Li Guowei: GE product brand China "Puhua"

Li Guowei, currently Director of Public Relations Communications at GE China Ltd., is responsible for GE's overall image building in China, including brand marketing, advertising, public relations and employee communications, supporting GE's all-in-one news communications strategy in China. PR activities.

[Hui Cong Lighting Network] Li Guowei, currently Director of Public Relations Communications at General Electric (GE) China Ltd., responsible for the overall image of GE's corporate in China, including brand marketing, advertising, public relations and employee communications, supporting all GE business groups in China News communication strategy and public relations activities.

“In the past GE brand promotion budget, image advertising accounted for 80% of the total cost. This seems to be a strange thing. As a BtoB company, GE's target audience is corporate decision makers or government officials. It is necessary to let Do more ordinary consumers know the image of GE?"

In January 2002, three months after Immelt replaced Jack Welch, Li Guowei joined General Electric (GE) China Ltd. Since then, Li Guowei has experienced and promoted the creation of a new image of “GE”, a century-old giant in China.

In 2002, GE's global brand reshaping program began with “Dream Starts the Future”. Li Guowei was responsible for the promotion of China. In 2003, GE began the first big move of China's marketing – signing the Chinese figure skating team; in 2004, Li Guowei In-depth government and industry public relations for GE's six business segments; GE's performance in China exceeded US$5 billion in 2005, and its branding achievements were outstanding; in 2006, Immelt brought his “magic spectacle” plan to GE entered China's 100th anniversary celebration, which also became one of GE China's new brand keywords; in the same year, Li Guowei participated in the Turin Winter Olympics promotion action, "learning trip"; after the Beijing Olympics related marketing activities It is also being carried out in an orderly manner. In 2008, the Beijing 2008 Summer Olympics has become a milestone in the Olympic Movement and the most successful Olympic Games in the history of GE Olympics. Among all the sponsors, GE first announced the specific revenue figures for Olympic marketing. As of August 12, 2008, the sales revenue of the 2008 Beijing Olympics project exceeded $1.7 billion. That is to say, when many Olympic sponsors repeatedly told the public that "sponsoring the Olympics is worthwhile", GE has already turned expensive sponsorship into profit. Among them, Li Guowei and his team have become a solid screw in this huge system.

Looking at Li Guowei's blog, you can open up his business case and see an interesting person. It also reminds you that he was originally a Xinhua News Agency reporter. Li Guowei still retains the habit of writing. The blog is updated monthly, but the language is unexpectedly interesting and readable.

After the Olympics, the Chinese market became more and more important. As Mark Norbom, President and CEO of GE China, told reporters: “This year GE has established seven new regions in China. We are called regional headquarters. We want to be in not only big cities like Beijing and Shanghai, but also in China. In the second and third tier cities, more people will know the GE brand.” “GE will pay more attention to the Chinese market” and Li Guowei’s duties are also paved to a larger scope and more yuan.

Before interviewing Li Guowei, the author found that there are too many questions to answer about GE's brand promotion:

As a diversified company, how does GE determine the promotion of its total brand and different sub-products? As a BtoB company, GE's customers are the government and other companies, so why is GE expanding its promotion coverage and even reaching some popular channels, such as TV and Internet? After the Olympics, how will GE go next? In which media will GE be promoted in the future, in the exclusive interview, Li Guowei will analyze the author one by one.



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