Shoe Enterprise PEAK'S Basketball Road

In Jinjiang, where sports brands are numerous, Anta is not the earliest enterprise with brand awareness.

In fact, as early as in 1991, PEAK, which focused on basketball shoes, began a sports marketing tour, sponsoring the domestic basketball force "Bayi" team, winning the "Bayi" team in the same year. In 1993, PEAK registered trademarks in 68 countries around the world; in 1997, its brand assets reached 200 million yuan, and established the leading position in the industry, which was 2 years earlier than Anta's departure from 1999.

What makes the brand that has many years of traditional advantages lose a lot of light when it takes off from Anta?

PEAK is also a relatively unique brand. Although its brand is not as strong as Lining and Anta in China, it is relatively vague to mention Lining and Anta, and PEAK is basketball shoes.

Focusing on basketball is the key to PEAK's success today.

Since 1991, PEAK has sponsored the national basketball team. After winning the National Games in 1991, the Bayi team started seven consecutive championships. The national basketball match at that time was the most popular professional basketball match in China.

Maybe the economic development level was limited at that time. At that time, people's attention to sports events such as basketball was not enough, and the consumption demand of sporting goods was not strong.

Although PEAK's understanding and operation of the brand and professional tournament's commercial value are still slightly immature, it laid a solid foundation for PEAK's professional basketball image.

1998—2002年，匹克巨资冠名赞助了全国男子篮球甲B联赛；CBA赛事2001—2003年赛季，匹克成了陕西盖天力、江苏南钢、山东金斯顿等众多球队的运动专用装备；2002年，在国内篮球界素有“战神”美称的刘玉栋代言匹克，进一步巩固提升了匹克的专业篮球形象与知名度；2003年，匹克成为CBA战略合作伙伴；2004年，匹克成为乌兹别克斯坦、希腊等国家篮球队运动专用装备；2005年匹克全面提出“国际化”战略：匹克成为欧洲篮球全明星赛装备赞助商，“斯坦科维奇洲际篮球冠军杯”战略合作伙伴，同年12月匹克成为第一个进入NBA赛场（火箭队主场）的中国体育品牌；2006年，匹克聘请火箭队巴蒂尔作为最新代言人，同月身披匹克战袍的澳大利亚女篮勇夺世锦赛冠军；2007年8月，伊拉克2008奥委会和匹克集团在就共同宣布：匹克集团与伊拉克奥委会建立战略合作伙伴关系——

PEAK will sponsor the Iraqi delegation to fight for the 2008 Beijing Olympic Games to provide all sports equipment for the Olympic Games.

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PEAK has put forward its internationalization strategy since 2005, and has no fever to link up with NBA, the most popular professional basketball match in the world. The huge US market has not yet entered the company's short-term target market planning.

The accumulation of brand sports marketing has given PEAK a lot of benefits.

Many sports brands in China always feel the shortage of competition resources. They always feel that their brands can not appear in top events.

They may need to read the history of NIKE, and many athletes refused NIKE. At a sports meeting, an athlete who finally agreed to wear NIKE sports shoes changed their shoes before the final match.

When PEAK was sponsoring the all star game in Europe in 2005, he accidentally picked up a man named George W Laurence.

The man was surprised at the events sponsored by a Chinese sporting goods supplier. In the same year, PEAK also sponsored the "Stankovic intercontinental basketball Champions Cup". This person also appeared again in the arena. PEAK's sponsorship again surprised him.

Luckily, this person is a brand operator who has deep cooperation with NBA.

Indeed, NBA has PEAK's "new sky". Under the recommendation of Mr. Laurence, plus NBA is vigorously developing the Chinese market, PEAK quickly reached an agreement with the Rockets, with a sponsorship of 4 million dollars for 2 years.

The surprise was that Mr. Laurence, who had brought good luck to PEAK, became a PEAK agent in the United States and became the pioneer of PEAK's entry into the American market.

Soon, PEAK, as the first and most scarce Chinese brand in the industry, entered the NBA marketing news, shaking the sports industry in China and even the world.

The first sports marketing to enter the NBA arena is a rapid upgrading of PEAK's brand image, whether it is brand height or brand professional.

In 1999, Anta's "sports star + CCTV" took the first place in sports marketing. After 5 years, China sporting goods brand entered the NBA stadium of the highest basketball court in the world, and was taken away by PEAK.

This is not until 2007 when Lining, who signed NBA basketball star O'neal, has planned to hire Anta star to speak for Anta, and many other Chinese brands that began to fight NBA ideas. PEAK is clearly at the forefront.

PEAK, a dedicated and professional basketball player, rose rapidly in 90s. Why was it grabbed at the end of 90s by Anta and XTEP in the same city?

Is there any shortage of PEAK's brand management strategy?

In 1999, with the rapid rise of Kong Linghui and CCTV, and the opportunity oriented success, Anta deeply intervened in sports marketing under the systematic and planned brand strategy.

In 2002, Anta formed an alliance with the Chinese University Basketball Association, and then eyed the competition of the Chinese Basketball Association (CBA) to get the exclusive sponsorship rights for 7 years at a cost of 20 million yuan per year. In July 2003, Anta announced the sponsorship of the sports equipment for the National Men's and women's Volleyball League in 2004-2006 years, and in February 2005, the sole designated sports equipment for the 2005-2008 year's four season of the Chinese Table Tennis Club Super League.

With the sponsorship of mainstream sports events such as basketball, volleyball, table tennis and other mainstream sports which have attracted much attention and influence in China, coupled with Anta's sustained advertising in the strong media such as CCTV, Anta equipment, which is frequently seen in many sporting events and equipment, especially the CBA athletes galloping on the athletic field wearing Anta sports equipment, has made Anta's brand awareness and reputation rise again and again, and the professional sports image has deepened into the consumer's mind. "Anta"

XTEP in the same city, with the fashion area separated from many Anta's "Sports" and "Sports" routes, and entertainment giant Nicholas Tse, TWINS and other differentiated entertainment marketing routes are also rapidly becoming famous.

After that, many Jinjiang shoe enterprises launched a "Crazy" brand building movement.

PEAK's brand strategy is brilliant. The reason for its lack is the implementation of this strategy, such as the lack of investment in brand maintenance during this period, for example, whether to stick to this brilliant strategy and shake it.

In 2004, PEAK began to wake up and continued to concentrate on basketball.

PEAK's brilliant brand strategy has some shortcomings in my view.

(1) despise experience and interactive brand marketing. Throughout the years, PEAK marketing activities are closely linked with basketball marketing, but there is a lack of experience marketing activities for interaction.

The spread effect of "high altitude bombing" mode, which relies solely on advertising and superstar endorsement, has been declining under the adoption of many brands. The disadvantage of this mode at home and abroad is that people feel superior and ignore communication with consumers.

Although this model can build and shape brand awareness, today's consumers pay more attention to the emotional communication and consumption experience between brands and consumers.

These marketing activities make it easy for the brand to have a sense of trust, closeness and belonging, and it is easy to establish their brand tendency and brand preference among many brands, especially when the brand has a certain reputation.

With the development of China's economy and the improvement of the quality of the people, the increasingly rational consumers will not easily pay for the brand names of advertising and superstars, and they will pay more attention to their emotional brands.

Lining sponsored the "3 to 3" basketball tournament sponsored by the Li Ning Co, 9 big cities, 120 universities, 2536 teams and 5300 competitions, and was warmly welcomed by students. Lining launched emotional communication with students. In 2005, Lining sponsored the 200 people's Congress of sina's "I'm crazy for shoes" Forum. When these sneaker disassembled Lining's basketball shoes with cutters and hacklets, it was found that the technical content and professionalism of these shoes were comparable to those of NIKE and ADIDAS brands.

After the party, a large number of TOPGUN basketball shoes were evaluated on the major footwear websites by the group of sneaker.

In 1998, Anta began to promote the elite sports competition and the following series of street basketball matches. In 2005, Anta and CBA jointly organized the network promotion campaign of the "CBA all star team to win Anta All-Star equipment". With the help of sina and Sohu, about 300000 people participated in the promotion. Besides, the Anta company also planned to organize "CBA fans' Night" and "All Star Wars boots distribution".

In 2004, XTEP began to promote the promotion of sports activities including three national basketball matches and three campus basketball competitions on the regional campus.

Similar experience and interactive marketing activities can also often see the appearance of international brands.

College students are an important consumer group of basketball shoes. PEAK can try to cooperate with the local education bureau, sports management institutions and universities to organize the marketing campaign of "PEAK China Basketball Competition". By setting up prizes that are very recognizable to competitors, a national basketball event will be held regularly (once a year or two years).

In addition, it is possible to consider similar activities in countries where PEAK has already started business. It is recommended that several countries should be the main players to carry out the "PEAK global basketball competition", select the top ranked school teams in various countries, then conduct a global friendly competition, and then rank in the global arena.

It is necessary for PEAK to conduct high-intensity publicity with the help of TV media in order to match the promotion of this activity, and also to publicize the top school teams in order to gain more support from schools.

If we can turn this competition into an international basketball exchange contest in Colleges and universities, then PEAK's brand will benefit from it.

This kind of marketing activity -- consumers or participation or watching cheer -- as an interactive and experiential marketing way with students, enables brands to communicate with consumers while brands are also spread.

During the basketball tournament, various forms of marketing activities such as sale of souvenir shoes, VIP cards, gift souvenirs and other forms of marketing activities were carried out in consultation with schools.

Through the participation of students, the influence of other students.

This activity can help PEAK's international strategy.

(two) spokesperson question: from NIKE, China's first fly Liu Xiang, Yi Jianlian endorsement, Reebok signed Yao Ming, Coca-Cola and Guo Jingjing holding hands, we can see that foreign companies prefer to use Chinese endorsement to show their localization, while Chinese brands tend to borrow foreign stars to show their internationalization.

This is understandable.

I want to talk about PEAK's latest spokesperson. Although he is also a NBA star, his popularity is rising, but its influence is in basketball industry.

Chinese athletes Liu Xiang and Yao Ming are very different. They represent the height of China and have amazing influence in all fields.

In fact, they are also very influential internationally.

The sporting goods industry is aware of the fact that sales of professional basketball equipment products are only part of the company's overall sales contribution, and much of it is supported by leisure products.

These non heavy sports enthusiasts are an important consumer group of leisure products and even some professional equipment. However, their globrand.com is not concerned about sports events, and little is known about basketball stars.

Therefore, the opening of giant stars with strong influence in various fields will produce these non sports fans.