The new strategy outlines integrating social responsibilities (CSR) into the products, services and business model the company offers. There is a distinction between a peripheral and integrated approach to implement CSR. The conventional peripheral approach is to separate CSR initiatives from the core business activities, while integrated approach is to integrate CSR in the domain of day-to-day operations a for-profit outcome. With the newly renewed strategy, JinkoSolar aims to promote technical innovation, enabling the green transformation of all other industries, and the sustainability of social development as a whole.
Every industry, every corporations has placed tremendous pressure on its climate action and carbon neutrality. New requirements to incorporate climate goal and business operation and interactivity quickly drive up complexity and uncertainty. The rejuvenated slogan for this new CSR-initiated brand strategy is “Be Your Climate Action Partner”. It highlights the necessity of navigating tensions at both the organizational and the action levels, the key role of activity (as opposed to defensive) navigation of carbon neutrality tensions, and the importance of alignment between organizational and action levels in navigating tensions for sustaining strategic focus on carbon neutrality.
JinkoSolar has, throughout the past, repeatedly leveraged its massive customer base across the world to empower other organizations and industries to achieve carbon neutrality. In addition to solar panel sales, JinkoSolar will work with an unrivaled ecosystem of partners including institutions, energy designing house, key component vendors, system integrators, omnichannel distributors and EPC, cross-industry conglomerates to deliver consulting, design, deployment, optimization of customer pathway to carbon neutrality — harnessing the data, products, technologies and services that make them possible.
The renewed strategy focuses on carbon neutrality of industries, zero-emission buildings and transportation, conventional energy optimization to be coupled with solar, solar plus storage 24/7 solutions, rural electrification, solar endorsed water and agriculture land saving, for example solar pumping, solar sea desalination, desert greenization, solar irrigation.
“The most important guiding principles of JinkoSolar are “equity, responsibility, progress and creation”, which mark our culture and shape the way of day-to-day operations”, said Dany Qian, VP of JinkoSolar, “we aim to empower all industries and organizations enabling them to make good use of solar and doing well by doing good.”
