Shoe Maker PEAK: Surrounds The Domestic Market With NBA Stars

"Sports in China

Signing

It is a successful eyeball economy to let consumers see their brands from many choices.

Although the NBA star endorsement has been successful in attracting consumers, it can only be seen once. "The brand with vitality will be constantly breaking through and innovative."

Xu Zhihua said.

Although more and more brands are also looking for celebrity endorsements, Xu Zhihua is not worried.

Since signing Battier in September 2006, PEAK has not agreed to "NBA stars to interact with China fans" in the contract, while PEAK's China lineup has grown from Battier to NBA.

In 2005, the domestic sports brand market is homogeneous and competitive. CCTV-5 is all kinds of unheard sports brand names endorsed by big and small stars. The model of "star endorsement on CCTV" by domestic sports brands makes Xu Zhihua headaches, "even I can't distinguish these brands."

Xu Zhihua joked.

"How can we let consumers see PEAK in many choices? How can they keep their eyes on our advertisements and pay attention to our brands?" recalled Xu Zhihua's feeling of confusion at that time.

Unable to give consumers a clear brand positioning, it is difficult to highlight the brand personality, basketball shoes for professional PEAK will aim at the highest level of basketball match - NBA.

"If we can cooperate with NBA and let its players choose PEAK shoes, our professionalism will surely be recognized, and brand promotion will be completed at the same time."

Xu Zhihua introduced.

PEAK first invited Battier to endorse in 2006, and PEAK was also recognized by NBA at the same time that it was approved by domestic consumers.

"NBA and we have a cooperative relationship in marketing.

Our two or three line based channel is what they see. NBA wants to extend the impact of the competition to two or three tier cities, and their recognition is the key to enhancing our influence.

This is a win-win situation.

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In this way, PEAK successfully launched the first step in brand internationalization.

But it's not enough to just cause onlookers. Xu Zhihua wants to pinpoint the concerns of consumers and improve their brand loyalty.

NBA Star China is PEAK's activities designed to enhance consumer brand sentiment.

The China line is designed in accordance with PEAK's channel strategy and target consumers.

Among the 23 cities where players came, most of them were two or three line cities except Beijing.

"The two or three line city is our base. Only by doing it can we take the strategy of rural encircling the city to enter the first tier cities."

Xu Zhihua said, "we hope that PEAK will have greater influence on the channels we are concerned with, attract more consumers' attention, and let them know PEAK is professional and capable.

Moreover, we have launched a professional basketball club to provide consumers with more professional services.

Selling stars to increase user stickiness

At the signing ceremony of Battier and PEAK, PEAK designers joked: "Battier's arch is not high, which may affect explosive force and bounce."

Battier smiled and said, "I am flat feet. You have worked hard."

For athletes, especially the NBA basketball players who highly emphasize the ability to run and jump, the career of a ping foot athlete is very difficult. But Battier made up for this defect with his own skill and experience, and became an excellent NBA star.

Battier's spirit coincides with the theme of NBA Star China trip: "assemble your dreams and fight for glory."

In Xu Zhihua's opinion, different players attract different consumer groups. Each player should be a manifestation of values, which can arouse the spirit resonance of a certain group of consumers.

Ron Artest may be a bad boy in his impression, but through his continuous efforts, he eventually won the NBA championship with the team.

"So we have inspired this sympathetic consumer through Ron Artest's experience."

Xu Zhihua explained, "and Battier represents most young people, obscurity but hard work, and they will succeed in the end."

In Xu Zhihua's view, consumers will continue to pay attention to brands only if they resonate in spirit.

PEAK's 5 years of hard management has brought about a steady rise in market performance.

Xu Zhihua said, "NBA Star China has indeed had a positive impact on PEAK's brand image pmission, so I prefer to do something that allows consumers to identify your brand in many choices, rather than doing only one explosive activity.

I believe the real eyeball economy is alive. "