Us NBA Annual Event: Chinese Brand Faces

　　 In February 20th, at the all star weekend of the NBA annual event in China, Chinese brand PEAK became the most eye-catching focus outside the competition.

Wearing PEAK's Mcgee to participate in the dunk contest, 4 dunks changed four pairs of different shoes, yellow, blue, red and green. Especially the second buckle he wore two different color shoes to earn enough attention. He dunked his shoelaces before slam dunk, and made the TV lens full of his shoes for 5 minutes. Gym shoes The LOGO is clear.

"What is this brand of sneakers? How have I never seen it?" asked Barkley, a commentator on TV, while the next Warcraft Howard told him: "I know, this is a Chinese brand. You can ask Sean (Battier).

Three days ago, PEAK held a news conference in the United States. The press conference gathered many NBA players who signed PEAK, including Sascha Vujacic, Javier Maggie, Dorel Wright and Mutombo. Besides, NBA Legendary iron man

AC Green and New Jersey nets chief executive Brett Omak and other guests also congratulated themselves on the event.

PEAK CEO Xu Zhihua said: "choosing to enter the US market before the all star game is a big test for PEAK, not only because PEAK will become the most famous Chinese brand in the history of the NBA All-Star weekend, but also to grasp this opportunity to show itself on the international dance platform, and achieve the brand internationalization again."

Upgrading of internationalization process

PEAK's US subsidiary is located in Losangeles, which is a collection of world culture, fashion, technology, Trade "We are the most sensitive regions in the world's fashion, trade and technology," she explained. "We will be able to accept the most advanced international information as quickly as possible and make use of local superior resources and advanced concepts to create brand core values for PEAK from all aspects of product R & D, market development and talent introduction, so as to enhance brand competitiveness and play a positive role in consolidating and maintaining the domestic market and continuing development of overseas markets," said PEAK.

By the end of 2010, PEAK had more than 7000 stores in China and registered trademarks in more than 160 overseas countries. Its products were exported to Asia, Europe, Oceania and the Americas, and initially formed a brand global marketing network with China as the core market. The establishment and operation of PEAK's US subsidiary is just like installing a satellite system for this marketing network. From the top end of the industry and technology, the international market, accurately positioning the development direction of the brand, receiving the world's most acute dynamic information, grasping the strategic control of the enterprise clearly, forming the strategic layout of "core + satellite". Insiders say that this "satellite" marketing mode will help brands to interact with the world more quickly and effectively, and will play an important role in the development of brand internationalization in the forefront of the global market.

Deep ploughing NBA Market

At the beginning of its establishment, PEAK established the strategic goal of creating an international brand. In 2005, it formally launched the brand internationalization strategy. It joined hands with NBA to bind the brand to the international high-end professional basketball, and let the passionate basketball match become the link between PEAK and the world consumers. Today, PEAK and NBA officials have reached a partnership and signed 15 NBA star spokesmen. The image of the brand closely integrated with international professional basketball is deeply rooted in the hearts of the people. Sports marketing has also become the core part in the strategic development of PEAK enterprises. 2011 all star Sikevin Leff, Javier Maggie, Dorel Wright three players will be on PEAK equipment, and let world fans once again see the Chinese brand.

Speaking of Kevin Leff, Javier Maggie and Dorel Wright, the three NBA warriors who have been on the 2011 all star game are actually PEAK's new signing players. They have not received the attention of fans before signing the contract. After nearly a year's grind, they showed their extraordinary strength respectively. At present, he has established his official micro-blog in China, and has won tens of thousands of Chinese fans through the strong promotion of signing PEAK brand.

In the past 6 years of intensive farming, PEAK has gradually become familiar with the rule of NBA market. Choosing potential young players as the target of signing has become an important symbol of PEAK's choice of spokesmen. "We hope to build up the loyalty between players and brands by cultivating tomorrow's stars in the arena, and print the long PEAK logo in the hearts of fans." PEAK CEO Xu Zhihua said. {page_break}

During the Asian Games in Guangzhou last year, PEAK sponsored six countries from the central and Middle East and other western regions to effectively help PEAK further develop its market in the Middle East and Western Asia, and the marketing strategy was well received by the industry. The PEAK once again invoked the gold resources NBA in its hands, and launched the strategic trumpet to enter the US market on the basis of the All-Star Weekend trend. It entered the core area of the international market and established the marketing mode of "satellite" system, which pushed forward the internationalization process of the brand.