PEAK Sports Skillfully Borrow NBA'S "Jacket" Globalization

The lion dance was a backward somersault. The president of the Serbia Basketball Association LjupceZugic took out a camera. A ceremonial lady wearing a high slash Chinese style cheongsam gave the award. LjupceZugic took out the camera again and smashed it with relish.

With the most traditional Chinese lion dance, the song of the PEAK after the national anthem, each participant wears a short sleeved T-shirt with big red rhubarb.

In a short while, Xu Jingnan, the chairman of PEAK sports [5.502.61%] (01968.HK), known as "the fourth listed shoe king", came to power. He was not very pure Mandarin in Quanzhou. He said PEAK's main strategy this year is internationalization.

The internationalization of Xu Jingnan, including the establishment of R & D centers and sales teams in Losangeles, has signed contracts with world-renowned events to seek international market development.

This can not help but worry a bit. Can the internationalization of a private enterprise with such a strong color be successful? What will internationalization bring to PEAK?

Father and son in battle

"To enter the world and create our own brand is what we thought many years ago."

Xu Jingnan's son, PEAK sports CEO Xu Zhihua told the first financial daily.

"I remember once in 2002 I went to Las Vegas to attend an exhibition.

The price of our shoes is US $18, but the pair of shoes for the Chinese manufacturers in the opposite booth is US $2.2.

I still feel very shocked about this.

Xu Zhihua recalled, "of course, I did not sell a pair of shoes.

But at the same time, I firmly believe that China can not just stay in the stage of low price competition, and can not always be cheap and fine.

We need to have our own brand. "

From the young to the foundry of Nike, today's Xu Jingnan still maintains a diligent habit of getting up early and staying up late, having no rest during the holidays, being sincere and modest, and smiling on his face.

Now, on most occasions, Xu Jing has retired to the backstage, and his daily management and operation are his 2 sons. Xu Zhihua is the second son. Xu Zhida, the eldest son, is in charge of the company's production. The three of his father and son are executive directors of PEAK sports, and they manage daily affairs. Three.

Although there was a long time to give the company to the idea of the management of his son, but in order to let old employees to serve, Xu Jingnan did not directly let him take over the whole PEAK company, but let Xu Zhihua start from the grass-roots mill first, to Beijing for five years of sales.

This extraordinary experience not only made Xu Zhihua have a new understanding and orientation for the whole Chinese sporting goods market, but also made him realize that the quality and brand of products are the biggest demand of consumers.

"To be an international brand like Nike."

Xu Zhihua told reporters about his direct feelings inside.

In fact, the idea of "becoming an international brand" has existed in the heart of father Xu Jingnan for many years. But because many old employees are accustomed to the past mode, they do not think that the internationalization of "going out" is a good choice.

And Xu Zhihua's idea coincides with Xu Jingnan. Xu Jingnan gratified that Xu Zhihua's accession has greatly improved PEAK's management level and strategic thinking.

"At present, there are basically no major differences between our father and son in terms of enterprise development strategy."

"Going to Jinjiang"

It is not difficult to put forward brand strategy. It is difficult to break through in many brands. Most of Jinjiang enterprises have gone through such a way: market quality brand market.

Among the above steps, what Jinjiang people most like to talk about is "brand building market".

At the peak of 2004~2005, there were as many as 40 Jinjiang sports brands on the CCTV sports channel.

This channel is known as the "Jinjiang channel".

"We are not in Jinjiang, in Quanzhou."

Xu Zhihua refused to classify PEAK as "Jinjiang Department".

This means that Anta, XTEP, [3.370.60%], Heng An, seven wolf [31.860.66%] and Hongxing Erke are in a camp.

Although in the eyes of outsiders, a few brands are not very different. They rely on the way of "sports stars endorsement + CCTV sports channel advertising" to become consumers' familiar brand of sportswear.

The real difference took place in 2005. It was this year that PEAK signed up to sponsor the NBA Houston rockets home.

"Many overseas Chinese told me that it was the first time to see Chinese characters in the American basketball court. That year, the promotion of PEAK brand was a great turning point."

Xu Zhihua said.

With the resources of NBA, PEAK's resources superiority in the field of basketball has been brought into full play, and the image of PEAK's "basketball professional manufacturer" has been strengthened.

Generally speaking, the sports industry can be divided into 3 levels, one is the core level, the other is sports events, brands, stars, etc. Two is the middle level, which belongs to sports media, training and advertising, etc. three is the outer layer, which belongs to the sports industry manufacturing industry and related industries, such as casual wear.

Chen Shaofeng, vice president of the Cultural Industry Research Institute of Peking University, said: "China is very weak in the core layer, medium in the middle, and relatively developed in the outer layer."

PEAK's approach is to directly penetrate the core.

From NBA, CBA, the European Star League, the Stankovic intercontinental basketball Champions Cup, to the signing of the New Zealand Olympic Committee and the Serbia Basketball Association and other international events and organizations, PEAK has shown an interest in basketball related international sports events.

Drawing on the successful history of Nike signing Jordan, PEAK signed Kidd, Artest, Battier and other 7 first-line stars, and Xu Zhihua said: "in the future, we plan to sign NBA's first line stars."

Entering NBA and signing professional players are only part of globalization. PEAK's internationalization strategy also includes establishing global R & D centers and opening up overseas markets.

Previously, PEAK has established 3 R & D centers in Beijing, Guangzhou, Quanzhou and other cities.

"The latest R & D center is built in Losangeles.

At present, the company is working with several large retailers in the United States, and is expected to open in the US in the second half of this year. "

Xu Zhihua revealed.

{page_break}

Can you come from behind?

Although PEAK means Nike, Xu Zhihua also admitted that because of its late listing, it is not only far from Nike and Adidas, but even a few years ago, Lining [24.252.11%], which has been developing overseas, still has a long way to go.

"We are not going to wage war."

The listing gives PEAK ample financial support. The biggest challenge before Xu Zhihua is "expansion".

Xu Zhihua said that PEAK will open about 1000 new stores nationwide this year, accelerating the entry into the domestic primary market and competing with foreign brands such as Nike.

At present, PEAK has more than 6500 stores in the country, most of which are located in two or three line cities.

PEAK chairman Xu Jingnan revealed that within 5 years, PEAK's sales plan reached more than 10 billion yuan.

In addition to continuing to expand to the two or three line, the promotion of prices is also crucial.

According to Cai Jiahao, chief financial officer of PEAK, the company plans to add 100 NBA stores, and now has 16 stores. The average price of the store is 30% higher than that of other companies.

"In fact, the fastest growth is China, and the international route is just a way to improve brand sentiment."

Xu Zhihua is confident that he will fight against international brands in the future. "In fact, from the perspective of quality and product function, China can compete with international brands.

As long as we persist in internationalization and pursue cost-effective, broaden channels and improve products, I think the goal can be achieved.