Before Shoe Companies Go Out, They Must Get Out Of The Misunderstanding Of "Sales Orientation".

Recently, the decline in profits and the rumors of some stores closing have pushed Lining's famous sporting goods brand to the spotlight. Some people have summed up the conclusion of "the death of Lining's internationalization" and attributed it to the failure of brand internationalization.

"Internationalization" does not seem to be good enough to "play". Does this mean that Chinese enterprises should give up?

The development path of brand internationalization is not an expedient measure, but an inevitable choice under the background of economic globalization.

However, creating brand is far more complex and challenging work than making products. Therefore, when we go on the road of brand internationalization, we should not care about the profits and losses of the moment, but rather pursue the value recognition of consumers.

Believe that brand power can bring sales.

This is a reporter's recent interview with people in the sports goods industry, who have heard a more consistent view.

PEAK practice: stick to it

Xu Zhihua, general manager of PEAK group, said: "internationalization is the belief that PEAK will remain unchanged.

Although the current global economic recovery is still some time away, we are very optimistic about China's future development.

We have improved the response speed and flexibility of terminals by optimizing channels, improving the efficiency of single stores and increasing investment in design and research, so as to cope with the market changes.

After the eighteen major convening of the party, I believe that the introduction and adjustment of relevant policies will further stimulate domestic demand, pay equal attention to exports and imports, and Chinese enterprises will have more opportunities to go abroad and move towards the world.

A pair of PEAK basketball

In the past, exports to the United States could only be sold for 10 dollars a pair. Now, as the third sponsor of NBA, PEAK basketball shoes can be sold in the United States for 80 dollars and a pair. This is the most direct result of PEAK's adhered to the development path of brand internationalization over the years, and has improved the market premium ability through brand export.

Since 1991, PEAK has proposed an international brand strategy.

In the new century, the strategic goal is clearer, and the export and penetration of brand culture is accelerated.

With Yao Ming's accession, NBA has become PEAK's first cooperation goal.

They won the hearts of NBA by signing Yao Ming's Houston rockets and European basketball all star competitions.

Then they reached the global strategic cooperation agreement with FIBA, the world's highest basketball authority.

Driven by these internationalized resources, PEAK quickly stepped out of the "ghost array" of the Chinese sports brand and became the top known brand in the market.

Further cooperation with NBA helped PEAK open the door to the US market.

With the endorsement of NBA and its players, PEAK has won the interest and consumption desire of American consumers. It also won the olive branch of the American chain sales group and many clubs in the NBA alliance, and entered into its chain stores, Teamshop and so on.

PEAK is also actively engaged in brand penetration outside the European and US markets. In August this year, at the London Olympic Games, PEAK sponsored many Olympic teams such as Iraq and New Zealand.

Now, PEAK is gaining the commercial value of international brand building.

Xu Zhihua said the Arsenal Football Club from the Premier League has sent an invitation to PEAK.

"A Senna has identified PEAK as one of the seven target companies of its global cooperation list. At present, the two sides are in initial contact, and a team from Serie A is also in contact with us."

Sports marketing is powerful, but this is not something you can do with money.

To win the endorsement of NBA spokesperson, the key is product quality.

In order to provide consumers with better product experience, PEAK has established four R & D design centers in Beijing, Guangzhou, Quanzhou and Losangeles, attracting outstanding researchers and designers from China and the United States, improving product technology content and enriching product styles.

The location of the four R & D centers is quite particular: Quanzhou is the base of Chinese shoe enterprises. Beijing and Guangzhou are the clothing distributing centers in North and South China. Losangeles is an internationally renowned fashion capital and Nike's home. These sites provide PEAK with fashion intelligence, mature environment and rich talents.

At present, PEAK already has independently developed three level seismic mitigation technology and other related 20 patents.

In the construction of brand international channels, PEAK also has elaborate plans.

First, PEAK will be delivered through NBA.

After entering the US market, it then expanded and consolidated its position in the US market through joint products, including joint development of exclusive equipment with NBA spokesmen, and access to basketball club chain stores.

Then, with the development of joint professional products, PEAK brings PEAK to all parts of the world through FIBA, WTA and other international events.

Today, apart from two self owned stores in the United States, PEAK has sales outlets in more than 70 countries and regions around the world.

Out of the misunderstanding of "sales orientation"

The biggest reason for PEAK's choice of brand internationalization is that it is aware that the economy is becoming global.

Now, with the deepening of economic globalization, it is more necessary and urgent for Chinese enterprises to go out and participate in international competition.

The eighteen Party of the party clearly pointed out: "to adapt to the new situation of economic globalization, we must implement a more proactive opening strategy and improve an open economic system that is mutually beneficial, win-win, balanced, safe and efficient".

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At present, even the domestic market is actually part of the international market.

"In such an international market, local brands are actually facing an international competition.

Therefore, all Chinese brands can only win in an international competition only if they are required by international standards.

Famous brand expert Ceng Zhaohui said.

Because of this, more and more Chinese enterprises begin to achieve globalization by means of mergers and acquisitions, exports and strategic alliances.

But building a successful international brand takes a long time and requires a lot of resources. Japanese brands and Korean brands spend more than twenty years to build up a global position.

PEAK can have today, and also because of years of perseverance, so Xu Zhihua particularly stressed: in the way of brand internationalization, we need to have a little patience and strength.

At the London Olympic Games, Xia Hua, the chairman of the Chinese fashion (000902, stock bar) international fan group, also expressed the same view at the Sina Golden Unicorn forum. "I think the most important thing is to have a mentality in making consumer goods abroad."

The vast majority of our exports were low-end products, creating a "negative influence".

If Chinese brands want to go out and win respect, they must do solid work. After 10 or 20 years, a brand worthy of consumers' respect should be created.

In the international market, you must never get a cheap mentality in 35 years.

Experts point out that when implementing internationalization, Chinese enterprises are more likely to fall into the misunderstanding of "sales orientation", eager for quick success and instant benefits.

"Brand success has two levels, one is sales volume, and the other is brand power". Two

The former brings volume and the latter brings premium or profit margin.

Most Chinese enterprises value sales very much, and always take the way of changing prices to market.

It might be feasible to do so in the early days of China.

But after these companies leave China to enter the global market, the home advantage is gone.

After globalization, it is a fallacy to move China's local practices to the world.

It can be said that strong sales and weak brand are the sinking of Chinese enterprises. In the brand Pyramid, the lowest level is the awareness of brands, and then they are willing to buy, recognize and trust, and many Chinese brands still stay at the bottom.

Experts point out that if consumers are to gain recognition and trust and form a full Pyramid shape, Chinese enterprises must change their sales oriented thinking and settle down to the brand management.

Well-known

The survey data on Chinese enterprises' "going out" released by Research Institute Huatong Ming and Lue show that up to 83% of foreign respondents do not know Chinese brands.

Since the brand power of Chinese enterprises is still very weak, since brand power has become the core competitiveness of enterprises under the global economic integration, Chinese enterprises must continue to explore this road, even if the risks are big, the cost is high, and full of frustrations.