PEAK Makes Three Major Areas To Achieve Internationalization Of "Acceleration"

April 19th hearing, the nineteenth China market commodity sales statistics released.

PEAK CEO Xu Zhihua said: "professional basketball has been the core strategy of PEAK development. No matter from products, channels, or brand culture around basketball, creating the" China professional basketball first equipment "is the glory and mission of PEAK, and as a link, the world sports and Chinese consumers are closely linked, so that more people fall in love with sports and fall in love with basketball.

PEAK's basketball road began in 1991 to sponsor the "81" men's basketball team, and then sponsored CBA and became a special sports equipment for Uzbekistan international basketball team. In 2005, it entered NBA and entered the first billboard of Chinese brands into the NBA arena.

Today, PEAK has not only become the official partner of the two international high-end basketball tournament alliances NBA and FIBA, but also has taken 15 NBA stars as its brand spokesmen. The world basketball culture has become a bridge between brands and consumers.

"We hope to cultivate loyalty between players and brands by cultivating tomorrow's stars in the arena, so that PEAK's brand identity can be left in the hearts of fans around the world."

PEAK CEO Xu Zhihua came out with the brand strategy.

According to ZOUmarketing data from market research firm, PEAK basketball shoes in China's retail market in 2008 have significantly surpassed Nike, ranking first in the market share of 17% (Nike's number is 12%).

After the impact of the world financial turmoil, China's sports market structure has changed, and domestic sports brands have been occupying the leading position in the market against the trend. Accordingly, domestic and foreign brands are competing against each other and competing for the market.

In the past two years, PEAK has put the agenda of "entering a wider range of sporting goods" on the agenda, but the core position of basketball has not wavered.

According to PEAK's earnings report, in 2010, PEAK's sales outlets grew by 1018 to 7224. Among them, the newly built theme store of basketball is a symbol of PEAK's 2010 cultural symbol for the operation of China's sports brand and the pioneer of Chinese basketball culture.

PEAK signed NBA players, Kidd, Battier, Loew, Mcgee and other popular stars arena equipment and FIBA series products can be seen everywhere in the store.

"Basketball theme shop will fully integrate PEAK's accumulation and deposition on the development path of basketball culture and endow it with a unique spiritual soul. It will ignite passion for more fans and become their dream Hall of flying."

Xu Zhihua said.

While industry experts believe that "basketball theme shop PEAK took the lead in the basketball market segmentation, and the sports culture symbol it created is not only PEAK, but also the whole Chinese sports industry."

Professional product line is inseparable from professional R & D.

PEAK's 15 NBA stars cover every position on the basketball court - shooting guard, small forward, power forward, center, and point guard, providing special data and authentic test for PEAK to study each sports index of basketball players on the basketball court.

As a partner with China's aerospace industry, it has brought more advanced design concepts and scientific and technological innovations to PEAK's research and development. PK-Rocket three level shock absorption technology is the application of the three level acceleration principle of space rocket, which greatly improves the performance of the shock, support and stability of shoes, and has successfully applied for the national patent technology, and has become an outstanding advantage of PEAK's professional performance.

At present, PEAK has 4 product R & D centers. Apart from domestic Beijing, Guangzhou and Quanzhou, in 2010, the US R & D center was established in Losangeles to form an international R & D team.

{page_break}

At present, PEAK has more than 200 R & D designers. In 2011, it will produce more innovative and stylish products through different R & D teams in different studios to meet the needs of different parts of the world.

Since the spring of 2011, the price of raw materials such as cotton, rubber and other raw materials in China has been "high fever", which has led to the four rise of sports brands.

PEAK CEO Xu Zhihua said, "in the face of rising prices of raw materials, enterprises can not simply shift the cost pressure to consumers, but also start with brand building and value-added products, giving consumers higher purchasing value."

In the new era of consumption leading China's economic development, it is advocated that "in the context of rising costs and increasing competition, brand value competition has become the ultimate competition among enterprises. Enhancing brand value is the way for today's enterprises to survive."

Culture, technology and design are the three elements of brand building. In these three fields, PEAK is engraved with the wisdom and sweat of the "famous international brand" gold plaque, the single product market champion is not the goal, the brand management is the highest pursuit of PEAK.