Sports brand Peak strikes "brand internationalization"

One month later, PEAK TEAM members Sean Battier and Sunny Vimes arrived at the Beijing Huamao Marriott Hotel on the evening of August 27 to interact with the fans. Previously, other members of "PEAK TEAM" were the Los Angeles Lakers wild animal Ron Artest, the Dallas Mavericks Jason Kidd, the Houston Rockets' team Evergreen Dikembe Mutombo, and the Cleveland Cavaliers. Nell Jackson and Los Angeles Lakers Sasha Vujacic once arrived in China. Adhering to the consistent style of “Doing a Brand First and Doing a Market”, the endorsement of the NBA stars who have come to China in turns is another important step in Peak’s “brand internationalization” strategy.

As a company with 20 years of professional sports and equipment equipment such as shoes, shoe materials, clothing, bags, etc., from the beginning of its creation, Peak to "create a world famous brand" for corporate purposes, determined to create "China's basketball equipment "One brand" has spared no effort in the past 20 years to promote the development of China's basketball industry. Based on the concept of “creating value for customers”, Peak takes a differentiated brand marketing, adds the “brand specialization, product serialization” business strategy, and intensively cultivates the sales network, strengthens the terminal image, and applies scientific logistics control. And sales management has successfully harvested the sales growth and brand value brought by the brand power.

Unlike traditional roads in which many sports brands make markets first and then do brands, Peak made bold innovations in its marketing system—first doing brand and then doing market. Since the beginning of 2005, Peak has embarked on a road that has never been followed by domestic companies - "Brand Internationalization". By the end of 2008, when Peak CEO Xu Zhihua spoke in the United States and New Jersey, he set an impressive record of contract size. , Signing two Ronald Ron Artest and Dikembe Mutombo, including the Rockets, and Los Angeles Lakers Sasha Vujacic and Denver Nuggets star Sunny Vims With players like Danielle Jackson of the Cleveland Cavaliers and the two former giant stars, Shane Battier of the Rockets and Jason Kidd of the Mavericks, when the seven stars were released, people would not With only three months later, Peak’s internationalization has made a domineering effort. He has reached a strategic partnership with FIBA, the most high-end and most influential player in the basketball field. He is committed to conducting events and joint products in Asia. The development of the brand has opened up yet another shortcut to the internationalization process.

“Event marketing” has become a market for many companies to expand their market and consolidate their usual marketing activities, but most of them stay at the level of title and sponsorship. Peak's NBA road has its own way, digging deep into the game resources and enriching the connotation of "race marketing." In the four years of cooperation with the NBA, the cooperation between the two sides has become smoother and deeper. With the global influence of the NBA, Peak has won a lot of achievements: First, the top players in the NBA with Peak Boots captured the brand's global popularity through the lens, and the “PEAK” logo also enthralled fans around the world. "The promotion of foreign markets is progressing rapidly. At present, Peak only has more than 5,000 specialty stores in large and medium-sized cities at home and abroad. It has established a mature brand operation system integrating production and sales. Its export business covers Europe, the United States, Asia, Africa, and Australia. In some regions, For example, in Lebanon, the market share has already squeezed into the top three. Second, in addition to Peak’s advantage in signing many NBA stars, the NBA star signature basketball shoes will be imported into the US mainstream market. This year, Peak will also use this theory in the domestic market. It has opened 1,000 franchised stores in the Mainland, and it has entered the first-tier commercial areas of first-tier cities such as Beijing and Shanghai while focusing on second and third-tier cities. What benefited Peak more was that Peak, the “first brand”, also attracted more than 400 million private fund funds to prepare for listing financing.

It is worth mentioning that, before fully exploring the international market, Peak faced the problem of monotonous products and serious aging of the brand. Based on the investigation and analysis of domestic sports brands, Xu Zhihua, the general manager, put forward the “brand specialization and product serialization”. The company's operating principles, and fully expand the product line. Xu Zhihua dared to shift his attention to achieving the internationalization of the brand. “The domestic market will not be negatively affected by the distraction of the company. Exploring the international market is actually a positive push.” In 2005 and 2006, Peak performed the performance. The NBA home sponsorship, the signing of NBA star endorsements, the establishment of overseas branches and a series of steps, objectively increased the integration of Peak's products and lengthened Peak's product line. "Kidd Generation", "The Artest Generation" and a series of Peak's training shoes tailored for contracting stars not only helped the NBA understand Peak's brand, but also helped Peak win the title of No. 1 sales in basketball products market. It has also become a favorite of young basketball fans. Following the "three-dimensional strategy for brand promotion", the next step is that Peak will also set up an R&D center in the United States to make the Peak brand more international and make the Peak brand more internationally competitive.

Xu Zhihua said: “The time has come for NBA promotion. Under the background of the financial crisis, more and more consumers will have higher requirements for cost-effectiveness. This is the best opportunity for us to enter the international market.” It is reported that the two superstars of this trip will stay in Beijing for another two days and attend the Beijing fans' meeting and the opening ceremony of Beijing Basketball Park. Subsequently, they will go to Guilin, Wuhan, Changsha, Xiangtan, Zhuzhou and other places to participate in the fans to meet and public welfare activities. It is worth mentioning that Battier will also participate in the recording of Hunan Satellite TV's trump card entertainment "Happy Camp." Industry insiders predict that Battier and Sonny will come to China for another round of hot summer holidays.