PEAK Leads The New Trend Of Science And Technology, How To Make "Light Of Domestic Products"?

The electricity shopping that has penetrated into our lives has shown us an annual carnival of hand chopping hands, which has once again broken the record of the expected growth, and has proved to the world the strong demand of the consumers in the eleven.

This year is a double eleven, eleventh birthday, trying to create closer ties with consumers, bringing several notable changes to double eleven this year.

　 Tmall's double eleven change

The three obvious changes are the rise of more large-scale manufacturing in China, the addition of more channels of marketing, and the emergence of more new technologies.

According to Tmall's own statistics, this year's domestic products have brought new changes and new records made in China. Classic domestic goods embracing quality, youth and digitalization become important marketing clues for double eleven this year. Tmall's "double eleven" data in the first 2 hours show that the total turnover of 148 brands is over 100 million yuan, of which more than 80 brands of domestic goods account for more than half.

Take PEAK brand as an example, double eleven open for 6 minutes, that is to say, last year's total sales were broken, and the whole day sales increased by 703% compared with the same period last year.

The diversification of digital marketing channels has also become a special feature of double eleven this year. Taking net red jitter products as an example, this is the first time that today's headlines have been over the double eleven Shopping Festival. Its active plan of "11.11 trembling sound objects discovery Festival" emphasizes "grass planting". Net red gives users the product recommendation in short video form, so as to bring goods.

In the drainage of many red tape products, we notice a brand "PEAK". The heat and enthusiasm of users are beyond our imagination. As a target of new media young people, PEAK seems to imply that it is the best tentacle for us to study double eleven this year.

As a pioneer of China's electricity supplier mode, we carefully study the development path of Tmall's e-commerce mode. What we see is the constant change of network infrastructure, the consumption mode and consumption mode, and the consumption channel. As the mobile Internet speeds up the flow of information, the brand changes from the traditional 4P theory of price and channel to the new 4R theory which pays more attention to user feedback and user relationship. (4R theory four elements: related Related, relation Relationship, reaction Reaction, return Reward)

Therefore, excellent product strength and insight into marketing trends and deep participation make domestic brands the experience and creator of double eleven shopping carnival. PEAK, a consumer focused technology innovation, is one of the models available for research.

Over the past few years, we have seen many Chinese brands grow and grow. This time, we hope to record and think about their development stories from the perspective of innovation.

　　 Continue to invest in "black technology" to create the light of domestic products.

Last year, a piece of news caught my attention. I bought many high-end Swiss outdoor brands OZARK by PEAK. I first planted the seeds that I wanted to study PEAK's R & D layout.

I find that no matter what product strategy the brand adopts, the implementation of any product strategy must depend on the brand's tackling and investment in technology.

Tmall released data in double eleven, PEAK technology super sports shoes sold over 300 thousand pairs, Tmall used the word "light of domestic products" to commend.

But what I want to study is what is behind the surprise of the recorded data? With the deepening of research, a word emerges gradually -- "black technology". This is probably an important internal cause to explain the rapid growth of other domestic brands.

It turned out that PEAK once found in a frequent exchange and communication with sports enthusiasts a yearning movement state commonly mentioned by users: as long as there are willing legs to move, they move and move everywhere.

That is to say, users hope that the pair of shoes on their feet can change their own functional properties according to the change of the state of human movement, and help runners to achieve the state of "running with their desires" - this is the product development difficulty that PEAK brand is determined to conquer.

This road is not easy -- the team lasted 32 months, completed more than 200 composite foaming experiments, and over 1000 pairs of shoes solo training and testing, only to bring the exclusive adaptation of the "impossible task" to the "PEAK" PEAK-TAICHI. This new subversive technology can achieve adaptive resilience and resilience according to different motion states, and enhance athletic performance. Play softly and smoothly, move with your desires.

From the results, PEAK Technology (PEAK-TAICHI) technology is technically superior to Adidas's Boost technology, Nike's zoom, Air Max and react technology. This point, through PEAK several times top Tmall sports shoes ranking list, also can see one or two.

In the interaction with users, powdered powder has made the difference between "black technology", which is equipped with intelligent materials that can perceive and respond to the environment. According to different motion states, it can achieve self adaption and resilience.

Then further, black technology is good, but what are the commendable details of black technology? I find that the emergence of "black technology" is no accident. It is an attitude that PEAK seeks the best technology materials and brings the best sports performance to consumers.

It is with this attitude that PEAK "black technology" dare to carry out large-scale technological input, which is the guarantee of "black technology". From PEAK Xi'an global new materials research and development center to Xiamen 125 Innovation workshop, and then to the US R & D and design center, the global R & D talent has formed PEAK's innovation foundation.

For example, the key to maintaining high adaptability to the sports environment is a new material called P4U. P4U is a gel material based on the principle of mechanical state transition. It has unique dynamic mechanical properties. It is an important part of the state pole "black technology". It was jointly developed by PEAK and Professor Li Feng of Xi'an University of technology for 7 years.

Maintaining investment and extensive cooperation is the theme of PEAK's deep integration of resources. PEAK is also working with Beijing Sport University and other institutions to carry out special sports biomechanics research on sports equipment, and constantly tries to promote new research directions.

Today, we see that thanks to the "black technology" plus, PEAK has in-depth layout of life scenes. The PEAK product unit covers the urbanites who advocate sports and lifestyle. The products include running shoes, slippers, casual shoes, basketball shoes, canvas shoes, outdoor sports shoes, board shoes and children's shoes, and so on, forming a complete sports innovation product ecosystem.

　　 Create a bridge of trust between consumers and brands

"Black technology" is the foundation. After all, technology must serve the users. How to make the market acceptable and acceptable after creating innovative products? The answer given by PEAK is to allow users to participate in the implementation of the "user co creation" mode.

Co creation is not difficult to understand. For example, Starbucks's cat paw cup is known to everyone, but few people know that the design inspiration of the cat paw cup is derived from the cat that the consumer brought to the coffee shop when buying coffee.

The user cat walking on the coffee table ended up with Starbucks's explosive product, which is the super advantage of the joint creation of the user and the enterprise.

Over the past eleven years, the dual marketing activities of dual eleven from the electronic business platform have gradually evolved into a global shopping carnival. Behind the 268 billion 400 million yuan turnover, it represents a road of digital economy jointly created by Chinese consumers and Chinese brands.

As an ordinary consumer participating in the double 10, we wonder whether all brands are just a flash in the Internet holiday marketing.

But after careful investigation, it turns out that double eleven is not the beginning of PEAK's brilliantly splendor, but PEAK's process of surpassing the record.

For example, as early as 5 months ago, 2019 Tmall 618 Ideal Life Carnival season, PEAK Tmall official flagship store sales increased by 976% over the same period last year, the first day of trading volume soared nearly 2000%; polar 1.0Plus "goods competition" running shoes on the day of Carnival activities ranked first in the sales of sports shoes products, the total sales volume of single month in June is a breakthrough of 100 thousand pairs.

The creation of a variety of explosive products is rooted in the deep understanding of the connotation of "explosive products". The explosion of explosive products is recognized by users, and the market acceptance is extraordinary, thus forming a hot situation. The secret weapon to enlarge the market demand is PEAK's "user co creation" strategy.

PEAK's launch of every product is inseparable from the co creation with consumers. The brand and users grow together to create products that meet the needs of consumers and embody consumers' demands.

Just like this double eleven, PEAK CEO Xu Zhihua and Taobao home network red Wei Ya, have become PEAK brand and user interaction communication "broadcast main", pay attention to user feedback, active listening to user voice, has become PEAK on the road of brand growth on the road to develop habits.

For example, in May of this year, PEAK based on the concept of "user co creation" released a professional running new product, the extreme TAICHI1.0PLUS "natural selection", did not choose to be unveiled by CEO or endorsement star. The main feature of the stage was PEAK's "powder".

PEAK's emphasis on powder is not just public relations, but in every aspect of product development, so as to form a brand culture created jointly. Although the new generation of products is affirmed by most people, PEAK has no choice but to bravely accept "Tucao" and "bad comment" in terms of design, appearance, professional performance and so on.

PEAK user center and R & D center have collected and sorted out all the comments and comments of users, summarized the details such as "not enough torsional resistance", "not enough soles", "the socks of shoes are not good enough" and so on.

PEAK's co creation is user centered, where there is an interactive form that users like, where there is a PEAK brand.

Over the years, information flow interaction frequency and information media have changed dramatically. Focusing on traditional marketing methods, the user's new pool is also the area that brands need to pay attention to. This year, double eleven, 100 vibrant people also completed the drainage through the video, through the recommendation mechanism to "state" technology to reach the movement of people, the private sector of the economy has become a diffuser, so that people can truly feel the creativity and sincerity of PEAK marketing.

Nowadays, PEAK brand's co creation culture keeps PEAK brand in line with young people's brand. Polar products have also changed from the single product at the beginning to the product matrix that covers many product lines today and serves a variety of sports preferences. During this period, PEAK will always attach importance to users' opinions.

　 Leading innovation, the growth Code of Chinese brands

As a Chinese, my colleagues and I are strong supporters of domestic brands. We are also pleased to see that domestic brands really get the trust of consumers from technology and from the market.

The results of the research have delighted us, just like every push and evolution of PEAK brand, announcing the soaring and progress of China's sports technology products to the Chinese people and the world.

More and more domestic brands are rising. There is no doubt that technology is ultimately guided by market delivery, market feedback has been improving gradually, and the excellent performance of product power has stimulated PEAK to invest heavily in research and development, and continue to adhere to the determination of users to create together.

Yes, even if the external conditions have many objective difficulties, Chinese brands can still lead innovation, and can also play their own bright colors in the complex and changeable international competition.

The change of consumption upgrading and user interaction marketing seems to have opened up a new space: let domestic brands like PEAK, who are willing to invest in R & D and dare to invest in R & D, see more possibilities and find their own growth blue ocean.