I Can Play: PEAK'S Advocating Proposition

Fujian, Quanzhou, Jinjiang, as China's shoe capital, has 95% of its sports brands in the country.

Jinjiang sports brand has a market share of over 60% in the whole country, and even one of every ten pairs of sneakers in the world is produced in Quanzhou.

Brand concentration, industrial chain mature and complete, Quanzhou has formed a sports shoes centralized, large-scale market atmosphere, market potential is very big.

But at the same time, the vast majority of enterprises are similar in talent, equipment, management mode and development process. Most of the products are concentrated in the low and middle end market, and the imitation between brands, resulting in a pattern of scrimmage, which also weakens regional competitive advantages to a certain extent.

However, PEAK is one of the breakout members in the melee. On the runway of the domestic market competition, Lining and Anta, who are already ahead of the competition, are numerous competitors who can not be overlooked. PEAK should not only change from the original walking to looking up the road, but also find the right direction and move faster.

In 1998, Anta began to advertise in CCTV, and its brand construction was at the forefront of peers.

For a while, celebrities have been widely used as brand spokesmen by sports brand enterprises in Jinjiang. "Star + advertising" has become a mode adopted by Jinjiang enterprises at the beginning of brand creation.

In 2002, there were fifty or sixty sports brands in CCTV advertising, but four or five were remembered.

Huang Mingsheng, strategic advisor of the Asia Pacific International Communication Group, pointed out that choosing stars is sometimes more like choosing models, paying too much attention to entertainment and fashion, ignoring the endorsement's interpretation of the brand's connotation and spirit. The direct consequence is that the second tier brands get together seriously, the brand image is convergent, and the personality is not bright enough.

At that time, PEAK adopted the mode of "shopping mall + office", which has only tens of millions of dollars in revenue every year, and develops very slowly.

After being overtaken by Anta, PEAK began to immerse itself in hard work, pform the backward marketing mode, and adjust the brand positioning, marketing strategy, channel strategy, advertising performance, public relations and resource allocation.

After considering the advantages and disadvantages of the "star + advertising" mode, PEAK believes that although the extensive use of this model reduces the recognition of most brands, it can still achieve good communication results if the spokesperson is chosen with distinctive brand characteristics as the starting point.

In 2002, PEAK, which had always devoted itself to building professional basketball brand, chose Liu Yudong.

PEAK's spokesperson Liu Yudong's self-confidence and self improvement in basketball court and the strong comeback after injury are a good fit for PEAK's brand concept. It explains the brand spirit of PEAK and reflects the good market. The sales volume of PEAK basketball products ranks first in the country.

As a result, PEAK increased its clothing production line and began to promote its brand.

Xu Zhihua, general manager of PEAK, described the current industry status as the "Warring States" hegemony of sports brand.

He believes that from 1998 to 2002, the whole industry is in its infancy. From 2003 to 2004, it is a growth period. At present, the whole industry has greatly improved in brand awareness, marketing, human resources, terminals, production management and so on, and is gradually entering the mature stage.

Nowadays, the competition of resources for big brands in the market can be said to be close to each other, and often the dealers of several enterprises have different strategies to compete for a store.

Xu Zhihua said that in this period, talent is the most important resource.

For Jinjiang enterprises, the concept of talents refers to the employment personnel in production, on the one hand, the senior talents in management.

Since 2004, lack of work has become an urgent problem to be solved in "shoe capital".

One of the most important reasons is that the industry is developing too fast, and the speed of introducing professionals can not keep pace with the scale expansion of enterprises.

PEAK regards talent reserve and selection training as an important aspect of hard work.

In 2003, the number of staff in PEAK's executive office building was only forty or fifty, and now it has increased to more than 300.

PEAK's special business schools will conduct skills training and guidance to employees, managers and distributors on a regular basis.

Compared with international brands, PEAK's channel construction has certain competitiveness, but in terms of brand value and R & D capability, it is still relatively backward.

Creating an environment for attracting talents, enhancing the balance among various sectors of the enterprise, enhancing the overall competitiveness, and keeping pace with the overall development in R & D, production and channels are the best ways for Jinjiang enterprises to break through in the period of "Warring States" hegemony.

The difference between Fujian merchants and Zhejiang businessmen is that the regional characteristics create the characteristics of their respective business circles.

Zhejiang businessmen have close ties with the government. They are easy to hold together and have a long-term vision. They are better at improving the allocation of resources from outside, forming a consortium within the organization, and ultimately achieving win-win results.

And Fujian businessmen are more of their own affairs, advertising campaigns, price wars, star wars and four wars, and internal competition is fierce.

Li Guangdou, a brand strategy expert, believes that there is an extremely large sporting goods brand in Jinjiang. The brand concentration is very high. But because of the homogenization of marketing mode, the brand of Jinjiang enterprises is hollow, and the result of homogenization can only weaken the core value of the brand.

"In such a market predicament, recognizing and understanding the market and identifying their brand positioning is the key to breaking through the brand."

Xu Zhihua, general manager of PEAK, said, "PEAK is the first brand of basketball equipment in China.

In the field of basketball, PEAK's roots are very deep. "

In the 80s of last century, PEAK, a Nike processing plant, focused on basketball at the very beginning of its construction.

When PEAK sponsored the Bayi basketball team in 1991, it produced the first pair of super large professional basketball shoes in China. Although the concept of brand was unknown to Chinese people at the time, PEAK's basketball shoes made a very high reputation in the field of domestic basketball, and once there was a saying about "North double star and South PEAK".

PEAK has always maintained a high degree of concern and participation in basketball. Until 2007, it formed a partnership with NBA and entered the ranks of top event sponsors. PEAK finally occupied the commanding heights of the world basketball field.

Today, PEAK has formed a pattern of developing deep water in the field of basketball and full bloom in other sports.

Industry experts have analyzed the domestic sporting goods market, and think that the sports brand market can be compared with Pyramid: the international big brands start from the spire position, from the high-end market, highly specialized, they drive the low end with the high end, and the domestic brand moves from the bottom of the tower to the high end.

PEAK has strong competitiveness in the two or three tier cities. It wants to go up from the bottom of the tower to seize the first tier city market. Its biggest competitors are Lining and Anta.

"These two businesses are worth learning in terms of management system, brand building and marketing methods.

But we have to take a far sighted view. Our future competitors are international sports brand predators such as Adidas and Nike.

Xu Zhihua said.

As the leader of domestic sports brand, Lining has an advantage in brand influence, reputation and terminal performance.

Anta has the characteristics of flexible and flexible private enterprises. It has a deep understanding of the market and quick response, and the terminal is also very competitive.

Lining's price is relatively high, Anta's price is more acceptable to ordinary people, and they already have considerable market share, and the potential of brand development is very great.

Compared to these two strong competitors, PEAK also has its own advantages: in the basketball field, long time to infiltrate and laid a solid foundation, 20 years of basketball sports equipment production and sales has laid the domestic basketball expert position.

On the other hand, in 2005, Xu Zhihua, the second generation leader of PEAK, put forward the direction of international development, and put the internationalization in the strategic planning of enterprise strategically.

Whether in the domestic market or in the international market, PEAK goes hand in hand, and it can be seen as a leader in its domestic counterparts.

Especially after squeezing out Lining's official partner in NBA, PEAK's pace of internationalization has quicker.

After breaking through in the market competition, how to maintain the brand's sustained competitiveness and expand the brand awareness and influence, the brand marketing strategy is very important.

Hu Lizhong, PEAK brand manager, said that PEAK's strategy is still deep in the field of basketball, PEAK's brand characteristics must be differentiated, and must have the lead and lead the industry.

In the field of strengthening sports marketing, PEAK chooses its spokesperson, club or event as its foothold in the field of brand positioning and the promotion of products.

Take the pmission of brand connotation as an example, in 2008, PEAK's NBA caravan activities in the whole country can be regarded as the upgraded version and essence version of PEAK's original Basketball Culture Festival.

The same is a combination of static and mass entertainment activities, the difference is that with the influence of NBA, the activities of the basketball caravans radiate a larger range. While attracting millions of consumers' attention, NBA's professional, close friends, entertainment and fashion will undoubtedly graft and add PEAK's brand characteristics.

Fully exploit and use the Sponsorship Resources for PEAK, and PEAK's height after breaking through is no longer what it used to be.

As early as 2005, PEAK will go out of its unique international development path, and form a well respected PEAK model in the industry.

To sponsor the home of the Rockets, become the first Chinese sports brand to enter the NBA arena, sponsor the Australian national male and female basketball team, enter the highest Asian level, the highest fifth Qinghai Lake international road cycling race in the world, become the strategic partner of the Stankovic intercontinental basketball champion cup, and sign the American dream seven famous star Sean Battier to become the first Chinese sports brand to sign the seven team of the American dream team; sponsor the Iraqi national team to sign the 2008 Beijing Olympic Games and sign the Iraqi state to carry on the book in football field...

The pace of internationalization of PEAK is moving every step.

"We expand the market on the international road with the brand first, endorser endorsement, and choose the right distributors to sell the products.

Through direct or indirect participation in the operation and management of the local market, we will promote the brand in a planned and step by step manner.

Xu Zhihua explains PEAK model so.

In 2005, PEAK's sales increased by 50% over the previous year, and the growth rate in 2006 was 80%. In 2007, it was easier to achieve a sales target of 80% over the previous year.

Huang Mingsheng pointed out that PEAK's high popularity abroad is a great advantage. This advantage should be conveyed to domestic consumers, whether foreign consumers' preferences and praises for PEAK, or the market performance of PEAK and Nike competitors in foreign markets, they can selectively communicate with Chinese consumers. This is the so-called linkage communication.

PEAK has realized the importance of emotional communication with consumers.

Hu Lizhong, the brand manager, has also told us the fact that PEAK once made the professional basketball equipment, the brand image is right, the age of the consumer group is between 24 and 35 years old.

However, as a sports brand, its main consumer is definitely the majority of students in the school. They are the representatives of the fashion trend and the dominant force of sports shoes and clothing consumption.

After adjusting the brand image and market positioning, the PEAK brand center has planned to build a professional sports brand as the foundation to add PEAK's youth, vitality and fashion to the market. It appeals to the young people aged 18 to 24, and strives to create the international image of PEAK's youth and fashion.

After adjusting the brand personality and image positioning, PEAK based on the professional sports brand, increased the individuality and color of the youth and vitality for the brand, and spread the appeal to pay enough attention to the market of young people between the age of 18 and 24, and strive to create the international image of their young and fashionable.

PEAK's brand slogan is "Icanplay", which comes from a story heard by Xu Zhihua.

NBA player Iverson is at a post match press conference.