Xu Jingnan Tells The Secret Of PEAK Sports Marketing

A few days ago, PEAK's TP9 generation was selected as the "top 10 best sports shoes of 2014" selected by the famous American tennis shoes website. Since then, "China is the strongest." Basketball shoes The topic of "making praise for China" has aroused heated debate in micro-blog, and tens of thousands of fans have participated in the discussion. Nearly thirty million of the reading volume not only confirms PEAK's status as the dominant player in domestic basketball shoes, but also indirectly shows that the attention of sports industry among our nationals is rising rapidly.

Sports investment fever has been in our country for a long time. Sun Guang Xin After winning the CBA's richest 12 years, Zong invested in Manchester United, Ma Yun with 1 billion 200 million huge stake in Hengda, indicating that the sports industry has huge business opportunities behind him. Even so, it is still a new industry in our country. In October, the State Council issued the "opinion", which pushed China's sports industry to the climax of development. More and more investors set eyes on the sports market. What kind of marketing is most concerned by consumers? What kind of marketing platform is most suitable for itself? What kind of transmission way is the most effective? What are the future trends of sports industry? These problems have plagued the overwhelming majority. Sports Investor. With these questions, reporters interviewed Xu Jingnan, chairman of PEAK group, to see how he solved these marketing problems.

　　 Reporter: in October this year, the State Council issued "opinions", vigorously developing China's sports industry, and entering the golden age of sports industry. Facing the sports market five trillion digging gold mines, as a veteran of the deep ploughing sports market for many years, you must have different views. How do you understand the development trend of China's sports industry?

Xu Jingnan: first of all, competition in the sports market will become more and more intense. From a macro point of view, the government's strength and the popularity of sports investment market indicate that the sports industry will make great progress in our country. An industry is becoming more and more popular. It will be more and more intense market competition. Since ancient times, the survival of the fittest is the law of competition. In the future, the sports market will be thoroughly rectified. The best companies will become bigger and bigger, the products will become better and better, and the factories and bad products will be phased out.

Secondly, the sports noumenal industry will develop rapidly and drive other related industries. With the increase of per capita economic income, people's demand for fitness, entertainment and leisure is bigger and bigger. At this time, the introduction of "opinion" may prompt the rapid development of China's Noumenon sports industry, especially the development of the three big balls, and the related industries and other industries including sports goods industry will also develop rapidly under the impetus of the sports noumenal industry.

Thirdly, China's "intelligence" will lead the development of sports goods industry. Compared with the depression of sporting goods market a year ago, the sporting goods industry is developing rapidly. But on the whole, China's sports products are still lacking in independent development and design ability. The technology content of products is not high and the added value is low. In the past two years, the topic of "made in China" and "smart" made in China has been very heated. It is foreseeable that in the future, "intelligence" will also become the development trend of Chinese sporting goods.

Finally, the sporting goods market will be more and more refined. At present, the consumer demand for product specialization is becoming more and more stringent in the consumer market dominated by the 1990s. This has led to the increasing refinement of China's sporting goods market. For example, we have made new plans in terms of style and function in shoes and clothing products. Although this subdivision is still not obvious, it will continue to extend to this trend in the future.

　　 Reporter: as an internationally famous sports brand, PEAK has a high market identity in foreign countries, but also has considerable popularity in China. What do you think is the best sports marketing platform in the country? Why?

Xu Jingnan: there are many excellent sports resources both at home and abroad, but how to choose the most suitable resources for the current stage of development is the most important.

Every enterprise has different marketing strategies at different stages. Ten years ago, when PEAK signed CBA, it took the route of "China's first basketball brand". CBA has a high degree of concern in the field of basketball in China. So for PEAK, CBA is the best platform in China. Later, PEAK ended cooperation with CBA, and Anta Lining followed suit. It also showed the accuracy of PEAK's vision. Later, he started looking for new strategic partners because he started the internationalization strategy in an all-round way. At this point, naturally targeting NBA resources. After seven years of cooperation, NBA China has brought PEAK not only to promote PEAK to the international market, but also PEAK's innovative NBA marketing + star + TV broadcast marketing mode has become a marketing model that other Chinese brands are trying to imitate. At that stage, NBA China is undoubtedly the best domestic platform for PEAK. However, NBA China is a regional resource after all. To develop internationalization, we must break the barrier between the state and the state and start from the international resources. Therefore, PEAK has chosen WTA and FIBA as the top international competition resources.

　　 Reporter: a few days ago, PEAK's TP9 generation was named one of the top 10 best sports shoes in 2014 by Weartesters, the famous tennis shoe website of the United States, and it sparked heated debate on micro-blog. So what are PEAK's options for choosing platforms and media?

Xu Jingnan: with the development of the entire media industry, the sports media circles have also undergone tremendous changes. In the past 10 years, the sports media have gone down, the radio has been warming up, the television media has been flourishing, and the network media has developed rapidly. At the same time, the rise of the new media provides a variety of platforms and terminals for sports broadcasting. But the data show that 98.1% of the people still watch the game through the TV media, but more than 4 of them will use other platforms to supplement them. Therefore, in such an era of diversified development, communication should also keep pace with the times and diversify.