PEAK Gets Good Results.

With China Sporting goods market The recovery of China's leading sports brand, PEAK's 2014 earnings report, is booming, with profitability reaching the best level in the last three years. The report shows that operating income increased by 8.7% to 2 billion 840 million yuan in 2014, of which overseas market revenues rose 22.5% to 650 million, accounting for 23% of the total turnover.

More attention than performance growth is that PEAK's profitability is improving. Gross margin increased by 16.4% to 1 billion 70 million yuan, gross profit margin increased 2.5 percentage points to 38%, net profit increased 31.3% to 320 million yuan, and net profit margin increased 2 percentage points to 11.3%.

"In the environment where China's sporting goods market tends to be professional and subdivided, we can get better returns only by making products more serialized, more specialized and closer to consumers." PEAK sports CEO Xu Zhihua said, "PEAK's 2014 double harvest in the domestic and foreign markets and achieve the best profitability in 3 years will help us to realize" PEAK's confidence in becoming a professional, people oriented and popular international brand ".

　　 Market flatter is closer to consumers.

In an increasingly diversified society, consumers also have a variety of needs, which also puts forward higher requirements for enterprises, and needs to provide consumers with faster, more intimate and more comfortable services. In order to better understand the needs of consumers and enhance the shopping experience of consumers, PEAK has made a series of optimization from sales channels to terminal services in the past two years.

Among them, the core is PEAK's flat strategy in the sales network. On the one hand, we should increase the number of distributors and the number of retail outlets directly operated by distributors, so as to reduce intermediate links and speed up the understanding of market demand changes and product circulation speed. At present, the number of PEAK distributors has risen from 66 in 2013 to 88, an increase of 33%. The number of sales outlets directly operated by distributors is 36.3% of the total number of outlets. On the other hand, PEAK has optimized the network management of distributors and retail outlets through the information system. It has improved the mastery of channel inventory, terminal discounts and market demand, and accelerated the adjustment of goods, replenishment and replacement.

In terms of channel operation, PEAK has taken various measures, including continuous integration of smaller and inefficient sales outlets. As of December 31, 2014, PEAK sales outlets were reduced to 6004, but the average area of its retail outlets increased from 79.1 square meters in 2011 to 90 square meters. Through the more internationalized, more convenient seventh generation brand new store image, we upgraded the terminal store image and product display brand, enabling consumers to enter stores to have more choices and better entry experience.

"PEAK hopes that through this series of measures, consumers can not only see products that satisfy their needs while shopping, but also have more choices and get the fastest product at PEAK," he said. Xu Zhihua said.

　　 The product series designers are very competitive.

The professionalism and cost performance of products have always been the obvious labels of PEAK products. With the demand of individuation and diversification for the young consumer groups, PEAK is also meeting the needs of today's consumption through in-depth market research, product diversification and product design research and development integration.

In 2014, Peak Through various landing market activities and online digital platforms, professional product personnel are sent to the field to conduct in-depth consumer research and online solicitation, allowing consumers to participate in product R & D and design, and realistically understand consumers' needs and preferences for products.

At present, PEAK has opened four major product R & D centers in Quanzhou, Beijing, Guangzhou and Losangeles, employing 224 research and design personnel. In 2014 alone, 705 new footwear products, 1496 new clothing products and 454 accessories were launched to meet the diverse needs of consumers of different age, gender and temperament.

Meanwhile, in 2014, PEAK reorganized the four major R & D centers according to key projects. Each R & D center is responsible for a series of shoes or clothing products of one or every major sport item. This not only effectively strengthens the professionalism and uniformity of shoes and clothing products, makes the story of package products richer and more complete, but also promotes the single store revenue. According to the earnings report, the average performance of PEAK's authorized retail outlets in China increased by 9.3% in 2014, and the average turnover per unit retail area increased by 5.3%. The operating efficiency of retail outlets continued to improve.

　　 International mainstream market points to double sales in Europe and America

In the 2014 PEAK earnings report, it is easy to see that PEAK's overseas market revenue has become a bright spot. As PEAK continues to intensify its efforts in attracting investment in the blank market, it will consolidate the advantages of overseas markets. In 2014, PEAK's overseas sales reached 650 million, accounting for 20.4% of its total annual turnover from 20.4% in 2013 to more than 70 in the world. Among them, the European and North American markets are growing rapidly.

According to the report, the turnover of the European market doubled from 4.8% of the total turnover in 2013 to 10.3% of the total turnover this year, making it the largest market for PEAK's overseas income. Although the North American market accounts for only 2% of the total turnover, it has increased by 30.7% compared with 2013. "The European and North American market has always been a difficult market for Chinese clothing brands to enter. In 2014, we have achieved such a good result in these two markets, indicating that PEAK's products have gradually been recognized by overseas markets, and the brand value has begun to be recognized. Xu Zhihua said.

The success of PEAK's overseas market is due to the effective utilization of overseas resources. In the 2014 FIBA Basketball World Cup, PEAK was the first and only Chinese sports brand to appear in the first FIBA Basketball World Cup. Not only did it officially appear in Spain as an official partner, but its sponsorship of Serbia men's basketball team was a runner up in the history. The Prime Minister of Serbia also presented the Serbia men's basketball uniform made by PEAK as a gift to the visiting Chinese leader as a gift to the world, so that the brand value of PEAK was maximized. And PEAK's leading star, NBA champion and all star player Tony Parker, promoted PEAK's sales in Europe and North America to a large extent. Up to now, PEAK has signed 8 NBA players including Tony Parker, as well as 22 tennis international stars. At the same time, it has become the partner of FIBA and WTA, the two largest international sports organization in the world. In addition, it sponsored 8 National Basketball associations such as Australia and Germany. PEAK has become the most abundant international sports brand in China.

"In 2015, PEAK will continue to target overseas emerging markets and other blank markets, and promote local sales through international sports resources and regional sponsorship. In this way, the proportion of overseas sales of PEAK will further improve, and the next step will be PEAK's brand upgrading and market internationalization. PEAK sports CEO Xu Zhihua outlook.

　　 Making friends with young people, using social media to enhance sense of participation

"After 90" has gradually become a mainstream consumer group. How to impress them and communicate with them has become our new topic. Through our series of research, 90 people are more accustomed to starting from individuals, and enjoy emotional communication through social media platforms. Xu Zhihua analysis said, "combined with these characteristics, PEAK began to change the way of communication, no longer simply through the 1 platform to inculcate communication, but more use of digital platform, with these young people emotional communication, and they resonate."

In the past year, PEAK's official micro-blog and WeChat have won online awards and topics. At the same time, PEAK also set up a Peak Sneaker Club and running group through the digital platform, providing an exchange and communication platform for basketball shoes and running enthusiasts. In addition, in the product and brand marketing, PEAK began to strengthen the topic of implantation and cross-border marketing. In the past, the prime minister jerseys and their shoes, which were built on micro-blog, can not be dishonored. The topic has attracted the attention of netizens. The topics are 160 million and 42 million respectively.

　　 The national fitness policy is the 5 trillion market beckoning.

In 2015, under the background of the new urbanization plan and domestic demand economic growth, the sports industry will take advantage of the national strategy of national fitness and give full play to its advantages, and further accelerate the entry into various popular and emerging market segments to achieve excellent growth. In October 2014, the State Council promulgated the "opinions on accelerating the development of sports industry to promote sports consumption", which aroused strong repercussions in the sports industry circle. The "opinion" has upgraded the national fitness into a national strategy. It aims at strengthening the people's physique and improving the health level as the fundamental goal, and supporting the sports industry as a green industry and sunrise industry. It emphasizes the need to reform the market and to be active in the market.

"With sports becoming more and more people's life hobby, Chinese sports population Their demand for professional sports equipment is also increasing. The introduction of the new sports policy will speed up the development of mass sports and promote the consumption market of sports goods. Xu Jingnan, chairman of PEAK sports, said, "PEAK believes that the new policy of the state is a major system guarantee for sports and related derivative industries. The sporting goods industry will have a large market of 500 million sports population in the future. The vigorous development of sports organizations and clubs at all levels, the greater coverage of sports facilities, and the rapid promotion of free public venues will create strong and stimulating demand for sports goods.