article | Xiaotian
How long has it been since you had been desperate for love?
The greatest happiness of a person is to have a kind of love and be able to use it as a dream, and then be able to realize it without distraction.
There is love in my heart. Life is no longer just a small wave that goes with the flow and is surrounded by the tide, but can stand at the forefront and lead the direction and dominate your own world.
In Gezan Township Primary School, Diqing Tibetan Autonomous Prefecture, Yunnan Province, at an altitude of 3123 meters, there is such a group of children with dreams.
They do not have excellent training equipment and professional coaching guidance. They rely solely on their passion for football, and have practiced their fighting spirit in a plateau environment. They are led by a math teacher who has been sticking to their football dream for 17 years. They have been playing in the state football league for their love for love and won the championship for their hard work.
This is a story that protects the Chinese plateau football dream, and it is also the "guardian" on the road to growth of children - Yili , a story that helps more children realize their dreams and let their dreams come true.
A short film that helps dreams protect the precious love
"After watching "Playing for Love", I was ignited by you. Looking at you, a group of children who love football, I think of my 14 years old, great! Very powerful!"
The scene of children training under the snow-capped mountains and running on the grassland deeply touched the football player Wu Lei , and I couldn't help but send a message to inspire the children.
"The competition has an end, but the love for football has no end." "I hope that with the help of 'Yili Nutrition 2030', children can always maintain this love and play for love."
In November 2022, Yili and China Red Cross Foundation launched the "Yili Nutrition 2030·To love to play, protect children's football dreams with nutrition" charity action, and walked into this plateau football primary school in the video - Gezhai Township Primary School.
In order to protect and help the football dreams of this group of plateau children, more people can see this group of children with football dreams and see the spirit of bravely fighting and not admit defeat on the field, the "Yili Nutrition 2030" public welfare project produced a short film "Playing for Love" recording, using images to record the story of these children and teachers bravely pursuing their dreams.
In Gezhai Township Primary School, boys and girls like to play football.
The children said: "Football is just a sport to others, but it is all for us." Every time they go on a game, the children will run with all their might and persevere until the last second.
The children's football was taught by a math teacher named Bian Madingzhu. Because he looks very similar to the star Carlos, he is affectionately called "Teacher Xiao Ka" by the children.
There is no professional football field, so Xiaoka takes the children to find a place to play football on the plateau: they have left their running figures in the pastures and lake shores, and snow-capped mountains and yak have been their cheerleaders; they plant grass on the soil playground without football lawns; they pick up stones and branches everywhere to simulate; without goal, they use cow dung and horse manure...
The school football training conditions are limited, and Xiaoka takes the children to overcome them, but the dietary structure of teenagers in the plateau is relatively single and the nutritional knowledge is relatively lacking, so it is difficult to change the malnutrition problem of teenagers caused by this.
In order to allow children to continue to receive nutritional supplements, in this charity action, Yili not only sent professional football equipment and training equipment such as jerseys, sneakers, tactical boards to the children in the "hardware";
In addition to sending children to drink pure milk, there is also a monograph "Dairy and Children's Nutrition Consensus" compiled by Dr. Feng Gang, a representative of the Yili Maternal and Infant Nutrition Research Institute, which uses health knowledge to nourish the vigorous growth of football teenagers and protects children's dreams with nutrition.
Weibo , this short video has been liked and forwarded by netizens, and they have left messages on topics such as #Coach sticks to 17 years to help young people realize their football dreams# and #Which moments to feel love is meaningful# to encourage children’s football dreams.
is not just the dream of football, Yili is making more dreams come true
When asked why she likes to play football, the children's answers are a bit immature, but full of innocence:
An Tibetan boy said that football makes him braver, confident, and tougher; Tibetan girl Duki Zhuoma is a goalkeeper, and she feels that as the "last line of defense" in the team, every time she receives a ball from her opponent, she will make her feel accomplished; the young player's televised and chased, "Playing football is also very stressful." She would play football every time she was in a bad mood. She would imagine football as all her pressure, grievances and unhappiness, and then kick it out. This made her feel very relaxed.
As the football commentary He Wei said, in football, human emotions can be fully reflected and released. This is football, which is why we love the sport of football so deeply!
Now, with this love for football, the young football players have returned to the state-level championship trophy. The young players have bigger dreams: "Become a national athlete", "Enter the national football team", "Go out of the mountains and play football in a wider place"...
In China, many children, like the football players in Gezhai Township Primary School, have lofty and beautiful dreams, but due to various conditions, the road to pursuing dreams is difficult.
Deep in Daliang Mountain in Yuexi County, Sichuan Province, there is a Liangshan Black Hawks with a dream of basketball. A few years ago, Val Amu, who graduated from Xihua University in Chengdu, saw the love of basketball in his hometown, and began to deliberately cultivate the children in his hometown.
"Our Black Hawks children can train from morning to night, except for eating." Now there are more than 30 players in the Black Hawks basketball team, most of whom are about 8 years old, and these children usually study in various schools and train with Coach Val Amu in the winter and summer vacations.
Children are the flowers of the motherland, and children's health and quality are related to the future of the entire family, country and nation.
Dairy products are crucial to children's healthy growth, but not everyone in Daliangshan District has the opportunity to enjoy the nutrition of dairy products.
This spring, Yili was moved by their dream-chasing spirit, and thus began to support these eagles in the mountains to bravely pursue their dreams.
In order to help more children with growth dreams like the Black Hawks, Yili QQ Star Children's Milk Powder, in conjunction with the China Red Cross Foundation, has launched a donation of QQ Starwood Children's Milk Powder with a total value of 500,000 yuan to more Liangshan children to provide professional nutrition support for children.
CBAfamous star Sun Yue , 2021-2022 CBA championship team head coach Yang Ming ...Many stars were invited by Yili QQ Star Children's Milk Powder to guide basketball skills for children and lead them to grow rapidly.
And a warm short film "Dream-burning Eagle" produced by Yili QQ Star Children's Growth Formula Milk Powder, jointly released by Xiaoxiao CBA, and the warm short film "Dream-burning Eagle" specially supported by Yao Fund was launched, allowing more people to see the persistent pursuit of dreams of this group of children.
In this summer's Qingdao basketball summer camp, Yili QQ Star Children's Milk Powder brought the Black Hawks to the scene of the CBA draft, allowing them to compete with the new CBA No. 1 pick and get close to their dreams.
Coach Amu said: "The children and I are very grateful to QQ Xingzhengao Children's Milk Powder for seeing the Black Hawks' desire for basketball dreams, allowing the children to see the possibility of realizing their dreams. Now, this help will also be aimed at more children in Daliangshan , helping them grow up one step ahead and bravely pursue their dreams."
And such cases are still happening across the country.
Since 2021, Yili has made a ten-year commitment to upgrade the "Yili Nutrition 2020" targeted poverty alleviation project that has been implemented for 4 years to "Yili Nutrition 2030" platform-type public welfare project, and after the upgrade, help more children realize their dreams, make public welfare more beneficial, and make their dreams closer.
As of now, "Yili Nutrition 2030" has covered 26 provinces (autonomous regions, municipalities) across the country, with a total investment of more than 92 million yuan, and nearly 700,000 children benefited from it.
This also means that in the future, with the help of Yili, more youth groups across the country, especially those in remote areas, will realize their dreams.
Do good and benefit others, the birth of a Chinese dairy company "social public instrument"
In the book " Lifestyle ", , known as the "God of Business" , Kazuo Inamori , shared the secret of why he was able to start many Fortune 500 companies in his life:
Business operation The first thing is to ensure the lives and happiness of employees. But if it is just this purpose, then you will fall into the parochialism that only makes profits for one enterprise.
Enterprises are social instruments and must also bear responsibilities and obligations for society and the world.
Coincidentally, "If an enterprise wants to realize its own value, it must create value for society. "This is a sentence that Yili Group Chairman Pan Gang said at the Yili 2021 Leadership Summit.
The concepts of the two coincide - the money earned with the altruistic spirit must also be spent with the altruistic spirit.
For example, "Yili Nutrition 2030", "Yili Ark", "Yili Home Action", "Yili Child Dream Tongyu" and other public welfare projects bloomed one after another across the country, drawing a magnificent Yili Charity Picture.
Take "Yili Ark" as an example only. At the end of last year, The "Yili Ark" child safety public welfare project jointly initiated by Yili Group and China Western Talent Development Foundation celebrated its ninth birthday. Taking this opportunity, "Yili Ark" launched the "Winter Vacation Safety Micro Classroom" and "Online Series Open Classroom", inviting well-known domestic experts to record 3 episodes of micro classrooms on topics such as parent-child education, campus violence, and gender education, and conduct 5 live classes to popularize safety knowledge.
To this day, the "Yili Ark" project has been implemented for nearly ten years. As of now, it has radiated to 25 provinces and 40 cities across the country, and has created more than 500 "Yili Ark Safety Ecological Schools" and independently developed The "Elementary and Secondary School Campus Safety Assessment Indicator System - Yili Ark Hologram" has benefited more than 300,000 children.
The upgraded "Yili Nutrition 2030" continues to implement the two major strategies of "rural revitalization" and "Healthy China", and implements the three major actions of donating nutrients, popularizing health knowledge, and caring for and protecting dreams. The care objects are more focused, the project content is more accurate, and the participants are more diverse.
These are the tip of Yili's iceberg on the road of public welfare. In pursuing social value, Yili is committed to taking responsibility and has always been present.
In fact, over the years, Yili has used nutrition to protect the health of the whole people in its business development, actively carried out the practice of sustainable development , and promoted the realization of the goal of common prosperity through industrial development. It not only achieved industry leadership, but also actively pursued the leading position in the field of social value.
For example, in helping to achieve the dual carbon goal, China's food industry's first dual carbon goal and roadmap, China's food industry's first " zero carbon factory", China's dairy industry's first "zero carbon alliance", China's milk powder industry's top two "zero carbon factories", China's cold drink industry's first "zero carbon factories" were born in Yili one after another.As of the end of 2021, Yili has 23 subsidiaries (subsidiaries) companies rated as national green factories by the Ministry of Industry and Information Technology, and has reduced emissions of 8.73 million tons of carbon dioxide equivalent, which is equivalent to saving 15 billion kWh of electricity;
On the road to common prosperity, Yili is a fellow traveler of sustainable development, exploring three major paths of "common employees, common industries, and common society", leading 5 million farmers and herdsmen across the country to embark on the road of increasing income and becoming rich.
In addition, Yili has also opened a "raft special class" and "Cow Second Generation" training camp, which has cultivated a large number of high-quality talents to promote the revitalization of the dairy industry; and in 2021, the past few years of innovative management models, innovative technologies, and innovative practices compiled into the "Rain Management Practical Manual", which will be released to the entire industry and the whole society to promote the development of the industry.
In addition to industrial empowerment, donations are a more direct way for enterprises to realize their social value. In terms of social responsibility practice, since the outbreak of the epidemic, Yili has continued to donate 380 million yuan to fight the new coronavirus epidemic, etc.
Over the past few years, global investors' interest in selecting investment targets using ESG indicators has surged. As an investment philosophy that focuses on corporate environment, social relations, and governance performance, it is becoming an important reference for evaluating the sustainability and social impact of corporate operations and providing an important reference for "can this company's stock be bought and invested".
And on August 23 this year, Forbes China released the 2022 China ESG 50 list. With its good performance in ESG, Yili became the only dairy company in China to be successfully selected.
Great enterprises can survive and have a common core competitiveness - altruistic heart.
undoubtedly, as the number one dairy group in Asia, from the Millennium Development Goals (MDGs) to the Sustainable Development Goals (SDGs), Yili continues to implement these concepts in tangible ways to achieve higher quality, higher efficiency and more sustainable development, and will also create a new future of "comprehensive value leadership" in China's dairy industry and accumulate the power to change the world.
