匹克发展之路.docx

匹克发展之路.docx

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匹克发展之路

3.0Introduction

3.1Casestudy

PEAKsportsasoneoftheleadingsportsbrandinChina,andin2007officiallybecameanofficialpartneroftheNBAChinamarket,oneofthefirstChinesesportsbrandtoentertheinternationalmarket,theOlympicjointlyNBAtofulfillthedreamofcountlessChineseyouthbasketball.PEAKbrandimageandvisibilityisgraduallyincreasing.PickconsistentlyadheretothestrategyofinternationalbrandsandproductspecializationhasgraduallybecomeoneofChina'smostpopulardomesticsportsbrand,withqualityproducts.

3.2Thepurposeofreport

ThemainpartofthisthesiswillintroducethePEAKhowintotheU.S.market.DiscussedthroughtheanalysisoftheU.S.marketandthecurrentstatusofthePEAKofproductstrategy,pricingstrategy,distributionchannelsandpromotionalstrategies.IntroducedinthesecondpartoftheU.S.importlaws,inordertoconsiderthePEAKentryintotheU.S.marketshouldpayattentiontotheproblem.Thethirdpartistheproductionandoperation.Thefourthpartisthepersonelstrategies.Thefifthpartdiscussthefundingandfinancialconcernsincludinganyrisksandtaxissues.Thesixthpartisenvisagedfortheimplementationscheduleofthecompany'sexpectations.Thelastpartisplanningtheentireproject.

4.0ThebackgroundofPEAK

FujianPEAKGroupisanexport-orientedenterprisegroups,itconsistofsneaker,shoes,clothing,bagsandotherspecializedequipment,italreadyhas18yearsofprofessionalR&D,manufacturingandsalesexperience.GroupFujianQuanzhouPEAKSportProductsCo.,Ltd.andQuanzhouPEAKShoesCo.,Ltd.fortheorganization'score,withastandardgardenstyleproductionbaseinJiangXiandHuiAnprovinceover800acres,buildingareaofnearly300,000squaremeters,servingmorethan5,000employeesinthedomestictheoutsideisdividedintomorethan50oftheOlympicdistributionagents,hasover3000storesinmajorcitiesinChina,hasestablishedamatureproductionandsalescombinedbrandoperatingsystem,theexportbusinessthroughoutEurope,America,Asia,AfricaandAustraliaonfivecontinents.

PEAKasearlyasinthemid-1990sthroughtheISO9002qualitycertificationsystem,tobecomethefirstdomesticindustrythroughthequalitysystemcertificationofenterprises.GroupsestablishandimplementtheERPmanagementsystem,valuechainmanagementfortheenterprisemarket;usethenetworksystemcontrolonsaletoimprovetheefficiencyoflogisticsmanagement;widelyuseofficesystemstoachievetheGroupinthecountry'sinformation-sharingandthepaperlessoffice;inthebuildingofenterpriseculture,thecompanyhasalwaysattachedgreatimportancetopersonneltrainingandstaffskillstrainingwithintheenterpriseonaregularbasisandorganizeculturalandsportsactivities,andgraduallyimprovestaffwelfarepolicy,andeffortstobuilda21stcenturylearning,thePEAKGroupistakingtheinnovationandscientificmanagementtointernationalmarketingfirmpace.

PEAKisoneoftheleadingactivewearandfootwearbrandsinAsiaandthefastestgrowingbasketballfootwearcompanyintheworld.PEAKhasrecentlyopenedanofficeinLosAngelesunderPEAKSPORTSUSA.PEAKplanstolaunchproductsintheU.S.in2011.

PEAKisarapidlygrowingsportswearcompanyinChinawithadistributionnetworkover6,000authorizedPEAKretailoutletoperators.PEAKhasrelationshipswiththeNBA,WNBA,CBA,NBAChina,andFIBA.PEAKhashomestadiumsponsorshipwithapproximately10NBAteamseveryyearaswellasendorsementarrangementswithabout12NBAplayersatanygiventime.

PEAK’schairman,Mr.XuJingnan,becameinvolvedintheoriginalequipmentmanufacturer（OEM）businessofsportsfootwearproductsforvariousinternationalbrandsin1988.UnderMr.XuJingnan’sdirection,thePEAKbrandwascreatedandusedtopromotesportsfootwearproductsbeginningin1989.Now,PEAKhasover6,000storesinChina.

5.0AnalysisofthePEACcompanytoentertheU.S.Market

5.1MarketResearch

TheU.S.domesticmarketisvast.Sincethemid-1970s,theU.S.economicstructureadjustment,thelabor-intensiveindustrieshavemovetooverseas,suchthesupplyofbasicconsumergoodsmainlyrelyonimports.WiththerapiddevelopmentoftheU.S.economy,thelifelevelofAmericanpeoplehasincreases,thedemandforfootwearisbiggerthanothercountries,andconsumptionofshoeswassignificantlyhigherthanothercountries,thissituationhaveprovidedahugeopportunityfortheChinesefootwearexportstotheUnitedStates.

FromthevolumeofexportsandthemarketshareintheU.S.market,itisevidentshowthattheChineseshoes,areverypopularintheAmerica.Muchoftheinvestmentisnotonlytheirfootwearsuppliers,infact,themajorityofAmericanconsumersisthebiggestreceiver,becausefromtheconsiderationofcostperformanceintheU.S.marketfootwear,Chineseshoeisthemostpowerful.

Inallthetime,theUnitedStatesistheworld'smajorcompleteshoesoftheconsumermarket,China'sshoesexportmarketuntil2007,theUnitedStatesisstillthefirstmarketofChina'sshoeexports;However,sincetheU.S.subprimecrisis,theoutbreakoftheU.S.consumerpriceindexhadslipped,itisleadtotheChineseshoeexportstotheUnitedStateshasverymuchdisturbed.

AndnowadaysPEAKfacethefiercecompetitionofforeignanddomesticbrands.TherearemanyexcellentbrandsinChina,LiNing、Anta、ERKE、STEPBYSTEPand361°......Inaddition,intheU.S.marketthereareanumberofinternationallyrenownedbrands,Nike,Brown,Reebok,Adidas,Converse,ReebokandPuma.

UndertheinfluenceoftheU.S."subprimecrisis",andthereisfiercecompetitionofthewell-knownbrandsinChinaandabroad,PEAKhowtobreakintotheU.S.market?

5.2MarketingDecisions

5.2.1DefineMarketingMix

Themarketingmixisabusinesstoolusedinmarketingproducts.Themarketingmixisoftencrucialwhendeterminingaproductorbrand'suniquesellingpoint（theuniquequalitythatdifferentiatesaproductfromitscompetitors）,andisoftensynonymouswiththefourPs:

price,product,promotion,andplace;inrecenttimes,however,thefourPshavebeenexpandedtothesevenPsorreplacedbythefourCs.

REAKsportinggoodsasoneoftheleadingsportsbrandinChina,since2007officiallybecameanofficialpartneroftheNBAChinamarket,oneofthefirstChinesesportsbrandtoentertheinternationalmarket,theOlympicjointlyNBAtofulfillthedreamofcountlessChineseyouthbasketball.Pickthebrandimageandreputationgraduallyincreased.PickconsistentlyadheretothestrategyofinternationalbrandsandproductspecializationhasgraduallybecomeoneofChina'smostpopulardomesticsportsbrand,withqualityproducts.NowIwillusethe4PmarketingstrategytoanalyzethePEAKcompaniesmarketingstrategy.

5.2.2TheProductStrategy

Firstofall,PEAKhasalwaysinsisted"qualityfirst"asthecore.Inthebeginningofthebirthofthebrand,PEAKcreatedaprecedentfortheChineseMen'sbasketballplayertowearthenationalsportsshoesinthecontest.Thehigh-qualityimageofthePEAKbasketballshoespopularinChina.PEAKchairmanXuJingNanhavemakegeatgoalsfoerthedevelopmentoftheenterprise"tobecomeaninternationallyrenownedbrand,acenturytobuildbusinessexcellence".Hepointedoutthat"qualitytothebrand,andthenacenturyenterpriseisaprogressiveprocess,qualityisthefoundationofthebrandacenturyenterprisesarehigherrequirementsreflectthebrand."

Forthepositioningoftheproduct,tocreatethefirstbrandofChinesebasketballequipment,basketballseriesinparticular,basketballshoesasthemainproductsoftheenterprise.Factsprovedthatthisproductdifferentiationstrategyissuccessful.Tothe2007PEAKbasketballshoemarketshareof17percent,morethanNike,amarketsurveyofprofessionalresearchfirmZOUMARKETINGPEAKbasketballshoeshavebeenaccountedfor13.3percentofChina'sretailmarket,beyondtheLiNing,Adidas,secondonlytoNike's18percent,ifthesaleofthemeter,themarketshareofPEAKishigherthantheNike8.3percentabovethetopofthelist.

Inaddition,PEAKhasbeencommittedtoinnovationandproductdevelopment.TheproductdesignofPEAKistocontinuouslyimproveproductqualityandfunctionality,andconstantlyintroducenewtechnology,suchasstate-of-the-artshoedesigninatimelymanner,themeshTPUaircirculationtechnologyandauniquearc-shapedshockabsorbertechnology.

5.2.3ThePricingStrategy

BecausenowadaysPEAKisatthegrowthstage,comparedwithinternationalbrands,regardlessofbrandawareness,productimageandintermsoffunctionality,havealargergap,PEAKusealow-pricestrategy.TheconsumergroupsofPEAK,mostlyconcentratedinthesecondandthirdlevelcities.PEAKfootwearin10years,theaveragesellingpricejustRMB80.5yuan,anaveragepriceofclothingjustRMB42.5yuan.Atalowlevelattheindustrylevel,Pickquicklytaptheruralmarketwithsuchalowpricestrategy.

5.2.4TheChannelStrategy

Currentlyonthemarkettargetcustomergroups,thePickofthedistributionnetworkismostlyconcentratedinthesecondandthirdlevelcities.AsofJune30,2011,bythedistributororretailoutletoperatorshaveandthenumberofretailoutletsoperatedbyatotalof6796,including1423secondlevelcitiesandthirdlevelcitiesin5017,356infirstlevelcities.Thus,thePEAKsuccessinthesecondandthirdlevelcitiesinChina,theywillbetakencarefullycultivatingthesecondandthirdlevelstrategytocaptureasecondlevelcitiesstrategytofurtherexpandmarketcoverage.AndPEAKsportsbegantodevelopcomputerizedinformationmanagement