Interview With Xu Jingnan, Chairman Of PEAK Sports Group

A few days ago, the 2016 international sports conference was just concluded in Lausanne, Switzerland. As the global sports industry conference, the best and most powerful sports managers and experts in the world are present. Every resolution or theme will have a profound impact on world sports.

As a representative of sports brand that has spared no effort in internationalization in recent years.

Mr. Xu Jingnan, chairman of the sports group, was invited to become the only entrepreneur in China's sporting goods industry.

During the meeting, Mr. Xu Jingnan received an interview from well-known domestic media.

Reporter: I am very glad that you can accept our interview. Can you tell me about your trip to Europe?

Xu Jingnan: Thank you very much for the invitation of the general assembly. This time I went to our Olympic Partner Slovenia to participate in an Olympic product launch. President Pahol and the chairman of the Olympic Committee, Mr. Bach, attended the meeting.

The photos of long-distance running are very well reported by the local community. PEAK's high degree of attention in the locals has made me feel very proud of myself.

Because winter sports in Slovenia are their strong points, we also went deep into their winter projects this time to deepen their cooperation and promote exchanges between China and Slovenia in winter sports. I believe that in 2022 Beijing Winter Olympic Games, PEAK will definitely display different styles in the ice snow sports.

After that, we went to Ukraine, another partner of our country, and communicated with the leaders of the local sports bureau some plans for this year's Brazil Olympic Games. After that, we came to Lausanne as a terminal of the event. Many sports organizations including the Olympic Committee headquarters sat in Lausanne, met many acquaintances, and did some communication on how to carry out further cooperation in the sports industry.

Reporter: can you tell us specifically about the exchange with the Olympic Committee at the meeting?

Xu Jingnan: this time, I have made some communication with the senior International Olympic Committee and Mr. Bach. So far, we have sponsored the Olympic Committees of ten countries. The reason why they chose to cooperate with the Olympic Committee is not only to see their authority in the domestic sports industry, but also because they have the same spirit of sports that spread friendship, solidarity and fair play to the world.

In addition, we have also had some contacts with individual teams in many countries and expanded us.

Ideas and channels for development.

Reporter: this year's European Cup is held in France. What will PEAK do in the football field?

Xu Jingnan: I went to Germany to study the football project very early. We also sponsored the Iraqi football team. Their performance has impressed people deeply. Now we are partners of the Palestinian football team. We have also done some youth training projects in the country and beyond the football club, including the interaction at home and abroad. It can be said that football has always been a major concern for us.

Reporter: what are the main features of PEAK's Olympic layout?

Xu Jingnan: as we have said before, we have established cooperative relations with ten countries. They spread over five continents, and then they will continue to communicate with the Olympic Committees of some countries.

Reporter: compared with other sports brands at home and abroad, what is the biggest characteristic of PEAK?

Xu Jingnan: our greatest characteristic is actually our aim: to create an international brand of Chinese people.

What we are doing at this stage is around this purpose. This aim has been put forward in the first 91 years since the establishment of the brand, and we need to stick to it one step at a time.

During this period, we have gone through many stages. From the initial internationalization of brand names to the internationalization of management standards and product quality standards, we have completed trademark registration in more than 180 countries around the world. We will expand the market of potential countries as far as possible, and now we cooperate with many international stars to play a great role in brand upgrading.

In addition, we have realized the internationalization of capital, and the guarantee of capital can speed up the internationalization of our market and better carry out investment promotion work.

We went public in 09 and set up a global framework in 14 years. Now there are nearly 100 overseas distributors. Our strategy is to ensure the international market in China, and to promote the Chinese market with international production. We have been making efforts to make the layout of the world.

Reporter: what specific strategies does PEAK have in developing the global market?

Xu Jingnan: from the initial single manufacturing industry to the internationalization of brand, we relied on the innovation of business mode, the innovation of production technology, the cultivation of internationalized talents and the shaping of corporate culture.

Listing provides us with the guarantee of resources, and the whole global framework has been built for 18 years. Our future efforts will be how to better share resources and interact better with consumers.

The trip to Europe was in Slovenia, and they asked me, "Why are you so big in China? Why do you want to sponsor Slovenia?" I replied, "China is big, but the world is bigger."

We hope that they can better display themselves on the international platform, and also want to get more people's recognition in this way, and create our Chinese international brand as our duty. We also feel proud of ourselves.