After China’s first mutual help and car sharing platform, Jinliufu “Mutual Help Coalition for Spring Festival Travel” was successfully launched last year, it attracted widespread attention of society once again during the 2012 Spring Festival. In as short as a month, the activity attracted participation of more than 1.6 million people and triggered reporting by over a thousand media nationwide. Sun Jianxin, Vice President of VATS Group and General Manager of Jinliufu Business Department, expressed that as a model of social welfare marketing for domestic enterprises, Jinliufu “Mutual Help Coalition for Spring Festival Travel” had become Jinliufu’s socially pervasive brand assets of a public welfare nature through continued operation.

Combined Online and Offline Efforts Drove Scale Operation

The registration and participation mode for the first Jinliufu “Mutual Help Coalition for Spring Festival Travel” was only limited to network. In order to meet the needs of more people for participation, the activity in 2012 opened comprehensive registration channels: launching onsite registration at well-known office buildings in Guangzhou, Shanghai, Qingdao and Beijing and opening official website, official microblogs and hotlines for registration. Moreover, Qingdao’s Peninsula Metropolitan News and other media also volunteered as cooperation partners for the activity to arrange special hot lines for registration.

All Circles of Society Actively Participated in the Activity and Made It Socially Pervasive

In addition to participation of individuals, China Chamber of International Commerce Guangdong Chamber of Commerce (Guangdong CCOIC), Guangdong Shaanxi Chamber of Commerce and Crown Lion Car Fans Club also actively took part in the activity. Bai Mingshao, Vice Chairman of Guangdong CCOIC, came to the departure ceremony to see off the “happiness troops”. Many car owners and passengers who had succeeded in matching in the last activity required to be volunteers of the activity. There was even a kindhearted car owner who specially made a “car cake” to celebrate the first birthday of the coalition….

Kind-hearted Car Owner Specially Made a Super “Car Cake” to Celebrate 1st Birthday of the Coalition
 

More than One Thousand Media Rushed to Report and Add Fuel to the Activity

Mainstream media, such as CCTV, Dragon TV, Beijing TV, Shandong TV, Beijing Evening News, Xinmin Evening News, Southern Metropolis Daily, as well as various network news portals, like Sina and Souhu, made intensive tracking reports of the activity. Moreover, CCTV Live News, Special Attention and other columns also conducted special coverage of the activity. 

Documentary Micro Movie Themed With Spring Festival Travel “Touched People with Affection” and Deepened Activity Dissemination

In the first week after the documentary micro film Go Home for Spring Festival performed by real travelers from life had millions of millions of clicks and boarded the most popular video lists of Youku, Tudou, CNTV and other large video websites. True stories in the movie about going home tapped the home complex of Chinese people. As a result, net friends transshipped and commented on the activity, making the activity stretch to various forums and microblogs.

Sun Jianxin: Simply to Help More People

According to Sun Jianxin, General Manager of Jinliufu Business Department, as the “happiness wine of Chinese people”, Jinliufu has been committed to bringing more happiness for consumers.

Jinliufu has paid attention to the livelihood issue of “going home for spring festival” for a long time and used to help people “Go home with happiness” by “Sending message, presenting aircraft tickets” and other means. However, such public welfare investment of the enterprise was only a drop in the ocean, in view of the widespread social demand. Therefore, Jinliufu blazed a new trail and established the “Mutual Help Coalition for Spring Festival Travel” to help more people.

When interviewed by CCTV, Sun Jianxin told the reporter that “Donation of 1 million, sometimes, is only a number on a check. But when money is used on the platform that encourages mutual help and car sharing of a public welfare nature, the kindheartedness and social meanings triggered by the one million could not be measured, which can also promote corporate image.”

At the departure ceremony on January 15, Sun Jianxin said to the media that Jinliufu “Mutual Help Coalition for Spring Festival Travel” was still a newborn, as many aspects of it remained to be improved, but the activity would turn better and better with their continuous efforts and perseverance.