PEAK Plays A New Marketing Strategy &Nbsp; Stands Ahead Of The Next Yao Ming.

Question: I saw some specialty stores in Beijing, such as Anta sporting goods store. We have fewer categories. Will we conduct category development?

Xu Zhihua: in fact, we have a very complete category. There are three departments in basketball. We are not only basketball, but also tennis, football and running. But at the present stage, we concentrate on basketball and extend to running and football. The reason is that in the past, we did not have much resources. From the marketing point of view, we concentrated our strength.

After the listing, we have the ability, but we will not weaken the positioning of basketball. Basketball is always our gene. As to why there are so many varieties in Beijing, the reason is that Beijing started from the beginning, and we began to open in Paris and Beijing market. Before Beijing basically did not see our store, now we can see some shops, but the shops are not big enough, the location is small and partial, because we have just entered the city, the market, shopping malls are hard to give you a large area.

We will continue to increase investment in Beijing, but this will definitely require a process. There is no way to open a shop of 300 or 500 like some other places. It will be good to open a 30 or 50 square shop in Beijing shopping mall.

Q: what will happen to the company and industry in the first half of this year? What will happen in the second half of the year? Xu Zhihua: this year, influenced by macroeconomic policy, the uncertainties in the second half of this year are bigger. We are also watching.

After May and June, I tend to be conservative, but not pessimistic. Now I feel that macro policy is beginning to affect the consumption of entities.

The situation in the second half is not good enough to judge.

Question: I am a reporter for the twenty-first Century economic report. The annual marketing cost of PEAK is relatively high. NBA accounts for a larger proportion in our marketing expenses. If NBA stops, which part will we pass on to?

Xu Zhihua: our marketing expenses are only middle level, not high. In this part, the total cost of the sponsorship is 30% - 40%, and the NBA is suspended. As the main sponsor of NBA, we do not want them to stop. But we firmly believe that the NBA tournament will not end because of the suspension. Our attitude will continue to support. Although it may be turbulent, we will share this difficulty with him. We will continue to do well and go deep into it and build a platform for Chinese young players and NBA.

Lok Fu and Mcgee also showed prominence. Although we did not win the championship, we would not put the treasure on someone, and we should focus on some groups.

We believe that NBA can overcome this difficulty. Second, NBA's suspension does not mean that Chinese basketball lovers do not play basketball, do not watch basketball, of course, will cause a short time of concern, in fact, stop, everyone's attention is very high, finally will not really stop, no one knows.

Historical experience has lasted for more than two months, and no one has suffered losses. From our attitude as PEAK's main sponsor, we will continue to invest in basketball and keep PEAK and basketball in a deep and realistic way. We will not change our long-term strategy because of short-term events.

Of course, apart from working with NBA, we also have partners with FIBA and Asia. The world's top two basketball matches, PEAK hopes to further cooperate with them and become their TOP sponsors. We will not change strategies because of Yao Ming's retirement. Because we hope to promote basketball, we will invest more money to help the next Yao Ming. We will do more of this work. Maybe through our efforts, we can produce another Yao Ming, which is also the social responsibility of our enterprises.

Question: basketball theme shop, there is a direction of adjustment, the adjustment is in what areas to adjust, what kind of expectations do we want to achieve after adjustment?

Xu Zhihua: at the very beginning, the theme store is the basketball business department, and also has to pay attention to the business. They naturally build the product structure, special professional shop, its sales, the team that is just beginning to face, and also sell some leisure and fashion products. This positioning is different from our original intention. We have made adjustments. We are not only selling, but also the feeling of brand.

Originally, the business unit was independent accounting, and now it is not independent.

It is still an experimental stage.

Question: our order quantity is increasing and raw material decreasing. Does this affect our future performance?

Xu Zhihua: our mode is to open an order meeting, the price is six months ahead of time, and the price reflects the raw materials for half a year.

As the price goes up, our gross profit margin will increase.

Question: how big is the basketball theme store?

Xu Zhihua: first, business is an independent business. The second is to improve the brand's professional positioning from the perspective of brand perception.

At present, it is the experimental stage. At present, no index has been approved.

Especially in the direction of team and product, still groping.

At the very beginning, we did give the index. Once the index was given, the team was under pressure. Then we wanted to think about things in the East. I think we should try to find out the direction after that, and then we will lock in and give us what we should give.

Question: how can we publicize our official website?

Xu Zhihua: we will increase the publicity of our official website, and we can not do anything about logistics.

At present, e-commerce depends on price war. It is of no value to long-term brand development. Next, we will adjust our e-commerce strategy to become our marketing brand.

Question: Sina micro-blog has pictures of you and your children, will you develop children's clothing?

Xu Zhihua: at present, there are no independent children's clothing stores, and now there are products.

Question: this press conference, I feel the two significant differences, not only the stars, and the introduction of stars, and social responsibility, independent construction, listing this year, two years listed in the past, what is the biggest change of PEAK?

Xu Zhihua: of course, the system is more standardized, and many things need to be carefully considered.

Second, I think, because of the listing, the funds we provide, but the pressure is also great.

When we were not listed, our competitors had no influence on us. Listing, the fluctuations of our competitors seemed to be our problem. It took a lot of time to explain, and we would spend more time on this.

Team building is becoming more and more important.