PEAK'S Marketing "Keywords"

PEAK's marketing "Keywords"

"...

We must be good at using the global focus resources to serve the enterprises.

The maximum benefit is obtained at the lowest cost. "

In the other industries as a feast of the once in a blue moon, in the sports brand, it has become a very difficult to go past.

"The Olympic Games are most likely the best opportunity for international giants to collectively pay for local brands."

Xu Zhihua, vice president and general manager of PEAK group, told the reporter of contemporary manager with great concern.

Xu's anxiety has become the collective expression of local brands.

For a long time, the development of local sports brands such as Anta, PEAK and even Lining and so on, to a large extent, depends on the mode of representing domestic sports teams and sports stars.

The auction of the exclusive market development of sports goods in the Olympic market almost made the local brands lose their rights.

The "crisis" of Olympic Games is only one aspect. The collective strategic homogenization of sports brands is a greater threat to Xu Zhihua.

PEAK, founded in 1989, is one of the earliest professional sports brands in China. Xu Jingnan, the president of PEAK group, is now in the market.

There is even a "business circle".

The name of "the first person in private brand".

In the last century, there has been a long history of "South PEAK and North double stars" on the rivers and lakes. It is enough to show PEAK's position in China's sports brand equipment enterprises.

Since the late 90s of last century, Anta and other latecomers in Jinjiang, known as the "world shoe capital", have emerged in large numbers, and PEAK is in China even in 90s.

In the field of sports equipment brand, the situation that unified the whole world was broken instantly.

Some brands rely on "sports stars endorsement + CCTV sports channel advertising" in the country quickly opened the market, and even set off in the CCTV sports channel advertising big frenzy.

In 2004 and 2005, there were as many as 40 Jinjiang sports brands in the CCTV sports channel, and 1/10 yuan from the CCTV market for about 10000000000 yuan a year.

Although tactics are in hand, it is undeniable that this simple and crude way of promotion has actually produced the familiar movements of Anta, Hongxing Erke and so on.

Brand.

However, in this wave, PEAK, as a pioneer of sports equipment, is out of date.

Even as a remedial measure, basketball star Liu Yudong chose to endorse in 2002, but as a follower of this model, PEAK's effect was not significant, and was quickly submerged in a large number of two or three line brands.

It is to increase investment and compete for expensive advertising resources, or to open a new path to highlight the encirclement, becoming a strategic problem that puzzled PEAK at that time, and also became the biggest problem of PEAK vice president and general manager Xu Zhihua.

Xu Jingnan, who has always placed great hopes on his father, and has taken on the task of redeveloping family businesses, Xu Zhihua entered the PEAK group after graduating from university in 2000. He did not want to enter the low tide of PEAK from the beginning.

And young Xu Zhihua obviously can not reconciled to the fact that PEAK has been separated from the two or three line brand. Therefore, how to find a new way to make PEAK grow up differently has become a problem that Xu Zhihua has been puzzling all day.

NBA

A chance in 2004 made Xu Zhihua achieve the new model of "PEAK mode", which is now out of the country, inviting foreign teams and obvious endorsements.

It was in the spring of 2004, and under the thread of a Greek agent, PEAK became a sportswear supplier for the Greek and Uzbekistan national basketball teams through very low price and play style.

For PEAK, this practice is more of a helpless nature.

At this time, Lining, Anta and other domestic sports equipment brand enterprises all focus their efforts on competing for the elite athletes and sports resources in China. On the one hand, the sponsorship price increases, and the domestic endorsement of the two teams has caused the audience's aesthetic fatigue. The relationship between a brand and the endorsement of events or athletes has even become a very common thing at that time. This inevitably wastes the advertising and endorsement resources of sports brands, which means that the large number of endorsement fees of sports brands have been wasted, and it has not played a proper role.

The confusion of the domestic sports resource endorsement has just become an opportunity for PEAK. Because of the overseas team endorsement, PEAK soon attracted the attention of the audience because it became an alternative to the domestic sports equipment supplier.

First out of the country, it was a great success.

Going abroad, looking for a unique focus event endorsement mode also began to take root in Xu Zhihua's heart. After sponsoring the European basketball all star game, the Stankovic intercontinental basketball Champions Cup and the Australian national team, in December 2005, PEAK turned the focus of attention to Houston's rockets, which Yao Ming worked for, hoping to attract more Chinese people's eyes. This is the first time that domestic sports brands have endorsed the NBA team.

After attracting the competitors to follow suit, in view of the lessons of the past domestic competitions and athletes' resources, Xu Zhihua realized that guerrilla warfare was still undesirable to maintain the attention of hot events. PEAK's sponsorship of the rockets and competitors could also choose another team sponsorship in NBA, so that PEAK's resource advantages were hard to play.

At this time, Xu Zhihua's next goal is to sponsor NBA, the most successful founder of basketball commercialization, and monopolize NBA's unique market resources.

"Compared to the Olympic Games, the NBA in the domestic hot spots will not be much worse," Xu Zhihua seems to be unaware of the phrase "contemporary managers" surprised.

In contrast, Xu Zhihua didn't even think about it.

2008 Olympic partners.

Of course, letting Xu Zhihua decide not to compete with Olympic partners is still a series of data related to NBA. According to Xu Zhihua, a series of marketing activities around the NBA event drive the group's annual sales growth by 80%.

However, negotiation with NBA is indeed a time-consuming and arduous task.

"I talked to NBA for more than a year, and I met their seven or eight vice presidents, so that each of them could understand our pursuits and dreams.

We got this trust. "

Speaking of the original feelings, Xu Zhihua still feels incessantly.

Fortunately, in the end, all of it worked hard. In November 2007, PEAK finally became the official partner of the 2008 NBA basketball caravan.

As the top NBA interactive tour fan activity, the event visited 24 cities last year, and traveled 25000 miles, allowing 3 million 800 thousand fans to feel the passion and enthusiasm of NBA.

For PEAK, the eye effect of focus must not be underestimated.

Iraq

Although holding NBA resources, although the mouth does not care about the Olympic Games, but from the heart, Xu Zhihua is not likely to give up the Olympic Games business opportunities brought by the Olympic Games held at the door to Chinese brands including PEAK.

No, in August 10, 2007, PEAK was there.

Announced the strategic cooperation with the Iraqi Olympic team.

Iraq? Probably like most people, your first impression of hearing such news is surprise.

The small, small country in the southwestern part of Asia and the northeast of the Arabia Peninsula has attracted worldwide attention for a long time because of ethnic and religious disputes, which has been surrounded by gunfire and smoke. Especially after the United States deployed troops, the international public opinion reached its peak in Iraq.

Today, news about Iraq's reconstruction and ethnic conflicts has become the top guest of the international media's headlines.

It can be said that in the political field, Iraq is undoubtedly one of the popular words.

But in sports dictionary, it seems very difficult to find Iraq's figure.

The long war and even prolonged Iraq's long absence from the international sports arena did not attempt to participate in the Athens Olympic Games in a small scale until 2004.

In most people's eyes, what can Iraq bring to PEAK in such a small and insignificant Olympic sport that is unlikely to win any Olympic Games?

"Yes.

Iraq! "At this time, Xu Zhihua's response showed different ideas.

As far as Xu is concerned, as long as Iraq is in any field, every move is likely to become the focus of attention of the international media, because this is a highly informed and highly exposed country of war reconstruction.

Therefore, no matter what achievements the Iraqi delegation has achieved, every time they appear at the 2008 Olympic Games will attract the attention of the international media. "This is also the opportunity for PEAK to see brand promotion".

Xu Zhihua smiles to reporter of contemporary manager, said, "for an enterprise, how to establish brand prestige is very important for enterprise development.

To support the Iraqi Olympic team, we consider not only enriching the Olympic family, but also displaying the concept of China's Humanistic Olympics to the world. The last point is to explain the concept of humanity through unique events, and then establish brand prestige.

However, Xu Zhihua also reminds reporters of contemporary manager that Iraq's potential in sports can not be ignored.

Because in the 2007 Asian Cup, which has always refused to win the cold war, Iraq's pressure on Australia, Japan, South Korea, Iran, Saudi Arabia and other traditional strong teams has made the Asia and the world soccer take the lead.

"If the 2008 Olympic Games, the Iraqi football team can achieve good results, I will go there."

Xu Zhihua showed a slight joke.

However, it is obvious that he is more interested in the brand value that Iraq can bring to PEAK.

"What I feel most deeply these years is to be good at using the global focus resources to serve the 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.

In Xu Zhihua's view, PEAK's focus on focus events will continue.