PEAK'S Brand Needs To Practice Hard First, Then Consider "Internationalization".

< p > as of June 30, 2013, < a href= "http://www.91se91.com/news/index_c.asp" > PEAK < /a > sponsored 18 NBA players, 3 NBA teams and 9 national basketball teams.

Now he has put his eyes on the central and Eastern European market. At the just concluded Winter Olympics in Sochi, PEAK sponsored the Slovenia delegation.

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"P" has entered 100 countries and regions in the past 3 years. How can PEAK be so ambitious when the industry is depressed? < /p >

< p > < strong > /strong > analyzing the performance of PEAK in the second half of last year may be able to get the answer.

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< p > according to the financial report, in the three quarter of 2013, the sales volume of the same store in some retail outlets of PEAK was lower than that in the same quarter of 2012.

Meanwhile, in November last year, PEAK said that the total order volume (wholesale price) in the second quarter of 2014 was higher than the actual sales in the same quarter of 2013.

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< p > before that, the performance of < a href= "http://www.91se91.com/news/index_f.asp" > PEAK < /a > was very unattractive.

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< p > 2012 is the winter of China's sports industry. In this year, the performance of enterprises has declined, and PEAK's performance has also been bleak.

In those days, the turnover of PEAK was 2 billion 903 million yuan, a decrease of about 37.5% compared with that in 2011, and net profit of 311 million yuan, a drop of 60.1% compared to the same period last year, and 1323 outlets.

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In the first half of 2013, P did not change much.

Its mid 2013 results showed that turnover decreased by 27.3% to 1 billion 170 million yuan in the first half of the year, and net profit was 90 million yuan, down 62.5% from the same period in 2012, and 289 outlets were closed.

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< p > actually, it is hard to say that the current situation of PEAK is very optimistic. It may just be "stop bleeding".

The total volume of orders in the second quarter of 2014 has increased, but whether it can be realized at consumers is unknown.

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Perhaps P, PEAK wants to avoid the red sea of sports goods in China and find a blue ocean abroad. After all, Adidas, Nike and other international sports brands are beginning to penetrate into China's three or four tier cities.

However, it is hard to imagine that in the market of different cultures, PEAK can continue to rely on the surge of channels and stores to occupy the market.

An enterprise that is still difficult to establish in the domestic market will be a fish in water abroad? < /p >

< p > we must say that PEAK's "internationalization of the 100 countries and regions in the past 3 years" has gone too far.

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< p > > a href= "http://fz.sjfzxm.com/" > PEAK < /a > should learn from Lining's failure in the US and Spain market. We should first base ourselves on the domestic market, and if the domestic market is not ready, we should not expand blindly in the international market.

In fact, at present, PEAK's advantage in the international market is not obvious, maybe only the price card.

Now the cost of raw materials, workers, wages and so on keeps rising, and PEAK's price advantage is getting weaker and weaker.

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