Xu Jingnan, Chairman Of PEAK Group: Sorry, Yao Ming Is Not Wearing PEAK Shoes.

Yao Ming did not wear it.

I have been reflecting that the quality of Chinese brands including PEAK has been no less than that of international competitors over the years, but why not win global attention?

Our bruising is: Although there are brands, but lack of internationalization elements.

In response to this bottleneck, our enterprises are also actively taking action.

The simplest way is to register a brand overseas and take it back to the country. In addition, it is to set up factories overseas, but in the sporting goods industry, there is no way for companies to go further, because eventually they will return to sales based on brand value.

Where is our brand?

Internationalization can not be speeded up.

I can say no exaggeration that PEAK is the first brand to take the internationalization strategy.

Fortunately, we have not only fallen on the difficult journey of internationalization, but also stood in the United States and listed in Hongkong.

Some people say, "why does PEAK not rank as Lining and Anta in the domestic market?" my explanation is that competition in any industry should be put in 30 years, 50 years or even 100 years.

The strategy of PEAK is very clear. It is better to slow down some rhythm in order to cultivate internationalized elements, which is the sustainable development in the future.

What did we do in the first 20 years? We implemented five basic work in two stages.

The first stage includes the localization of brand internationalization and the improvement of management standards.

The original intention of our enterprise was to make Nike shoes for OEM, but it didn't come true. Later, we looked for orders, but because we had no brands, we were required to pay the deposit.

In order to survive, we were forced to create our first brand, Feng Deng brand.

But we found that competition in China was homogenized at the very beginning.

At the end of life, we decided to change the brand. PEAK came from this, which means that we should match Nike.

From the point of positioning, since we are strong in basketball shoes, we should focus on professional basketball equipment and be a champion in the field of subdivision.

At that time, we proposed to intervene in the core basketball tournament NBA, many people do not believe it.

To match Nike, we need to internationalize quality standards.

We carried out ISO9000 certification, and later carried out ISO8011 certification.

On the one hand, it guarantees the quality of PEAK products in line with export standards, and lays the foundation for landing in the US.

"Internationalization" is a fashionable topic in today's business world. However, most of the enterprises have a tendency to utilitarianism.

The fact is that we can export products, but we can not export the brand. We still need to bow to the international rules of the game and start from the foundation.

Complex environment is normal.

In order to internationalize Chinese brands, three points need to be done in Europe and the United States: standing, standing, and founding.

This is also the three basis for our second stage, namely, striving for "identity cards" in Europe and America, striving for the popularity of influential figures and striving for the globalization of enterprises.

We insisted on registration for 15 years in the United States. We went through the process of rejecting the application from time to time, and then prosecuted. Finally, we got the certificate in 2009.

It is hard for Chinese brands to land in the United States.

Attracting European and American consumers, our strategy is celebrity effect.

The first step is to get involved in NBA and sponsor the stars.

NBA is the core competition of global basketball, and it is a marketing market that attracts people's popularity.

The Americans and Europeans began to notice the existence of PEAK. They began to believe that PEAK could be accepted by NBA stars who were worth tens of millions of money, which proved the value of PEAK.

Therefore, in the international operation of Chinese brands, we must consider what your ultimate market demand is.

Europe and the United States to fully accept a brand, will see this brand production company.

If PEAK is still a closed company in China, it will hamper the understanding of consumers in Europe and America. This is why we finally choose to go public in Hongkong with more capital.

In this way, European and American consumers can also be our stock investors.

At present, most enterprises attribute the development problem to the consumption downturn caused by inflation and tighten the money supply.

PEAK has also undergone four macro adjustments and controls, and every result is tight money.

However, we still insist on creating an international brand and our confidence remains unchanged.

The reason for our revenue growth in the first half of this year is 24.7%, because our international elements have opened up new consumption space.