PEAK: The Great Wisdom Of Internationalization

In the office of PEAK chairman Xu Jingnan, there is an antique bookshelf. All kinds of trophies and honorary certificates on it show the way that he and PEAK have gone through for so many years.

　 Xu Jingnan, chairman of PEAK brand

As the origin of the maritime Silk Road, the unique culture of Quanzhou in Jinjiang has produced a large number of successful min merchants. Their living environment is influenced by marine culture, and they prefer to do global trade. They have a kind of conceit in their bones. They build a number of well-known national brands in the ups and downs of China's business, and they also breed a family culture model with Chinese characteristics.

When the unique advantages of Fujian merchants and the unique advantages of the maritime Silk Road and the traditional manufacturing industry are perfectly integrated, the "Jinjiang Department" represented by shoes and clothing enterprises not only makes the domestic clothing circles look alike, but also goes abroad to become the business card of Chinese national enterprises in the world.

So some people say, "Jinjiang Department" is a miracle.

　　 recall In the 90s of last century, a large number of sportswear brands of "Jinjiang Department" started from childhood and experienced twists and turns in various aspects such as design, channel, brand marketing and so on. Up to now, no matter which "vibration" of the rising "Jinjiang Department" will become the vane of the sports industry's rise and fall, such achievement may have been unattainable in the past, but now it seems that it is bitter and sweet to come.

PEAK is the first to taste bitterness, spicy, sour and sweet, and it can also shake the Chinese sporting goods industry.

PEAK's major

"Not only Chinese talent likes international brands, but consumers all over the world love international brands." -- Xu Jingnan

In the office of PEAK chairman Xu Jingnan, there is an antique bookshelf. All kinds of trophies and honorary certificates on it show the way that he and PEAK have gone through for so many years.

from First Overseas development has become a sponsor of NBA, FIBA, WTA and even many Olympic delegations, and PEAK's international road is thrived. "In recent years, when people mention NBA, people will think of PEAK, because PEAK and NBA are too deep. But PEAK is not only concerned about basketball. In 2012 London Olympic Games, PEAK sponsored 7 national teams. At that time, it won 7 gold medals, 5 silver medals and several bronze medals. In 2016, PEAK had to sponsor at least 10 national teams, with the aim of winning more gold medals and medals. Whenever Xu Jingnan talks about the achievements of PEAK's sponsorship of international sporting events, he smiles involuntarily. "Not only that, PEAK also sponsored the basketball world cup, which just ended in September 15th. The four teams of Serbia, New Zealand, Iran and Australia were all equipped with PEAK, and at last Serbia's team became a runner up, which made PEAK proud. PEAK's products not only help athletes get good grades, but also protect their feet from injury, which is PEAK's most demanding professional.

In Xu Jingnan's view, not only Chinese talents like international brands, but consumers all over the world love international brands, so making international brands first requires quality. "In terms of quality, leather is no bigger than any big international difference. On the contrary, because PEAK focuses on professional research and development, quality inspection standards are strictly in line with international standards or even higher. In terms of wearable and gentle shock, the two indicators exceed many international sports brands." Xu Jingnan said, "NBA stars have never seen any shoes broken in PEAK's basketball shoes, but other brands, including internationally famous brands, have had shoes."

　 　 Peak Concentration

"A good local distributor can take advantage of the advantage and avoid it." -- Xu Jingnan

Taking the road of internationalization, each country's culture, habits and habits, and the evaluation of its products are different. Therefore, according to the standards of different countries, manufacturing products that meet their needs will make enterprises spend more energy. Taking shoes as an example, many countries have different standards for shoe size. For example, the difference between each shoe size in China is 0.5 centimeters, while in the United States there is a difference of 0.86 centimeters between each shoe size, while the United States has half a yard code, which makes it very difficult to make. But Xu Jingnan said that to take the road of internationalization, these input forces are necessary. In his view, internationalization must be strictly adhered to three factors: brand influence, dealer's organizational capability and product adaptability. "To see whether a product can succeed depends on whether it can adapt to the local market."

In this regard, after PEAK opened a number of flagship stores overseas, it felt that cultural differences could sometimes become obstacles. "For example, in our flagship store in Spain, PEAK's classic dragon clothing can't be sold because the dragon is a symbol of the monster in Spain and is very unlucky, so they don't like dragon totem." In addition, Xu Jingnan said that color is also a concern for different countries. "China likes red, but some countries do not like red. They prefer green or blue, so before they enter a country, they have to find good local distributors. They will take advantage of the weak and avoid them, and the brand will develop well locally."

In order to take a good road to internationalization, PEAK started layouts in foreign countries in recent two years. But when PEAK decided to open a store in the United States, there was a doubt inside the company. "At that time, there was a board of directors against the idea that the opening of the United States would cause a great loss of interest, but PEAK's goal is to become an international brand, so driving the world through the United States is an inevitable choice." Xu Jingnan said that losses are controllable. For the long-term interests of the future, losses in the early stage are also necessary. "Open shop in the United States can accept American basketball culture, serve NBA, and use advanced technology research and development in the United States to penetrate the American market to understand the inner things of brand." Now it seems that the decision to open a store in the United States is correct. The PEAK annual report just released shows that PEAK's overseas market accounts for 22.6% of PEAK's total turnover. This figure is no surprise.

PEAK's special feelings

"PEAK will sign up with more players, teams and international competitions in the future, and will take part in more international competitions with Chinese equipment." -- Xu Jingnan

Some people say that Adidas and Nike should be "head cards" when they take the brand of the international road. When it comes to the difference between the two brands and PEAK, Xu Jingnan thinks the two parties have advantages. "Brands like Adidas and Nike are relatively early in their internationalization. They have a large body size and good brand operation. But PEAK also has the advantage that they do not have, that is, Chinese EQ, manufacturing and efficiency. As a typical Min Merchant, Xu Jingnan persisted in his belief and inheritance of culture. He firmly believes that innovation is the only way to develop the brand. "Now many brands and enterprises are always subverting their own management mode in pursuit of innovation." but in Xu Jingnan's view, innovation is not subversive. Only by innovating on the basis of inheritance can there be no big risk. Many things can not be separated from the foundation, and the Fujian brand is doing quite well on this point.

"The most important thing to do is to have clear goals, and how to make others agree, recognize and match your goals is the success of business and decision makers." Xu Jingnan has a clear mind. He wants to be the most professional sports brand. He wants to carry out globalization in the end. He believes that the disorderly market needs integration so as to reduce the struggle. "China's products are not inferior to those of the outside world. PEAK can not be easy today, and PEAK's professional team also has a dedicated R & D team, which is incomparable to many competing products. The demand for sporting goods has just begun. In the future, we must move closer to specialization and internationalization. Every enterprise has gone through a trough, but this is the way that enterprises must go through. If we go there, we will find that we are bright.

Xu Jingnan said that PEAK will have more contracts with more players, teams and international competitions in the future, and will take part in more international competitions with Chinese equipment to meet the needs of more athletes and sports enthusiasts. This is a long-term and persistent goal in his mind.