Peak Hollywood flagship store Melrose Avenue grand opening
While most Chinese sports brands are still bothering with high-end inventories, Pick's commitment to becoming an international brand has begun to lead a new wave.
US time February 16 morning, the Chinese nation's Olympic sports brand's flagship store grand opening in Los Angeles, West Hollywood, Melrose Avenue, marking the formal entry into the Olympic world's largest sporting goods market, beginning with the international sports brand giant Nike, Adidas with the field sports.
This is Pick step by step to its international brand goal. Previously, this brand of basketball-branded DNA sports brand has been successfully listed in Hong Kong through cooperation with top international event agencies NBA, FIBA ​​(FIBA) and WTA, and has gradually realized brand internationalization and capital internationalization.
Deputy Secretary of Fujian Provincial Committee and Governor Su Shulin who is visiting the United States, Carter, director of NBA International Business Development Department, Westford, and Pick Group CEO Xu Zhihua, Jack American branch general manager Su Jia together for the new store cut. "I am very pleased that Pick has taken a solid step towards its goal of internationalization," Westford said, hoping Pick and the NBA will bring basketball and basketball products to more countries and regions around the world.
"Opening a shop in the United States is a milestone in OPEC's globalization of the market." Pick CEO Hsu Chih-hua said that Pick hopes to penetrate the broader international market with the powerful radiation capabilities of the United States in the global market and become a de facto international big name brand , A veritable Chinese business card.
Chinese brands stationed in the United States metropolis
The flagship American flagship store opened in 8250 sq. Ft. (8250 Melrose Ave., Los Angeles, CA 90048), an integrated concept street store. The store is close to Melrose, a famous fashion street in Los Angeles. There are many famous fashion brands nearby, as well as sports brands such as Adidas.
Prior to this, another theme of the flagship basketball concept store on December 16 last year, began trial operation. Located on the second floor of Culver City Westfield / Fox Hill Mall, 6000 Sepulveda Blvd, Suite 2604, Culver City, CA, 90230, this store is linked to well-known sporting goods stores such as Footlocker and Footaction The same floor, an area of ​​2950 square feet (about 274 square meters), the main sales Peak brand sports shoes, sportswear and accessories, especially Pick for NBA star to build a series of products will be the focus of display and sales.
During the trial operation, Peak flagship store in Los Angeles attracted the fashion, sports people's favorite in Los Angeles, every day, many patronage of consumers patronize and buy Peak products. A U.S. consumer who just bought MacGillion's Wolverhampton Color Sneakers worn at the 2011 All-Star Slam Dunk Contest exclaimed: "I've always dreamed of having such a pair of sneakers now that Pick opened in the United States and my dreams come true achieve."
"In the United States is not a whirlwind shop, but after careful planning." Peak CEO Xu Zhihua, after eight years of cooperation and exchange with the NBA, Pick in the NBA already has endorsements star, billboards, team cooperation and a series of Of the resources, high exposure to Peak in the United States gradually establish a good reputation and mass consumption base and promote Peak in early 2011 set up a branch in the United States. Rich sports resources, coupled with the localization of the United States branch management, is the Peak distinguish the competing capital of other competing products.
After more than a year of market research and preparation, Peak American flagship store officially opened. Including the store's products, design and decoration style, display, staff and so have been American, hired experienced designers, market research companies, clerks, etc., has done a series of work. "I am very satisfied with the sales of these two flagship stores during the trial operation period," said Xu Zhihua.
It is reported that, in addition to the two stores located in Los Angeles, Peak also received some well-known US businessmen settled in the invitation, is currently under further negotiations. This means that if you take full advantage of these business opportunities, Pick will be able to build their own sales network in the United States through their chain stores and speed up Peak's goal of taking root in the US market. By then, Peak will be the first truly integrated into the US market, the Chinese sportswear brand.
Market a solid internationalization step
Breakdown of the details of the "brand internationalization" strategy, its most successful sports marketing, maximize the use of resources than the NBA. As an NBA official partner, Peak takes full advantage of NBA resources to quickly gain visibility in the US professional basketball market. Last year's All-Star Dunk Contest, McKee replaced several times in different styles of Peak shoes to make a difference, and television broadcasters even called "Peak's endorsement of the sign was really worth it."
Today, Peak has finally become a leader in the Chinese brand to open up overseas markets, for the first time the Chinese sports brand stores into Los Angeles this super international metropolis.
As we all know, Los Angeles is the second largest city in the United States, is the world's fashion, culture, science and technology, trade capital, its strong brand radiation effect and pulling effect, can enhance the brand's core values ​​and competitiveness. Being able to gain a firm foothold in a competitive U.S. market is even more likely to make a difference in other markets around the world.
Peak understood the truth. In fact, becoming a truly international brand is Peak's dream. As early as 23 years ago when the brand was established, with "creating international brand" as the strategic development goal, Peak has already been preparing for going to the international market. First of all, "Pick" from the Olympic name, complete words and pronunciation so that consumers in most countries feel friendly and easy to memorize. At the same time, from the very beginning, Jacky Xu, founder of Peak, realized the importance of trademark intellectual property and embarked on a long journey of global registration. At present, trademark registration has been carried out in over 160 countries and regions including the United States. Peak in the industry took the lead through the ISO9002 international quality management system and product quality assurance system certification for the future to enter the international market and laid a good foundation.
With the stationed in the NBA 8 years ago, the alliance FIBA ​​and so on, the gradual brand internationalization, so that global consumers recognize the Peak brand. Listing in Hong Kong in 2009, the Peak achieved the international allocation of capital, to expand the international market has provided funding and experience support.
Today, in the most competitive US shop, Peak international strategy has taken the third step: the full opening of the market international. For Peak, opening the U.S. market to enhance brand influence and product competitiveness is undoubtedly the key to leveraging the global market.
Deep plowing the global market
The U.S. market is just a sign of action. In the world, Pick is also using local marketing resources and experienced dealers, digging the market potential.
With sports resources as the carrier of marketing, Peak has already made attempts in other international markets and achieved remarkable results. Olympic-sponsored national-level sports resources go deep into New Zealand, Iran, Serbia, Australia and other countries and regions. Using its local influence and appeal, the Olympic-sponsored sports brand successfully broke into the local market and opened up sales channels for dealers. Facts have proved that Peak sales in these areas impressive. Currently, Peak has more than 200 sales agents in the world, the proportion of overseas sales increased year by year, as of the first half of 2011, Peak overseas sales account for the Group's total sales of 10%.
Deep plowing the U.S. market is just the beginning. Xu Zhihua said Peak will continue to increase its investment in the international market in 2012, especially for countries and regions that have pided their resources and strive to squeeze into the top three in the local market.
It takes some time for the ambitious Olympic summit to achieve its market goals to prove how far Picank's market internationalization will go. 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 the Peak, a new wave of internationalization of Chinese brands will be set off, and will not be limited to the sports apparel industry.
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