PEAK Sports: A Pioneer Of Brand Internationalization

< p > in recent years, a href= "http://www.91se91.com/news/index_x.asp" > PEAK < /a > has been accelerating the pace of brand internationalization. The export of independent brand products has increased from 50% in 2010 to more than 70% in 2012. It has successfully pformed the development mode from "quantity growth" to "quality and efficiency", and firmly grasped the initiative of the market.

For this reason, I went into the enterprise recently to explore the way of PEAK's growth.

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< p > the eighteen major reports of the party put forward that we should speed up the pace of "going out", enhance the ability of international operation of enterprises, and cultivate a number of world level multinational corporations.

As a national strategy, "going global" will be an inevitable choice no matter from opening up market space, optimizing industrial structure, acquiring economic resources, striving for technological sources, or responding to foreign technical trade measures, it is necessary to cultivate China's large multinational companies with "a href=" http://www.91se91.com/news/index_x.asp "/a" competitiveness.

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In the 23 years of development, PEAK has positioned the professional sports equipment with the perseverance and wisdom of private enterprises, leveraging the global basketball market as a lever, and stepping up the game with the international giants in a step by step: facing the domestic counterparts, the enterprise has become the only brand to go abroad; in the face of the international brand, the enterprise has opened its own store to Losangeles; in Canada, PEAK has supported the Toronto raptors, the only foreign team that has entered NBA; signed the German Basketball Association, is committed to enter the European market; sponsoring the 7 Olympic teams to participate in the London Olympic Games, and vigorously developing the multi-level market area, NBA.

Today, PEAK has made use of foreign resources with strong world influence, and has more than 200 distribution outlets in five continents. Overseas sales have also increased year by year, accounting for 15% of the enterprise's annual a href= "http://www.91se91.com/news/index_x.asp" > Sales < /a >.

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< p > after more than 20 years of efforts, PEAK has gone out of an international brand featuring "PEAK characteristics" from "product output" to "brand output" with extraordinary confidence, determination and patience.

Xu Jingnan, chairman of PEAK company, said that PEAK has gradually explored the six step rule with its own characteristics on the road of internationalization.

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< p > first step (exclusive store), the name is internationalized.

To build an international brand requires a brand name with high international recognition.

"PEAK" is pliterated from "PEAK". PEAK symbolizes the peak of the mountain, symbolizes the spirit of self challenge and constantly climbing the peak, and contains the Olympic spirit of sports, which eliminates the name barrier for PEAK to enter the international market.

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< p > second steps to carry out international trademark registration.

So far, PEAK has registered in more than 160 countries and regions of the world and has trademark patents.

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< p > third steps, management standards and quality standards are internationalized.

PEAK in 1996 has been ahead of the domestic "a href=" http://www.91se91.com/news/index_x.asp "sports shoes < /a" industry has won the ISO9000 international quality management system and product quality assurance system certification, has passed the ISO1400 environmental certification and ISO8000 occupational health and safety certification.

In December 2009, the cold sticky sneakers and cold sticky shoes produced by PEAK were approved by the AQSIQ for exemption from inspection, and the export exemption certificate was obtained. In December 2012, the products were exported and exempt from inspection.

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< p > fourth step, brand internationalization.

An international brand must be endorsed by international high-end organizations and stars. This is the law of change.

In 2005, PEAK launched the strategy of "brand internationalization", sponsoring the European basketball All-Star game, the Stankovic cup intercontinental basketball tournament, the international cycling competition such as the Qinghai Lake international road cycling team, and sponsoring the German Basketball Association and the United States college student sports delegation. They joined the top 4 international teams of Houston rockets, the Miami heat and other top NBA international teams. They signed up 9 top tennis stars such as Parke, Battier, Landry and other 9 top tennis stars, such as Parke, Battier and Landry. They supported the more than 10 national teams and the National Olympic Committee of Iraq, New Zealand and other more than 10 countries, including sponsoring the Olympic Games of 7 countries such as New Zealand to participate in the 2012 London Olympic Games. They won 19 gold medals (including 7 gold medals) and PEAK became famous all over the world in NBA.

In addition, PEAK has become China's international sports brand with rich resources and advanced technology and internationalization.

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< p > fifth steps, capital internationalization.

In December 2009, PEAK listed on the main board of Hongkong (Stock Code: 1968.HK).

The reason for choosing Hongkong is that Hongkong is an international capital market. It can bring the PEAK brand to the world, accelerate the process of capital internationalization of PEAK company, and help PEAK to expand in the international market.

In the future, PEAK will continue to make use of international resources to promote global a href= "http://www.91se91.com/news/index_x.asp" > market < /a > for global layout.

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< p > sixth steps, market internationalization.

From the output of products to the output of brand, PEAK, as the only sports goods brand that truly goes abroad, is truly cultivated and harvested in the international market.

In February 2011, PEAK set up a sub division in the fashion capital, Losangeles, USA, to enter the US market in an all-round way.

In February 2012, PEAK's global flagship store opened in Losangeles, and PEAK took an important step forward.

By the end of 2012, PEAK had already had more than 30 distributors and more than 200 distribution outlets overseas.

At the same time, PEAK has set up four R & D design centers in Beijing, Guangzhou, Quanzhou and Losangeles in order to meet the different demands of different markets.

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In November 2012, when PEAK was studying and implementing the eighteen spirit of the party, P put forward a new ten year plan, the three hundred target, that is, PEAK trademark was registered in 100 countries, PEAK products entered 100 countries and regions, and PEAK products overseas sales revenue reached 10 billion yuan.

Less than half a year, the first target was first realized. PEAK trademark has been registered in more than 160 countries and regions, PEAK products have entered five continents 57 countries and regions, and are vigorously exploring the international market.

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Xu Jingnan, chairman of PEAK P, said that with the global economic recovery, consumers' pursuit of quality of life will also be restored and improved. I believe that in the future international market, PEAK will still be able to achieve great success. Under the pull of "three brands of brands + products + services", PEAK will never stop in the exploration of internationalization.

PEAK will take "create an international brand" as its business objective, and build "China's leading sporting goods brand" with the goal of "creating a century oriented enterprise".

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