Media Focus | 2024 Golden Flag Awards Recap: An Interview with Cao Yuelong, Vice President of Marketing and Communications, Asia Pacific, Avnet

Cao Yuelong: Since the government proposed the dual carbon goals, it has vigorously promoted the popularization of new energy vehicles on the electricity consumption side to gradually replace traditional fuel vehicles. In terms of power generation, transmission and distribution, it has also actively promoted the development of industries such as wind, solar, storage and charging. This has brought huge market opportunities to Avnet, which focuses on automotive and industrial layout.

Thanks to over a decade of dedicated investment in the automotive sector, Avnet ranks among the top automotive semiconductor distributors. We actively engage with automakers, Tier 1s, and IDHs in China, participating in R&D, production, and supply chain management across the automotive ecosystem from multiple perspectives. Many companies have partnered with Avnet since their inception. Avnet's many advanced devices and application solutions are being used by local customers, deeply empowering them.

Also guided by the dual carbon goals, in addition to its automotive division, Avnet has specifically targeted the Chinese market by integrating four application categories: wind (wind energy), solar (photovoltaic), energy storage (energy storage), and charging (charging). This has brought together diverse expertise within a single business unit to leverage resources and better serve customers. We have already developed and supported project development for hundreds of industry clients, and we will continue to strengthen our investment and deployment in this area to further support China's dual carbon goals.

Helps in brand promotion:

• By showcasing its business layout and innovative achievements in emerging fields such as wind, solar, storage and charging, Avnet can enhance its brand influence and establish an industry benchmark image.

  
  

• Enhance Avnet's brand awareness and reputation in promoting sustainable development.

  
  

• Strengthen the image of a responsible corporate citizen and reaffirm the company's commitment to long-term development in the Chinese market.

Cao Yuelong: The Avnet Cares global program is an important force for Avnet to promote positive social change. It focuses on three key areas: STEM education, environmental protection, and giving back to the community through practical actions and spreading positive energy.

The program is Avnet's way of encouraging employees to participate in philanthropy and volunteerism. We strive to build a hands-on volunteer culture while meeting the needs of local communities.

• Vision: To inspire employees to make a positive impact and bring change to the community through community outreach.

  
  

• Mission: To foster a culture of community service by creating a network of volunteer opportunities that share best practices and innovative ideas.

To achieve these goals, Avnet Cares implemented a series of programs, including:

• Community Funding: Avnet supports various charities in various regions by providing funding. For example, Avnet not only organizes charity runs for internal employees, customers and partners on a long-term basis, but also sponsors the JPMorgan Chase Corporate Run for ten consecutive years, demonstrating its long-term commitment to practicing ESG concepts.

Charity Run

• Volunteer Service: Avnet employees participate in volunteer services in various regions as individuals and teams. For example, Avnet has collaborated with the Wuhan Linjie Autism Children's Rehabilitation Medical Center for five consecutive years to hold children's art charity exhibitions and mini-marathons, using love and action to build a stage for autistic children to show and challenge themselves.

  
  

• Disaster Relief: Avnet provides support for crisis disaster relief through employee donation matching activities through the Red Cross.

These initiatives not only showcase Avnet's image as a responsible corporate citizen, but also demonstrate its employees' deep concern and positive contributions to society.

The role of employee volunteers in Avnet Cares:

• Community Support and Development: Employee volunteers directly bring vitality and positive energy to the community by participating in various community activities, such as charity runs, STEM education activities, art exhibitions, and mini-marathons. They not only provide practical assistance but also strengthen community cohesion through these activities, demonstrating the company's positive contribution to community development.

  
  

• Promoters of philanthropy: As volunteers, Avnet employees participate in the implementation of funded projects, helping to precisely direct the company's charitable resources to areas and populations in need. Their participation ensures the effective use of charitable funds and promotes a culture of philanthropy within the community.

  
  

• Carrying forward the spirit of volunteer service: Employee volunteers set an example by demonstrating the spirit and value of volunteer service through their actions. Their enthusiasm and dedication inspire more people to participate in volunteer service, fostering a positive social trend.

  
  

• Active Disaster Responders: When disaster strikes, Avnet employee volunteers quickly respond and provide timely assistance to the affected areas through Red Cross matching donations. Their quick action and selfless dedication make a significant contribution to disaster relief efforts.

Avnet employee volunteers play an integral role in the Avnet Cares global program. They are not only supporters and builders of communities, but also promoters of philanthropy, inheritors of the spirit of volunteerism, and responders to disaster relief efforts. Their dedication and contributions highlight Avnet's image as a responsible corporate citizen and demonstrate employees' deep concern and commitment to society.

Cao Yuelong: The project achieved the expected communication effect, deepened the target audience's brand awareness of Avnet, and successfully established Avnet's corporate image as a leader in corporate social responsibility. Highlights of the project include:

• Two flowers bloom, each showcasing its own unique beauty—this project innovatively employed a dual-track strategy of business and public welfare in its storytelling. It not only showcased Avnet's business layout and technological breakthroughs in green energy sectors like wind, solar, storage, and charging, but also profoundly illustrated the company's contributions to social welfare. This strategy enriched and diversified the content, showcasing Avnet's comprehensive commitment to corporate citizenship.

  
  

• Avnet leveraged the influence and reach of authoritative financial, technology, and leading industry media outlets to effectively tell its CSR story: "Protecting a Green Future, Avnet in Action." The company also seized opportunities to speak out strongly at major industry conferences. Furthermore, with the strong endorsement of renowned industry partners, Avnet's expertise and achievements in CSR were highlighted, deepening public understanding and recognition of the company's brand value and further solidifying its reputation as an industry leader in social responsibility.

  
  

• Creative communication and diverse interactions —During the project implementation process, we abandoned the monotony of traditional B2B enterprise content formats and adopted a variety of creative forms, including graphics, media interviews, online interactions, and public welfare art exhibitions, achieving significant content diversification and interactivity. This all-encompassing, three-dimensional communication approach not only broadened information coverage but also enhanced audience participation and experience, further improving communication effectiveness.

Cao Yuelong: ESG communication is a crucial component in promoting sustainable development. While strengthening their commitment to green and low-carbon development, companies must also steadily advance in ESG communication and continuously build the influence of their sustainable development actions. These efforts will not only further enhance brand awareness and reputation, but also demonstrate a company's high-profile position, broad vision, ambitious vision, strong sense of responsibility, and significant achievements. Furthermore, by spreading positive energy through ESG storytelling, they can also encourage more social forces to participate in ESG practices, promote the green and low-carbon transition of society, and contribute to protecting the ecological environment and addressing climate challenges.