PEAK Founder Xu Jingnan: Farm Boy Who Used To Earn Money From A Scooter

Xu Jingnan's impression is often said: life is like a play, a joke is like life.

Xu Jingnan's history of struggle is like a play, which shows the brilliance and brilliance of life.

The reporter interviewed Xu Jingnan in his office.

He smiles and graciently sits in his eyes, and reveals his firmness and self-confidence in his peaceful eyes. During the conversation, he laughs brightly, and makes people feel his kindness and kindness all the time.

When it comes to PEAK's promotion and innovation in its brand, Xu Jingnan always can't hide his pride and excitement.

Xu Jingnan, the chairman and executive director of PEAK group and founder of PEAK group, is very confident when talking to reporters.

Xu Jingnan has been trying to make PEAK a national brand with international influence.

"Only the national is the world," Xu Jingnan said when he talked about his company's basketball shoes. "Our shoes are not inferior to or even more than some international brands in terms of quality, comfort and appearance."

Relying on strong quality and technical assurance, Xu Jingnan promoted PEAK brand promotion to a high level.

During the interview, the reporter saw a painting in the center of Xu Jingnan's office, which was painted with plum blossoms.

"Bao Jianfeng is self sharpening, plum blossoms come from bitter cold". Plum blossom is a symbol of the spirit of the Chinese nation. It represents a spirit of perseverance, indomitable spirit, courage and self-improvement. It has strong and universal appeal and impetus. Plum blossoms are the embodiment of Xu Jingnan's stubborn struggle spirit and firm national integrity.

Faced with the test of unpredictable climate, Xu Jingnan earned his life's "first pot of gold" by his insistence. In the face of the dilemma of Nike's quietly withdrawing from factories, Xu Jingnan managed to forge his own PEAK brand. In the face of Americans' questioning of Chinese enterprises' ability to sponsor NBA, Xu Jing Nan proved to them that China's PEAK enterprises had the strength.

Today we can hardly imagine what kind of hardship it is. Even Xu Jing Nan can hardly describe the hardships at that time. But Xu Jingnan finally adhered to and succeeded. He perfectly interpreted the spirit of innovation as a private entrepreneur.

In the process of talking with Xu Jingnan, the reporter was infected by his sincere and simple smile. Xu Jingnan's greatest charm lies in his cordial and smiling smile. His smile is full of kindness and tranquil ness.

"I like the two words of" good "and" sincerity ". Human nature is good. Goodness is the best thing in human heart. I hope this society will develop well. As a member of society, I should give a sense of gratitude to society and sincerely contribute to the development of society. This is what I should do.

Xu Jingnan spoke freely and naturally when he talked about his charitable deeds.

At present, Xu Jing Nan station interprets its responsibility in a new historical perspective: building PEAK into an internationally famous brand, creating more social values, so as to better nurture the society.

In the face of the honor gained by PEAK and the development data of profits over the past 20 years, Xu Jingnan has always kept sober and sober minded, and constantly reminded himself to be prepared for danger in times of danger and to be in danger in times of danger. To build PEAK into a first-class international brand is the goal he has always pursued.

"I can, unlimited possibilities". I believe that PEAK enterprises will challenge more limits and create more brilliant results in the future.

No one would have thought that an ordinary peasant boy who made money by pporting scooters on the bumpy mountain road in the south of Fujian has become the figure of the 5 billion 200 million yuan worth of PEAK brand today.

With his wisdom and sweat, Xu Jingnan strives to make a legendary life. He expresses his miracles in life with his persistence and persistence, and today proves to the world the possibility of turning from "impossible" to "possible".

Faced with setbacks, he was not discouraged; in the face of success, he remained calm.

Xu Jingnan is in this ups and downs of life on the road with perseverance, stubborn faith and fanatical ambition to expand the success of PEAK brand's brilliant road.

At the same time of enterprise development, Xu Jingnan did not forget to contribute to the society.

With his practical actions, Xu Jingnan gave us a perfect interpretation of his pioneering spirit and high sense of social responsibility.

　　狂熱的拓展雄心，為勝利而戰

20 years ago, Xu Jingnan was just an ordinary man who worked hard for his life. No one would notice him.

When Xu Jingnan recalls the situation of the scooter himself, he said: "in order to solve the problem of food and clothing at home, I go to the scooter every day, up the slope, downhill, and blow on the sun, so long as you are willing to pull, you can have 2 cents and 5 cents...

Small income, in a sense, is my first pot of gold. "

As a new era of 80, 90, we can not understand the hardships, 2 cents, 5 cents in our eyes is just a small number, and in Xu Jingnan's eyes is the capital of entrepreneurship.

Xu Jingnan has set up several small businesses such as slippers factory, machine brick factory, wooden box factory and so on, relying on the experience gained from learning and thinking during the process of pulling a car.

During this period, Xu Jingnan completed the initial accumulation of primitive capital.

In the early 80s of last century, with the deepening of reform and opening up, enterprises in Quanzhou, Fujian, sprung up like mushrooms.

Speaking of reform and opening up, Xu Jingnan said passionately: "China's reform and opening up is hard won. It can be said that without reform and opening up, there would be no PEAK enterprises today."

In 1984, Nike, an internationally famous brand, invested in Quanzhou. Xu Jingnan took a look at Nike. He built a small shoe processing plant with the savings accumulated over the years and the funds borrowed from the East.

However, when the accident happened, Xu Jingnan removed the factory in Quanzhou after the factory was built by Mr. Xu Jingnan.

This is undoubtedly a heavy blow to Xu Jingnan, who has just entered the shoemaking industry. The failure of the crisis did not overwhelm him, nor did he believe in winning his victory. He made a bold decision at that time: I want to create my own brand.

"PEAK" came out in Xu Jingnan's insistence and efforts.

Because of the tough technology left by Nike's technicians and workers, Xu Jingnan recruited them with high salaries, thus providing technical and quality assurance for PEAK's development.

In 1989, the first pair of PEAK sneakers went public.

Xu Jingnan named his brand "PEAK". PEAK reflects Xu Jingnan's ability to surpass herself and challenge the limits. This reflects his ambition of continuous pioneering and enterprising.

PEAK can quickly occupy the Chinese market, in addition to excellent quality assurance, and because Xu Jingnan has a long-term development vision, when the domestic sports shoes industry has just started, many shoe companies only focus on what to sell, and Xu Jingnan has made a first step on the road of brand creation, focusing on brand management, so that PEAK products become a hot selling product in the market.

For a time, Xu Jingnan became the leader of the industry. For PEAK's achievements, Xu Jingnan grasped only two simple words: insistence.

Xu Jingnan's pace of becoming rich has not stopped due to immediate achievements. His goal is to make PEAK the first brand of basketball equipment, making PEAK an international brand and letting PEAK go to the world.

However, the journey of starting a business is not always smooth.

"Entrepreneurship is not going to be so successful. You have to face external and internal pressure at all times."

Xu Jingnan talked about the Asian financial crisis in 1997.

The internal shortage of funds, the rise of a large number of sports brands such as Anta and PEAK made PEAK slow down in the channel pformation war from "shopping mall" to "exclusive store".

For the development of PEAK, Xu Jingnan asked his son to help the company.

Xu Jingnan's two sons did not let him down. They had the trait of young people's bold innovation and quick thinking. They injected fresh blood and vitality into the development of PEAK.

Since then, PEAK has officially entered the era of "father and son soldier".

In 2000, PEAK rebuilt its sales channels. In 2002, PEAK successfully completed the long term comprehensive reform of the channel.

Xu Jingnan laughs: "the combination of old, middle and green is the best form of company development. Young people are energetic but lack stability, while the old generation is making up for such deficiencies. PEAK is now at such a stage."

In the wake of the financial crisis in 2008 and the sluggish sales of traditional industries, PEAK still maintained excellent profitability.

Xu Jingnan is also very satisfied with this performance: "in 2009, our company did not reduce its staff, but intensified its efforts to recruit troops. PEAK also won the honor of" national export exemption products ", which is closely related to our accurate strategic objectives and resolute execution.

Today, PEAK is not satisfied with the status quo, but is targeting the high-end market in Europe and the United States.

Xu Jingnan does not think there is any technical gap between Chinese sports products and world famous brands.

"International high-end goods are also produced in China.

NBA stars are wearing our PEAK shoes. What else is more high-end? "

In September 29, 2009, PEAK listed on the Hongkong stock exchange and implemented a large number of plans to enter the international market through the steps of capital internationalization.

At this moment, PEAK, which has made unremitting efforts to promote brand internationalization and product specialization, has finally completed the magnificent turn of a private enterprise.

Creating an international brand, winning glory for the national industry, contributing to the local economy and rejuvenation of the Chinese race have been the belief of PEAK in the past 20 years.

Xu Jingnan said that the future basketball series products are still the core of PEAK. The main direction is to extend to the direction of sporting goods, intensify efforts, expand the market, realize the pformation from "capital internationalization" to "market internationalization", and PEAK is taking the firm step of expanding the international market with continuous innovation and scientific management.

　　卓越的品牌策劃，全力打造國際品牌

PEAK's success lies in its outstanding brand planning.

PEAK has always been committed to its own brand. It takes the development of basketball products as a strategic position, and makes full efforts to create the "China's first basketball brand", which has always revolved around the basketball game.

It is precisely because of this persistent and clear direction that PEAK has really stepped out of its own brand.

As early as 1991, PEAK sponsored the "81" men's basketball team, which has already started the brand recognition. In 1998, PEAK invested heavily in sponsoring the National Basketball League B League to promote its brand promotion. In 2002, Liu Yudong, the representative of Chinese basketball, joined PEAK as PEAK's brand image spokesperson, and injected the indomitable and self pcendental personality charm of PEAK brand. In 2003, PEAK became a strategic partner of CBA and hit the target of "China's first basketball brand". 2005 was formally co operating NBA, and launched the internationalization strategy in an all-round way, and walked out of a different development path with other sports brands.

However, few people know how much Xu Jingnan has paid for this step.

I remember working with NBA for the first time. When PEAK was the first Chinese advertiser to enter the NBA arena to apply for visas at the US embassy, Americans did not trust Chinese enterprises to have such strength. They thought Xu Jingnan was cheating them.

It was such a PEAK that was despised by Americans. In 2010, with the addition of Michael Petrus from Feinikesi suns Jia Sen Richardson and Orlando magic team, the number of NBA players of "PEAKTEAM" increased to 12.

These "PEAKTEAM" players wear PEAK shoes to compete in the NBA arena, making PEAK brand more popular.

PEAK will maximize the resources advantages of NBA, and rely on the influence of many NBA signing stars to enter NBA players' signature basketball shoes into the international market.

In January 2010, PEAK launched a PEAK NBA youth basketball development plan with NBA in Beijing and listed it as a long-term development plan for brand development.

The PEAK youth basketball development plan is an important part of PEAK's long-term commitment to the Sino Foreign Basketball Culture Exchange and the internationalization and specialization strategy of Chinese basketball.

PEAK implements the business philosophy of "brand specialization and product serialization", and successfully promotes the sales volume of enterprises through brand promotion, and the brand value of enterprises is also promoted.

With the deepening of brand internationalization, PEAK's position and influence in the domestic market has also been consolidated and strengthened.

At present, PEAK has broken through 6000 stores in China, and established a mature brand operation system combining production and marketing, and exported to five continents in Europe, America, Asia, Africa and Australia.

Xu Jingnan believes that "the international financial crisis is a good opportunity for the development of PEAK. It is a good opportunity for us to enter the first tier cities of Shanghai and Beijing from the two or three tier cities, and this is also an important step for PEAK to take the road of internationalization."

In the sports marketing campaign that takes basketball as the main item, PEAK insists on never stopping its thirst for victory and not stopping its thirst for dreams.

In 2005, PEAK launched the "space storm" in the field of sports. After rigorous examination by China's aerospace industry, it became a partner of China's space industry, and the only designated sport equipment for Chinese aerospace in the field of sports products.

PEAK not only realizes the professionalism of its brand in its own professional field, but also conscientiously assumes the responsibility of the national brand, and contributes its own meager strength to China's space industry, so that the brand's national character and public welfare have been sublimated.

Xu Jingnan is very supportive of China's space industry. "I value China's space program very much. PEAK also fully supports China's space industry. Every year, we give awards to outstanding contributors to space.

The state's scientific and technological strength is the embodiment of the national strength, the strong state is the strong guarantee of the enterprise, and PEAK hopes China's national strength is strong, and it can also promote the development of the enterprise.

In 2008, Xu Jingnan won the "China Space fund" personal award, which was an affirmation of his support for the space industry.

With the launch of Shenzhou six and Shenzhou seven, PEAK brand has not only recorded on the earth, but also left immortal imprint in the vast space, so that the world remembered the name "PEAK".

Through 20 years of brand journey, PEAK's dream of creating a world famous brand is within reach. With excellent planning and meticulous creation, PEAK has created the "possibility" of dreams becoming reality.

　　傳承慈善理念，真情回饋社會

In 2009, PEAK released its first private enterprise social responsibility report, the white paper on PEAK social responsibility report, which has aroused widespread concern in the society.

Over the years, Xu Jingnan has been contributing to the cause of charity. Not only that, but PEAK always returns to society with the aim of "creating value by individual value and creating value for society".

Xu Jingnan very much hoped that PEAK could inherit its own charitable philosophy and allow more enterprises and individuals to join the ranks of charitable activities.

At the very beginning, Xu Jingnan advocated "people-oriented", understanding with employees and improving employee's life. The staff also loved and respected this "kind and lovely" boss.

"When enterprises are small, they see benefits, and enterprises look at contributions when they are bigger."

PEAK group is doing its best to fulfill its promise within the limits of its capability.

In 2007, Xu Jingnan funded the establishment of the "PEAK charity fund" scale has reached 30 million yuan, for the nationwide poverty alleviation, grants and other charitable cause.

During the 2008 ice and snow disaster and the Wenchuan earthquake, Xu Jingnan reached a helping hand in the first place. In 2008, PEAK group accumulated more than 25 million yuan of donations.

Xu Jingnan won the most charitable donation individual award in 2008 for his outstanding contributions.

In 2009, PEAK began to support youth entrepreneurship, to a certain extent, to solve the employment pressure for the society.

With the high sense of responsibility and the heart of serving the society, PEAK has given strong support and attention to social education, health, sports and other undertakings.

In 2010, PEAK group announced another 20 million yuan charitable fund to Quanzhou Charity Association.

Over the years, Xu Jingnan's good deeds have been infiltrated in various charitable activities such as charity, charity, disability and charity.

Moreover, Xu Jingnan's "personal value is the business philosophy of rewarding the society through the business of sea and creating value for the society". He also took the lead in Chinese entrepreneurs. His contribution was not only embodied in material form, but in 2009, Xu Jingnan was honored as the 60 philanthropist who influenced the Chinese public welfare with tens of millions of charitable contributions recorded in his 20 years.

At the same time, his contribution is also reflected in his own entrepreneurial spirit and commercial spirit. Xu Jingnan is always looking for a sustainable way to help society while developing enterprises.

In 2007, PEAK set up and implemented the PEAK environmental Handbook, improving the production mode, developing the environmental protection footwear industry, communicating the environmental awareness to consumers and supporting the social environmental protection business, which is the best embodiment of PEAK's search for sustainable rescue.

At the same time, PEAK responded positively to the government's requirements of "ensuring growth and ensuring employment", stabilizing the current economic situation and actively stimulating domestic demand, and making huge amounts of money to help young people start their own businesses.

Since 2009, PEAK has invested 20 million yuan to support 150 young entrepreneurs to open PEAK sporting goods stores in Fujian.

At the same time, PEAK became the first batch of youth employment and entrepreneurship training base in Chengdu.

When it comes to the issue of youth entrepreneurship, Xu Jingnan said: "young people are relatively lacking in material and spiritual aspects. Society is realistic and full of opportunities for entrepreneurship. What we can do is to encourage them in material and spiritual terms. Teenagers should have confidence in themselves and have confidence in society."

This is a reflection of the high sense of social responsibility of PEAK enterprises, and the funding of youth entrepreneurship has also created a fast and effective talent input channel for the rapidly developing PEAK enterprises.

Today, in the face of the widespread praise of the media, Xu Jingnan thinks that what he has done is natural: "good" and "honesty" are a fine tradition of the Chinese race. People should repay the society with a kind heart and honest heart, and get a better grasp of the people around them in order to get the support of the society.

All I did was understand the understanding of social responsibility as an ordinary citizen.

"I come to fight for victory."

Xu Jingnan has created the brilliant situation of PEAK today by his ambitious ambition and tenacious perseverance. The persistence of PEAK has made today its reputation such as "Chinese famous brand", "China famous trademark" and "national inspection free product".

PEAK has proved to the world that nothing is impossible, if you have the conviction and determination to win.

While developing its business and expanding its brand, PEAK has also devoted its strength to the parallel development and dedication. PEAK has perfectly interpreted the sense of social responsibility as a private enterprise.

Today, PEAK is striding forward towards the goal of creating an internationally famous brand. We have reason to believe that PEAK will bring us more surprises at the next moment, because it has no end to the heart of victory.