PEAK'S "Southern Hemisphere" Strategy Shaping

As a matter of fact, major sporting events have always been a competitive arena for sports brands at home and abroad, which contains tremendous business opportunities.

PEAK has a very keen sense of smell and rapid execution in the utilization of sports resources.

PEAK signed a contract with Liu Yudong and sponsored the Bayi team, and established the development strategy of building the first brand of basketball equipment.

Along with this development idea, PEAK speeds up its contacts with NBA and FIBA, the top international basketball tournament resources, and eventually becomes its official partner. The monopoly of the two major sports events makes it unequalled in the field of basketball equipment.

At the same time, because of the focus on the field of basketball, PEAK's "specialization and internationalization" brand development strategy is becoming clearer and more systematic, which encourages PEAK to walk ahead of peers in ideology and philosophy, and also makes the brand vitality more tenacious.

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From the point of view of PEAK sponsors, Africa's General Alliance almost covers the entire African continent, southeastern Uruguay and South America. If coupled with previous cooperation with the Australian women's basketball team, it will be found that PEAK's marketing layout has been completely rolled out in the southern hemisphere.

PEAK believes that selling products in local clothing stores does not mean that they become international brands, and they must have their own distribution channels.

At present, PEAK's retail outlets in China have reached more than 7000, and the scale has also been set up in the five continents of Europe, America, Asia, Africa and Oceania. With the establishment of Losangeles branch, the brand global marketing network with China as the core market has been initially formed.

At the same time, PEAK also said that it is not enough to just import products into the five continents market. It is believed that only by making the brand popular among the people and being recognized and loved by consumers, is it truly based on the international market.

The Universiade of Shenzhen is a rare opportunity for PEAK to advance the "southern hemisphere strategy".

With the increasing attention of the Universiade and the characteristics of PEAK brand positioning, it will boost PEAK to the international professional sports brand.

Although the influence of the Universiade is weaker than that of the Olympic Games and the Asian Games, the participants of the Universiade are the most direct and core consumer groups of all brands. Therefore, it is the best way for the brand to enhance its reputation and the consumers' awareness by sponsoring the relevant resources of the Universiade.

Of course, there are also insiders pointed out that not preempting sports resources will be able to play a role and bring benefits. First of all, we must consider whether there is a common value pursuit of enterprise strategy. Only by matching from inside to outside can we maximize the utility of resources.

In response, chairman Xu Jingnan said: "the Universiade contains the hope of sports in the future, but also the cradle to train young athletes.

As a brand firmly adhering to the international route, PEAK has always been concerned about the development trend of global sports.

The sponsorship of the African American Sports Federation, the Serbia and Uruguay delegations is because we have the common pursuit of "faster, higher and stronger" sports spirit, and have the common goal of training young athletes and promoting sports development.

And this is the deep level of our cooperation.

Chairman of Africa's General Alliance: Mr.MalumbeteRalethe, Mr Leld, said: "Africa is the first time to cooperate with PEAK. We have a variety of events and have cooperation with NBA.

The Universiade will send 23 teams to Africa. They will wear PEAK sports equipment to participate in various competitions. I would like to take this opportunity to have a deeper cooperation in the major events held in Senegal in September this year. There will be more sales of PEAK products in Eastern Europe in the future.

The two sides also expressed the signing ceremony.

In fact, every sports marketing initiative of PEAK has sufficient reasons and clear objectives.

Taking basketball as the core, PEAK, through cooperation with basketball and sports resources such as NBA and FIBA, gradually realized the goal of the first brand of China's basketball equipment, and thrived in the field of basketball, and successfully incubated the domestic market with the help of international resources.

With the consolidation of the status in the field of basketball equipment, PEAK's tentacles began to involve tennis, football, running and other fields, and entered the stage of "basketball as the core and diversified development". In 2010, reaching a cooperation agreement with WTA undoubtedly became the bugle call for PEAK's diversification strategy.

Xu Jingnan, chairman of the board of directors, said that PEAK has integrated the spirit of sports into the brand culture. Whether it is the Chinese youth basketball / football development plan or the three major delegations, it is PEAK's way of conveying sports culture and spirit.

In order to achieve the internationalization of China's brand, we must realize the comprehensive integration of corporate culture, business operation and international practice, and dig deeper into the meaning and value of international brands. Only in this way can PEAK become the pride of China's brand internationalization.