China Sports Brand PEAK All American Flagship Store Opens Ceremoniously

While most Chinese sports brands are still worried about high inventories, PEAK, which is committed to becoming an international brand, has begun to lead a new wave.

The morning of February 16th, us time. China sports brand PEAK The US flagship store opened in Melrose street, West Losangeles's Hollywood, marking the formal entry of PEAK into the world's largest sporting goods market, and began competing with international sports giants Nike and Adidas.

This is PEAK's leap towards its international brand goals. Previously, the basketball brand, the core DNA, has been successfully listed in Hongkong through cooperation with top international competition agencies NBA, FIBA (FIBA) and WTA, and gradually achieved brand internationalization and capital internationalization.

Su Shulin, deputy secretary of the Fujian provincial Party committee and governor of the United States, and Carter, director of NBA international business development, are visiting the United States. West Phu, together with PEAK group CEO Xu Zhihua and general manager of PEAK branch of America, cut the ribbon for the new store. "I am glad that PEAK has taken a solid step towards its international goal." West Phu said he hopes PEAK and NBA will bring basketball and basketball products to more countries and regions around the world.

"Opening a store in the United States is a milestone for PEAK to open up the market internationalization." Peak CEO Xu Zhihua said PEAK hopes to use the United States' powerful radiation capability in the global market to penetrate into a wider international market and become a truly international brand, becoming a truly Chinese business card.

Chinese brands enter American Metropolis

The PEAK flagship store is located at 8250 Ross Street (8250 Melrose Ave, Los Angeles, CA 90048) at West Hollywood. Its business area is 2800 square feet (260 square meters). It is a comprehensive concept Street store. The store is next to the famous fashion street Melrose in Losangeles. There are many famous fashion brands nearby, as well as sports brands such as Adidas.

Before that, another flagship flagship store was launched in December 16th last year. This store is located in the two floor of Culver West Westfield/Fox Hill Mall, 6000 Sepulveda Blvd, Suite 2604, Culver City, CA, 90230, in the city of City City, Losangeles. It is located on the same floor with the famous sports shops such as Culver and Westfield/Fox, with an area of 2950 square feet (274 mm). The main selling PEAK brand sports shoes, sportswear and accessories, especially PEAK's series products for the ball star will be the focus of display and sales.

During the trial operation period, Peak The flagship store in Losangeles has attracted the interest of Losangeles's fashion and sports people. Every day, many famous consumers patronize and buy PEAK products. An American consumer who just bought Mcgee's 2011 Wolverine match shoes wearing the All-Star dunk contest said excitedly: "I have always dreamed of having such a pair of shoes. Now that PEAK has opened a shop in the United States, my dream has been realized."

"Opening stores in the United States is not a whim but a careful planning." PEAK CEO Xu Zhihua, after 8 years of cooperation and communication with NBA, PEAK already has a series of resources in NBA, such as endorsement stars, billboards, team cooperation and so on. The high exposure led PEAK to gradually establish a popularity and mass consumer base in the United States and promoted PEAK to set up an American branch in early 2011. Abundant sports resources, plus the localization management of American branches, is the capital that PEAK distinguishes from other competing products.

After more than a year of market research and preparation, PEAK flagship store Officially opened. Including the store's products, design decoration style, display, shop assistants and so on all through the Americanization, hired experienced designers, market research companies, shop assistants and so on, did a series of work. "The sales of these two flagship stores basically met expectations during the trial operation, and I was satisfied." Xu Zhihua said.

It is reported that in addition to settling in two stores in Losangeles, PEAK has also received some invitation from some well-known American businessmen, and is currently negotiating further. This means that if these business opportunities are fully grasped, PEAK will be able to build their own sales network in the United States through their chain stores, and accelerate the realization of PEAK's goal of taking root in the US market. By then, PEAK will become the first Chinese sportswear brand to truly integrate into the US market.

A solid step in market internationalization

Since PEAK launched the strategy of brand internationalization, its most successful sports marketing and resource utilization is NBA. As an official partner of NBA, PEAK has made full use of NBA resources to quickly open its reputation in the professional basketball market of the United States. In last year's all star slam dunk contest, Mcgee wore different styles of PEAK shoes for several times. The TV commentators even called him "PEAK endorser is too valuable."

Today, PEAK has finally become the leader of Chinese brands to open up overseas markets. For the first time, the Chinese sports brand shop has been launched into a super international metropolis such as Losangeles.

As we all know, Losangeles is the second largest city in the United States, and is the fashion, culture, technology and trade capital of the world. Its strong brand radiation effect and pulling effect can enhance the core value and competitiveness of the brand. If we can have a firm foothold in the competitive American market, we will be more likely to make a difference in other markets of the world.

　　 Peak Know the truth. In fact, becoming a truly international brand is PEAK's dream. At the beginning of the brand building 23 years ago, PEAK was already preparing for the international market with the goal of "creating an international brand". First, the name "PEAK" comes from "Olympic". The complete words and pronunciation make the consumers in most countries feel friendly and easy to remember. At the same time, from the very beginning, PEAK founder Xu Jingnan realized the importance of trademark intellectual property rights and embarked on a long road of global registration. At present, trademark registration has been carried out in more than 160 countries and regions including the United States. In 1995, PEAK took the lead in the industry through the certification of ISO9002 international quality management system and product quality assurance system, laying a good foundation for entering the international market in the future.

With the 8 years forward to NBA, alliance FIBA and so on, gradually brand internationalization, so that global consumers know PEAK brand. The listing of Hongkong in 2009 enabled PEAK to realize the international allocation of capital and provide financial and experience support for expanding the international market.

Now, in the most intense competition in the United States, PEAK's internationalization strategy has taken third steps: opening the market internationalization in an all-round way. For PEAK, opening up the US market, enhancing brand influence and product competitiveness is undoubtedly the key to leveraging the global market.

Deep plough the global market

The US market is just a symbolic move. In the world, PEAK is also using the local marketing resources and experienced distributors to dig the potential of the market.

With sports resources as marketing carrier, PEAK has tried and achieved remarkable results in other international markets. PEAK sponsored state-level sports resources went deep into New Zealand, Iran, Serbia, Australia and many other countries and regions, making use of its influence and appeal in the locals to successfully penetrate its brand into the local market and open up a market for distributors. Facts have proved that PEAK's sales performance in these areas is good. At present, PEAK has more than 200 agency sales outlets all over the world, and the proportion of overseas sales has increased year by year. As of the first half of 2011, PEAK's overseas sales account for 10% of the total sales of the group.

Deep ploughing the US market is only the beginning, Xu Zhihua said, in 2012. Peak Will continue to increase investment in the international market, especially those countries and regions with PEAK sponsorship resources, and strive to squeeze into the top three in the local market.

It will take some time for ambitious PEAK to achieve its market target to prove that how far PEAK's internationalization of the market will go is worth our expectation. Even so, this has sent a positive signal to Chinese Enterprises: in the era of economic globalization, the overall quality of brands and products will determine whether you can win. Perhaps, starting from PEAK, a new wave of Chinese brand internationalization will be set up and will not be limited to the sports apparel industry.