Aiming At NBA Stars, Why Do Sports Shoes Enterprises Not Enjoy Themselves?

September 21st, summer is the hottest in 2010.

"This kind of eye catching marketing method is deeply touched by us.

Sports in China

The enthusiasm of the world cup marketing has not yet passed, and PEAK's "NBA Star China trip" has begun.

In July 28th, PEAK signed 5 of the 12 NBA stars to China, including NBA champion Ron Artest, "three pairs of kings" Jason Kidd, "Batman" Sean Battier, "God Bird" Carle Landry and Michael Petrus gathered in Beijing, and then visited 23 cities in China. Such a wide range of interaction with fans enabled Chinese basketball fans to take a solid and wild Carnival once again, and PEAK also earned enough eyeballs.

In the domestic sports brand, PEAK is the first enterprise to jump out of the homogeneity circle to carry out the brand internationalization, and it is just because of its differential way of encircling the country from abroad.

From the endorsement of the NBA star to the NBA star to interact with the fans in China, PEAK's strategy has already been formulated: signing the stars to move consumers professionally; inviting the stars to come to China to interact in order to improve the brand loyalty of the consumers.

"Our PEAK Star China trip has been held since 2006, and has now formed a regular brand event, which will be held every year."

Xu Zhihua said.

"PEAK has succeeded in attracting consumers' attention, and how to continue to be concerned by consumers is PEAK's greater success.

From the invitation of NBA stars to put Chinese characters into the arena, to bring the stars to China to interact with consumers, in this process more consumers are involved, and really resonate with PEAK, PEAK is also concerned about certain.

Signing international stars to encircling the country

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 concentrated 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 agreed to bring NBA stars to China to interact with fans in the contract, while PEAK's China lineup has grown from Battier to NBA.

Now PEAK has successfully returned from the international arena to China, all of which stems from its predicament.

In 2005, the domestic sports brand market homogenization is serious. CCTV-5 is all the big and small stars endorsing all kinds of unheard of sports brands. The domestic sports brand used the "star endorsement on CCTV" mode to let Xu Zhihua headache, "even I can not tell 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.

It is difficult to highlight the brand personality if it can not give consumers a clear brand positioning. Basketball shoes as professional PEAK will aim at the highest level of basketball events - 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.

"When we promote the promotion of NBA, NBA and we are in a cooperative relationship in marketing. We take the two or three line main channel as their favorite. 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.

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

But it is not enough to cause onlookers. Xu Zhihua wants to focus on consumers' attention and improve their brand loyalty.

PEAK Star China line 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 that the players arrive, most of them are two or three line cities except Beijing.

"The two or three line city is our revolutionary base. Only after we have done 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 more influence in our channels of concern and attract more consumers' attention, so that they will know PEAK is professional and capable.

Moreover, we have launched a basketball shop with our professional expertise to provide consumers with more professional services.

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Selling stars to increase user stickiness

This time Battier came to China with a special task: shooting PEAK advertisements with PEAK's designed boots.

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

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 PEAK Star China trip: "assemble your dreams and fight for glory."

In Xu Zhihua's opinion, different players attract different consumer groups. Every player should be a kind of embodiment of values, so as to arouse the spirit of a certain group of consumers.

Several of the players here are of distinctive personality.

Ron Artest may be a bad boy in his impression, but through his continuous efforts, he eventually won the NBA championship with his team. "So we have inspired this resonating consumer through Ron Artest's experience."

Xu Zhihua explained that everything was excellent for Jason Kidd, but many people were saying that he was playing the game. This was a great blow to Jason Kidd, but he was not affected by it. Instead, he proved his strength through his own efforts.

"Kidd will inspire some people who have almost never suffered setbacks but who have been hurt by a little injury.

And Sean 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 five years of hard management also brought about a steady rise in market performance.

In 2009, PEAK achieved sales of 3 billion 95 million yuan, an increase of 51.6% over the same period last year, and its net profit increased by 67.1%, up to 628 million yuan.

By the end of June 30, 2010, PEAK's sales in the same quarter increased by 12.5% in the second quarter, compared with the same period last year.

In terms of retail network, PEAK's retail channel broke through 6000 last year. By the end of June 2010, the number of retail outlets increased to 6768, a net increase of 562 outlets.

In addition, PEAK group has opened 28 basketball theme stores this year.

"I believe that a large part of this is the promotion of brand building."

Xu Zhihua said, "PEAK Star China has indeed played a positive role in the pmission of PEAK's brand image. So I prefer to do something that allows consumers to identify your brand in many choices, rather than doing only one explosive force.

I believe the real eyeball economy is alive. "