PEAK: Building International Brand Of Basketball Equipment

Battier stood in the open basketball court and gazed forward. In the darkness, an elephant moved and strode like a basketball on his nose. Battier opened the horse and rushed forward; the PEAK basketball shoes on his feet were clearly visible on LOGO.

The elephant's feet shook the ground, and the momentum was huge; Battier held out his hand to intercept, and saw the elephant's nose swinging and hiding away. Battier jumped up with his hands in his hands, and then unfolded a number of hands behind him, shooting them forward together as if they were covered with a lid. Then, the elephant gave a long cry and turned around and ran back.

Battier fell from the air, holding a basketball in his hand. He saw that he rushed to the basket with his left hand and right side. He jumped up before the three point line, made a basketball shot, and accurately entered the basket; the PEAK basketball shoes on his feet were clearly visible in LOGO.

Battier firmly said: ICANPLAY!

Fans who like Yao Ming are fascinated by rockets. Rockets fans like to always wait for the Rockets' games without losing the opportunity to watch TV commercials that are interspersed with games.

PEAK shoes on Battier's feet also broke into the vision of global NBA fans.

In fact, long before Battier became the brand spokesman of PEAK in September 2006, Fujian PEAK Group Limited signed the Houston rockets in December 2005 and became the first Chinese sports brand to sponsor NBA.

And PEAK's brand is also debuting at the home of the rocket, TOYOTA center.

PEAK and rockets and their players Battier, who are committed to building the international brand of basketball equipment, have made an eye opener for the world: the Chinese brand can also be recognized by the world as Nike and Adidas, enjoying the honor and benefits brought by the brand.

This is the success of PEAK's brand operation ideas, and PEAK also sees the prospect of brand development.

Advanced brand awareness Fujian PEAK Group Co., Ltd. is an enterprise group specializing in the production of shoes, shoes, clothing, bags and other sports professional equipment and equipment.

Since the founding of the Sino foreign joint venture Quanzhou Feng Deng shoemaking Co., Ltd. in 1988, PEAK has advanced brand awareness, set up the long-term strategic goal of "creating national brands and building a hundred year enterprise". Along with the road of quality and brand building, PEAK has been working hard and forging ahead, making PEAK a brand with distinctive brand personality.

As early as 1993, the "PEAK" trademark was registered in 68 countries and regions, laying a solid foundation for PEAK's global brand plan.

"...

The physical condition is not the first thing. The important thing is that you should be brave enough to rush ahead and fight, no matter who the opponent is.

This is the spirit embodiment of Battier's courage to challenge everything, and also the brand connotation of PEAK.

"I like the word PEAK very much. In English, this is the meaning of the mountain peak. I like the feeling of standing on the mountain peak, but you know, climbing to the top of the mountain takes a lot of effort."

Battier's recognition of the connotation of PEAK brand is obvious.

Quality is the solid guarantee of brand.

As early as the mid 90s, PEAK passed the ISO9002 quality certification system and became the first enterprise in the same industry to pass the quality system certification.

In production management, PEAK has gradually improved its own technology and quality management system, and has achieved international integration. It has imported GBT19000-ISO9000 international standard and ISO9001 (2000) quality management system successively.

This series of measures reflects PEAK's determination to build high-quality sports equipment and high quality requirements.

According to Battier, "my requirements for sneakers are: shoes should be light, grip the floor, and help me jump."

I used PEAK products before signing the contract. I feel very satisfied. "

It is reported that PEAK has developed a series of basketball shoes for Battier, and has applied for a patent for its first, second generation three level basketball shoes.

The application of PEAK's self-developed technology in products has proved the possibility of China's brand going to the international market after being tested by athletes in top competitions.

The internationalization of brand strategy "PEAK" since its birth, its decision-making level has a distinct brand operation ideas, in order to develop basketball series products as a strategic positioning, put forward to create "basketball equipment first brand" strategic objectives, in order to create high, sophisticated, sharp technology products, occupy the commanding heights of the market as the expansion goal, quickly occupied the domestic professional basketball products in the high-end market.

PEAK has a clear train of thought for its brand operation. It always revolves around the basketball game. As early as the beginning of 90s, when sports products had no clear concept for brand operation, PEAK provided competition and training shoes for Bayi basketball team. The Bayi team won the championship and realized seven consecutive championships since then. PEAK has become the first enterprise in the country to produce extra large sports shoes by itself.

Since then, PEAK has begun sponsoring basketball and increasing its brand promotion efforts: in 1998~2000, PEAK invested heavily in the sponsorship of the National Basketball League B; in 2000, PEAK sports apparel came out, marking PEAK's pition from a single sports shoes brand to a comprehensive sports goods brand; in the CBA2001-2003 season, "PEAK" became a specialized sports equipment for many teams of A teams such as Shaanxi Gai Li, Jiangsu Nansteel, Shandong Kingston, Xinjiang Guanghui and Hongkong flying dragon. In 2003, PEAK became a strategic partner of China Professional Basketball League (CBA), reflecting its great tension as a professional basketball brand.

In September 2005, PEAK once again launched the "space storm" in the field of sports. After rigorous examination by China's space industry, it became a partner of China's space industry, and the only designated sports equipment in the field of sports products, which promoted the connotation of sports marketing to a new field of event marketing.

After several years of domestic sports marketing boom, more and more strong sports brands are no longer satisfied with the local market and begin to enter the international market in a big way.

Can internationalized sports marketing achieve the take-off of China's sports industry and become a fulcrum to support the internationalization of China's sports industry?

PEAK's international strategy tells a new breakthrough.

PEAK, which has been in the domestic market for more than 10 years, has found subtle changes after 2000. Many old brands are overtaken by the latter.

Prior to that, PEAK also received some scattered export orders, and once became Nike's OEM manufacturers.

Under the pressure of domestic competition and the "SEDUCTION" of the international market, PEAK's decision makers have decisively made the brand development adjustment plan: the pformation from the Chinese market to the global market.

In 2004, PEAK became a special sport equipment for sports teams in Uzbekistan, Greece and other countries. In 2005, PEAK became the equipment sponsor of the top basketball league in Europe (All Star game 2005), and is the only Chinese brand to enter the European Basketball League. It represents PEAK's expansion into the global market and has stepped out of a strategic important step.

In 2005, PEAK became the strategic partner of the "Stankovic intercontinental basketball Champions Cup" with the reputation of the "basketball Small World Cup". The PEAK brand internationalization strategy has found an important fulcrum.

PEAK announces officially to the media at the US NBA Houston rockets home to the media as a sponsor of the Rockets, and asks Battier to endorse and expand its business layout to the land of the United States, thus becoming the first Chinese sports brand to hand in hand with NBA, and stands out in many sports brands around the world.

Sponsoring the Australian tiger team, sponsoring the Australian blue and white national team, becoming a global partner of the Iraqi Olympic Committee, signing up as a strategic partner of the NBA bucks... PEAK's pace of internationalization is fast and steady.

Three dimensional marketing strategy "advertising first, to promote the consultation of franchisees, set up sales network, set up sales branches, local brands prepare books to hire brand spokesmen......"

PEAK takes the brand internationalization strategy as the engine, which is driven by a three-dimensional market strategy.

In September 2006, the Australian women's basketball team won the fifteenth women's Basketball World Championships.

PEAK's "tight fitting basketball uniform", which has been created for Australian women's basketball players, has been popular around the world.

As a result, PEAK has also attracted many European women's basketball clubs' requests for cooperation.

The sponsorship of the Australian tigers and the men's and women's basketball teams has also been reciprocal: PEAK's market share in Australia has expanded rapidly and its performance has doubled.

Through the brand publicity and the test of international important events, the international market has developed PEAK's acceptance from the beginning, based on the price performance ratio, to the recognition of PEAK brand later.

With the promotion of the international brand strategy, PEAK has been planning the global market since 2005, and signed long-term cooperation agreements with all powerful agents.

In September 2006, PEAK set up a branch in Italy, responsible for the expansion of the European market; in July 2007, PEAK became the focus of the IOC's global partners.

The European and Middle East market has become the main direction of PEAK's market in the near future.

It is reported that at present, the domestic market of PEAK has increased by 80%, accounting for 10%~11% of the total sales of basketball shoes in the country.

The foreign market is growing faster than the domestic market, with sales turning over to 200%~300%.

The persistence of PEAK has made today its reputation such as "Chinese famous brand", "China famous trademark" and "national inspection free product".

At present, the standardized garden production base of the company has an area of 92 Mu and a workshop area of 27000 square meters.

So far, we have over 100 billion yuan in fixed assets, including 5 modern shoe making lines with advanced domestic level, and supporting laboratories, embroidery, high-frequency, composite, soles, shoe models and other departments or sub factories.

The company has set up more than 30 PEAK sales branches both at home and abroad, and has realized the brand operation system combining production and marketing.

"Internationalization of brands is the first step, and the key lies in long-term adherence.

The next step is to realize the internationalization of the market and the internationalization of talents.

It is revealed that at present, PEAK is actively preparing for listing. If PEAK can go public this year, PEAK's brand promotion and market development will be further intensified.

Admittedly, there is still a big gap between PEAK and Adidas, Nike and so on.

But it is undeniable that PEAK, which focuses on building the international brand of basketball equipment, is getting closer to Adidas and Nike.