PEAK Chairman Xu Jingnan'S Dream Of Creating An International Brand

According to the financial report, in 2014, the company's revenue was 2 billion 840 million yuan, of which overseas market accounted for nearly 23%.

This means that PEAK has grown into an international brand of China's sports equipment enterprises. The chairman of the company, Xu Jingnan, has made a big step forward from his dream of over 20 years ago.

Poor families, taking advantage of reform and opening up to the East, rely on scooters to accumulate the first pot of gold in life.

In the 80s of last century, Nike plans to set up factories in Quanzhou and needs supporting enterprises. Xu Jingnan and his friends are optimistic about this business opportunity and have entered the industry of sports shoes.

however

When Xu Jingnan's shoe factory was built quickly, Nike's factory withdrew from Quanzhou.

Xu Jingnan decided to create his own brand.

At the beginning of reform and opening up, China's shoe and clothing enterprises just started from OEM and imitation.

Xu Jingnan, who was involved in sports shoes and had no experience and no resources, came up with the slogan of "creating an international brand".

Xu Jingnan judged that at that time China did not have its own international brand, which was their chance.

Xu Jingnan took the technical and managerial personnel left behind after the relocation of Nike factory, and introduced international advanced production lines, standardized production management procedures, and began a long journey of self created brand.

In order to fit the foreign consumer market, Xu Jingnan changed the registered trademark of "Feng Deng" to "PEAK (PEAK)" which is easy to understand in the international market. In the domestic sports shoes industry, it first passed the certification of ISO9000, ISO14000 and ISO8000. In 1993, the trademark was registered in 65 countries when the group was founded.

PEAK started with basketball shoes. Because of its excellent quality, its basketball shoes became famous in China and gradually gained the reputation of "shoe king".

In December 2005, PEAK sports officially accelerated its brand internationalization after more than 10 years of accumulation.

With the NBA China craze brought by Yao Ming, PEAK signed the Houston rockets home to become the first Chinese sports brand to enter the NBA arena of the United States, taking the lead in launching a positive confrontation with the international first-line brands such as Nike and Adidas in the global market.

"Compared with Nike and Adidas, our quality is not inferior to that of them.

Wearing our basketball shoes can achieve good results, feet and not easy to get hurt.

Xu Jingnan said.

While enhancing brand promotion, PEAK has continuously increased its R & D investment.

On the basis of Quanzhou technology center, PEAK has established Guangzhou R & D center, Beijing R & D center and Losangeles research and development center of the United States. The four R & D centers have absorbed 300 researchers and excellent designers from home and abroad, and have developed three invention patents, such as slow shock, gradient dual energy technology and high elastic materials.

In 2014 alone, PEAK launched 705 new footwear products, 1496 new clothing products and 454 accessories products to meet the diverse needs of consumers of different age, gender and temperament.

With excellent quality and high cost performance as support, PEAK's pace of expanding international market has been accelerating in recent years.

Through the cooperation with NBA China, FIBA global, national teams, NBA stars and other strong international sports resources to open up overseas markets, PEAK's "brand export" strategy is getting more and more effective.

"From the internationalization of the name, the management standards, the internationalization of product quality, the internationalization of trademarks, the internationalization of brands, and the internationalization of capital, we have accelerated the internationalization of the market through 10 years of development."

Xu Jingnan said that at present, PEAK has 80 overseas sales agents, and has completed the trademark registration of 180 countries, basically establishing PEAK's global framework.

PEAK has put forward the "three hundred target" of overseas market: that is, to complete trademark registration in 100 countries and regions, and to enter 100 countries and regions in 100 years to achieve sales, and strive to achieve 10 billion yuan in sales within 10 years.

"At present, we have completed the goal of registering 100 countries and regions.

With the introduction of the strategy of "one country and one belt", we will accelerate our strategic objectives.

Xu Jingnan said, looking at Hayes along the line, the two or three line market is everywhere, which is highly coincident with PEAK's target market.

"We have done a lot of work along the road.

Registered trademarks, there are many agents, but also opened a lot of shops.

We will accelerate the expansion of the market along the entire belt along with the national strategy. "

Xu Jingnan said.