PEAK Chairman Xu Jingnan'S Global Expansion Strategy

Group Chairman Xu Jingnan (hereinafter referred to as "Xu"): since its establishment, PEAK has established a purpose of creating an international brand.

Based on two considerations, one is the inevitability of economic globalization. We have to build a century old enterprise, so we must integrate into the world and enter the world.

Another important thing is China's reform and opening up. We believe that through reform and opening up, China will inevitably bring strength and strength, and the demand and desire for international brands will be high.

Set up an international brand to speed up the market.

It took us 18 years.

We have gone through four stages, or four milestones.

First, PEAK was formally established in 1989. We started from the manufacturing industry and focused on basketball shoes.

In 1991, we put forward the idea of making international brand.

In order to become an international brand, we have done five things. From the internationalization of the name, we converted the original Feng Deng brand (the Sino foreign joint venture Quanzhou Feng Deng Shoes Co., Ltd.) into PEAK brand, so as to enter the international market.

The second step is that we manage the standards and internationalize the product quality standards. To be an international brand, we must first integrate into the international world. So we have to integrate the management standards into the world. Since 1993, we have introduced the ISO900 (quality management) system, and we have done 14001 environmental protection system. Now the company has introduced a system of 8001 quality safety, including social responsibility.

These measurement standards and management standards laid a foundation for the development of enterprises.

The third thing is the internationalization of trademarks. To make an international brand, first of all, we must get the recognition and protection of various countries. At present, PEAK has completed the registration of more than 180 countries.

After the internationalization of trademark, we began to brand internationalization.

We know that to be an international brand, we must establish cooperation with international high-end organizations. We have become the official partner of NBA, FIBA's global partners, WTA partners, and signed 9 basketball teams from all over the world, including Serbia, Montenegro, Germany, Iran, Lebanon, Africa, Cameroon, Oceania, new Zealand and Australia.

Through the broadcast of world-class competitions, our brand has also been brought to the world.

We also have Olympic Committees with 7 countries.

There are New Zealand, Algeria, Jordan, Iraq, Slovenia, Lebanon and Cyprus.

During the 2012 London Olympics, our Olympic team won 7 gold medals, 5 silver medals and 7 bronze medals.

At the same time, we have worked with NBA6 clubs, rockets, spurs, heat, bucks and nets, including the Canadian raptors in Toronto.

The first time a Chinese advertisement appeared in NBA was PEAK. At that time, many people asked me why I want to make Chinese advertisements. We think we need to be Chinese brands in Chinese.

We also signed twenty NBA players, and 6 consecutive NBA athletes won the NBA championship. They won two NBA Championships from Vujacic, Artest, Jason Kidd, Battier, Tony Parker and Battier.

This year we signed Howard again, and now we have signed a Lakers' Luis Williams.

After the internationalization of the brand, we have capital internationalization.

In 2009, we listed in Hongkong and obtained capital guarantee.

Having completed these five steps, PEAK has entered third milestones before we accelerated the internationalization of the market.

After accelerating the internationalization of the market, we set up a company in the United States, opened a store, led the whole world with the United States, and began to conduct global investment.

In 2014, we recruited agents from 70 countries and completed the task of building a global framework.

At the same time, we put forward "inside and outside, pulling inside", to ensure international expansion in China market, and to drive domestic market by international expansion.

When Premier Li Keqiang visited Serbia, the Prime Minister of Serbia used PEAK's patronage of the Serbia basketball team to give Li Keqiang.

This action represents two meanings: one is the recognition of Chinese products and brands, and the other is for the support of Chinese people.

Basketball skills in Serbia are very good, but they are short of funds, so he is very grateful to the Chinese for their support.

PEAK has absorbed a large number of international talents in the world, including our agents, investors, partners, spokesmen, etc., and there are many overseas talents.

PEAK put forward the concept of "one family". When you join PEAK, we are a family. They also agree with this concept.

Their participation will also bring different international thinking to PEAK, and give different suggestions to PEAK's brand marketing.

Another important point is eq.

We can make friends first and then do business.

The contract we signed with Toni and Parke is our business relationship, but we are familiar with his family. I invited him to my home as a guest, and we will give him the greatest support in some of our plans and activities in life.