PEAK Builds International Brand To Boost Enterprise Transformation

Chairman of PEAK group Xu Jing Nan For the entrepreneurs of Fujian businessmen, they analyzed the way PEAK turned from domestic brands to international brands. In the high-end dialogue with Xu Jingnan, the distinguished representative of Fujian merchants shared his foresight and international layout.

Internationalization is an important direction of transformation and upgrading.

Reporter: the enterprises in Southern Fujian are still dominated by manufacturing. How do you view the transformation of enterprises in Southern Fujian?

Xu Jingnan: the transformation of manufacturing industry is inevitable, especially the transformation of labor-intensive industries is inevitable. Today, we can take orders out, so that low end resources, low price labor costs for us to use. In addition, we must take the initiative to go out and become an international brand. It is very important to integrate global resources to make the global market for us.

Reporter: in your opinion, internationalization is Southern Fujian An important direction of enterprise transformation?

Xu Jingnan: Yes. PEAK put forward an international brand 20 years ago. We insisted on building international brand as the goal and insisting on basketball equipment as its aim. At that time, neither was endorsed internally. Many people thought we had no experience or resources. They doubted whether we had proposed internationalization too early. However, it seems that there is no premature problem now. Now, PEAK's export growth is increasing, and domestic demand has dropped a lot. Before, PEAK and foreign businessmen all talked about prices. Now we talk about the conditions of agency, which is qualitative change. Creating an international brand is a glorious and great undertaking, but also an arduous task.

Five measures to achieve internationalization

Reporter: what has PEAK done to achieve internationalization?

Xu Jingnan: PEAK mainly adopts five measures, including internationalization of name, management standard and internationalization of product quality, internationalization of trademark, internationalization of brand and internationalization of capital. Internationalization is not something that can be done overnight. For example, the internationalization of trademarks: at present, PEAK has registered in 156 countries and obtained certificates. Among them, we registered in the United States for 15 years. In 1993, we began to register, and we only got certificates in 2008.

Reporter: how does PEAK realize the internationalization of its brand?

Xu Jingnan: as we all know, to become an international brand, we must let the stars of international high-end organizations speak and publicize, so as to enter the ranks of international brands. PEAK is now the third largest basketball sponsor of NBA and the biggest basketball product sponsor of FIBA (FIBA). At the same time, PEAK also sponsored tennis competition, and cooperation with basketball teams all over the world and national basketball teams, including Singapore Australia, Iran, Iraq and so on. All these have a good promotional role for the brand, and laid a good foundation for PEAK to create an international brand.

It is worth mentioning that the Olympic Games PEAK sponsored 7 national teams, which is very proud. It has broken the history that Olympic Games are dominated by foreign brands. The sponsorship of the Olympic Games, our Fujian businessmen's participation in many enterprises, there are media costumes, and more than 20 national teams are using our brand, which raises the brand of Fujian merchants to a very high level.

We must have a global vision and mind.

Reporter: can you make some suggestions for the internationalization of entrepreneurs in Fujian Province?

Xu Jingnan: entrepreneurs of Fujian businessmen should have a global perspective and take some measures to meet the inevitable trend of economic globalization. Economic globalization is a very good space, platform and opportunity for private enterprises. It can create more opportunities for private enterprises. At present, we are faced with the manufacturing industry may encounter some obstacles in the export process, which need not be afraid. We can transfer orders to foreign countries and make use of foreign human resources. Just think about it. If we double our wages in five years, what will we eat and what we wear? We must import from abroad. Therefore, if we are to be prepared, we will have time to understand and understand the world better, and then adopt some policies to deal with the next round of economic development.