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Divine Land Power | “Clothes” Travel Thousands of Miles, Spreading Love—Divine Land Group’s Warm Winter Charity Campaign Is Underway

Release time:

03 Dec,2024

In December, as winter deepens and the cold intensifies, Shendi Group’s 2024 Warm Winter Charity Campaign is in full swing. Boxes of books, pairs of shoes, and bundles of winter clothing—each donated spontaneously by employees from various departments of Shendi Group—are piling up in the office lobby. These items will be systematically sorted and packed together before being sent to our partner charitable organizations. Volunteers will then deliver them to families in remote mountainous regions who are in need, ensuring that every item finds its rightful purpose and spreading love and strength far and wide.
This winter-warming public welfare initiative was launched by the Human Resources Center of Shendi Group, with the aim of uniting Shendi’s strength and bringing care and warmth to families in need. Since its launch in September, all employees have enthusiastically responded, collecting hundreds of items including warm clothing, children’s books, and toys. The first batch of donations has already been organized and delivered, and we are now launching the second round of fundraising.

▲ Partial donation of supplies for the “Divine Warmth Winter Charity Campaign”

“There will be third and fourth batches of donations as well, and this initiative will continue for the long term!” Huang Jieru, an administrative officer at the Human Resources Center of Shendi Group, is in charge of coordinating and implementing this activity. She said, “As the weather grows colder, our colleagues have been tidying up their homes in preparation for winter and have accumulated a large number of used clothes. A perfectly good piece of used clothing fetches only 0.5 yuan on the recycling market—but if it’s delivered to remote families who truly need it, it can warm them through the entire winter. At first, we struggled to find the right channels. After extensive consultations, research, and careful selection, we finally settled on partnering with organizations such as the Chunhui Public Welfare Center at Wuhan University. Following our internal call within the group, the response was overwhelmingly positive; in September alone, we sent out two large packages weighing a total of 25 kilograms in the first batch of donations.”
In places such as Mianzhu in Sichuan, Liangshan in Sichuan, Chamdo in Tibet, and Shigatse in Tibet, these previously idle items are now being put to new use. As a result, children in the cold weather have warm clothing to keep them cozy, and their eyes eager for knowledge finally have the chance to read more books... Joyful news keeps pouring in from afar, and this winter-warming public welfare initiative continues to gain momentum, receiving ever-increasing support from colleagues.

▲ Donation Site

Hu Zhitao, brand manager at Shendi Group, donated a large number of used clothes, neatly folded and packed into sealed bags—ranging from coats and sweaters to fleece pants. “Many of these garments accompanied me throughout my student days; they were clothes I once loved dearly. After starting work, some of them gradually became less suitable for me. Keeping them stored away in the back of my wardrobe for so long felt like a real waste,” Hu Zhitao said. He expressed great joy at having the opportunity to donate these clothes, and he hopes they can accompany children in distant regions throughout their school years, keeping them warm and enabling them to focus fully on their studies.
Among the many donated items, a large, neatly packed bundle of children’s belongings stood out in particular—these items all came from Song Juan, the HRBP for the Greater Health and Pet Products Division at Shendi Group. Song Juan is an exceptionally approachable employee and a tender, loving mother who always pays close attention to where others might need help. “Many of these items belonged to my son,” Song Juan said. “I carefully selected each one myself—they’re really practical.” She added, “I’m especially delighted to see this kind of initiative. It’s even encouraging my child to start tidying up his dolls and toys at home, and I hope it’ll inspire him to join in actively.”
“Shendi is an egg-products company that places great emphasis on food safety, values the well-being of the people, and is committed to safeguarding human health. Not only does Shendi provide high-quality products to countless households, but it has also ensured supplies for international events such as the Asian Games, bringing Shendi’s strength and support to many diverse communities.” During this “Warm Winter” charitable initiative, Huang Wei, Operations Director of Shendi Group’s Fresh Food and Greater Health Division, donated a large quantity of clothing and provided extensive support for the smooth launch and implementation of the event. He stated that proactively embracing social responsibility is deeply embedded in Shendi’s DNA and is firmly integrated into the company’s development strategy. Shendi’s warm and caring corporate culture inspires every member of the Shendi family, and he hopes to work together with everyone to do more within our capacity.

▲ Donation Certificate

Every garment and every item—small sparks can ignite a blazing torch; the essence of responsible action lies in consistent kindness. Looking back on Shendi Group’s 20-year journey of growth and development, each step forward has been accompanied by warmth. Upholding our original mission—to safeguard health through egg-source technology—we not only strengthen our core business and build robust “hard power,” but also promote the branding of local Jing Shan eggs, drive the high-value utilization of poultry by-product resources, catalyze industrial upgrades, and help chicken farmers become prosperous, thereby contributing to the revitalization of the egg industry and rural areas. As a company that is both responsible and committed, Shendi Group proactively gives back to society, dedicating itself long-term to public welfare endeavors. Over the years, we have actively organized and participated in multi-dimensional public welfare projects—including training programs to support farmers, relief efforts for disaster-stricken regions, ensuring supply stability, and community development—leaving our mark across many regions throughout China.
This warm-winter public welfare initiative is a microcosm of that effort—and also represents Shendi Group’s close unity in mobilizing internal resources to innovatively engage all Shendi employees in public welfare endeavors in a fresher, more inspiring way. Our original aspiration remains as firm as ever, and our mission shines brightly like a torch. Moving forward, Shendi Group will further increase its investment in public welfare, harness even more public-spirited energy, benefit a wider range of communities, and continuously generate positive social impacts. We will proceed steadily and sustainably, living up to our mission.

Welcoming the New Year, Giving Love: Shendi Group Joins Hands with the “Two Committees” of Dazhu Village, Xinshi Subdistrict, JingShan City, to Build a Warm Winter Together.

Shen Di Group, together with its Egg-Sheng-Yuan brand, is supporting the 2023 Hua Nong Xi Community Public Charity Fair.