PEAK Said It Was Competing With Adidas And Nike For "EQ".

According to the financial report, in 2014, the company's revenue was 2 billion 840 million yuan, of which 23% accounted for nearly 23% of the overseas market, which means that PEAK has grown into one of the international brands of Chinese sports equipment.

In order to realize his dream more than 20 years ago, Xu Jingnan, chairman of PEAK sports, has been making a lot of bumps along the way.

The cart pulled out the first barrel of gold.

"By pulling the scooter, one is to accumulate funds, one is to contact many customers, and the other is to exercise willpower."

In September 2009, PEAK sports was successfully listed in Hongkong.

After that night's celebration dinner, Xu Jingnan, who had drunk a little wine, was lying on the bed.

Xu Jingnan's home is located near a port in Quanzhou, Fujian, where ships are loading and unloading, providing job opportunities such as scooters.

Xu Jingnan's family was poor. In order to change the family's economic situation, he joined the scooter with his youth and strength after finishing high school.

Unlike others who are just making money to earn money, Xu Jingnan has a heart to heart.

Today, he pulls stones, pulls bricks tomorrow, and pulls wood the day after tomorrow. Every time he gets 2 to 5 Mao's remuneration, he has been watching carefully how these bosses run their own business.

Since then, he has set up more than 10 small businesses, such as organic brick factories and wooden box factories.

Before touching the sports shoes, the first pot of gold has been accumulated.

Now, when I recall the bitter days of the scooter, Xu Jingnan still felt that he had benefited a lot from his life.

Brand road pushed out

"I'm doing it.

Before, I have met many foreign businessmen. Through them, I realized that the future is definitely the brand world, and this is the opportunity. "

In the early 80s of last century, with the advance of reform and opening up, the local government of Quanzhou encouraged local small businesses to welcome the second industrial pfer. Quanzhou Fujian's clothing and footwear and small processing factories sprang up like mushrooms.

It is in this wave that Xu Jingnan has changed to enter the sports shoes industry.

"To welcome the second industry pfer is a very correct judgment, but some previous enterprises, such as packaging plants, carving plants, container plants and so on, are all local sales, which can not be done very well.

I still want to run an enterprise with larger market and larger platform. "

Xu Jingnan said.

Chances will soon arise.

In 1984, Nike built a factory in Quanzhou, and needed supporting equipment such as shoe upper.

A friend of Xu Jingnan pulled him in. The conditions were very tempting: as long as Xu Jingnan invested 200 thousand yuan, the rest of the problems were wrapped up by his friends.

Xu Jingnan, who looks forward to the shoe and clothing industry, has entered the sports shoes industry.

But the market is changeable and changeable.

Just as Xu Jingnan built the plant, the Nike factory suddenly withdrew from Quanzhou.

Matching can not be done, spilled a lot of effort, and finally rushed to the air.

Xu Jing, who knows the pain, decides to brush his sleeves and do it himself.

Xu Jingnan proposed to create "international brand" and "build 100 years of enterprise".

As soon as he was involved in sports shoes, he had no experience and no resources. He came up with a "satellite" as soon as he came up.

"At that time, many people thought that it was impossible and unrealistic to wonder how long the red flag could last.

But I told them that without experience, we can learn and accumulate. Without resources, we can win support from others and do it slowly. "

In 1989, Xu Jingnan formally established his own shoes and clothing enterprise "Feng Deng" and began the road of brand creation.

Xu Jingnan is ready to enter the world with "Feng Deng" brand, but soon someone said that the name of this rich local flavor would be difficult to compete in the international market.

"I feel reasonable, I turn it over with" Feng Deng "and associate with" Dengfeng "," mountain peak "and" summit ", and finally put forward PEAK (PEAK).

The so-called "right is the right word, the word is successful."

With this loud name, Xu Jingnan began to play his fist.

He used high salary to absorb most of the technicians and workers left by Nike to his factory and put the focus of his development on basketball shoes.

In order to improve the quality of products, he has set up a complete set of quality management mechanism for PEAK, which includes huge sums of money to introduce foreign advanced production lines, learn advanced production processes, standardize production management procedures, and comprehensively train employees.

It is this step that made Xu Jingnan stand a high starting point in the field of sports equipment, and laid a solid foundation for the future development of PEAK.

In terms of market development, PEAK also gained a good response through cooperation with famous commercial entities at the time, such as department stores and so on.

"At that time, they were able to enter the department store with better brands. Their sales performance was good at the beginning, with an annual growth of 200%.

At the best time, only in Tianjin department store, PEAK can sell more than 20 thousand yuan a day.

Xu Jingnan said.

In 1991, PEAK began sponsoring the 81st men's basketball team.

Through cooperation with Bayi team, PEAK is well known to many people and has gradually gained the reputation of "shoe king".

From the department store to fight for its own channels

"Trademark is invisible but the most important asset. It is also a prerequisite for PEAK to participate in international competition in the future."

The honeymoon period between PEAK and state department stores did not last long.

Soon, Xu Jingnan discovered the problem. "We are just in a passive position. With sales, department stores can not match our brand creation".

In addition,

The rapid rise has also given Xu Jingnan a lot of pressure.

As a result, he is determined to adjust the channels of the whole country.

"Since 1996, it took about four or five years to turn it into a more compact mode with distributors."

However, even if the development suffered twists and turns, Xu Jingnan's layout of PEAK brand globalization has never stopped.

In 1993, PEAK introduced the CIS system to achieve the registration of PEAK trademarks in 65 countries around the world.

Xu Jingnan's awareness of trademark protection is very strong, and has promoted PEAK's "Trademark Internationalization" process for many years.

Up to now, PEAK only has more than 2 million yuan per year for trademark maintenance.

In the same period, PEAK also took the lead in synchronizing with the world in terms of product inspection standards.

PEAK has obtained the certification of ISO9002 quality system certification, ISO9000 international quality management system and product quality assurance system. It has passed ISO14000 environmental certification and ISO8000 occupational health and safety certification, and has become the first batch of certified footwear enterprises in China.

NBA's first Chinese advertisement

"I said I was a sponsor of NBA, and the visa officer heard this sentence and the passport was thrown out for me.

He said that NBA needs money from the Chinese people to support you?

After adjustment, PEAK entered the rapid development period again, and sponsored B and CBA.

Xu Jingnan believes that an international brand must be endorsed by international high-end organizations and stars. This is a constant rule.

Therefore, aiming at the commanding heights of global brand marketing, linking PEAK with international high-end events and sports organizations with global influence has become a major starting point for PEAK to promote brand internationalization.

In 2004, PEAK signed a contract with Uzbekistan and Greece national basketball team to provide special equipment for its national team.

Later, Xu Jingnan took a fancy to the NBA event which was hot in China after Yao Ming joined.

In 2005, PEAK launched the strategy of brand internationalization.

In December of that year, a billboard marked with bright red PEAK peak appeared in the prominent position below the basketball stand of TOYOTA center in Houston.

This has also become the first Chinese brand to appear in the NBA arena.

The appearance of PEAK advertising in the United States really caused a sensation.

The Rockets invited Xu Jingnan to go to the United States to watch the ball. Xu Jingnan, who was delighted, didn't think he was stopped in Guangzhou.

"I went to the American Consulate in Guangzhou for a visa. The visa officer asked me what to do in the United States. I said I went to watch the game.

He didn't believe it, and asked me what was the relationship with NBA? I said I was a sponsor of NBA. When he heard this, his passport was thrown out for me.

He said that NBA needs money from the Chinese people to sponsor you? "Even if Xu Jingnan showed the signed contract and photos to the visa officer, he would only give him one to sign.

This experience touched Xu Jingnan deeply and strengthened his determination to build an international brand.

Over the next few years, PEAK accelerated its brand promotion in the international market.

After NBA, after the Rockets, PEAK signed a number of teams such as the bucks and Spurs to create exclusive boots for Battier, Parke and many other stars, and became NBA's official market partners.

With excellent quality and high performance price ratio, PEAK has gained fame in the US. Chinese fans have even summed up the PEAK law that can win the championship in PEAK shoes.

The industry is speeding up in winter.

"We made a billboard in the New York Times square, advertising 120 times and 30 seconds, less than 10 thousand yuan, that place is the center of the world, the radiation power is very strong.

In the same frequency, how much do you spend on CCTV? In the 3 square month of times square, we spent only 1 million yuan, and CCTV costs US $70 million a year.

Before 2008, it was the golden age of China's sports industry.

Sports brands from scratch, from small to large, rapid expansion of territory, but the rapid development of overcapacity has become increasingly fierce.

"At the end of 2011, I found problems and felt the market was in disorder.

With the impact of the network and the increase of cost, it is very bad for us to create brand. "

Xu Jingnan believed that the domestic market had a certain inventory pressure, but it was mainly due to the business operation of some enterprises and too much emphasis on short-term benefits.

However, in his view, PEAK originally had an international goal. Now that the domestic market is not working, it will speed up.

Since 2012, PEAK has taken the initiative to adjust its course.

In the domestic market, Xu Jingnan reduced the dealer's discount and adjusted the channel.

In the international market, through the adjustment of the key investment direction and the excavation of the blank area of the international market, the layout of the larger market has begun.

At the time of the London Olympics, PEAK signed seven Olympic teams in New Zealand, Slovenia, Algeria and other Olympic Games, next to Adidas and Nike, the first of the Chinese brands.

This not only creates a history of PEAK, but also creates a record of Chinese sports brands, breaking the dominance of foreign brands in the Olympic Games.

In 2013, PEAK signed the most valuable player in the NBA finals, Toni Parke, and signed the German Basketball Association to expand the layout of its own basketball equipment to Adidas's rear area.

PEAK has also set up a brand promotion strategy based on NBA sponsorship, signing NBA stars, holding NBA alliance, sponsoring top sports events and sports organizations overseas, establishing overseas agencies and expanding online stores.

PEAK's earnings report shows that PEAK's business performance has experienced a continuous decline in 2012 and 2013. In 2014, the industry is still in the adjustment period. It has taken the lead in landing, not only achieving double growth in revenue and earnings, but also eye-catching in overseas markets, and its overseas sales accounted for the first time to exceed 22%.

"The platform of the whole world is bigger and the price is cheaper. China really does not pay enough to go in."

Xu Jingnan said, "we can't just focus on New York, Losangeles, New York and Beijing. Our brands are very concentrated, but the two or three line market in the United States is full of opportunities."

Be the most influential Chinese brand in the world

"We can't match the quality of our shoes.

,

Poor. "

Many people have asked Xu Jingnan this question, standing on the international stage, what is PEAK taking with Adidas and Nike brands? Xu Jingnan's answer is "EQ".

At present, PEAK has Quanzhou technology center, Guangzhou R & D center, Beijing R & D center and Losangeles research and development center of the United States. The four R & D centers have absorbed 300 researchers and excellent designers from home and abroad, and have developed three invention patents, such as slow shock, gradient dual energy technology and high elastic materials.

Relying on strong technical design support, in 2014 alone, PEAK launched 705 new footwear products, 1496 new clothing products and 454 accessories products to meet the diverse needs of consumers of different age, gender and temperament.

Xu Jingnan introduced that PEAK's basketball shoes even surpassed Nike and Adidas in the aspects of shockproof and bouncing performance.

"Parke is an example. He is short and needs a pair of shoes that are bouncing and shockproof."

Xu Jingnan believes that the advantage of the international first-line brand is still its long-term accumulation of brand awareness and reputation, which takes time to accumulate.

"The advantage of PEAK is that their efficiency is lower than ours, and our EQ is higher than them.

They consider business interests, and we consider making friends first. Entering PEAK is a family. "

In Xu Jingnan's room, a photo is very eye-catching.

This is December 17, 2014. Chinese Premier Li Keqiang, who is visiting Serbia, has received the gift from Serbia's Prime Minister Wu Qiqi, the No. 1 jersey of Serbia national basketball team.

This jersey is sponsored by PEAK sports, a sports brand from China.

Speaking of this, Xu Jingnan sighed that this is exactly what PEAK has done in Serbia for more than 10 years.

"When the former South embassy was blown up, Serbia people certainly did not want to wear European and American jerseys. We began sponsoring the Serbia basketball team from then on to help them get a lot of medals, so this is a real thank you from others."

Xu Jingnan said that PEAK currently has agents in 80 overseas countries, and its overseas registration has completed 180 countries.

Next, PEAK's goal is still to do well in China's international brand.

Xu Jingnan set a new goal for PEAK, "in 100 countries and regions to complete trademark registration; 3 years to enter 100 countries and regions to achieve sales; strive to achieve sales of 10 billion yuan in 3 years" 3 "100".

"Now the State implements the strategy of" one belt and one road ".

Many countries along the line coincide with our target groups, and we have welcomed the opportunity to accelerate internationalization.

Xu Jingnan said.