Behind The Brand Of PEAK'S Acquisition Of Outdoor Brand OZARK, Are They Moving Closer To The High-End?

In May 28th, PEAK sports CEO Xu Zhihua announced in a letter to all PEAK colleagues that PEAK sports bought OZARK, an outdoor sports brand.

Shortly after the launch of 3D printing shoes triggered a heated debate in the industry, PEAK recently bought another road on the way to buy and buy.

In May 28th, PEAK sports CEO Xu Zhihua in "a letter to all PEAK colleagues" announced the purchase of outdoor sports brand OZARK.

It is reported that OZARK, the Swiss outdoor high-end brand, founded by Swiss outdoor sports enthusiast Hans Shallenberger in 1996, entered the Chinese market in the same year. It is a partner of the Chinese mountaineering team, and has operations and production bases in Hongkong, Shenzhen, Beijing, Shanghai and Hubei.

Occupy the outdoor pit first.

Acquisition has been the main theme of domestic brands in recent years, and PEAK is clearly trying not to lag behind.

It is understood that this is the third acquisition of brand takeover in six months after the acquisition of the brand name king of leisure clothing and the brand of children's clothing.

Some media analysts believe that PEAK's frequent takeover is to pave the way for the return of A shares, and no matter whether it is returned or not, the acquisition has two important implications for PEAK.

First of all, continue to consolidate the strategic layout of many brands.

PEAK has been most familiar with its layout in basketball.

However, in recent two years, besides basketball, PEAK's tentacles have also extended to football, running, campus, children and so on.

As early as 2016, Xu Zhihua has said that multi brand strategy is one of PEAK's options. PEAK will definitely become a group in the future. Of course, the brand level is not necessarily PEAK, but there may be other changes.

Second, seize the outdoor market.

According to the 2016 "China outdoor products Market Research Report" provided by COCA, the total retail sales of domestic outdoor products in 2016 amounted to 23 billion 280 million yuan.

In January 2018, the 2017 annual market survey report of China outdoor products showed that the total retail sales of outdoor products in China amounted to 24 billion 460 million yuan in 2017.

In addition, with the Beijing Winter Olympic Games held in 2022, people in the industry predicted that outdoor sports in China will also usher in an outbreak. The heat of the ice and snow project is bound to go up to a higher level. PEAK's entry at this time will occupy both the outdoor pit and the hot spot of ice and snow.

Choosing OZARK has deep meaning behind it. As a Swiss brand, OZARK has inherent genes and advantages in ice and snow sports.

The acquisition may be seen as an announcement by PEAK in the field of outdoors.

For this, Xu Zhihua said, "PEAK has no layout before the outdoor field, has been looking for the right brand. OZARK as a high-end outdoor brand is more in line with our intention, from the attention to the discussion of the acquisition of the acquisition almost a year or two."

High-end buy and buy alone?

On the way to buy and buy, PEAK is not the first person.

In the past two years, many familiar brands of Chinese brands have collided head-on on many brands and high-end ones.

In the field of outdoor activities, in 2016, Anta announced that it had invested 150 million yuan to establish a joint venture with Tokyo listed companies, Desanto and Itou Tada, to operate exclusively in China (excluding Hongkong and Macao) and engage in the design, sales and distribution business of all categories of products with "Descente" outdoor brand names.

In 2017, Anta announced that its subsidiary subsidiary ANKO and Korea's well-known outdoor brand Kolon Sport completed the establishment of a joint venture.

Lining made an earlier effort. In 2005, he set up AI Gao (China) outdoor sporting goods Co., Ltd. with France AigleInternationalS.A. in the form of cooperation of 50% share interests, and was responsible for production in China.

Promote and sell Aigle brand exclusive outdoor sports and casual wear and footwear products.

In addition, 361 degrees also established a joint venture with Finland outdoor brand One Way Sport in 2013 to obtain its Greater China operation rights.

The above acquisitions and cooperation are only outdoor areas. In fact, the overseas brands of several major sports brands, such as mergers and acquisitions or cooperation, are much more than that.

But in addition to expanding brand categories, we can easily find that most of the overseas brands that they buy or buy are high-end brands. This coincided with the consensus of domestic brands, which is to enhance the tonality and positioning of their brands.

All along, the public's impression of domestic brands is low, but after the successful pformation, brands need to catch up with young people's interest. Therefore, it is imminent to change the image inherent in the past.

Not long ago, Hui Li released the joint price of 999, which is "a power of return" and is also trying to pass water.

The elements will bring the brand closer to the high-end two words.

But selling 520 pairs of names alone is not enough to shake everyone's inherent knowledge.

Similarly, even if the overseas high-end brand is acquired, if the main brand itself does not improve, it can be imagined that the high-end brand will rely on the acquisition of its own brand positioning.

To get rid of this awkward mode, domestic brands need not only to borrow external force, but also to consolidate their strength and work hard in the most basic materials, styles, and editions.

The so-called "strike iron" also needs to be hard on its own. It is not always reliable to rely solely on the high-end way to buy and buy.