From April 21st to 23rd, Yingli Green Energy hosted a group of more than 100 international journalists from China, Japan, Singapore, Malaysia, Thailand and Australia at its corporate headquarters in Baoding, China. The press tour reflects Yingli’s efforts to maximize the impact of global marketing activities, including Yingli Green Energy's sponsorship of the 2014 FIFA World Cup Brazil™.
During the press tour, which coincided with the Earth Day, global media representatives met with Yingli Green Energy executives who presented news and technology updates, and hosted round-table discussions that engaged key media influencers on sustainability issues. Highlighted topics ranged from the company's strategic initiatives in emerging markets to its high-profile global marketing activities, especially its sponsorship of the FIFA World Cup.
As the first Chinese and the first renewable energy company to sponsor the FIFA World Cup in the tournament's history, Yingli Green Energy’s marketing campaign for the event, "All Under One Sun," incorporates elements of Chinese culture into the message of sustainability awareness. The "All Under One Sun" campaign encompasses both digital promotions and the Company's activities on-site in Brazil.
Ms. Judy Tzeng Lee, Vice President of Global Marketing, explained this marketing approach, commenting that, "As a Chinese company that is also a global solar manufacturer, it is not enough to drive demand for renewable energy through our marketing activities. We also have the responsibility to bring our Chinese heritage to the world stage."
Mr. Yiyu Wang, Chief Financial Officer, offered media an overview of the company's objectives and strategy in emerging markets. He remarked that, "Yingli is already reaping benefits from its investments in local teams in emerging markets, where we are pleased to have forged deep relationships with leading engineering, procurement, and construction firms, and project developers. Yingli's brand-name in the PV industry drives demand for our PV products."
Mr. Liansheng Miao, Chairman and CEO of Yingli Green Energy, remarked, "Yingli Green Energy is excited to implement innovative global marketing strategies that solidify our foothold in emerging markets and elevate our brand identity."