PEAK CEO Xu Zhihua &Nbsp; Professional Move NBA

"We must first let it go."

In June, Xu Zhihua, a CEO of PEAK group, became a "flying trapeze". Because of the accumulation of cooperation with NBA in the United States for many years, the "PEAK NBA star 2010 China trip" campaign finally started.

In the international and domestic sports arena, PEAK has entered the "first camp" of sponsors.

In the NBA arena of the United States, the name of PEAK sponsored by Chinese sponsors was the first time.

From then on, PEAK became attached to NBA.

Xu Zhihua thought clearly about this fate.

"Although PEAK's international strategy is not easy to break through, it does clear the way for PEAK's internationalization."

Gnaw down NBA's "hard bone"

In 2001,

Xu Zhihua, who graduated from university in 2001, is going to work for HUAWEI company. But after long talk between Xu Zhihua and his father, Xu Zhihua changed his mind.

PEAK has been doing it since 1991.

In the face of the rapid development of competitors at that time, Xu Zhihua was not discouraged. "Truly successful enterprises must have experienced the shock of the peak of the valley."

Xu Zhihua's will laid a good foundation for PEAK's strong accumulation.

After careful consideration, Xu Zhihua decided to take an unusual road: cooperate with NBA and take PEAK's professionalism as an international road.

But NBA's partner in China at that time was Lining, a famous brand in the international sports arena with a natural advantage.

Xu Zhihua disagrees with the strength of his competitors.

"Let NBA know us first. I believed at that time that I would eventually touch them professionally."

In 2005, Xu Zhihua officially began the layout.

He first talked to the Houston rockets and then worked with star Sean Battier and made a lot of communication through the domestic media.

There is only one purpose to do this. It is to let NBA's offices in China learn more about PEAK through various channels and channels, and then PEAK will negotiate again.

NBA knows more about PEAK and knows more about it.

2006 is a watershed for PEAK.

NBA has chosen to cooperate with PEAK in this year.

Together with NBA, PEAK's achievements in the following years have been achieved. This win-win strategy has also made NBA more confident in PEAK, and thus has the NBA star's China tour.

Xu Zhihua, who already has 12 stars, is proud of PEAKTEAM.

In accordance with its future strategy, we need to sign more stars. PEAK's practice has led many brands in China.

"This is enough to prove that PEAK's market position is not only brand, but also unique and product technology. Meanwhile, the wearing of many NBA stars will bring a strong sense of brand belonging to the core consumer of basketball equipment."

Xu Zhihua is very proud of it, because the stereoscopic international brand promotion model and the new international sports marketing model, supported by the NBA home sponsorship, the signing of the NBA star endorsement and the signing of FIBA as the strategic partners, are known as the "PEAK model" by the industry.

This unique marketing and brand promotion is based on Xu Zhihua's overall operation of international strategy and the successful establishment of an international marketing system.

It is based on local events, which preserves the brand's influence in China, and pays attention to expanding overseas markets. "Fans are willing to jointly own the new products marked by rockets, and do not mind bumping shirts, resulting in repeated purchases.

This is the advantage of brand awareness.

PEAK's cooperation with NBA also enhanced PEAK's brand awareness and increased its bargaining power.

Under the leadership of Xu Zhihua, PEAK is gaining the upper hand in competition.

It maintained a 30% growth rate in 2002 and 2003, and maintained a 50% growth rate in 2004 and 2005, reaching 80% in 2006.

In 2009, with the efforts of Xu Zhihua, PEAK came into the market successfully.

Xu Zhihua is confident that he doesn't mind the imitation of other brands.

Xu Zhihua, who was not much loved by his parents, was independent and self reliant from childhood. Xu Zhihua, a student in his childhood, liked to hike and exercise his will.

Or is the father deliberately, Xu Zhihua was very resilient from childhood, Xu Jingnan commented on his eldest son: strong and strategic vision.

PEAK became famous overnight.

The internationalization strategy is always upholding since Xu Zhihua took office.

This internationalization even displays in the enterprise production and operation aspect, each link all strives to achieve the internationalization.

The internationalization of soft power is also what Xu Zhihua pursued.

From the point of view of the management of enterprises, the initial business management is still the mode of oral communication.

Xu Zhihua believes that a sustainable enterprise must have a solid foundation and a standardized workflow.

Xu Zhihua first set up ERP management system in the group. As a result, there was no demand and no use at that time. Xu Zhihua used himself first, then trained for others, implemented enterprise value chain management, realized network system control on sale, improved logistics efficiency, advocated office OA system, realized information sharing and paperless office.

"At first, some people thought of trouble, but such a management mode is the basis for enterprises to go far.

We must go through this step. "

Xu Zhihua said.

According to the reporter, PEAK is the industry that has worked hard in the management system earlier, because Xu Zhihua understands that PEAK will expand rapidly in the future. If it is still backward, how can we talk about brand internationalization?

When the international and domestic markets go hand in hand, market segmentation is another strategic move of Xu Zhihua.

Xu Zhihua is also watching his own basketball shop recently. This is the first step that PEAK has made to differentiate. Xu Zhihua's purpose is very clear: professionalization is a prerequisite for internationalization. If the product is not recognized, how can it be internationalized? The products in the basketball shop include PEAK's boots and robes for the NBA stars.

However, PEAK's basketball shop is mainly launched in the two or three tier cities, rather than in the first tier cities.

Xu Zhihua said that this is only the reverse of the strategy.

The two or three tier cities in China have great potential for growth, and brand loyalty is also well developed. Early occupation of the two or three tier cities will lay a solid foundation for the future.

First tier cities have many brands, consumers already have deep-rooted brand consumption preferences, so first tier cities can set up shop, but not too many.

Abroad, Xu Zhihua also actively layout, from NBA star endorsement to open shop, and even recently set up in the United States PEAK research and development center also began to work, which laid the foundation for PEAK's comprehensive internationalization.