Shoe Enterprise PEAK: Gamble Bet On Iraqi Players On Stage And Receive Awards

The International Olympic Committee finally lifted the ban on the Iraqi delegation's participation in the Beijing Olympic Games in July 29th.

"Nothing can describe my excitement.

To participate in the Olympic Games is my highest dream. This competition will change my life. "

When Iraqi sprinter Dana Hussein decided to be in the Beijing Olympic Games, she said excitedly.

In China, PEAK general manager Xu Zhihua is also excited.

Signing Iraq

Unable to get expensive tickets for Olympic sponsorship such as Adidas and other international giants, PEAK first chose to sponsor the Iraqi national team to take the Olympic Games.

When other brands focus on European and American teams or domestic teams, we can not help but say that some of the sponsors of PEAK are somewhat unexpected.

In the eyes of Xu Zhihua, deputy general manager of PEAK, sad Iraq has unusual characteristics.

"Although Iraq's athletic achievements are not outstanding, the attention of the Chinese people to Iraq has always been relatively high. The Iraqi Olympic delegation will surely receive wide attention worldwide.

PEAK provides sports equipment for the entire Iraqi delegation, and the brand exposure rate should be very high.

Xu Zhihua said.

However, the development of events did not follow PEAK's wishes.

In July 24th, the International Olympic Committee sent a letter to the Iraqi side, because Iraq announced its decision to dissolve the Iraqi Olympic Committee and its respective sports associations, and officially announced the cancellation of Iraq's qualification to participate in the Beijing Olympic Games.

"Those days are sad. If Iraq can't come to Beijing, all our marketing plans will be lost."

Seeing that all the preparations before it could not be realized, Xu Zhihua was unhappy all day before the opening ceremony.

As if a big joke, after many efforts, the figure of Iraqis finally appeared in Beijing.

"Their 7 athletes will compete in rowing, archery, judo and weightlifting."

Xu Zhihua at this time was very familiar with his family.

"Now we can see the performance of Iraq. It is best to stand on the podium, but if they can come, we have proved our success."

Before the opening of the Beijing Olympic Games, the website of the times magazine named the "100 athletes who should be concerned about the Beijing Olympic Games". Dana Hussein, the sprinters in Iraq, ranks among them.

"Behind each of them, they have extraordinary experiences, and have different geographical and cultural backgrounds.

That's why we choose Iraq. "

Xu Zhihua said.

Attack All Around

In the Olympic marketing war without smoke, PEAK took the initiative in the first round of competition with the strategy of diversity of sponsors.

However, as a non Olympic sponsor, PEAK is faced with the marketing difficulties of developing Olympic recessive market.

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.

Since 1998, some brands have advertised in CCTV sports channel with the way of "sports stars endorsement + advertising". This new marketing mode has obvious effect, and these new brands are rising rapidly.

However, this backward way of promotion has also hindered their continued climb.

"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.

In August 8th, Liu Yudong, a former Chinese basketball player, went into the CCTV studio to tell his flag bearer's experience.

At the same time, his obvious PEAK logo has also become a domestic brand after Lining's entry into CCTV.

"As the star of the former Chinese men's basketball team, Liu Yudong has the title of" the God of war, "and the experience of his two Olympic flag bearer is enough to cause many discussions.

Zhang Bo, a marketing professor at Capital University of Economics and Business, told reporters.

In fact, most Chinese sports equipment companies have also chosen some Chinese star players as spokesmen for their own brands, such as "Anta" who chose table tennis player Wang Hao, basketball player Tang Zhengdong and Wang Zhongguang; "Hongxing Erke" took part in the Chinese women's weightlifting team.

In this regard, Zhang Bo said: "compared with other enterprises, PEAK's marketing strategy is more clear, they insist on the basketball line, so it looks more professional."

In April 2006, PEAK became an equipment supplier for Australian men's and women's basketball teams.

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.

The annual "Stankovic intercontinental basketball championship" sponsored by PEAK also shows consistency.

In July, when the "Cup" arrived, the PEAK paid more attention to its scarcity.

"The competition was held only 20 Yu Tian away from the Beijing Olympic Games. The Chinese men's basketball team will debut in the Olympic Games. The injured center is absent from the NBA playoff rockets. Yao Ming, who has been through the training of NBA for a season, and Wang Zhizhi returning to the CBA battlefield, will be the focus of attention among all the Chinese people."

Xu Zhihua told reporters that the game will undoubtedly get a huge eyeball effect, which is a rare opportunity for sponsor PEAK.