Xu Zhihua Talks About Sports Brand, Olympic Marketing, Buyer Takes More Initiative

When people are still immersed in the passion of London Olympic Games, PEAK has launched second waves of sports frenzy. The second day of the closing of the London Olympic Games, PEAK NBA Star China trip was officially launched.

PEAK sports CEO Xu Zhihua interviewed the author about PEAK's Olympic Games.

And after the Olympic pursuit.

The London Olympic Games have not yet faded, and the basketball storm of PEAK NBA stars has struck again.

The second day after the closing of the London Olympic Games, the annual curtain began in Beijing.

In August 14th, a basketball feast called "champion's fighting spirit and champion mate" was solemnly staged at Beijing International Hotel.

Author: at this Olympic Games, athletes from many countries are dressed in PEAK.

To achieve a breakthrough in gold medals or medals, what is the specific Olympic strategy of PEAK?

Xu Zhihua: the four year Olympic Games is a great opportunity for Chinese brands, especially this year's London Olympic Games, which is the most sufficient Chinese brand to enter the Olympic Games ever since, whether it's breadth or depth.

PEAK has the chance to get good results this time. It is the result that we have been pursuing and working hard for a long time.

The first is a professional strategy that enables PEAK's products and brands to enable some athletes to use in the season.

Secondly, in the strategy of PEAK brand internationalization, many large event organizers in the world have recognized PEAK brand, and they are more willing to choose PEAK when choosing equipment.

The athlete's medal at the Olympic Games and standing on the podium is a good opportunity for his sponsorship brand to be displayed in the world arena.

We created this opportunity successfully with relatively low cost.

The author: after the Olympic Games immediately involved in the post Olympic era, PEAK started with basketball, and how PEAK promotes the use of basketball culture in China.

Xu Zhihua: basketball culture is universal.

Basketball is one of the three big balls in the world, especially in China, basketball is known as the first sport.

The regionality of basketball is not very obvious. To promote the development of Chinese basketball and promote teenagers to love basketball, the first thing to do is to link up with the world basketball, butt, learn and blend with the top athletes.

I think this is the most important thing. In this process, the real Chinese basketball atmosphere can be formed, and the skills of Chinese basketball can be further improved.

PEAK has been promoting several things. First of all, it is committed to promoting NBA's docking with China. Second, it hopes to promote good basketball players to match the world basketball.

The author: not only is PEAK brand doing Olympic marketing, but also other brands are doing it. Then what kind of competition relationship exists between PEAK's Olympic marketing and other brand marketing?

Xu Zhihua: the competition pattern of the whole sports brand, especially the pattern of brand sponsorship, is somewhat out of the market in China.

Some time ago, some brands spent a very high price signing some competitions. I think there is suspicion of vicious competition.

The Chinese market is a typical market that outstrips supply and demand and supply and demand is not balanced. When Chinese brands are marketing, if they only solve the Chinese problem in a Chinese way, they will face enormous challenges.

And PEAK has created a new marketing idea, that is, to solve the Chinese problem with the world's vision and put the Chinese market in the global market, and use this kind of thinking to solve the plight of marketing.

In this way, we will find that when you look at the resources of sports sponsorship around the world, you will feel that the market is very vast and there is a great opportunity in the global market.

In the past, because of information asymmetry, people had prejudice against Chinese brands, and the strength of Chinese brands had not been recognized.

With PEAK as its representative

In the development and operation of sports resources around the world, we see a larger market being opened, just like NBA, and there are many brands behind us that help us enter NBA.

This is a new marketing idea. From a global perspective, you will find that the imbalance between supply and demand is that buyers are more active than sellers.