PEAK'S Sponsorship Of The Seven Nation Sports Pose To Analyze The Fate Of PEAK And The Olympic Games

PEAK's overseas strategy has been a gradual process, with three steps as a whole: the first is the internationalization of the trademark, the next is the internationalization of the manufacturing standards, and the last is the internationalization of brand communication.

Beijing Yizhuang Development Zone, a 7 storey building, is almost all dressed in sports costumes.

Zheng Hao, who loves basketball, is working here as a designer of PEAK Beijing design and research center. In the past year, he has mainly participated in the New Zealand Olympic Games.

The design work.

And in this small office, all of them are designers of PEAK.

As the main designer of the New Zealand Olympic sports equipment, Zheng Hao began preparing for the design in March of 2011.

In more than a month, Zheng Hao read a lot of information about New Zealand, from history, culture to religion, customs and other aspects of a comprehensive understanding, mainly in order to avoid mistakes and contradictions in the design process.

At the opening ceremony of the 2008 Beijing Olympic Games, the Iraqi sports delegation entered the nest with PEAK sponsored sportswear, which attracted many people's attention.

After 4 years of the London Olympics, the number of countries sponsored by PEAK has reached seven, namely New Zealand, Iraq, Jordan, Slovenia, Cyprus, Lebanon and Algeria.

At present, PEAK has successfully registered the trademark of PEAK in 160 countries around the world, and has sold PEAK products in more than 80 markets of the world. It has become the first local brand in some countries in the Middle East and Western Asia, and overseas sales revenue has accounted for 10% of PEAK's sales. This proportion is the highest among the local sports brands.

Through sponsoring the Olympic awards equipment of the seven countries, PEAK hopes to deepen the market of these countries and expand the market share of PEAK in these countries.

As a commonwealth country, New Zealand took part in the Olympic Games held in Britain. We feel that they will be more receptive to the traditional and retro design style, so we have designed a set of silver fern as the main element.

Zheng Hao told reporters that silver fern is a unique symbol and honorary representative of New Zealand. It is designed to take the shape of silver fern as its main body, like a pair of powerful wings, with strong streamline and soaring wings.

Sure enough, finally, the New Zealand Sports Bureau chose this plan.

In the follow-up design, taking full account of the European version size and the characteristics of new Zealanders, PEAK has made many improvements, and the equipment designed has finally been recognized by the country.

This set of equipment includes outfit clothing, award dress, training equipment, living equipment and so on, and the size of a dozen pieces of supplies, and PEAK's Logo is clearly printed on the left side of the jacket.

Liu Xiang, deputy director of PEAK brand management center, told reporters that during the Olympic cycle, PEAK's Olympic marketing strategy was designed to sponsor Olympic equipment in overseas countries. This is very different from the sports marketing strategy sponsored by Lining for the gold medal sports team of China and Anta's sponsorship of the Chinese Olympic Committee.

PEAK's Olympic marketing focuses on overseas markets. Therefore, sponsoring the Olympic equipment of seven countries has become the core content. PEAK has invested huge amounts of material and human resources in the design, development and sponsorship of overseas Olympic equipment, with the number of athletes sponsoring only over 1000, and the cost of investment is ten times higher than that of the Beijing Olympic Games.

But compared with Lining and Anta, Liu Xiang feels that the cost performance may be even higher. After all, the sponsorship of a country is only one million yuan. Compared with other domestic brands, it is a small investment compared with the annual sponsorship fees of hundreds of millions of domestic brands. However, the impact of such investment in the local market can not be underestimated. The competition intensity of these overseas countries is far less than that of China. Such investment can bring huge returns, which is incomparable to advertising.

PEAK CEO Xu Zhihua (micro-blog) is preparing to go to London for the London Olympic Games to receive interviews from several sponsors' media.

In contrast, although PEAK's domestic market size is only about half of that of Lining and Anta, it is the first local sports brand to enter the overseas market and gradually become a foothold.

Although overseas sales still account for only 10% of PEAK's total sales, in Liu Xiang's view, the space for development in the future is even greater. Taking the Iraqi market, even though PEAK has become the first brand in the local market, the market has not been fully developed. With the promotion of Olympic sponsorship's influence in the locals and the deep ploughing of channels, Liu Xiang feels that the scale of many overseas markets can be doubled.

On the contrary, the domestic market has entered a stable and adjusted cycle for two years, and the speed of development has obviously declined. But Liu Xiang believes that the London Olympic Games can not save the Chinese market. In the marketing strategy of PEAK, the London Olympic Games is just one of the pieces. The investment in London Olympic Games is just to speed up PEAK's going to the international market. The next Brazil Rio De Janeiro Olympic Games, PEAK's goal is to make a deep Brazil market, and now it has begun to deploy.

In fact, in PEAK's overseas strategy, it has been a step-by-step process. In general, it has been divided into three steps. First, the internationalization of trademarks, and the trademark registration of PEAK has been registered in 160 countries around the world. It is reported that it has taken 15 years to register the trademark successfully in the United States.

The success of trademark registration has become a passport to brand entry into the new market.

Secondly, the manufacturing standard. If we want to succeed in entering the international market, we need to have many international standards, such as ISO4000 and other international standards.

Finally, brand communication, which is huge investment in enterprises.

PEAK first worked with NBA at that time. In 2009, in order to become an Asian market, cooperation with FIBA (International Basketball Federation) and WTA (International Women's Tennis Association) has expanded its impact on the Asia Pacific market. It should be said that this strategy is successful. At present, the Asia Pacific market sells 60% of the overseas market share; in 2011, PEAK upgraded to the global market and upgraded to FIBA's global partner.

Luckily, among the NBA stars signed by PEAK, these three years each year, PEAK has signed the stars in the US basketball championship, which virtually enhances PEAK's influence on NBA.

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PEAK and Olympic Games

PEAK founder Xu Jingnan (micro-blog) is preparing to set up a shoemaking factory and aspire to become an international brand.

1992 Barcelona Olympic Games

PEAK launched global registration to open up Trademark Internationalization.

1996 Atlanta Olympic Games

PEAK has passed the certification of ISO9000 international quality management system and product quality assurance system, has passed ISO1400 environmental certification and ISO8000 occupational health and safety certification, and has become the first batch of all sports shoe industry certification enterprises.

2000 Sydney Olympic Games

PEAK sports series clothing came out from the brand of sports shoes into a comprehensive sports goods brand.

By inviting Liu Yudong, the God of war, to endorse and sponsor CBA, he will hit the target of China's first basketball brand.

2004 Athens Olympic Games

PEAK is sponsoring the national basketball teams such as Greece, European basketball all star game, Stankovic cup, NBA Houston rockets, NBA, FIBA, WTA and other top international competitions and national teams.

2008 Beijing Olympic Games

PEAK introduced international and domestic investment institutions such as Sequoia and Lenovo investment to formally launch the listing process in Hongkong.

London 2012 Olympic Games

PEAK entered the US market, opened 2 Global flagship stores in Losangeles, and launched into the US market in an all-round way, thereby radiating the global market and sponsoring the delegation of the 7 London Olympic Games.