Xu Zhihua: PEAK Sells Shoes Very Stubbornly.

< < p > < < a href= > http://www.91se91.com/pioneer/ > > Xu Zhihua < /a > is the 2012 brand China Annual personage awards ceremony sponsored by the brand China Industry Alliance and the China International Chamber of Commerce. It was named "the 2012 brand China's annual innovation figure". He was dressed in a proper black suit and sat on the sofa, and the label of PEAK LOGO was on the collar. The PEAK logo socks were displayed above the black leather shoes.

Someone asked him with a smile: "Xu general, when you wear formal clothes, you will wear PEAK socks, too." he smiled lightly: "always wearing PEAK products, because it is worth my trust."

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< p > < strong > export < a href= "http://www.91se91.com/news/index_x.asp > > PEAK < /a > shoes are" stubborn "< /strong > /p >

< p > as the original a href= "http://www.91se91.com/news/index_f.asp" > the Chinese sports brand < /a >, the development of PEAK in the past two years should not be underestimated.

In addition to using NBA resources to open stores in the United States and establishing overseas R & D centers, PEAK signed the German Basketball Association in November this year, making the "plate" of the European market bigger and bigger. Recently, PEAK and NBA Raptors have reached a partnership, and intend to further develop the North American market.

The brand of a Chinese sport, however, is still at a stage of 2012 when it can be called "the worst thing to do". The annual export volume has increased. What is the secret? Many entrepreneurs want to find answers.

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< p > "before the export of China's clothing shoes and hats more emphasis on manufacturing in China, no control over the market, and PEAK has always stressed the internationalization of brand strategy, this is the biggest difference.

With our insistence, PEAK has gradually taken the initiative in international shopping malls. We let foreigners know that PEAK is not a traditional manufacturing. "

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< p > in Xu Zhihua's memory, one thing has been vividly remembered.

In 2002, PEAK went to Las Vegas to attend the shoe exhibition. At that time, PEAK sold a pair of shoes at the wholesale price of US $18. "But at that time, we did not sell a pair of shoes, and a dealer could not find them. Why? Most of the reasons were heard that we were Chinese brands.

We next door from other parts of the country, a pair of shoes to sell 2 dollars, only PEAK, the Chinese brand, the highest price. "

Xu Zhihua admitted that all the PEAK people at that time were not convinced and changed the inherent concept of foreigners to make PEAK people more "stubborn".

"Now PEAK stores in the United States, the price of the product is basically around 80 U.S. dollars ~100 dollars.

This is the result of adhering to the internationalization strategy and insisting that we have the initiative in the overseas market. "

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< p > < strong > pressure PEAK can go through < /strong > /p >

In 2012, P clothing enterprises in China are facing pressure from all sides. PEAK, based on China's global brand, is no exception.

But under pressure, PEAK still has a very clear belief.

"Now the Chinese market, the consumption pattern is undergoing great changes. This change has also brought changes in channel sales -- e-commerce, which is a shock to traditional channels, but it is an opportunity and challenge for the whole industry.

The cost is rising, the market is not smooth, and the challenges of enterprises are bigger and bigger.

But in the fierce competition, we must grasp the core of the brand and stick to the core of the brand.

If you take advantage of your advantage, the brand will naturally get better.

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< p > inventory problem became the hot topic of the year in 2012, and this topic is more heatwave in sports and leisure brands. Xu Zhihua also admitted that inventory can not be fundamentally changed, because the footwear industry is not based on market demand for production enterprises, inventory problems can not be avoided.

"Manufacturers first produce products based on experience and market research, and then let consumers choose.

Products either sell well or do not sell well, when demand is insufficient, naturally generate inventory.

I think we need to reduce the order and produce some products to solve the inventory problem, but now it is not effective.

In the long run, we should better communicate the core value and spirit of the brand with consumers, and pay more attention to the core when developing, so as to ensure that the next batch of products is more popular and popular among consumers.

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< p > < strong > producing PEAK is responsible for staff < /strong > /p >

< p > because of the rise in manufacturing costs, many famous foreign sports brands have shifted their production orders to the relatively low cost areas in Southeast Asia, while many domestic brands can not afford the cost pressure, but also choose to turn to Southeast Asian countries to produce.

In this case, what will PEAK do with tens of thousands of employees? Xu Zhihua obviously has certain concerns about China's local production: "we are now pferring production enterprises to the mainland. We have opened new production bases in Jiangxi, Shandong and other provinces, but if China's economy is developing further, labor costs and other production costs continue to rise, we may also choose to place orders overseas, but enterprises should not only make money but also have social responsibilities, which is responsible for domestic employees."

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< p > Xu Zhihua said that PEAK was an enterprise that grew up in China, benefiting from the atmosphere and soil of China's rapid growth, so the biggest responsibility is to make the enterprise well.

"There are tens of thousands of people in PEAK's own staff, and in the upper and lower reaches of the relevant system, it involves more than 100 thousand staff members. Only when domestic enterprises are done well, can families of 100 thousand people have a more stable life guarantee, which is why PEAK has never chosen to place orders overseas."

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Xu Zhihua, young P, faced with many pressures, always stressed that enterprises should change and break the limitations.

"As a Chinese entrepreneur, I always want to break through the inherent mode of thinking and let the global resources serve their own brands. This is the opportunity and challenge that China's new generation of entrepreneurs should face up to."

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"P" is a bitter experience in Minnan dialect. At the very beginning, it was very hard for PEAK to become a sports shoe enterprise. Now it has grown from a Chinese brand to an influential brand in the world. This makes us no matter how bitter the front is, it will still persist.

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