Construction machinery companies use football for sports marketing

Recently, Shandong Lingong Group's nearly 1,000 dealers went to Jinan to watch the Super League. According to Yu Mengsheng, the executive president of the company, this is just the first link in the company's series of sports marketing actions. In the future, it will continue to make good use of the high quality platform in the Super League and improve the brand image of Lingong.

It is understood that since the introduction of the Super League in November of last year became the first company in the construction machinery industry to launch sports marketing, the temporary workers have attracted the attention of the industry. "As a highly dynamic and influential sporting enterprise, the passion and team spirit advocated by the football sport are very consistent with the value concept of Linggong." Yu Mengsheng said.

According to statistics, in recent years, sports marketing has long been extended from the sporting goods industry to health care products, food, automobiles and other enterprises.

The company gradually tested the water and achieved good results. The most classic case is that during the 2010 World Cup in South Africa, every viewer who watched television broadcasts saw the "China Yingli" on-site billboard. The company named "Yingli Group" had previously been obscure in the country and the World Cup. Later, he not only became a household name, but he also won a huge amount of overseas orders.

In contrast, Lingong’s construction machinery industry is relatively traditional. Although television marketing and online marketing have become the means used by various companies to compete, sports marketing has always been relatively lacking. Lining can be said to be the first to start the industry sports marketing. . In this regard, Lingong chairman Wang Zhizhong stated: "In addition to continuing to improve the technology and quality of our products, we must also think of ways to do this brand well and we must also implement our own brand strategy." Therefore, today sports marketing has become a Workers can best distinguish their brand strategy.

It is reported that as the country's basic pillar industry, the machinery industry now has nearly 50,000 production companies in China, and the number is still increasing, leading to increasingly fierce market competition, the trend of survival of the fittest is even more pronounced. Lingong should achieve sales of 50,000 units by 2012, output value of 30 billion yuan, by 2015 sales of 75,000 units, the grand value target of 50 billion yuan, the brand effect is particularly important.

At present, although the Super Brand Project has only just started, temporary workers have already realized the great benefits it brings. It is understood that in the past Lingong loader has been in the low-priced, and now has been among the forefront of the industry, in addition to the obvious improvement in the middle of product quality, nature can not bypass the increase in the value of the brand value of gold.

Yu Mengsheng said: “Lingong is facing great changes and is striving to become the top three construction machinery brand in China's engineering machinery industry and even the world’s well-known construction machinery brand. Participating in the China Super League, reflects the Shandong Lingong’s The full pursuit and unique understanding of sports competition and teamwork."