Recently, LONGi, the world’s leading solar technology company, joined hands with Labbrand Group to promote its brand-new high-end product to enter the European market, thus further promoting LONGi’s industry-leading global brand-building. In this cooperation, Labbrand Group’s brand experience agency, MADJOR, and Labbrand’s creative team co-worked with the European team to fully investigate the consumption preferences in the European market. Based on the research, the team developed a systematic communication marketing plan, including a comprehensive brand communication strategy and a multi-channel, multi-touchpoint rollout, helping LONGi to explore overseas high-end markets.

From An Industry Leader in China to A Benchmark Brand Trusted by European and American Consumers

LONGi, founded in 2000, is a famous enterprise in photovoltaic industry in China. As it enters the global PV markets of Europe and America, LONGi faces fierce competition from local European brands, Korean companies, and other Chinese brands competing intensely with each other. Meanwhile, European consumers hold high expectations for photovoltaic modules across various criteria, with brand image and product experience playing pivotal roles in their purchasing decisions. In response, LONGi has been one of the early adopters in reshaping its overseas brand strategy. LONGi’s new high-end photovoltaic product for the European market perfectly meets the requirements of segmented PV markets. By combining strong product capabilities with brand strength, the overseas brand communication strategy by Labbrand Group aims to eliminate the perception bias of “Made in China” in overseas markets and highlight the unique advantages of LONGi and Chinese manufacturing in terms of product quality, technological innovation, and experience pursuit.

B2B2C: An Integrated Strategy Considering Both Consumers and Dealers

In building LONGi internationally, we leveraged our expertise in brand construction and communication to deeply explore the technical highlights, functionalities, and emotional values of LONGi’s new high-end photovoltaic products. Based on market research in Europe and feedback from the target audience, the team used consumer preferences as the entry point to assist in establishing the market positioning of the new product. With a clear strategic direction in mind, we developed an integrated marketing plan for product launch covering both B2B and B2C, and creative communication assets for 9 different languages across Europe. This comprehensive support helps LONGi shape a high-end brand and product image in the targeted market, breaking the inherent perception of Chinese photovoltaic products being low to mid-range.

A Trusted Partner in Both Product Globalization and Brand Internationalization

Labbrand Group is committed to promoting Chinese brands in international markets through brand building and creative empowerment, establishing an outstanding global brand image for brands across diverse industries. We enhance brand awareness through precise and effective brand strategies and creative communication tactics, building consumer trust and loyalty to achieve long-term market recognition and success. In our collaboration with LONGi, our multinational team provides comprehensive brand and product internalization support. We ensure continuous enhancement of LONGi’s brand influence in targeted markets to support LONGi’s brand vision of becoming the most valuable solar energy technology company in the world.

About LONGi

Founded in 2000, LONGi Green Energy Technology Co., Ltd. (LONGi) is committed to being the most valuable solar technology company in the world.

Under the mission of “To make the best of solar energy to build a green world” with a brand positioning of “The most trusted, reliable solar company that blazes the trail for green technology,” LONGi is developing solutions for large-scale power plants, for different industries and households with its innovation-focused development. Eventually, LONGi will also supply “Green Power + Green Hydrogen” solutions for global zero-carbon development.