Interview With Xu Jingnan, Chairman Of PEAK Group

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In the past 100 years or more, the great rejuvenation of P has become the greatest Chinese dream of the Chinese nation since modern times.

Every Chinese heart has its own "China dream". For "a href=" http://www.91se91.com/news/index_c.asp "PEAK" /a Group Chairman Xu Jingnan, his "Chinese dream" is to build PEAK into an internationally renowned national brand.

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< p > August 2, 2013, the "PEAK" brand exported by Quanzhou PEAK Shoes Co., Ltd. and PEAK (China) Co., Ltd., which was managed by Peak Sport Products Co Limited in Fujian, was exported to Quanzhou href= "http://www.91se91.com/news/index_x.asp" > sports shoes < /a > and moving garments were exempt from examination. This marks the first time that the PEAK brand became the first export exemption brand in the country, and pioneered the "brand exemption" in the whole country, taking the lead in achieving a historic leap from product exemption to brand exemption from inspection. A

PEAK is opening the market internationalization in an all-round way.

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< p > < strong > self created national brand brewing international sail < /strong > /p >

< p > Xu Jingnan said that in the 80s of last century, a large number of clothes, shoes and hats family workshops and small processing factories sprung up in Jinjiang.

After investigation, Xu Jingnan looked at the sports shoes manufacturing industry, and plans to complete the processing for Nike.

"I didn't expect Nike to move to Putian just after the workshop was built."

This allows Xu Jingnan's OEM plan to abort instantly.

Finally, "we decide to do it ourselves".

Xu Jingnan still firmly believes in this belief. In his view, Nike's withdrawal is not a loss of opportunity, but gives him the opportunity and confidence to create his own brand.

Naturally, Xu Jingnan received a large number of developers who had not been taken away by Nike, and realized the accumulation of talents.

So they have their own brand.

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< p > "at that time I thought, why can we only make OEM for others? Chinese enterprises should have confidence and ambition to create their own brands."

Xu Jingnan said.

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In the early days of P, Xu Jingnan set the goal of "brand internationalization". He planned to use global resources to serve enterprises and create his own international brand.

"Without dreams, there is no light today."

Xu Jingnan said forcefully and forcefully.

At this point, Xu Jingnan led his team to consolidate the foundation of PEAK's survival and development in China's sporting goods industry, and also opened up the long road of internationalization of PEAK's national brands.

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< p > < strong > highlighting the international perspective and implementing the global strategy < /strong > /p >

< p > "brand is a kind of spirit in the final analysis."

Xu Jingnan felt that many of his peers, like him, "have their own and proud national brand in the international market. I think this is the dream of several generations of Chinese people. This is also the Chinese dream of national brands."

In Xu Jingnan's view, with the economic globalization and China's ascended status in the world, national brands must be built in the global competition.

However, let the national brand go abroad is not the achievement of the day and night, but the result of long-term adherence.

"We have made a lot of preparations for international brands."

Xu Jingnan introduced PEAK's brand internationalization strategy through the internationalization of name, standard and trademark, as well as preparations for various international competitions and listing, expanding the development strategy from home to abroad, and truly realizing the internationalization of national brands.

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"P >" since the launch of the brand internationalization, PEAK has been actively participating in international organization cooperation, including making international high-end organizations and celebrities to endorse, and successively collaborating with NBA, WTA (women's international network Union), international cycling competition such as the Qinghai Lake international road race, and sponsoring the Australian National basketball team, the Iraqi Olympic delegation and other sports teams and many international events, and gradually establish a first-class international sports brand image.

In 2011, PEAK became a global partner of FIBA, the world's top basketball management organization, adding weight to PEAK internationalization.

In 2012, PEAK's flagship store opened in Melrose street, West Hollywood, Losangeles, marking the official entry of PEAK into the world's largest sporting goods market. It began competing with international top sports brands and was committed to influencing the global market through the US market.

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< p > < strong > bravely shouldering the responsibility of forging the international brand. < /strong > < /p >

< p > > a href= "http://www.91se91.com/pioneer/" > Xu Jing Nan < /a > thinks that the realization of PEAK brand internationalization can not be separated from the strong motherland's support behind its own efforts.

"PEAK can successfully go out, not only because of PEAK's own strength, but also the rise of the country's comprehensive national strength."

Xu Jingnan said that China has a long history and profound culture. Since reform and opening up, it has not only made China stronger, but also provided unprecedented opportunities for private enterprises in China.

"Only a small country has no brand, but a weak country has no brand.

China's international brand responsibility is in private enterprises, and private enterprises should take the initiative to shoulder the responsibility.

The strength of China's reform and opening up provides strong backing and guarantee for private enterprises. Private enterprises should boldly go out and compete with international enterprises.

The revival of the Chinese nation and the strengthening of the country's overall strength have made Chinese culture once again widely disseminated and widely accepted, and it is also possible for enterprises to create independent international brands.

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< p > "our aircraft carrier has, our space technology has, our Olympic gold medal has, now does not have the international brand, this needs our enterprise to diligently, needs our Chinese to work together."

Xu Jingnan said, "in the past 20 years, PEAK has been moving towards the development goal of the international brand. This is not only the bounden duty of the private enterprises, but also the biggest glory of the private enterprises."

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