Growing PEAK

The opening ceremony of the Beijing Olympic Games is approaching, and many Quanzhou sports brands have begun to show their magic and increase their marketing efforts. The Olympic Games have once again become the stage of Quanzhou sports brand.

Therefore, last week, Iraq came back to win the qualification to participate in the Olympic Games in Beijing, so that Fujian PEAK, who has already confirmed that sponsoring the Iraqi Olympic team, has some "delighted".

However, not long ago, Xu Zhihua, general manager of Fujian PEAK Group Co., told reporters that the Olympic Games were not the vertex and all of PEAK brand marketing, but only a part of PEAK's further internationalization.

It is precisely with this spirit of struggle that PEAK has chosen to establish an operation center in Xiamen, using Xiamen's talents and information advantages, and continuously developing the international market in recent years, showing the brand proposition of "I Can Play", which has become the benchmark of the domestic sports industry.

Recently, at the headquarters of PEAK group in Quanzhou, our reporter interviewed Xu Zhihua on the domestic sporting goods market, Olympic marketing and the internationalization of private enterprises.

Brand: the first in the domestic market of basketball shoes

Not long ago, the 07 year basketball shoes market share announced by the famous domestic market research institute, the former Shanghai consulting company, has been committed to building PEAK, the leading brand of basketball equipment, once again taking the lead in the domestic basketball shoe market.

"This is the result of PEAK's persistence in the past 20 years."

Xu Zhihua said that the market of sporting goods is very large, and PEAK's energy is limited, so they choose the field of basketball shoes subdivision. After so many years of efforts, PEAK has basically established its leading position in the domestic market.

It is reported that after 20 years of development, PEAK has been a small factory that has been a foundry for Nike since then. It has become an export-oriented enterprise with basketball shoes as its main product, and sports equipment and professional equipment such as shoes, shoes, clothing, bags and so on.

At present, there are more than 50 PEAK distribution agents at home and abroad, and nearly 4000 stores in large and medium-sized cities in China. It has established a mature brand operation system combining production and marketing, and exports all over the world. In 2007, the sales volume was at least 1 billion yuan.

From the 90s of last century, it sponsored the 81 men's basketball team and became the official partner of NBA in 2007. Xu Zhihua thought that the persistence of PEAK finally brought about today's achievements.

"Some enterprises have not identified where their products are located, and have not formed their own characteristics and brands."

Of course, the process of insistence is not easy for any enterprise, but PEAK's insistence has made the quality and specialty of its shoes touched consumers.

Marketing: providing a "battle shirt" for Olympic athletes

The Olympic Games is a good opportunity.

Despite the successful year of Olympic bid, Xu Zhihua graduated from University, and the PEAK company founded by his father was only a salesperson. But Xu Zhihua's brand marketing idea has been formed since then. When he became general manager of PEAK in 2005, he formally put forward the strategy of brand internationalization to the board of directors, and Olympic marketing is undoubtedly an integral part of it.

This year's Olympic Games, the Iraqi and Cyprus delegation will enter the arena in PEAK costumes. Meanwhile, there are 40 thousand Olympic volunteers wearing PEAK costumes to provide services for the Olympic Games.

Since 2001, PEAK has invested heavily in Olympic marketing. "From CCTV advertising to sponsoring Iraq and Cyprus national team, PEAK has invested hundreds of millions of yuan."

Xu Zhihua said.

However, Xu Zhihua's vision did not stay in the Olympic Games. "The PEAK brand will become an international brand in the future".

The reason is that since the second half of last year, PEAK has successfully entered the NBA arena, and its advertising effect has shaped the image of PEAK's international brand. At present, PEAK has made profits in more than 40 foreign countries and regions.

Business: preparing for listing and taking the road of internationalization

In 2005, when domestic sports brands were mixed up, how to break through the homogenization of brands, Xu Zhihua put forward the strategy of "brand internationalization", breaking through the bottleneck of the development of private enterprises through the internationalization of brands, markets, talents and capital.

"The history and culture of Nike brand are all unattainable by PEAK at present." Xu Zhihua is confident that PEAK's quality is no longer exported to the international first-line brand, and PEAK is offering more cost-effective products.

At present, PEAK has taken a firm foothold in the two or three tier cities of China, and the next step is to enter the first tier cities and compete directly with those international brands.

After 2005, PEAK began to go abroad, sponsoring rockets and bucks, signing NBA official partners and sponsoring the Stankovic intercontinental basketball tournament. Through these events, PEAK successfully set up the brand image of basketball equipment.

In March this year, PEAK held the first "global" order conference, attracting more than 40 agents from a dozen main countries in four continents, including Europe, the United States, Asia and Oceania.

In terms of capital, PEAK has successfully introduced the Redwood capital of the internationally renowned venture capital fund, and its manager, Shen Napeng, has become a member of the PEAK board.

"Sequoia Capital helps PEAK to improve its management level, and has carried out the process of combing, bringing a lot of advanced management ideas."

Xu Zhihua said.

In the future, PEAK is actively preparing for the listing, making use of the capital market to help PEAK implement its internationalization strategy.

Xu Zhihua revealed that in the future PEAK will enter the relevant footwear industry, but in every field, "PEAK must strive to be the first."