Business

CSR Special: Canon boosts image of Beijing Marathon

By Han Tianyang (China Daily)
Updated: 2010-10-27 08:12

Canon cheer squad performs for runners on a rainy day. Photos Provided to China Daily

The 2010 Beijing Marathon on Oct 24 marked the 30th time the grand sports event was held in the capital of China since it started in 1981.

It has continued to gain wider fame over those three decades, attracting greater numbers of professional athletes and long-distance running enthusiasts.

Canon staff members print photos of the athletes.

This year, 30,000 registered to participate, with all places filled a month before the event.

Its increasing influence and brand value has brought the long-distance run support from international companies including Canon (China) Co Ltd, which was the official partner of the Beijing Marathon for the fourth year.

Canon was responsible for printing the participation certificates for all contestants. It also set up over 30 water stations in addition to those provided by the organizing committee of the contest.

"Canon for long has been dedicated in offering quality image products and services, bringing happiness and touching the emotions of our customers," said Lu Jie, assistant director of the communication department at Canon China, at the opening ceremony.

"By sponsoring the Beijing Marathon, Canon continues its core value of 'delighting you always' and calls for more people to join the run, have fun and contribute to a healthy way of life."

This year's Beijing Marathon had a cheering team for the first time that was organized by Canon. The company chose 105 students from four universities to dance and cheer along the race route.

"Canon not only presents the wonderful moments of sports competitions by its supreme digital imaging products, but also joins in a practical way to truly drive the national sports fervor," said Ozawa Hideki, president of Canon China, who led 300 staff members that ran in the marathon this year, a figure far higher than the 25 Canon participants last year.

Canon staffer takes photos of competitors.

Canon also had booths at the finish line of the 5-kilometer run and at the end of the full race to provide instant photography for runners and the crowd, using its Canon PowerShot cameras and Selphy printers.

The service was welcomed by participants, who said they valued the memento of an on-site picture with friends and family.

Canon also provided 33 LBP5050 laser printers to print the name and time on runner's participation certificates at the finish line. Canon will donate 30 printers to China Children and Teenager's Fund following the race.

Founded in 1937 and centered on optics technology, Canon Inc is one of the most well-known brands in consumer, office and industrial products. It had almost $35 billion in revenues last year, when its 241 subsidiaries around the world had about 170,000 employees.

Canon's business in China dates back to the 1970s, when the company began technological cooperation with local partners. It later set up wholly owned plants and a sales company in China.

In March 1997, Canon (China) Co Ltd was established and now functions as the headquarters of the Canon Asia Marketing Group, one of its five marketing groups.

Canon China now has 16 subsidiaries, three permanent offices and a sales and service network of 13 fast repair centers in the country.

Ozawa Hideki, president of Canon China, with winners of the 2010 Beijing Marathon.

(China Daily 10/27/2010 page14)