PEAK Expands Market By Using Policy

At the beginning of the year, the reporter came to Fujian PEAK Group Co., Ltd., located in Quanzhou, and saw that the company, which has a great reputation both at home and abroad, showed a prosperous situation of production and marketing. Before the finished product warehouse, seven or eight large lorries lined up in a single line. The Ministry of human resources, Mr Ding Ding, came from all over the country to recruit new skilled footwear workers.

A sewing lathe worker told reporters that during this period, the production department issued more than 1/3 production tasks in the workshop, and the workers had to work overtime to complete it.

"In recent months, the company has recruits more than 4000 employees, accounting for 45% of the total number of workers, and has enriched the production line and administration, research and development, sales and other departments, and continuously expanded the capacity of enterprises. Nearly 2000 skilled vehicle operators have just started production base."

Xu Zhihua, chief executive of PEAK group, said that PEAK's rapid expansion of production capacity benefited from the introduction of a series of policies to stimulate domestic demand.

He said that this factor is mainly manifested in three aspects: first, to increase the support for enterprises in financing, not only to the enterprise's capital chain, but also to activate the industrial chain and raise the turnover rate of capital; two, the introduction of a series of policies to expand domestic demand, which has increased the confidence of distributors, and many merchants on the market have been placing orders or increasing orders; three, the shift from labor shortage to prosperity, and with the withdrawal of some small workshops, workers have flocked to large enterprises, injecting new labor resources for quality enterprises to expand production.

Fujian PEAK group is an export-oriented enterprise group specialized in sports equipment, shoes, shoes, clothing, bags and other sports equipment.

In 2005, the company launched the strategy of "brand internationalization", and registered the "PEAK" trademark in more than 140 countries around the world. Through differentiated brand marketing, strengthening the terminal image and adding intensive cultivation to the sales network, we established a mature brand operation system combining production and marketing.

By the impact of the international financial crisis, some enterprises began to lose staff, while PEAK Group actively expanded its staff.

In the interview, the reporter learned that the reason for this phenomenon is that, in addition to PEAK's fully utilizing the favorable policies of the state to expand domestic demand and promoting economic development, the main reason is that the company can practice "internal strength", take the road of independent innovation and brand internationalization, and improve the brand awareness, product quality and grade to meet the market demand.

Xu Zhihua said that recently, the state has promulgated a series of favorable policies to support the development of enterprises, which has increased the confidence of enterprises in overcoming the financial crisis. However, to ensure sustained and healthy development of enterprises, they should not rely solely on national policy support, but also strengthen their own "hematopoietic" functions and enhance market competitiveness and risk tolerance.

Xu Zhihua told reporters that when the external business environment was unpredictable, PEAK group increased the implementation of the two major strategies of "basketball specialization and brand internationalization", and realized differentiated marketing, which brought rapid breakthroughs at home and abroad.

"In the past two years, with the high cost of raw materials and labor, the company has gained the initiative in the international market competition because of its own brand and increasing the added value of its products."

Xu Zhihua told reporters that in the 2009 spring and summer ordering meeting held recently, the company's order increased by 70% compared with the same period last year, and the price of the single product increased by about 10%.

With the implementation of specific policies to promote enterprise technological innovation, PEAK group is speeding up the upgrading of products. It has set up product research and development centers in South Korea and Italy respectively to enhance the core competitiveness of products with the latest international fashion and technology patents, so as to resist the adverse effects brought by the international financial crisis.

The newly developed "three level acceleration technology" sports shoes have attracted many domestic and foreign distributors.

It is understood that PEAK's "three stage slow vibration acceleration technology" is currently the world's leading high-end innovation technology, the shoe developed by the original high energy material midsole and arched outsole.

Xu Zhihua said: "high-end products market space is still very broad, the company's high-end products market orders are very sufficient.

Therefore, the company is adjusting its product structure, planning to build 3 production bases and increase more than 20 processing plants.

In Xu Zhihua's view, it is now a new opportunity for enterprises to expand the domestic market and move towards the international market.

He said that the huge market development space supports the confidence of enterprises in the future.

At the same time, he said that in this crisis, the "machine" component is far greater than the "danger". At present, the domestic and international shoe market is still in great demand. At this time, it is the opportunity for enterprises to import advanced experience, managerial talents and technical talents from some foreign enterprises.

Editor in charge: Yang Jing