Dialogue Xu Jingnan: PEAK'S International Brand Strategy

Interview

Perhaps it was because the first meeting was not very familiar. When Xu Jingnan first entered the office, he was very serious.

I asked him why he was so serious when Grandpa was such a happy event. He said it's time to work.

For PEAK, perhaps a lot of white-collar workers will be somewhat dismissive. PEAK herself said in the company's introduction that PEAK is the first Chinese advertising sponsor to enter the NBA field. The impression that NBA has always been Nike, adidas/ "target=" _blank "> Adidas monopolist, the sudden emergence of PEAK may surprise many people, and this surprise may be more of a lack of confidence in domestic brands.

Xu Jingnan also told me a little story, that is, in 2005 just sponsoring the rest of the Rockets, he was going to the United States to see the scene, when the airport frontier inspection, the staff asked him to go abroad, Xu Jingnan replied that he is NBA sponsor to watch the game.

The staff thought, how can PEAK get in touch with NBA? This reason is not valid and wants to refuse to sign.

In the end, he was able to cross the border.

More than just the frontier inspection staff, many people have no confidence in Chinese brands who break into the NBA arena.

But Xu Jingnan was very calm about it. He said PEAK's initial aim was to become a target.

From the earliest Feng Tan shoemaking factory to naming the company as an English word PEAK, which symbolizes the courage to climb the peak, to show up in international competitions and to land H-shares.

PEAK is implementing the internationalization strategy step by step, but in the process of internationalization, the impression that domestic brands give to people is often fancy marketing. The money spent on advertising and sponsorship costs is much higher, and the progress of quality is even worse.

And looking back at the history of Nike, Adidas's development of international first-line sports brands, there are many interesting stories worth learning from today.

From the beginning, the founders of Adidas and Nike are athletes.

Mr. Adi Dassler, the founder of Adidas, is a German with athlete status and shoemaker skills. The founder of Nike is Bill, a track and field coach at University of Oregon.

Bowerman and Phil.

Nite -- a good middle distance runner.

It is their initial strategy to deal with the most familiar athletes and coaches, so the starting point of these companies is to produce high tech sneakers for athletes.

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Looking back at the history of PEAK, Xu Jingnan was only thinking about making PEAK as a foundry factory at the beginning of her business. Only then did she make the brand of "PEAK".

And Jinjiang's Anta, step and 361 starting points are mostly similar.

I asked Xu Jingnan why it would be so different at the starting point, but now the results of the domestic market show that these enterprises in Jinjiang have begun to compete with Nike and Adidas.

Xu Jingnan said that this is related to the state and social economic environment in which the enterprise was founded.

Indeed, let us use another brand KAPPA to illustrate the fact that in the early 70s a profound social and cultural change in Italy was called the age of rebellion and rebellion.

In this change, clothing has also adapted to the new way of life: formal clothing is no longer popular, casual wear is becoming popular, and Kappa is the product of this change.

In the early 80s, ROBEDI KAPPA (its founder) developed the sportswear market prospectively, so Kappa Sport (now Kappa) was born.

The business environment of these shoes and clothing enterprises in Jinjiang is more closed at the beginning of their business. Whether the socialist economic construction depends on the plan or depends on the market is still at the initial stage of debate. People's living standard is just enough to meet the needs of food and clothing.

Why is there so many sports brands in Jinjiang and not in other regions? Jinjiang's entrepreneurs are fortunate enough to have been born in this ancient coastal port with business traditions and foreign trade. In 80s, when the labor costs of the four East Asian dragons have already risen, Nike and Adidas brands will naturally shift the factory to Jinjiang, which is adjacent to Taiwan.

And because of the openness and openness of the Jinjiang government, enterprises learn from each other and learn from each other. Once an enterprise takes the road of brand development, learners will follow up later.

Now, with the rapid development of China's economy, China's consumer market has also expanded geometrically. Under such a background, it has provided these brands with the opportunity to go upstairs again.

The international brand is Xu Jingnan's goal from the beginning of the creation of PEAK, and now the outside world seems to have inherited the burden of his idea on the two generation successors or management of the eldest son Xu Zhihua.

Xu Jingnan first brought PEAK's brand into the NBA arena, and made the debut of the Chinese sports brand in the NBA arena. Xu Zhihua upgraded the strategy. This year PEAK took the 5 basketball stars such as Artest, Kidd, Mutombo and so on to launch a basketball game in many cities of China.

Its purpose is to build PEAK NBA Star China into an important bridge for PEAK to communicate with consumers. It will fully integrate the "PEAK spirit of I can play" with the charm of NBA stars, and spread it in the form of international basketball culture, so as to influence more consumers.

However, the journey of a thousand miles begins with a single step. Quality and quality are the key to win the market. It is worth expecting that PEAK is preparing to establish R & D center in Losangeles. It will take advantage of overseas strongholds to deepen the internationalization of talents, markets, prices, raw materials and other aspects, so as to enhance the bargaining power of brands.

For PEAK and other sports brands, four words: solid source.