PEAK's First Pick Up Is Not Accidental.

Active adjustment Peak The first breath smelled the smell of spring. The Peak Sport Products Co Limited's 2013 annual performance bulletin announced in March 12th showed that the total operating income in 2013 was 2 billion 612 million 900 thousand yuan, gross profit 930 million yuan, gross margin 35.5%, net profit of 240 million yuan. In the second half of 2013, operating income increased by 22.8% compared with the first half of 2013, and net profit margin increased by 72%. 2013 net profit in the second half was 117.8% higher than in the second half of 2012.

"The market for sporting goods is past and is accelerating." PEAK sports CEO Xu Zhihua said: "in the past two earnings cycle net profit increased significantly, while PEAK's second quarter and third quarter 2014 orders data continued to grow, which indicates that the industry's warmer signal is growing stronger."

　　 Overseas market revenues continued to rise, accounting for 20.4% of total business.

In the wake of the domestic market recovery, PEAK's overseas market is still eye-catching. In 2013, PEAK's overseas sales reached 530 million yuan, accounting for a company's turnover revenue ratio from 13.4% in 2012 to 20.4% in 2013. The ratio of overseas market income to total annual income of enterprises has increased year by year, so that PEAK will continue to occupy the NO.1 position of China sports brand overseas market.

Since the strategy of deepening internationalization in 2005, PEAK's popularity and sales in the international market have been rising. At present, PEAK has reached a strategic cooperation agreement with the international top event organizations such as NBA, FIBA and WTA. It has signed nearly 20 top NBA players such as Miami hot, Houston rockets, Sanantonio spurs and other top NBA teams such as Toni, Parke, Sean and Battier, and has formed a partnership with more than 10 new national organizations such as the New Zealand Olympic Committee, the Slovenia Olympic Committee, the German Basketball Association and the American college student delegation. The international brand awareness and product competitiveness have been continuously improved.

Among them, the sales volume of PEAK in the US market in 2013 increased by more than 100% in 2012 compared with the same period in 2012. In Europe, PEAK star basketball. shoes There was also a shortage of demand. PEAK's success in the international mainstream market has also increased the confidence of the international two or three tier retailers to PEAK brand. Last month, PEAK signed an agency distribution agreement with four countries such as Sweden and Philippines in its headquarters in Quanzhou. At present, the number of PEAK's international agents has exceeded 40, and its brand products are distributed in more than 80 countries and regions.

PEAK chairman Xu Jingnan expects that in the next three years, PEAK brand products are expected to achieve sales targets in 100 countries and regions.

PEAK's brand value continues to improve. Star products sell overseas for over 100 euros.

Whether in the domestic market or in the international market, with the maturity of the sporting goods consumer market, consumers are more willing to pay for professional products with high technology content, fashionable design and fine workmanship. Thanks to more than 20 years of continuous investment in product development and manufacturing, PEAK has opened 4 international R & D design centers in Beijing, Guangzhou, Quanzhou and Losangeles of the United States. Its patents and innovative technology and technology have exceeded 40 items, ranking the forefront of China sporting goods brand.

At the same time, with the joint promotion of NBA top players and FIBA intercontinental Championships, these products, which are equipped with PEAK's latest technology, have also been recognized by professional organizations and consumers. Among them, Parke helped to sweep the European awards, the PEAK exclusive gradient dual energy technology Parke TP9 Sneakers by North American professional SNEAKER media Counterkicks as "2013 top ten sneakers" and "the most surprise sneakers". PEAK is another PEAK NBA player designed for George, Hill, another NBA player. It also won the fifth place in the 2012-2013 season of NBA, "top ten sneakers", which was selected by Complexsneaker.

Excellent performance and excellent performance price ratio, so that PEAK's star sports shoes have been sought after by fans, and sales have soared. According to PEAK, Parke TP9 shoes cost more than 100 euros in Europe, and the domestic price exceeds 600 yuan. Even so, PEAK launched the first 20 thousand pairs of Parke exclusive signature shoes, which was once in short supply, and replenishment many times in the past year. Its shipment volume created PEAK star basketball shoes sales record.

　　 Active adjustment results in orders and same store sales growth for two consecutive quarters

Although China's sporting goods industry has not yet come out of the trough in the past year, PEAK took the lead in the second half of 2013. According to PEAK 12, the 2014 third quarter order meeting and the 2013 fourth quarter of the same store sales situation shows that in the third quarter of 2014, the total order volume (calculated at wholesale price) increased by 10% to 20% compared with the same quarter in 2013. The same store sales in 2013 (at retail prices) showed an increase in the low unit number compared with the same quarter in 2012. This is the two quarter of PEAK's Quarterly Orders and single store sales growth.

In fact, PEAK's first warmer is not accidental. As an early response to the market downturn, PEAK started its transformation from wholesale to retail business in early 2012. By adopting the "flat" channel strategy, changing the order mode, increasing the number of repurchase orders, and offering more widely internationalized seventh generation stores to optimize the terminal image, a series of measures have been made to improve the company's business status.

In terms of channel construction, the number of PEAK distributors increased from 59 in 2012 to 66 in 2013. At the same time, the number of outlets directly distributed by dealers has increased to 36% of the total number of outlets, and the business area of single stores has increased from 86.7 square meters in 2012 to 88.6 square meters in 2013. By segmenting the market, encouraging distributors to set up more direct outlets, and closing down some smaller and less efficient retail outlets, greatly enhancing the flexibility of PEAK products to the market. More PEAK will enter the market in the new season, the new product discount will gradually decrease, and the scale of store sales promotion will gradually decrease, so that the profitability of distributors will improve continuously in the past few months.

Xu Zhihua, CEO of PEAK group, said: "PEAK will seize the opportunity of the 2014 sports year and continue to use the high-quality international resources such as Sochi Winter Olympic Games, basketball world cup, Nanjing Youth Olympic Games and so on. Marketing New offensive. To provide better quality services and products for global consumers and athletes.