Zhang Xuming

Zhang Xuming's goal as president of the China Enterprises Council (CEC) is to help Chinese businesses export their reputation for social responsibility to the US as well as their products, services and technology.

The CEC serves more than 100 Chinese companies including state-owned enterprises, government representative offices, and private enterprises. Established in Los Angeles in 1993, CEC membership includes Chinese companies such as AVIC, Bank of China, China Telecom, China Mobile, Industrial and Commercial Bank of China (ICBC) and Peak Sports.

As the leading organization of Chinese enterprises in Southern California, the CEC is focused on strengthening US-China trade and promoting mutual understanding between the Chinese and American business communities.

Helping Chinese enterprises succeed in the US means far more than financial achievement. Zhang's concerns are whether the Chinese companies are well incorporated into US society and whether the Chinese corporations are accepted by the local people. Zhang believes a corporation is like a person, or a citizen in society. He thinks corporate citizenship is the extent to which businesses are socially responsible for meeting legal, ethical and economic responsibilities placed on them by shareholders. The aim is for businesses to create higher standards of living and an improved quality of life in the communities in which they operate. In a different environment and a foreign land, establishing good corporate citizenship is hard work.

"When we first came in the US, our mission was just to make some sales. I realized that the American people don't really know much about the Chinese enterprises around them. They thought of us as Chinese businessmen overseas who are busy making money, but had nothing good for them. Chinese companies haven't really made an effort to build a reputation in the US as we have in China," said Zhang. "It is time to make a change."

The key is to learn what matters to the American people and do things that meet the community's needs," added Zhang. "It means getting involved in the community, being part of the community and making charity efforts just like other American companies."

Since last year, Zhang has spent a lot of time doing research on American standards of a respectable and likable company in order to find a solution to "how to make American people like the Chinese companies that are here". He realized there was no previous experience for him to copy or apply.

It has been almost 30 years since the first tier of Chinese enterprises entered the US. That wave included AVIC (Aviation Industry Corporation of China) International US, China's largest state-owned airplane maker, which established an office in Pomona, California in 1987.

"Twenty years ago there was only one bank, Bank of China, representing China here in the US. Just in the recent years, ICBC (Industrial and Commercial Bank of China), China CITIC Bank, and China Merchants Bank all made their debuts," said Zhang.

Besides financial services, the same trend took place in other industries including transportation, energy, telecommunications, construction, trade, technology, law, tourism, real estate, education, hotel, and other areas. "It is time we let American people know we are here not just for the money," said Zhang.

Most of the CEC member companies quickly understood Zhang's social responsibility mission by referencing their parent company's experience in China. For example, AVIC China has long been supporting schools for children of poverty in China. China Unicom has a long history of helping children with autism. China Mobile is known for its Blue Dream Education Project in China which is designed to construct school systems for children in rural areas.

Leading Chinese companies serve as role models. For example, private enterprise BYD Motor has successfully built its image as a company that gives back to the community by creating local jobs, and engaging in environmental protection projects.

CEC started initiating a charity drive in 2013. Last September, CEC supported Meals on Wheels West, a Los Angeles area charity focused on providing nutritious meals to homebound adults and seniors. CEC called for fund raising within the organization and delivered donation boxes with the Meals on Wheels logo to the responding members. Twelve leading Chinese companies participated, including AVIC USA, Bank of China, China Telecom, China Mobil USA, ICBC and Peak Sports.

As a result, CEC's efforts with Meals on Wheels helped Chinese enterprises gain a reputation as businesses that embrace social responsibility. Los Angeles Mayor Eric Garcetti, Los Angeles County Supervisor Michael Antonovich and other government representatives recognized the Chinese company's contribution to the community when they watched the Meals on Wheels video at CEC's annual dinner last year.

"It proved to me that I made a right decision to choose Meals on Wheels. Now the American people see us as part of the community, no different from other American companies. Just like those US companies with good reputations here, we have a mission and vision in sustainable development and giving back to the community too," said Zhang.

Zhang's vision of branding Chinese enterprises as great citizens in the US has evolved. Serving as president of AVIC (Aviation Industry Corporation of China) International US, he said AVIC has done good work in Africa by building mobile hospitals for people in need. "At the beginning I didn't think we can do much in US. We simply thought we could only help those who were less developed than us. But now we have found we can become engaged in the US community," said Zhang. "It is a great encouragement to all my members that we have changed people's perceptions. But the first thing is that we have to change our own ideas. We can do as much as American companies can. "

CEC's charity drive keeps going this year. On Monday, CEC provided $10,000 to the Richard Henry Dana Middle School in San Pedro, California to help the school to resume sciences and art classes which had been suspended due to state cuts in educational funding.

In addition to the donation, many Chinese enterprise CEOs served in four educational sessions open to middle school students to discuss profession planning, college budgeting, and environmental protection.

cindyliu@chinadailyusa.com