The homogenization of international competition as a breakthrough in the path, the Olympic was a last resort, and now it is trying in this way farther and farther interviews. Author / Meng Yanfeng
The end of October one morning, flew back from the States of Xu Zhihua Although there is no way around the time difference, but in the Digital Business Times reporter talked about the store opened to the NBA's home when Xu Zhihua conceal mouth laugh, make His reason for feelings of pleasure and Pick NBA star to join another family: Rockets Carl Landry and Timberwolves Kevin Lufkin. There are more than ten NBA players do speak for us, and discover the future may be the next Yao Ming, Kobe Bryant and even the next Michael Jordan. Pick Xu Zhihua, CEO and executive director, said September 29, 2009 Peak in Hong Kong listed on stock exchanges, becoming the Li Ning, Anta Sports, Xtep International, 361 listed after the fifth sport brands. 2008 financial crisis, Peak Sport Products Co. sales of 1.028 billion yuan, compared with 2007 sales of 570 million yuan, an increase of nearly doubled, is rare contrarian strong growth of the company. Xu Zhihua said the financing will be used to refine the product, increasing product lines; in production, research and development, operations and other aspects of enterprise information Pick listing marked increase investment and international capital initially completed, the next step the company should continue to promote international talent and R & D internationalization. Zhi-Hua Xu stressed Peak with NBA, has completed initial international brands, international brands is paving the way for the internationalization of capital, Peak will gradually by the brand internationalization, the internationalization of capital, thus achieving international talent, R & D internationalization, and ultimately the market Internationalization and smug now different, Peak had indeed gone through battle. 2004 Fujian Jinjiang sports brand thanks to a number, however, many of the names are similar, or even last names are with a g word, but are bombarded with ads on CCTV, when peers are dubbed Jinjiang channel CCTV, we were drowned in which no brand, a 'melee', in order to break out of the Peak only to find another way. Xu Zhihua recalled from the locked door to the guest of the NBA players to play forward 2001 Olympic entered a growth period, in the subsequent The two maintained a growth of about 30%, while in 2004 it entered bottleneck, while homogeneous competition to the point of walking melee on the road in Jinjiang City, Xu Zhihua see eyeful are similar sportswear billboard, a bold idea jumped into his mind: by sponsoring NBA star to move closer to the international big brand, they use someone else's red dyed himself, founding a solid brand image side. This bold idea became the starting point for international Olympic However, when Xu Zhihua go and NBA negotiations, they ate a cold shoulder, people ever heard of the Olympic brand. Xu Zhihua not discouraged, things turn for the better in 2005. Pick first with the Houston Rockets star Shane Battier cooperation, hit Peak Logo NBA arena. Thereafter, Peak by domestic media advertising campaign, so getting to know NBA offices in China Peak. At this point, NBA in China's strategy is to deep plowing tier cities, and more than 5,000 stores nationwide Peak, there are 95% of the layout in the second and third tier cities. This is the NBA is undoubtedly a great attraction negotiations go more smoothly now major U.S. brokerage firms competing to please me. Recalled treatment before and after contact with the NBA, Xu Zhihua frustrating and more convinced that the role of the Olympic brand as contract with the NBA's first domestic enterprises have also led to other brands sought after NBA, Xu Zhihua said do not mind such competition. In his opinion, Peak has groped a successful NBA player and Olympic brand operation method. From the initial one ran his NBA players under contract to a large number of players under contract, Xu Zhihua said that then there will be a quantitative to qualitative changes in the Olympic players now choose to build a system, the establishment of a professional team, evaluate all aspects of the quality of the players and potential. It is reported that the team's goal is to find the next Kobe Bryant, as Nike took him before the name of Liu Xiang became uncovered as reported, Pick out the current annual sales of 10% to promote brands, including the cost of signing NBA players, Xu Zhihua feel it is worth it, after all, it led to more than 80% for three consecutive years of earnings growth, he said that the future will be more cooperation with the NBA. NBA next season will be at least 10 Olympic athletes use the equipment, there will be more players using the Pick of the equipment together with the NBA to Peak in performance has been greatly improved. 2004 and 2005 the growth rate is 50%, while in 2006 reached 80%. Pick of the plan is to open each year in the five years 1000 stores, including Beijing, Shanghai will open 80,100 stores each, but do not give up cultivating a pair of shoes tier cities rose to $ 99 from $ 18 overseas strategic stability with Yong After the domestic market started the brand, Peak are not satisfied with the status quo, began to test the waters overseas sales. However, compared with the domestic and vigorously expand, Pick stores in the international market is still pitiful. It is understood that more than 70 countries around the world Olympic has more than 100 stores, there is no system of operation, overseas market is still using a marketing budget Xu Zhihua China market caution is not without reason, he admits in this regard received stimulus In 2002, Xu Zhihua tour to the United States to participate in exhibitions, a pair of basketball shoes, wholesale price $ 18, while a booth next to a Chinese shoes only $ 2.2 Xu Zhihua business did not do, instead get a lot of dirty looks, giving the impression that cheap Chinese-made , $ 18 Peak shoes few people interested, the dealer sent me kicked out. Xu Zhihua on this experience unforgettable. Now we give the channel a proxy price at between 60-80 U.S. dollars, has been out of cheap Olympic stage. It is reported today in the United States, a pair of NBA Pick signature shoe purchase price is twenty or thirty dollars, the retail price is $ 99 with the brand influence gradually expanded, Peak will set aside a marketing budget to promote the international market in the world, set up a sales office. Today Pick of income, only 10% of export earnings, Xu Zhihua said that the current number is not important. Enhancing basic skills first, naturally fall into place. Xu Zhihua force to focus on overseas markets Pick timetable set at the layout after three years starting from the soft underbelly of talent, research and development building in the Olympic international defender layout, Xu Zhihua the talent and R & D on the most important position, he realized that the only R & D and talent to achieve international, can really make a foothold in the international market Peak in the global layout development! through research, found that the United States basketball shoes Zhihua R & D capability the strongest, the Italian sportswear strongest R & D, We need to develop a faster, higher starting point, we'll go where the strongest country, hired well-known designers, so that the product itself is already internationalized. talent has been private enterprises, especially domestic family business weakness. On international talent, Xu Zhihua very clear, no talent support channel expansion is very dangerous. In the last half, Pick recruited more than 100 students as nike shox roadster womens
a reserve cadres. Must attract more talent come from finance to research and development, to sales, we launched worldwide recruitment, please headhunters and friend. Xu Zhihua said or have difficulty integrating different cultures, but as long as a unified identity corporate culture, different cultures will naturally complement Pick of international journey has just begun, when the publication nike shox turbo 12 uk
in late October interview with Xu Zhihua, the Pick of the year's tasks have been completed, next year's orders have been received, according to his forecast, this year there will be more than 50% growth. Asked five-year goal, Xu Zhihua no secret of his ambition: to break from the current 3 billion yuan to 100 billion yuan.