莱年全球净销售额为48亿美元，同比增长18%。调整后的全年净利润为5.774亿美元，同比增长了24%。2013财年，康宝莱中国全年销售总额（含税）达40亿人民币，同比增长60%以上，成为康宝莱全球名副其实的强力增长引擎。2014年也有全新的突破。这样的成绩单中，不能忽视来自公益的品牌加分。李延亮承认企业履行社会责任以盈利为基础，却并不认同做公益仅是一场作秀。

Data show that 2013 Herbalife global net sales of $4800000000, a year-on-year growth of 18%. After the adjustment of the annual net profit of $577400000, a growth of 24% compared to the same period. In fiscal year 2013, the total sales of the year Herbalife China (including tax) reached 4000000000 yuan, a year-on-year growth of 60% above, be worthy of the name of the powerful Herbalife global growth engine. 2014 also has a new breakthrough. This transcript, cannot be ignored from the public brand points. Li Yanliang admitted to corporate social responsibility based on profit, but do not agree to do public service is just a show.

据李延亮介绍，在康宝莱自有的购物网站上，通过网络捐助渠道，两个月内“天使听见爱”项目吸引捐款28万元，未来对公益的投入还会继续增加，同时还将号召更多的经销商和员工参与其中。“企业的良心和责任感是最能打动经销商的，公益项目拉近了我们和经销商的距离。”

According to Li Yanliang introduced, in Herbalife own shopping website, through the network of donor channels, within two months of "angel hear love" project to attract donations 280000 yuan, on public investment will continue to increase in the future, will also call for more distributors and employees to participate in. "The enterprise conscience and sense of responsibility is the most can move the dealer, public welfare projects closer to our dealers and distance."

Late do not do the early

2011年是康宝莱开始在中国成体系运作公益项目的原点，而在运作公益项目初期，难免遇到了一些问题。

2011 is the Herbalife began in China into origin system operation of public projects, and in the operation of public project early, will inevitably encounter some problems.

当时，对中国公益透明度的信任危机。负责与中国宋庆龄基金会合作进行“天使听见爱”项目的工作人员，在与总部进行沟通的过程中遇到了质疑，美国人认为此时的中国公益圈有严重风险，而康宝莱的公益捐款大多来自营销人员和经销商，因而要求在运作项目时必须审慎。

At that time, a crisis of confidence in the public transparency China. Responsible for working with Chinese Song Qingling foundation "angel hear love" project staff, in the process of communicating with headquarters encountered questioned, Americans think at this time of China public ring with a serious risk, and the public welfare donation Herbalife mostly from marketers and distributors, so the requirements in the operation of the project must be careful.

沟通进行得颇费周折，历时月余才得到美国方面的认可，李延亮对项目的支持和推动，最终帮助美国总部下定决心。“践行公益是一家外企必须履行的社会责任，晚做不如早做。”李延亮说。

Communication was pofeizhouzhe lasted more than a month, to get America aspects of recognition, Li Yanliang supported the project and promote, and ultimately help America headquarters decided to. "The practice of public interest is a foreign enterprise must fulfill their social responsibility, do not do the early late." Li Yanliang said.

在公益项目的具体运作上，康宝莱确立了“公益要配合业务发展，从战略角度出发”的理念。

In the specific operation of public projects, Herbalife has established "to public with the business development, starting from the strategic point of the idea of".

康宝莱与宋基会的合作，就是为了获得最好的战略效果。康宝莱与宋基会的合作在最初就确定了“宋基会指导，双方一同协商”的模式，但在项目具体运作上，康宝莱承担的工作更多。康宝莱公益项目相关工作人员表示：“企业运作项目具有天然的优势，对项目绩效、流程的把控更严格。”

Herbalife and song foundation of cooperation, in order to obtain the best effect of the strategy is to. Herbalife and song foundation cooperation identified "Song Jihui guidance in initially, the two sides together consultation" model, but in the specific project operation, Herbalife to undertake more work. Relevant staff Herbalife commonweal project said: "enterprise operation project has a natural advantage, the performance of the project, process to control more strictly."

上述人士表示，在中国设立“康宝莱之家”的过程还是有一段“非常磨人”的经历。

The source said, in the establishment of "process Chinese Herbalife home" had a "very grinding" experience.

全球的康宝莱之家均由位于美国总部的“康宝莱家庭基金会”统一管理，由于基金会资金主要来源于经销商，为了符合美国《反海外贿赂法》等法律规定，在住在国设立“康宝莱之家”时需要提供详细的申报资料，尤其是财务的透明。因此，康宝莱家庭基金会要求与之合作的公益组织提供详细的财务状况等资料。但在中国，一家公益机构开具这些资料的过程相当繁琐。不得不承认，中国公益圈的一些“习惯”和审批程序，与外企总部的要求，在接轨过程中确实还存在着某些不顺畅。但康宝莱仍然克服种种困难，不怕麻烦地将每件事情都做到最好。

Global Herbalife home were located by the America headquarters "the Herbalife family foundation" unified management, the foundation funds mainly come from the dealer, in order to meet the America "anti bribery law" and other laws and regulations, the establishment of "Herbalife family" living in the country when the need to provide detailed reporting of information, especially the financial transparent. Therefore, Herbalife Family Foundation public welfare organization and cooperation to provide detailed financial data. But in the process of China, issued a public welfare organization of these data is very complex. Have to admit, some "China public circle" habits and approval procedures, and requirements of foreign company headquarters, in the process of connection did exist some not smooth. But the Herbalife still overcome difficulties, not afraid of trouble will everything be the best.

在“天使听见爱”的活动现场，李延亮承诺，在帮助聋儿进行人工耳蜗植入后，还将帮助手术后的聋儿进行康复训练。“康宝莱认为，真正的慈善和公益，对于某些人来说是能够改变一生的一个机遇。为此，要想尽办法破解过程中遇到的困难。”▲

In "angel hear love" activities at the scene, Li Yanliang promised, in helping the deaf cochlear implants, will also help the deaf children rehabilitation training after operation. "Herbalife think, true charity and public welfare, for some people it is an opportunity to change his life. Therefore, to meet the difficulties in the process of trying to crack." *

（原标题：康宝莱李延亮：企业腾飞需要两只翅膀）

(original title: Oh Li Yanliang: enterprises need two wings soar)

责任编辑：宝蓝

Editor: Blue