Sports Brand "PEAK Mode" To Promote Internationalization

Every brand has a story behind it. brand Growth requires a process, long or short.

　　 OEM plans have been transformed into self owned brands.

In early 1980s, a large number of products sprang up in Quanzhou, Fujian. clothing , shoes Xu Jingnan, the chairman of PEAK group, is also the pioneer in this trend. At that time, Nike plans to invest in shoe factories in Quanzhou, so Xu Jingnan took a look at sports shoes, hoping to complete the processing for Nike.

However, just as Xu Jingnan built the plant, Nike withdrew. Xu Jingnan thought hard, "one does not do, two endless, I want to create their own brand!"

　　 Pave the way for international market

When PEAK was founded, the brand was not "PEAK" but "Feng Deng". PEAK, born out of the Olympic spirit, resolutely replaced the "bumper duck" after a year. The deep sports spirit and the characteristics of easy pronunciation made it quickly accepted by the global consumers, and laid a good foundation for PEAK to enter the global market. And this rename has also become the first step of PEAK's "internationalization strategy".

Internationalization of management and quality standards. High quality products are the key to gaining recognition and trust in the market. Xu Jingnan is well versed in this. Therefore, it is a great asset to introduce advanced production lines abroad, learn advanced production processes, standardize production management procedures, and train employees in an all-round way - to recruit senior engineers for their staff and set up a complete set of quality management mechanism.

In 1996, PEAK obtained the certification of ISO9000 international quality management system and product quality assurance system, passed the ISO1400 environmental certification and ISO8000 occupational health and safety certification, and became the first certified enterprise in the domestic sports shoes industry.

In 1993, the PEAK group of Quanzhou, Fujian was officially listed and registered in 65 countries in the same year.

In September 2009, PEAK sports successfully listed in Hongkong and realized the magnificent transformation from family enterprises to public enterprises. Chairman Xu Jingnan said: "Hongkong is an international financial city, which is more conducive to bringing PEAK to the world investors."

So far, PEAK has completed five basic steps: internationalization of name, internationalization of management standards, internationalization of trademarks, internationalization of brands and internationalization of capital.

"PEAK mode" to promote internationalization

With China's sporting goods industry entering a new historical stage of development, PEAK has also made reforms from products to management to prepare for the two venture. In 2002, PEAK officially launched the brand monopoly project. In 2003, when Xu Zhihua became general manager, he changed his dealer strategy for many years, replaced more than 30 offices in the country, replaced half of the distributors, established thousands of stores, completed the change from fixed production to fixed sales, and achieved a brand operation system combining production and marketing. At the same time, PEAK expanded its product categories and established a relatively comprehensive product system, from the original shoe enterprises to sports equipment integrated enterprises, and added clothing and accessories production lines on the basis of the original sports shoes.

In 2003, PEAK wishes to become CBA's strategic partner.

In December 2005, PEAK became the official partner of the Rockets. And really let PEAK into the Chinese consumer's vision, the two or three line city as the core market also made PEAK avoid the confrontation with Nike and Adidas, so that the promotion of franchised stores became easy and fast.

After the sweetness of sponsoring NBA, PEAK began to invest more money in basketball resources. PEAK first signed a strategic cooperation agreement with the Milwaukee bucks and the New Jersey nets, and then worked with FIBA (International Basketball Federation) to become its official market partner in Asia. For a long time, PEAK has become the sponsor of NBA club next to Nike and Adidas, but PEAK sales in the US market are almost zero. Now, PEAK has turned its attention to the retail terminal shelves of the United States.

"Americans worship science and technology. If there is no scientific and technological content, good design can not support high prices." PEAK American CEO Su Jia said. In one year, four people from Nike and new Bai Lun were finally recruited. Designer 。 Su Jia also re established the sales team, the brand director came from Nike, the rest of the employees came from Adidas, Puma and so on, and re adjusted the goods. In December 2011, PEAK's first basketball theme shop was invested in the two floor of Westerfield mall, Losangeles. 3 months later, another shop opened in Melrose street, Hollywood, Losangeles. PEAK uses a series of exclamatory data to carry out the promise of "making the world wear Chinese shoes".

　 System upgrade to deal with crisis

In Xu Jingnan's view, "the international market is a good development space for us." PEAK firmly believes in the unlimited potential for development in the international market. It is this belief that gives PEAK power the bold trend to put forward the "three 100" (or "three hundred targets") target of overseas market development, that is, PEAK registered in more than 100 countries in 5 years, striving for global coverage, PEAK products entering more than 100 countries and regions, and striving for overseas sales income to reach 10 billion yuan in the next 10 years.

In order to achieve the grand "three hundred goals", Peak A detailed Olympic development plan has been worked out to promote brand promotion, product development and market expansion. We should continue to devote a lot of resources to build up international brands and maintain brand value. Optimize distribution channels and prepare for the future development of sporting goods industry. A terminal retail management center will be set up to promote the pilot and upgrading of the "seventh generation store". Continuously increase investment in new technology and new product development, and improve product quality. On the basis of the Quanzhou technology center, PEAK has established Guangzhou R & D center, Beijing R & D center and Losangeles research and development center of the United States. The four R & D design centers constitute the core innovation platform of PEAK, attracting more than 300 outstanding researchers and designers from China and the United States. In order to fully meet the needs of different customer groups around the world, we have developed products that are more in line with sports needs and more fashionable and new products, from improving the technological content of products, and enriching the innovative styles of products.