6 Steps For PEAK Group To Implement Internationalization Strategy



PEAK's brand positioning is "internationalization and specialization".

As a private enterprise, PEAK set up "international brand" as its business purpose at the beginning of its establishment in 1989.

All our work is carried out around this purpose and goal.

The judgement is carried out in a planned and step by step manner.

In order to become an international brand, Chinese brands must be down-to-earth, step by step, and have no shortcut to go.

At that time, we put forward the creation of an international brand based on two important judgments: first, we firmly believe that economic globalization is an inevitable trend.

In the economic globalization, the world platform is large and resources are abundant, which can create many opportunities for the development of enterprises.

If we do not know how to make good use of all kinds of resources at home and abroad, the cost of competition will be very high.

Two, we believe that reform and opening up will make China stronger.

After 40 years of reform and opening up, our country has developed a lot in terms of foreign economic cooperation and exchanges, aerospace technology and so on, but China's international brand is still lacking.

We believe that the private sector plays a very important role in the international arena.

China's reform and opening up brings many opportunities for internationalization of private enterprises. PEAK group takes the creation of international brands as a very glorious and great cause.

Strong countries breed international brands.

PEAK's brand positioning is "internationalization and specialization".

We divide PEAK's internationalization strategy into six steps:

First, the internationalization of the name. In the beginning, our brand name was abundant, taking the meaning of "five grain harvest".

But some friends have suggested that the name will not be integrated into the international market in the future.

So we adopted this proposal and changed the name to "PEAK" (PEAK).

The word "peak" means "mountain peak" and "peak". This name can convey the firm belief of continuous progress and fit with the Olympic spirit of "faster, higher and stronger".

As an international professional sporting goods enterprise, we can use this name to embody the sports spirit we advocate and also take an important step for the internationalization of enterprises.

The two is standard internationalization. We need to understand the world if we want to become an international brand, so we need to adopt international standards.

As early as the mid 90s of last century, PEAK passed the ISO9001 quality management system, ISO14001 environmental management system and OHSAS18001 occupational health and safety system certification, and became the first enterprise in the same industry to pass the quality system certification.

In 2009, PEAK obtained the qualification of "exemption from export inspection" of footwear products and formally obtained the "gold medal pass" for direct access to the international market.

The three is the internationalization of trademarks. Apart from understanding the world and docking with the international community, we need to be recognized and protected by all countries in the world.

PEAK trademark has been registered globally since 1993. So far, trademark registration has been completed in 185 countries.

In some countries, there are some obstacles to the registration of trademarks.

For example, when we registered trademarks in the United States, we were in trouble, but we persevered for 15 years to complete the trademark registration in the United States.

We also see that trademarks of Chinese enterprises are often being snatch abroad, which requires us to protect our rights overseas and protect our trademarks.

Enterprises should realize that trademarks are also very important intangible assets, and the internationalization of trademarks can achieve the internationalization of brands.

The four is brand internationalization. When it comes to brands, you must cooperate with international high-end organizations and let them endorse for you, so that you can become an international brand.

This is one of the strategies to speed up internationalization after completing the first three steps.

In 2005, PEAK group accelerated the strategy of "brand internationalization". Through sponsoring the European basketball all star game, the Stankovic cup intercontinental basketball tournament and other world-class events, the PEAK NBA team, such as Houston rockets, Miami heat and Sanantonio spurs, joined the top international competition organizations such as Howard, Parke and other 20 top NBA stars, as well as 21 top tennis stars such as Howard and Parke. They supported more than 10 national teams such as Iraq and New Zealand, and became one of the richest international sports brands in China sports brand.

Through cooperation with a series of international high-end organizations and sports stars, PEAK has been brought to the world's highest podium, and the international brand image has been greatly improved.

The five is capital internationalization. In 2009, PEAK listed on the stock exchange of Hongkong, and then returned to A shares.

The return is due to the huge capital market in mainland China and the support of powerful countries.

We are confident of being an international brand in China.

By the end of 2016, PEAK had more than 5000 retail outlets in China. It has established a mature brand operation system combining production and marketing, and exported to more than 100 countries in five continents of Europe, America, Asia, Africa and Oceania, with more than 1500 overseas sales outlets.

In addition, PEAK has set up 5 international design and research centers in Beijing, Guangzhou, Xiamen, Quanzhou and Losangeles of the United States. The official establishment of PEAK US subsidiary and the opening of 2 flagship stores are more PEAK.

Internationalization has taken a symbolic step.

In accelerating the internationalization of development strategy, PEAK has identified the medium term 10 year plan "three hundred goals", that is, PEAK trademark is registered in 100 countries, PEAK products have entered 100 countries and regions, and PEAK products overseas sales revenue has reached 10 billion yuan RMB.

We always believe that through international trade, enterprises will have room for added value.

International trade not only brings many opportunities for Chinese enterprises to develop, but also makes the international community look at China's enterprises with great regard.

Now, I go to many places abroad, and go out with me in the early years, totally two different occasions and different feelings.

When I was received by foreign heads of state and presidents abroad, and when they were kindly called them brothers, I strongly felt that there were no brands in weak countries, no brands in small countries, and strong brands in great powers.

Therefore, we Chinese must have confidence in ourselves, be confident in our enterprises, and have confidence in our products.

A reporter once asked me why I dare to propose the creation of an international brand. I also said that confidence is the most important.

Of course, when we go to different parts of the world, we can still feel the gap with other countries. Therefore, when we create international brands, we need to learn with an open mind.

In my opinion, the Chinese have two great advantages. One is diligence and bravery. We are highly efficient in doing things and doing business.

Two, the Chinese EQ is the best in the world.

We must know how to bring this advantage into full play.

Reform and opening up have brought about many changes to China, whether they are values or multiculturalism, there will be various voices.

Private enterprises should use more positive energy to influence, promote reform and opening up, and promote internationalization.