Embrace and Rivalry: On Brand Marketing of Chinese Enterprises

Looking at China's brand marketing pattern in recent years, it is no longer a battlefield for short-term profit-taking businesses. Many forward-thinking brands have begun to shift from profit appeals to brand appeals. Being able to successfully market a self-branded brand is a top choice for you. China's brand marketing has gradually entered the exploration, summary, and then introduced a new phase of sound development. Today, it may be worthwhile to take a small inventory of several successful sales cases in recent years.

1. Xinri Electric Vehicle: Take the opportunity to transform itself into three major world-class events



As the only domestic electric car company that has served the three major international events of the Beijing Olympic Games, Shanghai World Expo and Xi'an International Horticultural Exposition, Xinri has established itself in the industry with leading scientific research capabilities since its inception. The company has won various awards and honors since its establishment in 1999 and was recognized by the World Brand Lab (WBL) in June this year, leading the industry with a brand value of RMB 6.208 billion. While the brand value continues to rise, the concept of “Sunshine, where there is a new day electric car” is gradually being recognized by more users.

As for the value of serving the Beijing Olympics, Hu Gang, the vice president of the new day, believes that this is incalculable. In addition to the apparent increase in sales, on the one hand is to take advantage of this world-class event to attract more Chinese and foreigners to pay attention to the electric vehicle industry and the new Day electric car is an opportunity to separate brand image from competitors and open the brand gap. On the other hand, it greatly stimulates the sense of honor of the staff of New Japan and its partners. The electric car of Xinri can serve alongside a large number of internationally renowned companies. The Olympic Games itself is the pride of the company and the pride of this grassroots industry.

The “Beijing Olympics and Brand China Research Report” written by the brand China Industry Alliance shows that Xinri Electric Vehicles has achieved similar marketing performance as famous brands such as Sinopec, State Grid, Volkswagen, Yanjing Beer, and Sohu. At the same time, the research report spoke highly of Xinri Electric Vehicles: “Through the Olympic Games, the popularity and reputation of Xintian Electric Vehicles have risen rapidly in a short period of time and have risen into a strong and well-known brand.”

2. Haier Group: 2010 World Cup "My Team" Event



The World Cup with the Olympic Games and F1, which are also known as the world's top three events, focused on mobilizing global fans' enthusiasm in a month's time. The huge number of television viewers exceeding 30 billion, the enthusiasm of the audience, and the highly cohesive audience have made the World Cup a hot sports marketing position pursued by various businesses, and Blaine has become the most successful one in fashion. The 2010 FIFA World Cup in South Africa made many businesses eager to try. Haier, a Chinese brand that stepped toward globalization with the help of sports event marketing, became the big winner in this World Cup carnival.

"Haier My Team" is a joint effort between Haier and CCTV-5 to establish a grassroots team election for the first time during the World Cup. The use of sports events for brand marketing gives the brand more positive, younger, healthier, more positive and positive concepts, effectively reaching emotional resonance with the audience, and at the same time cooperating with the activities of the company to unfold the integrated promotion of the brand.

Through the combination with the World Cup, it conveys the spirit of aggressiveness and hard work. While highlighting Haier's international brand appeal, it effectively narrows the distance between Haier and consumers. The World Cup has become a communication method between the Haier brand and consumers. Emotional bond.

3. Luzhou Laojiao: World Aerospace, China's Glory



The lunar exploration project is a strategic project of China’s space industry. It is the third milestone in China’s space activities following man-made earth satellites and manned space flights. The lunar exploration moon launches into the air and attracts worldwide attention. One of the major events and people, events, and things related to it will surely become the focus of attention of the entire society during a period of time.

Since 2009, Luzhou Laojiao has continued to be bound by national affairs, with the concept of “being with the motherland” and strengthening the brand slogan of “Luzhou Laojiao·China Glory”. After all aspects of assessment, Luzhou Laojiao has become a strategic partner of the China Lunar Exploration Project with its brand strength and corporate credibility, and has taken the lead in many competitors.

In 2010, a series of public relations planning and time marketing campaigns represented by “World Aerospace China Glory - Global Space Heroes Selection and Guojiao 1573· China Taste Listing Campaign” were adopted. The high standard of publicity has strongly promoted the brand promotion and cultural dissemination of Luzhou Laojiao. The height of the brand has further promoted the core competitiveness and boosted the company’s performance. The marketing revenue made this time far exceeds the established target of the year, achieving a total profit growth of 35.65% year-on-year, and net profit growth of 31.79%.

Summary: As a company, it is responsible for the creation and promotion of the brand. Brands, came into being, follow the trend. Yun is a national Universiade; potential is an economic trend. At the same time as Shuncheng fortune, seize the hot events, grasp the brand marketing approach, in order to compete with thousands of competitors in an invincible position.