NBA shut down and Yao Ming did not seem to affect the retirement NBA star NBA China's enthusiasm. Shortly after Kobe Bryant and Durant starring to leave China, a team of eight NBA stars, led by Jason Kidd, the NBA super champion Dallas Mavericks, arrived in China. This massive interactive marketing campaign is Pick 's sixth player in China.
"Pick the number of players we have signed current visit to China is only part of the spokesmen." Pick president Xu Zhihua said:. "As a company committed to become a world brand sportswear enterprises in China, integrating international sports resources is our goal."
Deep plowing NBA:
Sports marketing expensive in one
Under the co-sales of many NBA stars, Pick became the best-selling brand in the Chinese basketball shoes market. As of the end of 2010, Pick's authorized retail outlets in China are located in first-, second- and third-tier cities in China with more than 7,000 outlets. Recently released nineteenth session of the Chinese market, product sales statistics show that Pick once again won the 2010 annual "basketball shoes" category market share of the first place. This is the third consecutive year Peak has Nike , Adidas and other international brands, topped the list of Chinese basketball shoes market.
Peak sales in the first half of the same outstanding performance, according to August Pick released in the first half of 2011 earnings data show that, as of June 30, Peak sales amounted to 2.26 billion yuan, up 24.7% over the same period in 2010; gross profit margin over the previous year Over the same period increased by 2.2% to 39.9%. Affected by this, Pick in the first half gross margin reached 900 million yuan, an increase of 32.0% over the same period last year, the growth rate higher than the market average. Goldman Sachs and Credit Suisse respectively maintained their "Buy" and "Outperform" ratings. In the spring of 2012 orders, the effective order amount of Peak harvest increased by 20.2% over the same period of 2011.
Not only in China, Peak has rapidly grown into a leading international sports brand with the help of NBA, FIBA, Houston Rockets' market partner, and the global influence of its endorsers such as Kidd, Shane Battier and Carrefour . By the end of 2010, Peak products have also been exported to more than 80 countries on five continents in Europe, the United States, Asia, Africa and Australia. In some regions, such as Lebanon, the market share has squeezed into the top three. In Pick's first half of 2011 total sales, 13% from overseas markets, an increase of 4 percentage points over last year.
Its international strategy won the first battle. In February of this year, Peak formally established a branch office in Los Angeles, the company responsible for Peak sales in the United States and the global market. "In-depth brand internationalization, promote Pick become the world brand, Pick the historical mission as a national brand," Xu Zhihua said.
Currently, basketball shoes and apparel products developed and designed by Peak R & D centers and R & D centers in China have been put on shelves in many U.S. sports shops. The price of more than 100 US dollars for the Peak Star commemorative shoes, Nike and Adidas in the price of similar products. The average price of about 70 US dollars Pick products, by virtue of its excellent cost advantage, once listed by the local consumers.
This makes the previous Olympic brand is not a cold international distributors also moved. Some internationally renowned event agencies and distributors began to take the initiative to contact Peak. After the NBA All-Star Slam Dunk Contest, two players from the NFL of the United States found Pique, hoping to endorse their baseball and jointly promote baseball. As many as nearly 10 international distributors, also began to discuss with Pico sales agent . Hsu Chih-hua said Pick's plan to bring the number of NBA stars to 20 at the end of this year will rank among the three international brands with the largest number of NBA players (the top two are Nike and Adidas respectively). "I hope to find the next Kobe among these players, or the next Yao Ming, to make the Pick brand a favorite of more consumers around the world."
Based on basketball:
Peak insisted that "the world brand"
However, basketball is not all about Peak. After gaining a firm foothold in the basketball market, Pick began planning to capitalize on the successful experience in the field of basketball and expand into all sports such as tennis, running and football.
October 2010, Peak official website announced WTA contract with the International Womens Professional Network, becoming its official partner in the Asia Pacific region. During the cooperation with WTA, Pick will acquire the franchise rights to manufacture, sell and promote the WTA and Pick & Co-branded apparel series and will develop clothing, footwear and other products for players.
In the meantime, Pick also signed young tennis player Olga Gretsov as its spokesperson. "Our Sports Medicine and Technology departments will help Peak make new brand new tennis products." Faris, managing director at WTA Asia Pacific, said WTA will help Peak accelerate its internationalization and specialization faster.
Although WTA Asia Pacific is not top tier touring event, it will be the basis for Peak to enter the tennis market. Xu Zhihua frankly, like the original NBA contract, the alliance WTA is to enhance Peak's brand image is another new starting point for the internationalization strategy. "The professional WTA will help Pick to develop a world-class tennis product line, and getting women's tennis to the tennis market gives a quicker response."
This kind of play and exactly the same into the NBA. Prior to entering the NBA, Pick sponsored basketball labels by sponsoring China's CBA champion team "Bayi" and China MVP Liu Yudong. Then Peak and through the signing of the Greek national team, the European Basketball All-Star Game, FIBA ​​Stankovic Cup Intercontinental Basketball Championship, etc., set a professional basketball equipment supplier's image.
It is thanks to excellent performance in the Chinese basketball and European basketball events, only then was unknown in the Olympic pass beat other stronger sports brand, become the strategic partner of the NBA, in order to achieve in the basketball market Continues to lead.
It now appears that Pick's choice to start tennis into the All Sports market is undoubtedly betting on the treasure. With China's top tennis player Li Na winning the French Open, the commercial value of Li Na and his representative tennis in China soared. China tennis market ushered in the golden period of development.
"No specialization of the product, there is no internationalization of the brand." Xu Zhihua said the next step, the Olympic capital has been achieved as the international hard-working basketball market, to open up tennis, running, football and other potential markets, to market International Goal of progress. "Our goal is to raise sales to 10 billion yuan within the next five years, ranking among the top international sports brands," he said.
Peak distinctive marketing strategy, making it a "Chinese sample" of integrating international resources!
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