Global Expansion Of PEAK Chairman Xu Jingnan

PEAK has been walking for 18 years from proposing the creation of an international brand to accelerating the internationalization of the market.

What makes them so persistent? Why do they choose basketball? Let's listen to Mr. Xu Jing, chairman of PEAK group.

Chairman of PEAK group

(hereinafter referred to as "Xu"): since its foundation, PEAK has established a purpose of creating an international brand.

Based on two considerations, one is the inevitability of economic globalization. We have to build a century old enterprise, so we must integrate into the world and enter the world.

Another important thing is China's reform and opening up. We believe that through reform and opening up, China will inevitably bring strength and strength, and the demand and desire for international brands will be high.

Reporter: in the process of internationalization of PEAK, many internationalized talents have been launched. How do these internationalized talents integrate into PEAK culture?

Xu: it has been 18 years since we proposed to create an international brand to speed up the internationalization of the market.

We have gone through four stages, or four milestones.

First, PEAK was formally established in 1989. We started from the manufacturing industry and focused on basketball shoes.

In 1991, we put forward the idea of making international brand.

In order to become an international brand, we have done five things. From the internationalization of the name, we changed the original Feng Deng brand (Sino foreign joint venture Quanzhou Feng Deng Shoes Co., Ltd.).

In order to enter the international market.

The second step is that we manage the standards and internationalize the product quality standards. To be an international brand, we must first integrate into the international world. So we have to integrate the management standards into the world. Since 1993, we have introduced the ISO900 (quality management) system, and we have done 14001 environmental protection system. Now the company has introduced a system of 8001 quality safety, including social responsibility.

These measurement standards and management standards laid a foundation for the development of enterprises.

The third thing is the internationalization of trademarks. To make an international brand, first of all, we must get the recognition and protection of various countries. At present, PEAK has completed the registration of more than 180 countries.

Finish

After that, we began to brand internationalization.

We know that to be an international brand, we must establish cooperation with international high-end organizations. We have become the official partner of NBA, FIBA's global partners, WTA partners, and signed 9 basketball teams from all over the world, including Serbia, Montenegro, Germany, Iran, Lebanon, Africa, Cameroon, Oceania, new Zealand and Australia.

Through the broadcast of world-class competitions, our brand has also been brought to the world.

We are also cooperating with the 7 National Olympic committees, including New Zealand, Algeria, Jordan, Iraq, Slovenia, Lebanon and Cyprus.

During the 2012 London Olympics, our Olympic team won 7 gold medals, 5 silver medals and 7 bronze medals.

June 2012, gathering the world's fighting spirit "- PEAK sponsored the seven Olympic Games delegation's equipment handover and Olympic strategic conference held in Beijing.JPG

At the same time, we have worked with NBA6 clubs, rockets, spurs, heat, bucks and nets, including the Canadian raptors in Toronto.

The first time a Chinese advertisement appeared in NBA was PEAK. At that time, many people asked me why I want to make Chinese advertisements. We think we need to be Chinese brands in Chinese.

We also signed twenty NBA players, and 6 consecutive NBA athletes won the NBA championship. They won two NBA Championships from Vujacic, Artest, Jason Kidd, Battier, Tony Parker and Battier.

This year we signed Howard again, and now we have signed a Lakers' Luis Williams.

PEAK has absorbed a large number of international talents in the world, including our agents, investors, partners, spokesmen, etc., and there are many overseas talents.

PEAK put forward the concept of "one family". When you join PEAK, we are a family. They also agree with this concept.

Their participation will also bring different international thinking to PEAK, and give different suggestions to PEAK's brand marketing.

Another important point is eq.

We can make friends first and then do business.

The contract we signed with Toni and Parke is our business relationship, but we are familiar with his family. I invited him to my home as a guest, and we will give him the greatest support in some of our plans and activities in life.

Reporter: what are the core technologies of PEAK?

Xu: we have many patents on basketball shoes, first of all, a technology of three level slow shock is better.

We should use high elastic material, shock absorption, and hard support to use the carbon material.

Our sports shoes can help athletes get good grades and reduce their foot injuries. This is our biggest commitment.

So athletes who wore PEAK shoes in recent years were not injured.

Reporter: what kind of role will PEAK play in the international market in the 2019 World Cup?

Xu: we must play a driving role. We hope that China's basketball will develop.

Of course, the Chinese team and our sponsored Iran team, we certainly hope that the Chinese team will win.

We will try our best to push China's basketball team to maintain the leading position in Asia.

We also introduce hundreds of games every year and participate in mass sports, including competitions and training of clubs in some places.

Through organizing international professional events, basketball, football, tennis and other project training, in-depth sports services, the construction of PEAK sports industry ecosystem, to accelerate the strategic upgrading of single sports goods manufacturing enterprises to professional sports service enterprises.

Reporter: now the development trend of the sports industry is very good. In 2025, the scale of China's sports industry will reach 5 trillion.

In the 10 years and 5 trillion goals, PEAK's internationalization will be divided into several steps.

Xu: we will promote international expansion based on the Chinese market and drive the Chinese market with international expansion.

On export, we put forward a "three hundred" target: one hundred countries (complete registration) target; second "one hundred" is to sell in one hundred countries, this goal can be completed in 2016; export 10 billion, we also need to do a lot of landing work.

In the early stage, the five continents basketball match in the world, including the Olympic Games and the world cup of basketball, has been well known in the world, through the European Championships, non brocade matches, and the world's five continents basketball match.

Now what we need to do is to land and cooperate with the local dealers to do the landing.

This time I went to Iran, and I mentioned to my customers in Iran that we could open 200 stores in three years to reach 100 million RMB sales.

Because there are about 80000000 people in Iran, more than 30 provinces and ten shops in a province.

Our products have already been recognized by the local people, and now we can do it more deeply.

Reporter: will PEAK consider setting up investment funds in the main business?

Xu: PEAK has two businesses. In terms of family business, we will have investment in asset management and real estate to achieve higher economic benefits. Listed companies are our main businesses. In this regard, our most insisting point is to make international brands.