PEAK'S Xu Zhihua Sports Kingdom

At the age of 29, it seems a bit too early to measure the success or failure of a young man. For PEAK Sports General Manager, Xu Zhihua, an international professional sports brand is leading him to the heights that Chinese people have never met.

In the afternoon of November 6th, Xu Zhihua and his father, PEAK sports chairman Xu Jingnan, made a high-profile appearance in Beijing, and announced that PEAK became the official NBA market partner with NBA, China's president Tim Chen.

Following the signing of NBA's star Sean Battier successfully into TOYOTA Sports Center, PEAK finally achieved a full penetration of NBA, adding a strong color to PEAK's brand internationalization strategy.

People not only ask, what is PEAK's ultimate attraction to NBA?

What has made an enterprise that has established an international brand strategy for more than two years has achieved remarkable results?

In 2000, Xu Zhihua, who graduated from Sichuan United University with excellent results, received many invitations from large enterprises.

To the surprise of the students, Xu Zhihua gave up the "boundless sky" outside and resolutely returned to his shoe factory which his father had worked for many years. At that time PEAK was at the bottom of its development.

"It's my own decision to return to PEAK," Xu Zhihua recalls. In 1998, he first walked into the Great Hall of the people, representing his father, who gave the government 2 million yuan flood relief donations raised by the factory.

It is the father's sense of responsibility that touched me.

Since then, Xu Zhihua has made up his mind: "to be the best sports brand in China."

Xu Zhihua, who worked in the stores for more than a year as an ordinary employee, soon discovered the bottleneck of the company's development.

Although PEAK is one of the earliest sports brands in China, its product quality and design have reached the leading level in China. However, there was a big gap between the brand building and the international brand at that time.

"Sports brand is not a simple trademark, but a cohesion of sports spirit."

With a deep understanding of sports and a keen insight into the market, Xu Zhihua has built PEAK's brand concept step by step.

"Just do it" and "Impossible is nothing"...

In many sports brand slogans, "I can play" has become the "motto" of young people in basketball courts.

"This represents the spirit of struggle, confidence and creativity."

Xu Zhihua said.

In the seven years spanning internationalization, PEAK has not only created the development miracle of domestic sports brand, but also gained the global market recognition.

In the spring of 2004, a Greek agent became a special equipment supplier for the men's basketball team in Greece and Uzbekistan.

In May of that year, PEAK's first overseas store opened in Cyprus.

In early 2005, the board of directors of PEAK passed the draft "PEAK strategic plan for internationalization" submitted by Xu Zhihua.

In December 2005, PEAK's huge red logo was set up at the Houston TOYOTA center in the US, and became the first Chinese sports brand to enter the NBA arena.

In April 2006, PEAK became an equipment supplier for the Australian national basketball team.

In August, PEAK became a strategic partner of the Stankovic intercontinental basketball champions.

In September, Sean Battier signed the famous American dream seven team member, and PEAK became the first Chinese sports brand to sign the seven team of American dream.

In August 2007, PEAK signed the sponsorship of the Iraqi national team to the 2008 Beijing Olympic Games.

At the time of signing the contract, Shen Napeng, the owner of Sequoia Capital, came to congratulate him. It seems that PEAK's overseas listing is in the firing line.

While strengthening international marketing, PEAK invested a lot of money in product R & D and overseas channel construction: establishing R & D centers in Beijing and Guangzhou to keep abreast of the world trend; at the end of 2006, a branch office was set up in Italy to directly participate in the operation and management of the local market.

By building an international brand image, PEAK has entered a period of rapid development.

After signing a contract with the Australian National Basketball Team for two months, PEAK received a $3 million order.

In 2005, PEAK's sales increased by 50% over the previous year, and the increase in 2006 was 80%.

From the current situation, the target of sales growth of 80% in 2007 will be easily realized.

In, PEAK basketball shoes pressed Nike to rank first in the Chinese market, and the signing of NBA2006 has come to a successful conclusion.

"This is not accomplished overnight."

Xu Zhihua said: "NBA is the top basketball hall, and the idea it passes to people is to keep forging ahead and strive for victory. As the top manufacturing enterprise of basketball equipment such as PEAK, there is no way out. If we want to change ourselves and let the world know ourselves, the best way is to rush to attack, which coincides with the idea of basketball. This is also one of the reasons why NBA finally accepted us.

The signing of PEAK by Tim Chen also ignited her first fire just from Microsoft's "job hopping" to NBA.

PEAK, who was "well aware of" PEAK, was surprised to hear that "PEAK has registered trademarks in nearly 200 countries around the world".

The partners must have a good reputation. A trustworthy brand will add credit to NBA's own brand reputation.

Lenovo, China Mobile...

None is the leader of the relevant industries in China.

"PEAK is very much in line with our partners' conditions and we have reached a consensus." Tim Chen and Xu Zhihua laugh at each other.