PEAK Starts "Star Strategy" Marketing 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 launch the marketing "star strategy" to create a new marketing mode by signing more star players and top events to create "star strategy + star competition + star products" star strategy.

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.

In the past 7 years, as the official Chinese market partner of NBA and the first Chinese sports brand to set up billboards on the NBA arena, PEAK's innovative "NBA arena + star + TV broadcasting" three-dimensional marketing mode has been the marketing model of other Chinese brands competing 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 are also in progress.

Practice has been proved.

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 gathered popularity from the star marketing mode of "Star China", and conducted close emotional exchanges with fans.

In 2014, the "Parke champion night" and Battier's retirement ceremony in China's star game were passed.

The mode of "interaction" quickly intervened in the market 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,

Emphasizing 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.