Xu Jingnan: 2014 Will Launch A New Offensive In International Marketing.

As the vanguard of the internationalization of China's sports brand, PEAK sports has begun to act - Taking the new year's Eve video of times square as an example, and launched a new international marketing offensive. Recently, a reporter interviewed Xu Jingnan, chairman of PEAK group.

　 Reporter: at the beginning of the new year, we saw that PEAK put a new year's advertisement on the New York Times square, and paid a new year call to the people from all over the world with international stars. This is a relatively new marketing way. How did you think about it?

　　 Xu Jing Nan As we all know, New York Times Plaza is known as "the crossroads of the world". It is a must for all the world's major brands. You can also see that many international brands are advertising there, and the results are quite good. As a company dedicated to creating an international brand, if PEAK wants to make a difference in the global market, it must adopt an international way to let more world consumers see PEAK's confidence and determination in internationalization. After 25 years of accumulation and preparation, PEAK has completed the internationalization of its name, trademark, management standard and capital. Next, we will continue to upgrade the brand and the internationalization of the market. The 2014, known as the sports year, will be a great opportunity for sports brands to introduce the world's brand, display their strength and expand the market.

　 Reporter: what preparations did PEAK prepare for the 2014 sports year?

Xu Jingnan: PEAK has two stores in the United States, and has opened PEAK R & D center in Losangeles, one of the four largest R & D centers in the world, and has dozens of agents in Europe and South America. Parke, a proud basketball player in France and Europe, has joined PEAK global spokesmen. In addition, PEAK's star basketball shoes Parke TP9, Hill GHill3 has been named the top ten basketball shoes of 2013 and the most surprising basketball shoes. PEAK tennis golden flower Voss Cobo Ieva's fashionable tennis dress is also praised by the world's authoritative fashion media as the product that affects the trend of the world's fashion. This means that PEAK has gained the recognition of the mainstream consumer groups in Europe and America in terms of R & D capability, market expansion capability and product competitiveness. This gives us confidence in further increasing international investment. What we need to do next is to let more people know PEAK, more distributors to sell PEAK, and more consumers to buy PEAK.

　　 Reporter: why should the force be chosen in 2014?

Xu Jingnan: large-scale sports events are the best stage for international brands to display their strength, and they are also important moments for sports brands to determine their professional and leadership positions. 2014 is a rare sports year. At the beginning of the Australian Open Contest, followed by the Sochi Winter Olympics, the NBA all star competition, the FIFA football World Cup and the FIBA world cup basketball tournament are being held in turn. One of the top international competitions will be held in turn. PEAK will participate in all the top events in the year. We are partners of the New Zealand and Slovenia delegations of the Sochi Winter Olympic Games, the official partners of the FIBA Basketball World Cup, the official market partners of NBA, and the official partners of the Miami team, and so on. PEAK's delegation, national team and athletes will be exposed throughout the year, and brands and products will naturally get the best publicity opportunities.

At present, sports in China have been challenged for more than 3 years, and the whole industry has changed. The trend of the future is that the strong brands will become stronger and stronger, and the weaker brands will gradually be eliminated, and the resources and markets will further concentrate on the dominant brands. PEAK now has the most international resources and best overseas sales results. Our resource advantage is very obvious. If we seize the advantage to achieve "world resources for our own use", PEAK will take the lead in brand competition.

　　 Reporter: PEAK. international marketing What is the difference between the new offensive and other brands?

Xu Jingnan: this time PEAK launched the new offensive of international marketing, because we have done a solid international foundation work. At present, PEAK's products and brands have entered more than 80 countries and regions all over the world, and are the top Chinese sports brands in overseas markets. Next 2014, PEAK will focus on the development of new social media. Now tweeter and Facebook are the most popular ways of communication among young people all over the world. PEAK will then open the exclusive personal Facebook pages of brands and athletes. With the continuous international competitions and sports fans all over the world, PEAK has to go deep into the social circles of young people around the world to become the source of the topic of young people and integrate into all people's sports activities so as to transform from a "Chinese brand" to a "international brand" from a consumer level.

In addition, PEAK will make use of the global e-commerce platform to expand the market with e-commerce. With the expansion of the international electricity market, there is still room for us to dig. In the past, our resources are too scattered, often foreign consumers like a product but can not buy the situation. Now we integrate the global resources, there will be a unified PEAK electric business platform in the future. Consumers all over the world can test the latest technology products in PEAK's physical distribution stores in the world, and we can also buy PEAK products on this professional e-commerce platform.

　　 Reporter: Peak 2014 what are the objectives of the new international marketing offensive?

Xu Jingnan: the actual situation should be determined according to the results of this year's operation. However, we already have a complete plan for overseas operations. At present, we have put forward the "three hundred goals", and a "hundred" is the registration of 100 countries, which we have achieved. At present, PEAK has registered trademark in more than 160 countries around the world. Another "100" is to sell PEAK products in 100 countries and regions. This goal will be achieved in the next three years, and the last 100 will be 10 billion yuan in ten years. Now China's position in the world is constantly improving, and Chinese brands will surely become a new force in the global market. It is only a brand new start for international stars to wear PEAK equipment at the crossroads of the world.