Brand Value Is King &Nbsp; PEAK Goes All Out To "Create In China".

Xu Zhida, vice president of Peak Sport Products Co Limited executive director, presented {page_break} prize for the winners.

"China's creation" is an effective tool for internationalization.

PEAK's internationalization strategy has been going on for 6 years since 2005. It has been a strategic goal for the long term development of enterprises to build a world-famous Chinese brand. The strategy of "China creation" has been put forward in the past few years. The industry speculates that PEAK will further expand its brand vision to the global scope, and the internationalization strategy will further upgrade.

In February this year, in the NBA all star weekend slam dunk contest held in Losangeles, PEAK, a sports shoe show of the director of the game pushed the competition to a climax and became the focus of attention of the American public. In the last dunk, rebounding dunk from the backboard, Mcgee wore a pair of "unpaired" shoes: one is red, white and blue, the other is red and yellow. The famous Wall Street journal commented that this is not the 23 year old star accidentally wearing the wrong shoes, "but a mixture of diplomatic effects."

These "mix and match sports shoes with diplomatic effects" are two pairs of 5 pairs of star button basketball shoes designed by Mcgee for PEAK. The inspiration comes from the US and Chinese flags, echoing with the national image of China a month ago. The Chinese brand acted as a diplomatic envoy, and it also caused a major report by the mainstream media such as Washington Post, MSNBC, Losangeles times and so on.

It is no coincidence that PEAK made a beautiful shot in this international basketball tournament broadcast to 215 countries and regions in the world. Apart from its partnership with NBA and its 15 NBA star spokesmen, this Chinese brand has laid a solid foundation in the international market. Meanwhile, this series of brand events is the first time that PEAK's US subsidiary team was established in Losangeles and the first time in China. In this year's all star game, PEAK signed the star in addition to Mcgee in the dunk contest, as well as Wright in the three point game and Loew who entered the Western All-Star lineup, and PEAK became the most famous Chinese brand in the history of the NBA all star weekend. Insiders said: strong landing NBA all star game, helped PEAK start the first shot of comprehensive internationalization, and the road of internationalization is still very long, resource allocation and resource creation is the key.

It is understood that the US subsidiary will cooperate more closely with the NBA alliance, NBA team and NBA players, while PEAK CEO Xu Zhihua said: "the US subsidiary will mobilize global resources to help PEAK achieve brand internationalization, capital internationalization, talent internationalization and international market, insisting that China is creating a strong weapon for PEAK internationalization."

Strive for R & D to create the hard power of brand value

In the textbook of brand management, there is such a saying: "a so-called brand without high-tech information content is also a name." Technology research and development is the foundation of a brand. This is beyond doubt, but it can "continue to concentrate on technology research and development, and walk in the forefront of the industry, which requires considerable enterprise strength and brand persistence." Industry experts said.

At the PEAK 2011 winter new product ordering conference, PEAK brand's basketball, FIBA, tennis, soccer and outdoor products were displayed. Among them, the FIBA series is a series of professional basketball apparel developed by PEAK and the International Basketball Federation (FIBA). Xu Zhida, vice president of Peak Sport Products Co Limited executive director, told reporters:

"PEAK is the official partner of FIBA, which not only improves the recognition degree of PEAK from the brand, but also provides PEAK with a large number of sports data and shape data of the world basketball players, effectively improving the accuracy and professionalism of PEAK in the research and development of basketball products, especially the products produced by both sides, and can better find the basketball equipment that is in line with the international trend and the psychology of basketball lovers." FIBA is also an official partner of PEAK. In September 2011, the men's Basketball Championship was settled in Wuhan, China. PEAK FIBA products will become a hot hot runner again.

At present, PEAK has 4 product research and development centers. Apart from Beijing, Guangzhou and Quanzhou, in 2010, the US R & D center has been established in Losangeles. In 2010, PEAK launched 684 new footwear products, 1270 new clothing products and 479 new accessories products to the market. "In 2011, it will produce more innovative and stylish products to meet the needs of different parts of the world through the communication between different R & D teams." PEAK CEO Xu Zhihua said.

According to PEAK's earnings report, PEAK will continue to focus on basketball market and basketball professional products in 2011, highlight the core of professional basketball brand, promote and promote the comprehensive development of a wider range of sports, support football, net feather, jogging and other products, vigorously promote product research and development, channel layout and market promotion, and strive to achieve the strategic goal of international professional sports brand on the basis of broader market space and profitability. At this winter new product order meeting, PEAK signed the first highest level partner with the "seven City Association". It is also one of the steps PEAK has taken to develop the whole sports step by step, providing support for Chinese athletes with international standard professional equipment. It is also precisely the "internationalization of brands and products to serve domestic consumers, is one of the goals of PEAK's international development." Xu Zhihua said.

According to data released by Euromonitor, the world's leading market research firm, China's manufacturing accounts for 40.5% of the world's total output. However, the overseas share of Chinese brands is only 2.9%. Industry experts say that building brands is not as easy as making products or implementing projects. Making brands requires perseverance and perseverance in innovation. In the NBA All Star Contest, apart from PEAK, Haier, Tsingtao Brewery and so on also appeared on this global stage. "Chinese brands show China's strength on the world stage is a precious national pride." PEAK CEO Xu Zhihua said that in the environment of the financial crisis has not yet disappeared and the trade barriers are increasing, perhaps Chinese brands will face greater challenges. "But as long as Chinese brands continue to surpass and brand competitiveness continues to grow," China creates "will become a new business card for the country's image.