PEAK Chairman Xu Jingnan: Create International Brand

On December 1st, 30 years ago, a rickshaw driver who worked hard for life and worked hard for 20 years, had 7000 stores in the Chinese market and became the third largest sponsor of NBA, with an annual sales of 3 billion. PEAK brand The story of creator Xu Jingnan.

The brand is related to the dream. When many bosses see and enter the same way. market Xu Jingnan set a higher goal for himself: creating an international brand. Finally, Chinese basketball shoes entered NBA for the first time.

Brand is related to positioning. When many of his fellow countrymen were keen on producing tourist shoes, Xu Jingnan positioned them as basketball shoes and made the first step ahead of them by taking the lead.

Brand is related to image. In order to enter the US market, Akio Morita renamed "Tokyo Communication Industry Co., Ltd." to "SONY". Similarly, when Xu Jingnan established the strategy of establishing an international brand, he changed the original "Shan Deng" into "PEAK" and was widely recognized.

Brand is related to strength. PEAK's 7000 terminal stores in the country not only play a role in product distribution, but also show the cognitive value of brand strength.

Brand is related to culture. Chinese products are the carriers of Chinese culture going out. PEAK has injected rich Chinese elements such as "Qian Kun", "bamboo", "Chinese character" and "four treasures of the house" into the boots of the NBA stars, which has contributed to the spread of Chinese culture.

Brand is about initiative. When many enterprises are growing up, because of insufficient motivation and lack of confidence, they choose to sell their businesses and sell their brands. Today, Xu Jingnan, whose family value is 5 billion, does not keep up, is not illusions, and continues to pursue "better" in the spirit of sports.

Xu Jingnan led PEAK across the threshold of confidence, the threshold of products, the threshold of talents, the threshold of capital, and the threshold of culture. The achievement of export sales accounted for 20% of total sales, and set an example for Chinese people to create global brands.

Although PEAK's performance is gratifying, what still needs to be considered is how to break through the bottleneck of excessive marketing, insufficient innovation, strong advertising and cultural weakness in the face of 100 billion market. This is the real gap between us and international brands. Only in technological innovation and brand culture can we truly match the giant of the world.