How Does PEAK Re-Establish Its Brand Strategy?

According to the world clothing and shoe net, Luis Williams appeared in Wukesong Hi-park stadium in Beijing, China in June 29th.

Sports stars.

"Business is business."

Williams told reporters calmly.

On the day before June, 28 nights later, the Houston rockets officially announced a deal with the Clippers. The Rockets will send seven players such as Luis Williams, Beverly, Dekker, Halle, and the first round of draft rights in 2018 (the first three protection) and some cash in exchange for the all Ming Star guard Chris Paul.

The involved party, Luis Williams, was sitting on a plane to Beijing, flying to the PEAK 2017 International Basketball Festival in the city, until he got off the plane to get the news from the staff, but Lewis was quietly accepting the message compared to the Bulls' Jimmy Ba teller's dissatisfaction on the social platform.

For PEAK, after all, they got enough return from Williams.

In 2014, PEAK signed Lewis Williams, who wore the purple gold shirt, then joined the rockets and performed well in the 2016 to 2017 season (averaging 14.9 points), which also made PEAK's satisfaction with the deal rising.

After all,

The value will rise with the rising level of the signed stars, not to mention PEAK as the earliest NBA marketing company in the domestic sports brand.

From Sean, Battier, Dwight Howard and other players to the TOYOTA center, which sponsors the Rockets' Stadium, the whole layout of the Rockets has deepened PEAK's resource layout and competitive strength in the basketball field.

For the sudden changes in the paction, "PEAK in the player, this is more concerned about its real strength, the rocket factor in PEAK's decision making influence is relatively small, will think that the rocket is a good attention team, but the rocket with the Lakers, spurs, knights are at the same level."

Xu Zhihua, general manager of PEAK, told reporters this.

Fortunately, two or three hours after the Rockets announced the deal, Lining announced that he would become a partner in the Rockets.

Although Lining has told the media that he did not know when signing the contract, the Rockets' influence in the Chinese consumers and the Chinese basketball market is valued by Lining. And for the development of the Chinese market, the Rockets are obviously one of the most experienced teams in NBA.

Especially after the Chinese kid Zhou Qi joined in July 2nd, there will be no accident. Next season, CCTV sports channel will increase the broadcast times for the Rockets. The signing of the Rockets brand will undoubtedly get more exposure.

From this perspective, PEAK's exit is obviously bad for brand communication, but PEAK is trying to break through in other ways.

For example, we should increase investment in sports operations.

A new method of PEAK basketball market

During the break, whether it is PEAK International Basketball Festival 2017, Anta sports star China, or Lining's cooperation with the Rockets, the domestic sports brand is strong enough to throw some noise on the market.

In June 29th, the most wanted 1V1 bounty tournament in Wukesong Hi-park, in addition to PEAK sports signing star Lewis - Williams to the sidelines, PEAK also prepared a price of 299 yuan woven shoes for on-site signing.

It is understood that the most wanted 1V1 bounty League is a pure Street League created for basketball enthusiasts, and it will be held regularly every year. The sponsor of this event is speed hawk sports.

How much satisfaction can PEAK NBA get from signing a star?

In addition, there is also a live broadcast from a basketball player on the basketball court hosted by PEAK.

It is worth mentioning that whether it is fast hawk sports or basketball players, are closely related to PEAK sports, known as the "first Chinese folk basketball interactive platform" basketball players, is a sport invested by PEAK sports, and speed hawk sports is a sports operation organization of PEAK sports.

This is not a simple PEAK sponsored basketball event. The PEAK elements involved, from event operation to Internet platform, can be said to be a comprehensive display of PEAK's layout in the industrial chain.

In November 2016, PEAK sports quit from Hong Kong stocks, a big reason is that the value of stocks is undervalued.

Xu Jingnan, chairman of the company, publicly stated that PEAK sports investment value has been undervalued for a long time, making it difficult for the company to make effective use of capital platform and affect its business development.

After privatization, PEAK Sports General Manager Andy Hui told reporters that the company has made a private placement, and then will make some adjustments according to the requirements of the domestic capital market, and actively layout the sports industry ecosystem.

As you know, the sports industry, as a resource intensive industry, needs to provide professional services to consumers. A single enterprise is not enough to make the whole service system flow smoothly. Whether it is speed hawk sports or basketball players, it is not a wholly owned enterprise of PEAK sports. Public information shows that fast Hawk sports is an incubation project inside PEAK, while basketball players are a project of PEAK sports investment.

It is understood that PEAK sports is planning an internal industry fund, focusing on PEAK sports upstream and downstream enterprises to invest in different subdivision areas, looking for professionals to cooperate, cut into the market segments.

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Transformation of sports brand under mixed combat

Looking at the sports brand in China, besides PEAK, Anta, Lining and XTEP are actively playing the basketball brand with high popularity. Of course, the competition has long been burning to soccer, bicycles, running, fighting, free fighting and other subdivision projects outside of basketball, and all enterprises are building their own ecosystem.

In contrast to the earnings report (2016 interim earnings report), PEAK's revenue was 1 billion 298 million yuan as of July 30th, while other domestic sports brands such as Anta, the mid term earnings report led by 61.42 billion yuan in revenue, Lining's revenue in the same period was 3 billion 596 million yuan, "31 degree" was 2 billion 556 million yuan, XTEP was 2 billion 535 million yuan, PEAK had a lot of pressure on revenue.

In terms of internationalization, PEAK has done earlier than ever, not only has released the internationalization strategy, but also has achieved brand exposure through sponsoring delegations, national teams and athletes. Earlier, PEAK became the FIBA global official holiday sports partner and FIBA's exclusive official costume partner in Asia in 2011, and sponsored the Stankovic cup intercontinental basketball tournament, which has been sold in over 90 countries and regions.

In the domestic sports brand, PEAK's overseas income accounts for the highest proportion, reaching nearly 20% share.

But in recent years, the pace of overseas expansion has been somewhat slow.

In contrast, Anta sports is more radical. Its FILA China (including Hongkong, Macao) trademark and ancillary business acquired in 2009 are mainly aimed at covering high-end high-end crowd. In the development of high-end functional sporting goods market, DESCENTE will launch the first store in China in August this year. In February this year, the Korean outdoor brand KOLON SPORT joined Anta, no doubt further deepened the multi brand strategy.

If PEAK wants to catch up with Anta, it may take some effort to brand positioning first.

For PEAK, relying on NBA stars to take the road of internationalization is a good way. After all, Parke has tasted the sweetness, but in terms of brand gradient construction, investing and hatching some high terminal brands is also a good way.

"In the future, we will build in accordance with the objectives of PEAK specialization, and achieve more on the basis of professionalism.

It is a goal for PEAK to make consumers more acceptable.

Xu Zhihua, general manager of PEAK, told reporters.

How to establish and re-establish the brand strategy of PEAK may be a pressing matter of the moment.

Dare to ask sports fans, when was the last time you bought PEAK products and were interested in it?

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