Start punching from this is slam dunk

Chapter 213 Peak enters the arena
Under Yuan Lin's introduction, Jiang Bei learned that Yuan Lin had registered a company with Peak in the name of Jiang Bei.

Now basically all the formalities are in place, just waiting for the first generation of flying generals - Aurora Dancer to appear in the world.The Peak company learned about Jiangbei's request through Yuan Lin, and needed to show new sneakers at the All-Star Game for the first wave of publicity, so they also happily vacated the production lines of two workshops to give priority to the production of Aurora Dance, and strived to have enough sneakers to be sold to dealers at all levels before the All-Star Game.

Jiangbei is also very optimistic about this cooperation. As a Chinese player, Jiangbei does not want to hand over his endorsement contract to foreign sneaker manufacturers, but chooses a domestic brand, and Peak can be said to be very suitable.

Peak, founded in 1989, is mainly engaged in the design, development, manufacturing, distribution and promotion of Peak "PEAK" brand sports products (including sports shoes, clothing and accessories), and has nearly 30 years of professional R&D, manufacturing and sales experience.Peak has more than 5000 retail outlets in China, more than 100 dealers and more than 1000 distribution outlets overseas, and has established an international brand operation system integrating production and sales. Its business covers more than 100 countries and regions in Europe, America, Asia, Africa, and Australia.

So many retail networks are what Jiangbei needs. Jiangbei believes that with its appeal and the excellent quality of Aurora Dance, this basketball shoe will not worry about selling at all. The only thing missing is the sales channel. As long as the sales channels are in place, no matter what kind of brand it is, it can sell well.

Moreover, Peak opened the NBA market as early as 2006, and signed the first NBA star, Houston Rockets player Shane Battier. By 2015, Peak even signed Howard, the Warcraft player at the time, and Louis Williams, the star guard who played for the Los Angeles Lakers. Peak has signed 11 American basketball stars.

But the good times didn't last long. In 2016, Peak was forced to withdraw from the market. At that time, Peak was really embarrassed.

Although their basketball shoes have been widely recognized by domestic and foreign consumers in terms of quality and performance, and they were once the most successful domestic brand in overseas markets, the business of domestic offline stores has never improved.Weak clothing products, uncompetitive marketing and lagging behind in the distribution of dealers make Peak fall behind in the competition with its peers.

During that time, Peak's market operations were generally bad, and the most famous of these was undoubtedly the marketing event of signing NBA superstar Teodosic in 2015.A contract with an NBA star caused bad reviews because of excessively high consumer expectations.In addition, the huge signing (the total contract price was rumored to be 1.5-2 million at the time) center Howard, who was already in decline at the time, also consumed a lot of Peak's resources.

Therefore, at that time, Peak was short of resources, its offline channels were shrinking, and it was unable to continue to expand overseas markets.After delisting, Peak had to re-evaluate the market's competitive environment and future development direction.

In order to develop strengths (guaranteed product quality) and avoid weaknesses (cash flow is not abundant), after delisting, Peak chose an "Internet model" brand strategy, a model that once allowed Xiaomi to grow from scratch.

This does not just refer to investing more marketing resources online, but to completely adjust the focus of the brand's GTM (Go to Market) to online.With this decision, risks and opportunities coexist.

Despite the high risk, this model had greater potential opportunities for Peak at the time.The advantage of the online model is that the brand does not need to forcibly deploy a large number of product lines, but can concentrate technology and marketing resources to create explosive models, so that when the overall scale of the brand is relatively small, it has the ability to snatch specific consumers in specific price segments and specific categories.

Generally speaking, this model is very suitable for Peak. After the "Internet model" transformation, Peak has not only realized its shortcomings, but also completed its strengths, that is, to maximize its advantages in product development and original design.Under the Internet model, Peak was able to create explosive technologies and products around core products.Later, the popular state-of-the-art technology and state-of-the-art slippers got the best living environment.

We have no way of knowing the current performance of Peak, after all, Peak is no longer a listed company.However, the sales volume on a certain cat, the popularity and topicality of the overall market and other dimensions have proved that Peak's strategic choice in the past three years has been very successful.

But the current success is not the end of Peak.After all, for this industry, offline is still the core.At least for now, no one can assert that offline channels will decline forever.In other words, Peak still has to return to offline and continue to develop.

Rejoining the army of offline competition is a huge challenge that Peak will eventually face.And this is one of the reasons why they chose Jiangbei to cooperate. With this cooperation situation, they shared the risk of their failure. At the same time, they were also very optimistic about Jiangbei's domestic appeal.

From the recent votes in the NBA All-Star Game, it can be seen that there are not a few fans in Jiangbei. So when he is really selected as an All-Star and wears his own sneakers, the effect will not be so good. You must know that the NBA All-Star Game is equivalent to a global live broadcast.

Another reason is that the sneakers produced by Jiangbei are epoch-making products, and there is no way to compare with any sneakers now. In addition to being used for a good-looking and cool appearance, its comfort is also very good. It can be said that Peak is full of confidence in this product.

Therefore, Jiangbei and Peak can be said to coincide with each other. The two sides take what they need, and they are both fighting and fighting for a common goal.

At the same time, Yuan Lin told Jiang Bei that the first batch of Dance of the Aurora had officially rolled off the production line, and planned to send it to country M first to cooperate with Jiang Bei in promoting it at the All-Star Contest.

This idea is basically the same as Jiangbei's. When Jiangbei's new sneakers are unveiled, with the appearance of Aurora Dance, they will definitely get a lot of attention, and some people will ask, but when the time comes, they will take the opportunity to launch the signing of Peak and Jiangbei. As a result, Feijiang Sports will take advantage of the wind to start a big sale, and Peak will also take advantage of the opportunity.

(End of this chapter)