GE: Painted with a large body on green
The background of a swaying flower is a smoking chimney, and GE's green technology is on the horizon. In 2007, we frequently saw GE China's corporate image advertisements in major media. The Chinese public realized that GE is entering the public, and GE's image is changing.
Before 2005, GE, which faced corporate customers, had barely made public advertisements in China. Before GE launched a huge advertising campaign, the general public in China did not have a deep impression of GE. Only the business community knows that this is a large enterprise involved in multiple industries, and is the century-old enterprise of legendary CEO Jack Welch. After the intensive advertising bombing, GE China people were excited to find that the survey showed that the Chinese public's awareness and goodwill towards GE has increased significantly. More and more Chinese people have learned that GE is an environmental company. This is because GE is linking itself to the most fashionable and correct word in China: “green†and “Olympicâ€.
GE's current CEO, Immelt, became GE's president shortly before the "9-11" incident in 2001. Since then, he has been committed to building GE into an innovator and environmental leader. Green is GE's future strategy and future signage. . This strategy is very consistent with the idea of ​​building a “conservative society†in the “Eleventh Five-Year Plan†of the Chinese government. In addition to the growth potential of the Chinese market, GE is eager to achieve a breakthrough in the green strategy in the Chinese market.
On May 29, 2006, GE Chairman and CEO Jeff Immelt celebrated the 100th anniversary of entering the Chinese market in the Great Hall of the People and officially announced the launch of the ecomagination program in China. In 2006, GE's ecomagination products revenue increased from $10 billion to $12 billion, and nearly $50 billion in orders and commercial commitments. Steve Bertamini, Chairman and CEO of GE (China) Co., Ltd. said: "We achieved $5 billion in sales in China in 2006, and about 20% to 25% of our products are attributed to environmental technology, which is more environmentally friendly than GE in other countries. The proportion of technology sales is high. 'Ecomagination' is just to promote GE's growth in China."
To win more projects, GE needs to deliver a clear "green" image. Now, GE's advertising on "ecomagination" is further extended to the taste of television and the Internet.
Another goal GE is aiming at is the "Olympic." To spread the green image is no more than the concept of "green Olympics". GE found that if the company is linked to the "Olympics", the public's goodwill for the company can be increased by 20%, and the concept of "green + Olympics" has a superposition effect. On October 28, 2004, GE first launched a corporate image advertisement in the name of the group in China, which is to support the Olympics. “When the public recognizes and establishes a green awareness, our next step will be to transition to the 'Green Olympics', telling consumers that we are a company that supports 'Green Olympics' with 'green technology'.†Pang Deming Said.
GE attaches great importance to the concept of "Olympics" because GE has already decided to take advantage of the Beijing Olympics to realize the "green" image transformation of the company. The development of China's environmental protection city is often based on the results of many media follow-up interviews. GE has always sponsored the Olympic Games, and its NBC has more More than 40 years of exclusive rights to broadcast, but has not been a sponsor of the Olympic TOP. Until May 26, 2004, after learning about the success of Beijing's Olympic bid, Immelt met with Beijing Mayor Liu Qi at the time to discuss the Olympic business opportunities and signed a contract with the International Olympic Committee to become the ninth TOP sponsor. A $200 million plan was provided to sponsor the Olympics. Its NBC won the broadcast rights of the 2006-2012 Olympic Games in one fell swoop, the main event of which was the 2008 Beijing Olympic Games. At the Beijing Olympics, GE no longer satisfied the rights to broadcast and several products were adopted by the Olympic Games. Instead, they must attack the whole line and spread the whole. During the Olympics, GE's NBC Broadcasting Company will have 3,000 employees to form a huge TV broadcast team to Beijing.
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