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PEAK Group Xu Jingnan: Entrepreneurs Forced Out

2014/7/7 19:05:00 87

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Interview With Celebrities PEAK Xu Jingnan Entrepreneur

Behind P's simple smile is Xu Jingnan's tortuous career.

This is probably the most impressive impression Xu Jingnan has left to reporters.

although PEAK group, known as China's largest basketball equipment manufacturer, chairman, during the interview, Xu Jing Nan kept smiling, regardless of whether the topic was serious, lively or sad, Xu Jingnan's smile had never disappeared.

however, it is hard to understand that behind the simple smile is Xu Jingnan's tortuous career.

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Unlike P, unlike many entrepreneurs, Xu Jingnan never packages himself.

In the face of the media, Xu Jingnan has said more than once that he was a "Scooter".

because of poor family, Xu Jingnan, who graduated from high school, had to join the ranks of the scooter.

"At that time, a scooter pulled from the north gate to the south gate could earn 2 yuan, and if we were willing to do so, we could earn more money for several trips."

it is in this seemingly unremarkable task of selling coolies that Xu Jingnan excavated his first pot of gold and set up his own platoon fleet.

Subsequently, relying on the local rubber shoes factory's hot business, Xu Jingnan has started a packaging factory, slippers factory, wooden box factory, gradually emerging in the local.

At this time, the news of the world brand Nike's shoe factory settled in Quanzhou reached Xu Jingnan's ear.

With the keen insight of the market, Xu Jingnan, who saw the chance of a golden opportunity, immediately found several senior staff members of Nike shoe factory in Quanzhou, and expressed willingness to cooperate with Nike, and began to raise funds and build factories in 1988.

Unexpectedly, after he built his workshop, Nike moved away from Quanzhou.

The duck suddenly flew to P. Unexpected changes made Xu Jingnan and his factory in a dilemma: being a foundry, not having customers, making their own brands, and having no market.

Under P embarrassment, Xu Jingnan made a bold decision: he made shoes and created his own brand! He absorbed all the technicians and workers left by Nike into his factory, and quickly established his own R & D and production system, and began a hard road to create his own brand.

Xu Jingnan's power still comes from Nike, this "rinse" his company.

Xu Jingnan has been thinking about why a pair of ordinary shoes labeled Nike's trademark has risen sharply. Maybe he may not really understand the meaning of the brand at this time, but Nike's existence still made him firmly believe in making a brand.

"Be the same brand as Nike."

More than 20 years later, when recalling this experience, Xu Jingnan spoke about the direct feeling of his heart at the time.

"P", "at that time, I put forward a slogan, rather than Jinshan, Yinshan, but also to make brand."

Xu Jingnan said to Xiaokang Cai Zhi.

fortunately, because PEAK, which was originally built for Nike, is superior to PEAK in terms of shoemaking skills and personnel skills, Xu Jing Nan quickly entered into cooperation with the Bayi basketball team, and successfully developed the first pair of big yards basketball shoes for the Bayi team.

"the basketball shoes we produced at that time were not yet capable of production in China."

Xu Jingnan said.

In fact, before 90s, the Chinese basketball team did not have any real basketball shoes.

In 1991, with the sponsorship of the Bayi basketball team, PEAK had a great reputation.

As a result of few competitors, PEAK shoes quickly became the hot commodities at that time, and this was followed by the famous "South PEAK, North double star".

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Xu Jingnan P and PEAK, who had not yet enjoyed the joy of rapid development, began to encounter problems from all sides.

in the 90s of last century, PEAK made rapid expansion by virtue of its manufacturing advantages.

But at the end of last century, PEAK's growth rate slowed down obviously and entered the adjustment period.

first, the macroeconomic regulation and control implemented by the state in early 90s left Xu Jingnan with a lingering fear.

At that time, Xu Jingnan even thought that if the state did not advocate private enterprises, he was designated as a capitalist. What should he do?

The most profound memory of Xu Jingnan P is the Asian financial crisis of 1997.

At that time, PEAK was in a period of rapid development, and the demand for capital was very large.

With the sudden arrival of the financial crisis, the sudden contraction of the bank's money made Xu Jingnan helpless. Many of the development plans were shelved.

Less than P, the more serious changes appear in the market.

Since 1998, as a large number of sports brands such as Anta began to rise and competition intensified, the channel system of sporting goods industry shifted from "shopping mall oriented" to "exclusive store".

Due to heavy historical burden and lack of corresponding financial support, PEAK's pace is relatively slow in this round of channel pformation campaign.

It was not until 2002 that PEAK completed its comprehensive reform of the channel, two years longer than the expected three years.

The reform of "P > channel brings PEAK's personnel shock and brain drain.

Under no circumstances, in order to support the overall situation of PEAK and make up for the serious talent gap, in 2000, Xu Jingnan had to pull the two son Xu Zhida, who was still at University, to help the company.

Later, Xu Jingnan gave Xu Zhihua, who had just graduated from the school of electronics and information engineering of Sichuan University, gave up his chance to work for HUAWEI and returned to PEAK.

At P, PEAK officially entered the era of "father and son soldier".

However, for his beloved eldest son, Xu Jingnan did not directly take over the entire PEAK company, but let him start from the grassroots level and run to Beijing for five years.

This extraordinary experience not only made Xu Zhihua have a new understanding and orientation for the market of sports goods in China, but also made him realize that the quality of products is the biggest demand of consumers.

"I once saw a customer buying 12 pairs of shoes at the store. I was curious to ask him what to do with so many shoes. He told me that he was wearing it himself because the shoes were comfortable and strong."

The development of events strong confirms the correctness of Xu Jingnan's decision at the beginning.

.

"2005 should be a milestone in PEAK's development."

Xu Jingnan told reporters on "Xiaokang Zhi Zhi".

It was this year that PEAK formally married NBA and walked out of a different development path from other sports brands.

With the resources of NBA, PEAK's resources superiority in the field of basketball has been brought into full play, and the image of PEAK's "professional basketball equipment manufacturer" has been strengthened.

it is Xu Zhihua who put forward this strategy.

Xu Jingnan is pleased to say that Xu Zhihua's accession has made PEAK's management level and strategic thinking greatly improved. "At present, our father and son basically have no major differences in the development strategy of enterprises."

for Xu Zhihua's performance, Xu Jingnan said he could score 90 points.

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there are two sons who are right-hand men, and Xu Jingnan has less and less concern for the company.

Xu Jingnan told reporters of Xiaokang financial intelligence that he now has 8 hours of work per day.

By contrast, the two sons are much more busy.

Less than P, Xu Jingnan correspondingly devoted more energy to charity.

When the reporter asked why he was so interested in charity, Xu Jingnan's reply was also very simple. "I am a poor child, and the whole process of development has been helped by many people to get rid of poverty.

Now, subjectively, I want to do something for society and return to society.

when asked if he remembered how much money he had donated, Xu Jingnan said he did not remember these data very much. "It should be over 100 million yuan."

however, Xu Jingnan is not very willing to media coverage of this topic.

"Many reporters want to interview me about charity and business.

I said you wouldn't come.

Doing something good can make everyone feel safe inside. "

even so, Xu Jingnan's action has received much media attention.

At the end of April, the Chinese version of the Chinese version of Forbes published the list of China's charity rich list in 2009. Xu Jingnan ranked 67 in 21 million yuan donation.

In this regard, Xu Jingnan's performance is equally indifferent.

Xu Zhihua, the current general manager of PEAK group, said that Forbes had not contacted PEAK group before. In fact, PEAK Group donated more than 21 million yuan last year.

"charity is a comfortable chair for the human heart, and it should not be seen as noble."

Xu Jingnan said.