Touch the double-edged sword LED enterprise to test the water race marketing

Photovoltaic photovoltaic and sporting events, seemingly unmatched in the field, now exist. On May 9, as the world's first photovoltaic company to sponsor the World Cup, Yingli launched an offensive against the 2014 World Cup: providing a photovoltaic power generation system for the Maracana football stadium, the highest standard football stadium in Brazil. Coincidentally, in the field of optoelectronics, with the countdown to the 2012 London Olympic Games, the marketing of a series of Olympic events initiated by the LED lighting industry will also increase.

However, industry insiders reminded that photovoltaic companies have just started, tens of millions of them are at ease, and if they are not well handled, they will seriously injure the company.

Actively sponsor sports events

In late March, Guangdong NVC Lighting signed an early partnership agreement with the Hong Kong Olympic Committee, the Chinese Macau Olympic Committee and the Chinese Taipei Olympic Committee at the Sheraton Chongqing Hotel. Immediately afterwards, another lighting company, Shing Light Optoelectronics, hopes to use the opportunity of becoming a designated sponsor and strategic partner of the Chinese fencing team to obtain tickets for the 2012 London Olympics.

This is not the first time that lighting companies such as LED have shaken hands with the Olympic Games. The 2008 Beijing Olympic Games lighting project was chased by numerous lighting companies, including Philips, NVC, Sanxiong Aurora, Chenhui Lighting and other lighting companies at home and abroad shared the Olympic lighting project worth more than 500 million yuan. Although Quanzhou Lighting has not yet obtained a share of the Olympic Games in London, it has also sponsored some sports events in the country before. Among them, the most attractive to the industry is that Jinjiang Bandai Optoelectronics Lighting Co., Ltd. spent 10 million yuan, signed for 4 consecutive years, becoming the official supplier of the CBA league.

Is intended to promote brand making

"On the one hand, with the rise of the national sports craze, sporting events are getting more and more attention from ordinary people. This also provides a prerequisite for companies to carry out sports marketing. On the other hand, foreign companies such as Coca-Cola, Samsung and Anta, Xtep, Peak and other Quanzhou The success of shoes and apparel companies has also given companies a shot in the arm.” Analysis of the industry. In 2008, Mitsuo Aurora sponsored the CBA; in 2010, Mingkai Lighting became the title of the CBA team; in 2011, Foshan Lighting signed the Chinese Women's Volleyball Team... After tasting the sweetness of sports marketing, many domestic photoelectric lighting companies began to test water.

“The industry is about to usher in a blowout era. Enterprises must also have a development strategy. My idea is very simple, that is, to quickly increase brand awareness, until the large-scale market, consumers will give priority to buy our products.” Jinjiang Bandai President Wu Qingbiao has no disguised intention to sponsor the promotion of the CBA league brand: “Millions of dollars are required for celebrity advertisements. This is a common branding technique used by Quanzhou enterprises. It can be said that it is time-tested and I believe it is also applicable to LED lighting.” It is understood that if a company wants to increase its brand awareness globally, it will need 20 million US dollars for every 1% increase, and it will be recognized through large-scale sports events such as the Olympic Games and the World Cup. Can be increased to 10%, while also obtaining good economic benefits.

Focus on maintaining a rational attitude

In the eyes of people in the industry, although sporting events can help enterprises establish brands and open up markets, they are also a double-edged sword. If they are not well handled, they will seriously injure the enterprise. "Compared with the footwear and other industries, Quanzhou's optoelectronic lighting has only just begun. Enterprises are generally small in scale and their funds are relatively limited." A person in charge of LED lighting in Jinjiang admitted that carrying out sports marketing such as the Olympic Games will inevitably put a lot of money into it. However, if companies are inadequately prepared for marketing planning and their positioning is inaccurate, it is easy for companies to face the risks and pitfalls of unfavorable development of related sponsorship rights, and investments of tens of millions of yuan are likely to be frustrated. "In addition, unlike shoes worn directly on athletes, it is difficult to get people's attention to the products installed in the building," the source said.

In fact, Quanzhou shoe and apparel companies with many years of experience in sports marketing have begun to take a rational attitude in the past two or more years for the marketing methods of heavily invested in international competitions. For sports events, some companies did not use a single advertising bombing, but carried out some comprehensive marketing strategies. For example, the cooperation and extension of a series of activities such as public relations and promotion around the periphery of the World Cup will deepen the connotation of enterprises. “These experiences are also worth learning by LED lighting companies.”