"Like sustainable development and CSR, ESG is also an important consideration in the long-term development of OPPO." Liu Lie, Vice President of OPPO and President of Global Marketing, said, "In an uncertain environment, we should calm down and look for definite factors so as to grasp the direction of the enterprise.". As a new standard to measure the development potential and prospects of enterprises, ESG evaluation system can help us continuously optimize the operation and development of OPPO.

At present, based on its own business situation and the concept and mission of "science and technology for people, good for the world", OPPO has formulated a sustainable development strategy for the United Nations Sustainable Development Goals (SDGs) and the ten principles of the United Nations Global Compact Organization, namely, harmonious operation, environmental protection, employee well-being, inclusive technology and ecological integration.

At the level of strategic promotion, OPPO closely adheres to brand values, integrates ESG with the top-level design and planning of the company's business development and capability layout, and brings internal employees, external partners and users into the sustainable development concept of OPPO through three important threads of product, technology and mental guidance, so as to promote the strategic landing of ESG in a systematic way. Therefore, every small step of OPPO itself is actually an ESG action that gathers employees, partners and users in a subtle way.

Give products green and cover the whole life cycle

In 2020, OPPO puts forward the brand mission of "Science and Technology are Good for the World" to guide the company from production and operation to product research and development, to build a green and low-carbon business operation model, and to create an environment-friendly value chain.

Specifically, OPPO subdivides environmental protection into 18 scenarios in five areas, including operational carbon reduction, energy substitution, planning carbon reduction, product carbon reduction and business support, and formulates detailed plans for each scenario. “We hope that through our efforts, we can help achieve the goal of global carbon neutrality as soon as possible. “Liu Lie said.

Vice President of OPPO and President of Global Marketing

Liu Lie

Particularly noteworthy is that in terms of products, OPPO has integrated the concept of environmental protection and sustainable development into the whole product cycle, realizing the environmental protection control of products from "cradle" to "grave", and minimizing the impact and damage to the environment.

Among them, in the stage of raw material acquisition, OPPO promotes the reduction, recyclability, recyclability and degradability of packaging. Wood is replaced by recycled fiber, and non-degradable plastics are replaced by polylactic acid materials to reduce the negative impact on the environment. In the stage of product use, OPPO improves the efficiency of product use, prolongs product life and indirectly reduces electronic waste through technological innovation and strict product inspection standards. At the end of the life cycle, OPPO has established a product recycling system to carry out trade-in activities in domestic and foreign markets to reduce the impact of e-waste on the environment.

At present, OPPO has made corresponding breakthroughs in green products, green operation and climate change response. For example, the plastic reduction rate of mobile phone color boxes in OPPO European market has reached 95% in three years. OPPO Find X5 series is equipped with a self-developed battery health engine, which enables 80 W super flash charging to maintain more than 80% battery health after 1600 charge-discharge cycles, twice the industry standard, prolonging product life and indirectly reducing e-waste.

Give goodwill to technology and promote sustainable growth

As a technology company, OPPO will naturally combine its own business development and capabilities to lay out ESG strategy. In recent years, OPPO is making good innovation technology better serve people through "technology universal benefit".

OPPO is an active practitioner in trying to do a good job of barrier-free design and aging transformation of products from the scientific and technological level, and to build an information barrier-free world.

For example, in order to help people with visual impairment, OPPO has created a "thousand people, thousand screens" color vision enhancement function to enhance the screen experience of people with color vision impairment, and its intelligent voice assistant Xiaobu has also launched a series of barrier-free voice functions.

In order to make communication more direct and simple for hearing-impaired users, OPPO Air Glass smart glasses can convert voice into text in real time. The professional fall detection and one-button call function of OPPO Watch 2 can provide protection for the health of elderly users.

At the same time, OPPO has also designed ColorOS system for aging, and has held more than 400 offline courses for many years, providing face-to-face and refined smartphone teaching for older users, facilitating older users to keep up with the pace of the digital age, and also making the family connection betw een children and parents closer.

It is particularly worth mentioning that on this year's World Smile Day, OPPO launches the first "Smile Proposal". As another landing action of OPPO brand advocating "Smile Forward", OPPO hopes to collect technical solutions for the two major topics of "Science and Technology Accessibility" and "Health Digitalization" through the "Smile Proposal" for global science and technology innovators, so as to promote digital universal benefits and create a better life of wisdom. Among them, the topic of "science and technology accessibility" will focus on barrier-free design, aging transformation and usability improvement of products. The topic of "health digitalization" will transform "coping" medical treatment into "preventive" active health management through scientific and technological innovation, so that everyone can have an exclusive health protection plan.

Mental guidance, promoting strategic landing from inside to outside

Although the top-level design of the strategy is important, effective implementation is also indispensable.

Internally, OPPO insists on launching a series of propaganda activities within the company, and establishes a special working group to involve all functional departments, regularly make decisions and supervise relevant work, so that sustainable development can be integrated into all aspects of the company. Because OPPO has always believed that only by gaining the sense of identity of all employees and forming a concerted effort from top to bottom, can the implementation of the work be guaranteed. Miao Jianing, assistant vice president of OPPO and head of strategy and business development center, said.

OPPO Assistant Vice President, Head of Strategy and Business Development Center

Miao Jianing

Externally, OPPO also calls on the public to pay attention to the environmental problems around them through a variety of public welfare marketing activities. For example, in Italy, OPPO joined hands with relevant associations to organize plastic collection activities, with the help of 1000 volunteers, so that 10 tons of plastic waste can be effectively recycled. In Australia, OPPO cooperated with the Coral Reef Restoration Foundation to popularize the coral survival crisis of the Great Barrier Reef through AR technology, and called on the public to participate in the protection of the Great Barrier Reef.

This kind of mental guidance from inside to outside not only enables employees, partners and users to pay attention to and participate in relevant ESG actions, but also strengthens the status of ESG, sustainable development and other concepts in the minds of employees, partners and users through the sustained role of marketing.

As a code of conduct for the development of enterprises, ESG's value concept can help us examine the operation and development of enterprises with a healthier and longer vision. In the short term, it does take some resources to improve ESG or CSR related indicators. But the growing pains are normal, and OPPO is never eager for quick success and instant benefit. Miao Jianing said.

For many years of sustainable development and social responsibility investment, Liu Lie believes that their value is enormous. "In this process, we have not only gained the affirmation of users, but also strengthened the team's sense of mission as a scientific and technological worker.". At the same time, OPPO's brand value and brand credibility have been enhanced, and consumers and partners are increasingly recognizing the brand.

“同可持续发展、CSR一样，ESG也是OPPO长远发展中的重要考量。”OPPO副总裁、全球营销总裁刘列表示，“在不确定的环境中，我们反而更应该冷静下来，寻找确定的因素，从而把握企业的前行方向。ESG评价体系作为衡量企业发展潜力和前景的新型标准，其价值理念可以帮助我们不断优化OPPO的经营与发展。”

目前，OPPO基于自身业务情况和“科技为人，以善天下”的理念和使命，对标联合国可持续发展目标 （SDGs），联合国全球契约组织十项原则，制定了OPPO可持续发展战略，即和谐运营、环境保护、员工福祉、技术普惠、生态共融五大板块。

而在战略推进层面，OPPO紧扣品牌价值观，把ESG与公司业务发展和能力布局的顶层设计、规划相融合，通过产品、技术、心智引导三条重要脉络把内部员工、外部合作伙伴、用户纳入OPPO的可持续发展理念，以系统的方式推进ESG战略落地。也因此，OPPO自身的每一小步动作，实际上都是一场以潜移默化的方式聚合员工、合作伙伴、用户共同参与的ESG行动。

给产品以绿色，覆盖全生命周期

2020年，OPPO提出了“科技为人 以善天下”的品牌使命，用以指引公司从生产经营到产品研发，构建绿色低碳的业务运营模型，打造环境友好型价值链。

具体而言，OPPO将环境保护细分为包括运营减碳、能源替代、规划减碳、产品减碳、业务支撑共5大领域18个场景，并针对每个场景制定详细的规划。“希望通过我们的努力，助力全球碳中和目标早日达成。”刘列表示。

OPPO副总裁、全球营销总裁

刘列

特别值得关注的是在产品方面，OPPO已经将环保与可持续发展理念融入整个产品周期，实现产品从“摇篮”到“坟墓”的环保管控，最大程度降低对环境的影响和破坏。

其中，在原材料获取阶段，OPPO推广包装的减量化、可回收、可循环、可降解。以再生纤维替代木材，以聚乳酸材料替代不可降解塑料，减少对环境的负面影响。在产品使用阶段，OPPO通过技术创新和严格的产品检验标准提高产品的使用效率，延长产品寿命，间接减少电子垃圾。在生命周期结束阶段，OPPO建立了产品回收体系，在国内外市场开展以旧换新活动，降低电子垃圾对环境的影响。

目前，OPPO在绿色产品、绿色运营、应对气候变化方面都做出了相应的突破，比如， OPPO欧洲市场手机彩盒三年内减塑率已达到95%；OPPO Find X5系列搭载自研的电池健康引擎，让 80W 超级闪充在 1600 次充放电循环后依然保持 80% 以上的电池健康度，两倍于行业标准，延长产品寿命，间接减少电子垃圾。

给科技以善意，推动可持续增长

作为一家科技公司，OPPO自然也会结合自身业务发展和能力来布局ESG战略。近几年，OPPO正在通过“技术普惠”，让致善创新科技更好地服务于人。

在尝试从科技层面做好产品的无障碍设计与适老化改造，构建信息无障碍的世界方面，OPPO可谓是积极的践行者。

比如，为了帮助视力障碍人群，OPPO打造“千人千屏” 色彩视觉增强功能，提升色觉障碍人士的屏幕体验，旗下的智能语音助手小布也推出一系列无障碍语音功能。

为了让听障用户沟通更为直接、简单，OPPO Air Glass智能眼镜可以将语音实时转成文字。而OPPO Watch 2专业的跌倒检测及一键呼救功能，可以为老年用户的健康提供保障。

与此同时，OPPO还对ColorOS系统进行适老化设计，且连续多年举办了400多场线下课程，为年长用户提供面对面、精细化的智能手机教学，方便年长用户跟上数字时代的脚步，也让子女与父母之间的亲情连接更密切。

特别值得一提的是，在今年世界微笑日，OPPO发起了首届“微笑提案”。作为OPPO品牌主张 “微笑前行”的又一落地行动，OPPO希望通过 “微笑提案”面向全球科创工作者，征集“科技无障碍”及“健康数智化”两大课题方向的技术解决方案，推动数字普惠，共创智慧美好生活。其中，“科技无障碍”课题将聚焦产品无障碍设计、适老化改造、易用性提升。“健康数智化” 课题，则会通过科技创新，将“应对型”医疗转变为“预防型”主动健康管理，让每一个人都能拥有专属的健康守护计划。

心智引导，由内而外推动战略落地

战略的顶层设计固然重要，行之有效的贯彻也必不可少。

对内，OPPO坚持推出一系列公司内部的相关宣导活动，并建立专项工作小组，让各职能部门参与进来，定期对相关工作进行决策和监督，让可持续发展融入到公司的方方面面。“因为，OPPO一直相信只有取得全体员工的认同感，形成上下一心的合力，才能保证工作的贯彻落实。”OPPO助理副总裁、战略与业务发展中心负责人苗佳宁表示。

OPPO助理副总裁、战略与业务发展中心负责人

苗佳宁

对外，OPPO还通过多种多样的公益营销活动号召大众共同关注身边的环境问题。比如，在意大利，OPPO携手相关协会举办塑料收集活动，在1000名志愿者的帮助下让10吨塑料废品被有效地回收利用。在澳洲，OPPO与珊瑚礁修复基金会合作，通过AR技术向大众普及大堡礁珊瑚生存危机，并号召公众参与保护大堡礁。

这种由内而外的心智引导不仅让员工、合作伙伴、用户共同关注并参与到相关的ESG行动中，也通过营销的持续作用强化了ESG、可持续发展等理念在员工、合作伙伴、用户心智中的地位。

“ESG作为企业发展的行为准则，其价值理念可以帮助我们以更健康、更长久的目光审视企业的经营和发展。从短期来看，提升ESG或CSR相关指标确实需要一些资源投入。但成长的‘阵痛’都是正常的，OPPO也从不急功近利。”苗佳宁表示。

对于多年的可持续发展与社会责任投入，刘列认为它们的价值是巨大的， “在这个过程中，我们不仅收获了用户的肯定，各类项目的开展也让团队增强了作为科技工作者的使命感。与此同时，OPPO的品牌价值和品牌可信度得到提升，消费者及合作伙伴对品牌的认可也日益增加。”