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PEAK Enters The US

2011/3/1 11:35:00 59

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After the international financial crisis, the Chinese market has become a blessing for foreign clothing brands, and has poured in for a long time.

After strengthening and growing, the local brands also aim at the international market and try to enhance the brand influence by entering the market of the developed countries.

In the United States, local time February 17th.

PEAK Sports

The US subsidiary was officially launched and entered the US market in 2011.

Hou Lidong, PEAK's public relations manager, told the newspaper: "last July, PEAK subsidiary was registered in Losangeles.

The main function of a subsidiary is to expand the market, to connect players, and to research and develop products.

We are negotiating with us dealers, and will enter large chain supermarkets and stores in the United States this year. The store program is also under consideration, and at the same time, we will also consider entering the US e-commerce platform.

Coincidentally, in January of this year, Lining chief executive Zhang Zhiyong announced that this year he will invest $10 million in Lining's US business and set up a joint venture with Acquity Group LLC to expand sales in the US.

And Lining's biggest advertising campaign to open the US market will also start in May.

In this regard, the sports industry observer Ma Gang said: "the United States is the largest sporting goods in the world.

consumer market

PEAK's high-profile entry into the US has something to do with its accumulation of resources and brand awareness in the US market.

PEAK sponsors NBA stars and cooperates with some teams.

Consumer

We already know something about PEAK.

If PEAK chooses Japan or EU market, it will be difficult for the local consumers to open up the situation because the local consumers are unfamiliar with the brand.

Unlike PEAK, Lining has had a physical store sale in the United States through local agents before, because the slow progress of the business model of the entity store and the huge cost, Lining intends to further leveraging the US market through the Internet, and quickly cover the entire US territory with the help of the mature e-commerce environment in the United States.

Such bold action also shows that Lining's initial investment in the United States has achieved initial success.

As a pioneer of international expansion, Lining and PEAK are in different situations.

Previously, Credit Suisse has said that optimistic about Anta sports and PEAK sports investment opportunities, for Lining facing problems expressed concern.

However, Ma Gang is worried about the American way of local sports brand: "the foreign market is a relatively mature market, and local consumers are accustomed to buying fixed products, which may exclude new brands.

Moreover, the accumulation of domestic brands is not enough, so it is difficult to push into foreign markets. "