PEAK Starts "Star Strategy" Mode To Accelerate Internationalization

Any company has different marketing strategies at different stages, and PEAK sports, China's most international sports brand, has come up with new strategies. Reporters learned that, after ending the partnership with NBA China, PEAK will start marketing. Star strategy "By signing more star players and top events," star strategy + star competition + star products "star strategy is created to open a new marketing mode.

Xu Zhihua, PEAK sports CEO, said: "in the era of mobile Internet, the star effect is being magnified all over the world. PEAK's next plan is to sign at least 1 NBA All-Star players or the American dream team star players before the NBA season starts, and invest 200 million yuan in the next few years to invest in star products' R & D and design to maximize the star effect.

Signing more NBA top stars to take advantage of the star effect to enhance consumer interaction

In the past 7 years, as China's official market partner of NBA, and the first Chinese sports brand to put billboards on NBA, Peak The innovative three-dimensional marketing mode of "NBA + star + TV" has been a marketing model that other Chinese brands are trying to imitate. However, with the rise of social media and the arrival of the mobile Internet era, the marketing mode based on traditional media can no longer satisfy the appetite of young consumers.

A series of consumer surveys conducted by PEAK and its hired market research firm through WeChat, micro-blog and other platforms show that in China, young consumers after 80, 90, or even 00 are more concerned about the performance of star players on the athletic field, and have special preferences for professional equipment worn by the stars. "They are not very aware of the" NBA China official market partners "in our commercials, but they are very impressed by our stars Parke and Battier. Liu Xiang, the head of PEAK brand management center, said that compared to the advertising effect of the alliance, the performance of NBA stars and the support of the team can set off the emotional resonance of fans and directly drive the sales of star products. "This is why we put forward the change of marketing strategy.

Such research results have also been proved in the practice of PEAK. With the success of the 5 stars in the "six years and six Champions League", the "PEAK champion law" is well known. At the same time, PEAK also stars from "Star China". Marketing Patterns gather popularity and close emotional exchanges with fans. In 2014, the "Parke champion night" and the retirement ceremony of Battier in the Chinese star industry were quickly intervened in the market through the mode of "experience + interaction" and achieved good market reaction.

According to the data provided by PEAK sales center, the sales volume of PEAK China market in the third quarter has improved to a certain extent compared with that of the second quarter. Among them, Parke, Battier and other PEAK stars in China during the trip, PEAK star products Parke generation and Battier eight generation of basketball shoes sales unusually hot, driven PEAK PEAK Series sales increased by 20%.

Therefore, Xu Zhihua stressed that the end of cooperation with NBA China does not mean that PEAK will alienate itself from NBA. In the future, we will work closely with the NBA alliance worldwide. They include star endorsement, team sponsorship and youth development. "It is expected that at least 1 NBA All-Star stars or American Dream Team stars will join PEAK TEAM before the new season starts, and PEAK will enter the" star era "at full speed.

Join hands with star competition institutions to accelerate the pace of internationalization of the market

Thanks to a series of effective marketing strategies, PEAK has won the first basketball market in China in 6 years in the past 7 years and has become a sponsor of NBA third players. However, with the continuous development of PEAK's internationalization strategy, the Chinese sports brand recognized by the industry as the most international has begun to have different abacus.

According to PEAK's latest report of the first half of 2014, its brand tentacles have entered more than 80 countries and regions, and the international market revenue increased by 68% from the first half of last year, reaching 290 million yuan, accounting for 22.6% of the total revenue. According to the definition of economics, PEAK has become a truly global enterprise according to the definition of economic circles, said Zhang Qing, a well-known sports marketing expert.

"Now, we must not only consider the Chinese market, we must consider both domestic and international considerations." Xu Zhihua said, "therefore, in the global market, PEAK's next plan is to integrate high-quality global platforms and serve domestic and international markets through cooperation with more globalized rather than regional institutions and tournaments."

NBA China was once the most sought after regional marketing resource, but with the retirement of Yao Ming and the most appealing star Kobe in China, the ratings of NBA in China also showed a sharp decline. Many Chinese brands such as Lenovo and Tsingtao Brewery gradually cooperated with the marketing platform to cooperate with the international competitions such as the Beijing Olympic Games and the Asian professional football champions league.

In fact, PEAK also tasted the sweetness in the just concluded FIBA Spain Basketball World Cup. As the only top basketball partner of the world cup in China, international and Chinese consumers not only saw Serbia entering the finals wearing PEAK jerseys, but also watched the PEAK advertising and products in the TV relay and news footage of more than 100 countries and regions throughout the world through the billboards, referees, officials and volunteers, as well as the basketball Carnival outside the stadium. Thanks to the strong marketing of the basketball world cup, PEAK opened two flagship stores in Spain and achieved a daily sales growth of 100%. In the September world cup of basketball, PEAK's international income reached a high growth rate of nearly 80%.

After the basketball world cup, PEAK announced the news of renewing the contract with WTA for many years. PEAK will appear in the year-end finals of the WTA stars (the top eight women's tennis players in the world), the Zhuhai elite (the top 16 top tennis stars in the world) and the Tianjin international tournament.

Increase 200 million R & D investment, use star products to repay fans.

As we all know, if good marketing is not supported by good products, it will become empty talk. In addition to making efforts on star players and star events, PEAK will also focus on creating star products. Products are the foundation of a brand. Only good products can provide strong support for the promotion of brand internationalization, so that they are easy to be recognized by stars and consumers. Xu Zhihua said, "in the next few years, PEAK will invest 200 million yuan to increase investment in product design and R & D through introducing international top design talents and working with top international research institutions, so as to meet the changing needs of consumers at home and abroad."

A survey on China's sports market shows that with the 80's and 90's becoming the main force in the sports market, consumers also put forward higher requirements for the fashion sense, design sense, technology sense and professionalism of sports products. More than 60% of the surveyed people indicated that they were more concerned about the functionality and design sense of the product, while less than 30% of the surveyed people emphasized the cheaper price.

"With the gradual acceptance of sports lifestyle in China, it not only means that consumers do not need to wear" to wear ", but also means" dressing. " Bao Mingxiao, director of the sports and Social Sciences Research Center of the Institute of sports science of the State General Administration of sport, has publicly stated that mass sports fitness is showing an increasing trend of subdivision, that is, when choosing sporting goods and participating in sports, it is more scientific and professional. In other words, "don't play badminton in basketball shoes or play tennis in a tennis court."

PEAK has always emphasized the internationalization and specialization of brands and products, and has made "one of the most important and reliable products for professional athletes and sports enthusiasts" as one of the most important goals. While other brands are copying and following the rapid development of international brands and developing rapidly, PEAK has devoted its energies to the accumulation of core R & D and design capabilities. At present, PEAK has opened four major product R & D centers in Quanzhou, Beijing, Guangzhou and Losangeles, and has hired 255 outstanding professional designers at home and abroad. It is reported that in 2013 alone, PEAK invested nearly 70 million in technology innovation and product development, launched 6 new sports shoes and clothing design and research patents, and won 2 awards for international sports shoes. In 2014, PEAK, as the first Chinese sports brand to adopt the international 3D printing technology, began to widely apply 3D technology in product R & D and design.

"We continue to invest more in R & D design every year, in order to enhance PEAK design and create innovative star products, so that global consumers can enjoy the sports enjoyment better by constantly satisfying the professional needs of star events and star players." Xu Zhihua said.