Products Should Be Improved In Actual Combat.

On the domestic running stage,

Actually, it's not too late to play.

Now, the domestic sports craze is on again. How can we get a firm foothold in the running race? As an international strategy brand, PEAK should inject some new elements into its marketing.

In nearly two years, Xu Zhihua repeatedly stressed in every news release about running PEAK, "running products have become PEAK's second best selling category after basketball."

With this invariable utterance, PEAK has made repeated strong efforts in the running market.

In the booming market demand, PEAK is trying to find its entry point in the enthusiasm of nationwide running.

Today, its layout has proved to be effective: a main line and a supplementary line are pushing PEAK to become a professional running equipment supplier.

Sponsorship of international competition is still an effective measure for 100 trials.

In March 27, 2014, the Beijing bird's nest, IAAF World Track and field challenge (Beijing Railway Station) held a press conference here, and launched the "love running Beijing" series of official activities.

This China's top track and field event is PEAK's sponsorship partner in its running products.

This is the usual practice of PEAK, which is labeled "internationalized".

First, through the provision of officials, volunteers, staff and even athletes for international competitions.

Shoes to enhance brand exposure and influence, and then try to improve the professionalism of the product with tournament tests.

At the same time, we will revitalize the series of folk run events that are included in professional events, and make use of the "Yue run group" composed of athletes and brand fans to become the main players in the activity.

In 2015, the track and field and marathon events sponsored by PEAK became more frequent: the thirty-third European indoor track and Field Championships, the 2015 IAAF World Track and field challenge (Beijing Railway Station), the Dalian marathon, the Ningbo marathon, and the slightly new international vertical marathon series.

In May 8th, a few international professional marathon athletes came to PEAK professional one day before the Dalian International Marathon opened in Dalian Jinshi beach.

Arrow feather 1.1 press conference scene, Maliu Kmita from Kenya and Tesia Rita of Ethel Biya praised the pair of running shoes which only weighed 200 grams.

"It feels that these shoes are very lightweight and stable, which are in line with the requirements of marathon for products."

Jim tower evaluated arrow feather 1.1 times.

This means that PEAK has taken a solid step in the field of running.

And a series of running events brought about by one match, which made PEAK's "professional + fashion" product combination successfully carried out.

Xu Zhihua was satisfied in his heart, so that in the second races of "Ai ran Beijing" in June 20th, he was a little bit lucky. He personally stepped forward and led the Olympic champion together at the opening stage to cheer for the running shoes of "Yue Yue three generation".

SHAKERUN, the new marketing of resources integration after the marriage of industry and capital.

The same effort to cheer for PEAK also includes the "Yue run group" which started in 2014.

This is not a very regular group. In every city, PEAK will sign up to recruit new runners and screen out invitation codes.

In May of this year, Yuet ran ushered in a special character: Super Girl Xu Fei.

Xu Fei, who has just completed the Xiamen marathon, accepted the sponsorship of PEAK and led the PEAK group to complete the Dalian marathon again.

It's hard to say whether Xu Fei led PEAK into the way of "night running + music". The super girl singer has another identity: the head runner.

On the run, the two sides obviously hit it off.

After the Dalian marathon, Xu Fei endorsed PEAK's new product "rhythm" luminous magic bullet running shoes.

A new song "Justrun" has also become the background music of the TVC advertisement "running your night".

The characteristics of "night running + music" touch the fashion pulse of young people in the city.

Xu Zhihua insight into the market, so they threw themselves into a new type of activity - SHAKERUN sway.

The real operation of SHAKERUN is to cater to the huge sports market emerged as the music sport.

On September 13th, at the PEAK 2016 Summer International New Product conference, attended by NBA star Howard, PEAK announced the cooperation with music sports in brand communication.

In September 29th, the first music and rock big night race SHKAERUN launched in Zhengzhou, and the two officially opened cross border cooperation to jointly run this personalized competition involving music and running.

The 9 stop in the country, SHAKERUN, is running, and stars are shining. Chen Chusheng, Bixia, Zheng Jun, Xu Fei...

A lot of music and big coffee take part in it, while PEAK's "Yue run group" is also a pioneer trend on the runway. A pair of colorful "rhythm" luminous magic bullet running shoes, accompanied by cool dog music provided "Hi running song list" ups and downs.

In fact, looking for the common points of these main activities, you can find that they share an investor - venture capital.

The marriage of sports industry and capital has promoted the new marketing of resource integration, which can subvert the past running experience.

The five pairs of running shoes that are introduced into the world should be improved in actual combat.

"We will display the latest running products at every station's major running events."

Xu Zhihua introduced.

With the frequent running events and activities, PEAK's product changes this year are not unpleasant: arrow feather 1.1, Yue run three generation, rhythm, Skywalker, S-PAD, these five pairs of running shoes have their own advantages, supporting PEAK's demand for consumer products.

"We hope to better listen to consumers' opinions and improve our products in actual combat."

For example, S-PAD, the newest pair of running shoes, is equipped with SUPPAD technology, which comes from basketball boots, has been improved and applied to running shoes, and has put forward a unique slogan: "support" for runners. Through micro-blog, WeChat, Yuet running group and the interactive experience exhibition area set up at the event site, PEAK hopes to focus on the needs of consumers.

On the Ningbo marathon, Mr. Wang, who came from Beijing, successfully ran the race with a good result of 3 hours and 47 minutes.

He made a judgement on S-PAD's running shoes: "this shoe's grip is very good, and its protection and support performance is very good. Although I have run the race of the whole horse, the pressure on my legs and feet is very light."

Such Awards encourage PEAK to make innovations in its products.

"The most important thing is to strengthen internal skills," Xu Zhihua, sitting in the office of PEAK building in Quanzhou, told a reporter: "innovation is not achieved overnight. Innovation comes from every link, whether it is the promotion of brand, the control of channel terminal, or the control of production cost. This is a comprehensive thing."

And since entering the local running market, there is another saying, Xu Zhihua also said from the beginning: "our goal is to become a leading footwear brand in the running market."