Xu Zhihua'S Strategy For PEAK Internationalization Is Stepping Up Its Offensive Against The US Retail Market.

China's sports brand PEAK, which is frequently seen in the NBA League, is stepping up its offensive against the US retail market.

In February 16, 2012, the famous American Sports City Losangeles, PEAK's flagship store opened in Melrose street, West Hollywood.

This is actually the second retail store opened by PEAK in the United States.

The first store, located in the basketball concept store, was also opened in Losangeles in February 16, 2011, near the two floor of the West Phil street market at the home of the NBA Lakers and Clippers, with an area of 274 square meters.

The second store is a street store, the main concept is comprehensive, with an area of 260 square meters.

In 2011, PEAK's sales revenue was 4 billion 650 million yuan, an increase of 9.4% over 2010, while overseas sales increased by 20% over the same period, and its growth rate was faster than that of the whole.

However, general manager Xu Zhihua has greater ambitions.

According to PEAK market sales people, Xu Zhihua plans that PEAK's overseas sales will account for 50% of the total sales revenue in the future.

That is, the overseas market and the domestic market are almost evenly divided, which means that PEAK will be in the market.

And build more chain stores overseas.

Xu Zhihua, PEAK's more than 30 year old boy, is chubby with a round face and big eyes.

Most of the time, he was very taciturn, but there seemed to be a great passion hidden beneath his indifferent surface.

On the long windowsill of his office, there are more than 10 frames that he signed with NBA stars.

The prominent positions in the corridor and staircase of the six storey office building of PEAK are hung up with huge photos of NBA stars who have signed up with PEAK to shoot or shoot dunk.

Since the start of NBA's international journey in 2005 under the leadership of Xu Zhihua, PEAK has signed cooperation with 15 NBA stars such as Battier, lorry and Mcgee.

Star studded, starry, shining all the way to the PEAK brand's international journey.

Xu Jingnan, Xu Zhihua's father, founder and chairman of PEAK, is deeply moved by this. "He (Xu Zhihua) has come to do many things for PEAK internationalization, especially with NBA.

I do internationalisation and I can't make him so big. "

Emergency succession

Xu Jingnan was born in a scooter.

30 years ago, every time we pulled a scooter from Quanzhou's north gate to the south gate, we earned two yuan.

He never denying the hard experience of his early years. He said, "I want to say that my first pot of gold started from a scooter."

In the 80s of last century, a large number of Quanzhou sprung up.

Factory,

Factories, almost all small processing enterprises.

Xu Jingnan also threw himself into the tide of sports shoes.

He seems to have an inherent business vision, and has discovered the great value of the brand from the successful operation of Nike's locally invested factory in Quanzhou.

Inspired by Nike, Xu Jingnan created his own PEAK brand. This is the first private sports shoes brand in China, apart from the old brand of state-owned brands and the double stars.

But by the end of the 90s, Xu Jingnan was confronted with the strong challenge of Quanzhou's new generation of entrepreneurs. PEAK was gradually surpassed by Anta and XTEP.

Ding Shizhong, general manager of Anta, was born in 1970, and is the same as Xu Jingnan's son Xu Zhihua in 70 generations.

Ding Shizhong's academic background is not high, only junior high school culture.

But compared with Xu Jingnan, who tends to be moderate and steady in middle age, Ding Shizhong is more receptive to new business concepts and is more adventurous because of his younger impulse.

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Ding Shizhong spent 3 million yuan to advertise on CCTV sports channel, then asked Kong Linghui to be an image spokesperson.

In the 2000 Sydney Olympic Games, Kong Linghui went all the way to win the final of the men's singles on behalf of the Chinese table tennis team.

The final victory of CCTV live broadcast, which is exciting and tense, touches the hearts of millions of Chinese audiences.

With Kong Linghui winning, his Anta brand is also famous for its TV live marketing mode.

Two days of ice and fire.

On the one hand is the rise of Anta, XTEP and other cutting-edge brands, on the other side is the old boss in place, the wind is no longer.

At a critical moment, Xu Jingnan found Xu Zhihua, who was graduating from the Electronics Department of Sichuan University, and told him very seriously that PEAK, a family business, was worried about the internal and external troubles of the family. With the hope that his son could give up his job in HUAWEI, he could help his father and rebuild his family business.

Xu Zhihua has a distinctive rebellious character in his youth.

From hometown Quanzhou to Chengdu to go to university, and the choice of Electronic Science and technology is not related to the clothing and shoes of family businesses.

From childhood to age, he has always been disgusted with his father's aura.

And the result of disgust, he chose to leave, leave the home, leave the city, leave the relevant profession, far away.

From another point of view, unlike many wealthy two generation dependent on family, Xu Zhihua has strong independent personality characteristics.

When his father's ardent expectations and family crisis aroused his inner sense of responsibility, he followed his father's call and began to take over his career.

Xu Zhihua, who was ordered to be in a very unusual period, was very grim in the external environment for PEAK's operation.

The sports marketing mode that Anta became famous in the first World War was imitated by the industry. 47 Quanzhou sports brand enterprises poured into the CCTV sports channel to advertise, and learned Ding Shizhong to make sports stars as spokesmen for the image.

If Xu Zhihua wants to emulate Ding Shizhong's successful mode again, not only the cost of advertising and sponsorship has risen, but the limited column of CCTV sports channel has been carved up by the wealthy Quanzhou counterparts.

Young people's great skill

Just as Xu and his son were at a loss, a dealer suggested that PEAK sponsor the European all star game.

Xu Jingnan is keen to find that there are no Chinese enterprises participating in sponsorship of basketball games in developed countries. This is a new continent that Chinese enterprises are yet to develop.

The problem is that Xu Jingnan himself is not very educated, and he doesn't understand a foreign language. He doesn't understand the rules of international trade and the laws of other countries, and how he can go abroad to attack the cities in the international market.

But Xu Zhihua's own conditions are different.

He graduated from university and served as chairman of the student union during his college years, which made him stand taller and see farther.

Compared with his father and his colleagues, Xu Zhihua has a better vision and courage.

Thus, he fought for the father in the international market.

In the short span of one year in 2004, Xu Zhihua led the PEAK brand team to sponsor the European basketball all star game, the Stankovic basketball championship and the Australian national team.

In the second year, Xu Zhihua swam into the US NBA for 4 million dollars, and signed a two-year contract with the NBA rockets. PEAK thus became the first Chinese sports brand to enter the NBA competition.

Because of the existence of Yao Ming, the PEAK has a reputation for NBA marketing, and its performance has never been improved.

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A widely spread story is that in 2006, Xu Zhihua left the intermediary and went to the United States alone. In order to reach the general manager of NBA Club alone, he walked around the door of the club's physical examination hospital and waited for the general manager of the club to arrive.

The security guard refused to enter because he did not make an appointment in advance.

Later, Xu Zhihua accidentally encountered the NBA star Battier who came to the medical hospital. The two people were familiar with Beijing.

Battier brought Xu Zhihua in and communicated well with the general manager of the club. Both sides succeeded in continuing the cooperation agreement.

"After the cooperation with NBA, PEAK's development has taken a qualitative leap."

Xu Jingnan said, "we do not have the young people's great writing. We always think that NBA is unattainable."

At present, PEAK is the third largest basketball sponsor of NBA and the biggest basketball product sponsor of FIBA.

PEAK has 15 top basketball players in the world, as well as the billboards that have all the NBA competitions.

In addition, PEAK has formed an alliance with the heat and rockets to form a series of combined marketing tools that use NBA resources.

With the brand influence on the NBA arena, PEAK has developed rapidly in the US and overseas, and has more than 20 agents and more than 200 agency sales outlets worldwide.

Xu Jingnan evaluated his son Xu Zhihua, "Zhihua, I am clear, he is ambitious, ambitious, responsible and dare to play."

Xu Zhihua is more willing to take PEAK's internationalization journey as the PEAK's two pioneering undertaking, struggling hard, starting from scratch, accepting challenges and defeating difficulties. All these are the labels he is willing to choose, and he regards the ongoing internationalization as a happy process, but can not accept the title of the two generation.

"I am not rich in the two generation.

When I was at school, I didn't want to rely on my family. I felt ashamed of what I got from nothing. I would rather create it myself. "