He Brought PEAK Into NBA.

Xu Zhihua, who was born in 1978, is indeed an "epigenetic" in the domestic sporting goods industry. However, the old saying goes: "after birth is awesome," he is leading PEAK on the road of internationalization and advancing in the Chinese sporting goods industry.

Among the many private enterprises in Quanzhou, Xu Zhihua is one of the more prominent second generation leaders of Fujian businessmen.

"Signing international star Sean Battier, helping Australian women's basketball team to win the world championship and establishing a European marketing center, made PEAK stand in the forefront of the world in the brand promotion of the past two years.

The success of PEAK brand has set an example for China's sports brand to succeed in the world.

This is the evaluation of PEAK's international road to Xu Zhihua, made by sports marketing.

Xu Zhihua's father, Xu Jingnan, founded the PEAK group in 1989. The main business is PEAK shoes, shoes, clothing, bags and other sports equipment and equipment.

In 2001, Xu Zhihua entered PEAK group.

When brands such as Anta and Lining seized the resources of domestic competitions and made great efforts to expand the domestic market, he resolutely turned his attention to how to realize the internationalization of brands.

Xu Zhihua initiated the three dimensional international brand promotion mode and the new international sports marketing mode supported by NBA's home sponsorship, signing NBA stars, establishing overseas branches and synchronous development of outlets. The industry has been praised as the "PEAK mode" by the industry.

In fact, compared with Lining, Ding Zhizhong and Ding Shuibo, Xu Zhihua is still an "epigenetic". However, many years of participation in PEAK's operation have also gained much recognition.

Ding Zhizhong, President of Anta (China) Limited, told reporters: "so many enterprises in Quanzhou say that in the process of internationalization, I think the most essential and best we should do is PEAK."

The first thing I feel most deeply in these years is to have a world view.

Our older generation, from Jinjiang and Quanzhou, to the national market, has a national vision even earlier than others. It is a step ahead of the rest of the world in the international market. The new generation of us must have a global vision and think globally.

Second, we must be good at using global resources to serve enterprises.

PEAK first thought of NBA, the first cooperation with NBA rockets, the earliest use of NBA resources, and therefore, with the smallest cost to get the biggest benefit.

As the executor of PEAK's internationalization strategy, Xu Zhihua's implication also contrasting his ambition.

According to him, PEAK has registered trademarks in nearly 200 countries around the world.

PEAK hopes to spread PEAK to the world through NBA, a strong American sports brand.

In order to play the 2008 Olympic card, Xu Zhihua is keenly aware that the sports brand industry will enter the shuffle stage. PEAK must create a distinctive brand competitiveness and integrate all effective resources to enhance its brand awareness and reputation, otherwise it will become the loser of the shuffle competition.

For this reason, under the guidance of Xu Zhihua, PEAK group resolutely carried out a series of enterprise reforms.

As a young entrepreneur who has just been selected from Quanzhou, he knows that his shoulder responsibilities are very heavy.

PEAK's development is good now, but how to attract talented people with international vision is always thinking of him.

"I want to go to the capital market," he said. "I think this is what Quanzhou's sports sector is facing sooner or later.

And to follow up in advance is the internationalization of talents.

If we dare to go out and get international recognition, there is no way to achieve it in a short time. "

Xu Zhihua said.

Xu Zhihua, born in October 1978, graduated from Sichuan University in electronic information science and technology, with a Bachelor of Science degree and a master of business administration from Guanghua School of Management (EMBA), Peking University.

Now he is the general manager of PEAK Group Limited, which is responsible for marketing, brand promotion and corporate culture construction.

He has won the honorary title of "Fujian Youth Entrepreneurship Model" and "China sports marketing benchmarking award with the most international perspective".

"PEAK's internationalization strategy will not change, nor can it be changed."

There are many modes of failure of enterprises, and successful enterprises have only one mode, that is, standardization.

This is an ideal state, but there may be some undesirable costs in the middle, which we must face. "