匹克发展之路

1 3 0 Introduction 3 1 Case study PEAK sports as one of the leading sports brand in China and in 2007 officially became an official partner of the NBA China market one of the first Chinese sports brand to enter the international market the Olympic jointly NBA to fulfill the dream of countless Chinese youth basketball PEAK brand image and visibility is gradually increasing Pick consistently adhere to the strategy of international brands and product specialization has gradually become one of China s most popular domestic sports brand with quality products 3 2 The purpose of report The main part of this thesis will introduce the PEAK how into the U S market Discussed through the analysis of the U S market and the current status of the PEAK of product strategy pricing strategy distribution channels and promotional strategies Introduced in the second part of the U S import laws in order to consider the PEAK entry into the U S market should pay attention to the problem The third part is the production and operation The fourth part is the personel strategies The fifth part discuss the funding and financial concerns including any risks and tax issues The sixth part is envisaged for the implementation schedule of the company s expectations The last part is planning the entire project 2 4 0 The background of PEAK Fujian PEAK Group is an export oriented enterprise groups it consist of sneaker shoes clothing bags and other specialized equipment it already has 18 years of professional R use the network system control on sale to improve the efficiency of logistics management widely use office systems to achieve the Group in the country s information sharing and the paperless office in the building of enterprise culture the company has always attached great importance to personnel training and staff skills training within the enterprise on a regular basis and organize cultural and sports activities and gradually improve staff welfare policy and efforts to build a 21st century learning the PEAK Group is taking the innovation and scientific management to international marketing firm pace PEAK is one of the leading active wear and footwear brands in Asia and the fastest growing basketball footwear company in the world PEAK has recently opened an office in Los Angeles under PEAK SPORTS USA PEAK plans to launch products in the U S in 2011 PEAK is a rapidly growing sportswear company in China with a distribution network over 6 000 authorized PEAK retail outlet operators PEAK has relationships with the NBA WNBA CBA NBA China and FIBA PEAK has home stadium sponsorship with approximately 10 NBA teams every year as well as endorsement arrangements with about 12 NBA players at any given time PEAK s chairman Mr Xu Jingnan became involved in the original equipment manufacturer OEM business of sports footwear products for various international brands in 1988 Under Mr Xu Jingnan s direction the PEAK brand was created and used to promote sports footwear products beginning in 1989 Now PEAK has over 6 000 stores in China 3 5 0 Analysis of the PEAC company to enter the U S Market 5 1 Market Research The U S domestic market is vast Since the mid 1970s the U S economic structure adjustment the labor intensive industries have move to overseas such the supply of basic consumer goods mainly rely on imports With the rapid development of the U S economy the life level of American people has increases the demand for footwear is bigger than other countries and consumption of shoes was significantly higher than other countries this situation have provided a huge opportunity for the Chinese footwear exports to the United States From the volume of exports and the market share in the U S market it is evident show that the Chinese shoes are very popular in the America Much of the investment is not only their footwear suppliers in fact the majority of American consumers is the biggest receiver because from the consideration of cost performance in the U S market footwear Chinese shoe is the most powerful In all the time the United States is the world s major complete shoes of the consumer market China s shoes export market until 2007 the United States is still the first market of China s shoe exports However since the U S subprime crisis the outbreak of the U S consumer price index had slipped it is lead to the Chinese shoe exports to the United States has very much disturbed And nowadays PEAK face the fierce competition of foreign and domestic brands There are many excellent brands in China Li Ning Anta ERKE STEP BY STEP and 361 In addition in the U S market there are a number of internationally renowned brands Nike Brown Reebok Adidas Converse Reebok and Puma Under the influence of the U S subprime crisis and there is fierce competition of the well known brands in China and abroad PEAK how to break into the U S market 5 2 Marketing Decisions 5 2 1Define Marketing Mix The marketing mix is a business tool used in marketing products The marketing mix is often crucial when determining a product or brand s unique selling point the unique quality that differentiates a product from its competitors and is often synonymous with the four Ps price product promotion and place in recent times however the four Ps have been expanded to the seven Ps or replaced by the four Cs 4 REAK sporting goods as one of the leading sports brand in China since 2007 officially became an official partner of the NBA China market one of the first Chinese sports brand to enter the international market the Olympic jointly NBA to fulfill the dream of countless Chinese youth basketball Pick the brand image and reputation gradually increased Pick consistently adhere to the strategy of international brands and product specialization has gradually become one of China s most popular domestic sports brand with quality products Now I will use the 4P marketing strategy to analyze the PEAK companies marketing strategy 5 2 2 The Product Strategy First of all PEAK has always insisted quality first as the core In the beginning of the birth of the brand PEAK created a precedent for the Chinese Men s basketball player to wear the national sports shoes in the contest The high quality image of the PEAK basketball shoes popular in China PEAK chairman Xu Jing Nan have make geat goals foe r the development of the enterprise to become an internationally renowned brand a century to build business excellence He pointed out that quality to the brand and then a century enterprise is a progressive process quality is the foundation of the brand a century enterprises are higher requirements reflect the brand For the positioning of the product to create the first brand of Chinese basketball equipment basketball series in particular basketball shoes as the main products of the enterprise Facts proved that this product differentiation strategy is successful To the 2007 PEAK basketball shoe market share of 17 percent more than Nike a market survey of professional research firm ZOU MARKETING PEAK basketball shoes have been accounted for 13 3 percent of China s retail market beyond the Li Ning Adidas second only to Nike s 18 percent if the sale of the meter the market share of PEAK is higher than the Nike 8 3 percent above the top of the list In addition PEAK has been committed to innovation and product development The product design of PEAK is to continuously improve product quality and functionality and constantly introduce new technology such as state of the art shoe design in a timely manner the mesh TPU air circulation technology and a unique arc shaped shock absorber technology 5 2 3The Pricing Strategy Because nowadays PEAK is at the growth stage compared with international brands regardless of brand awareness product image and in terms of functionality have a larger gap PEAK use a low price strategy The consumer groups of PEAK mostly concentrated in the second and third level cities PEAK footwear in 10 years the average selling price just RMB 80 5 yuan an average price of clothing just RMB 42 5 yuan At a low level at the 5 industry level Pick quickly tap the rural market with such a low price strategy 5 2 4The Channel Strategy Currently on the market target customer groups the Pick of the distribution network is mostly concentrated in the second and third level cities As of June 30 2011 by the distributor or retail outlet operators have and the number of retail outlets operated by a total of 6796 including 1423 second level cities and third level cities in 5017 356 in first level cities Thus the PEAK success in the second and third level cities in China they will be taken carefully cultivating the second and third level strategy to capture a second level cities strategy to further expand market coverage And PEAK sports began to develop computerized information management system in order to achieve and retail outlets to maintain real time communication and collection of sales data and feedback there are 1120 retail outlets to connect to the system The unified management of the retail outlets is the Pick of the advantages Joined the PEAK necessary first of mind to maintain common values and PEAK sports Secondly the necessary transformation of the visual recognition system in accordance with the PEAK uniform requirements necessary unified supplier In order to encourage distributors to expand retail outlets and shops to maintain a consistent image the PEAK renovation subsidies to eligible authorized to operate retail outlets to provide rental subsidies to distributors and provide incentives to distributors to meet or exceed annual sales targets 5 2 5The Promotional Strategy PEAK has long proclaimed I CAN PLAY I CAN the infinite possibilities of the spirit of sport the concept of the dream of success as a team During to choose the advertising spokesperson not only focus on basketball locate relevant more importantly the product can be well into the spokesperson of the event the various life excellent mining and to create a variety of news resources breaking the generally endorsement in advertising the film random surface adhesion endorsement phenomenon Use deep seated endorsement to increase brand awareness In addition to television advertising outdoor media online promotion PEAK in cooperation with the international sports organizations to sponsor an important means of marketing a variety of events is also known by the majority of consumers Only in the 2010 PEAK sponsorship events leagues and sports teams including the NBA caravan Australia star basketball team 09 Qinghai Lake International Road Cycling Race the 2010 AFC U19 Women s Youth Championship the Asian professional basketball In addition PEAK is often organized NBA players speak to visiting China and Hong Kong to promote activities There before the basketball theme park PEAK youth 6 basketball development program These are the PEAK improve brand recognition an important means of PEAK to win a good social reputation and brand image Faced with increasingly fierce competition in the sporting goods industry PEAK should take what kind of marketing strategy for the enterprise is a matter of important PEAK should continue to adhere to a focused marketing strategy has been to adhere to the management of the operating system of uniform standards to continue to strengthen cooperation with the international events market continue to use the international high end events resources to further enhance brand awareness Need to increase R the other hand directly or indirectly using various means to support exports such as the use of subsidies tax incentives technical assistance and promote the means to support and encourage exports Then there are the use of a trading nation status frequently take the initiative and scheming to open the markets of other countries pressure through bilateral or multilateral negotiations as well as means of retaliation by its trading partners to lower tariffs open markets to increase its goods and services in the international market a greater share This is mainly because exports are increasingly important for growth and development of the overall U S economy The latter half of the 1980s to the early 1990s the U S gross domestic product growth rate of export growth rate in the share of continuous 7 improvement Therefore further expansion of international trade in the international market is the key to the U S government 90 years to drive domestic economic growth economic strategy to expand foreign trade In addition exports to the United States to create new jobs to maintain a higher employment rate is also very important According to statistics the U S exported 1 000 000 000 of goods and services you can create 20 000 high wage employment opportunities Such as exports increased by 15 you can create a one hundred billion U S dollars in export value and two million employment opportunities 5 3 2The Tax Issues The overall tariff level is low but high tariffs and tariff peaks still exist in some areas At present more than 7 5 4 3 of the total tariff lines of tariffs over 15 per cent of tariff lines of the high tariff lines more than three times the average tariff level of total tariff lines Footwear products the lower tax rate usually applies to products with high prices of imports while imports of low priced products for the higher rate of PEAK products are mainly concentrated in the United States in the low end market Therefore such a tariff structure Pick affordable products based on the U S market in a competitive disadvantage 5 3 3 The Sales Channels PEAK now in the United States has not yet set up their own sales channels mainly exported to the United States or through layers of middlemen and traders from the United States Taiwan Region Hong Kong region South Korea and mainland China s foreign trade companies Intricate part of manufacturers profits continue to exploit In addition the development of the U S market mainly with a sales team in the United States so U S sales team for the U S market is very understanding but on the PEAK The PEAK of China s overall strategy the entire brand strategy is not well understanding can not follow 5 3 4The Competition In The Market PEAK main occupation in the U S market is in low end market PEAK also enter the U S market only in its infancy the competition of such a strong brand in the United States is still small and mainly middle and low market The cost of PEAT is quite high but the technical content compared to foreign brands still have a certain gap PEAK export the U S advantage is not a brand not the technology but the cost advantage which makes the PEAK in the United States such a mature market competition in a very unfavorable position as Nike Adidas Converse advanced this technology brand and strong competition PEAK can not afford to parry 8 5 4 Manufacturing Second the factory relocation of the establishment of new supply chain will pay a higher cost Third the capital of the country of origin investment restrictions are also bound by Chinese enterprises to invest overseas Fourth we still lack a rational and sober understanding of the new business environment Fifth individual countries the existence of political risk and market risk a group dose not can be changed Sixth the national government continues to provide favorable policies to support development of Chinese enterprises Seventh the better the infrastructure the quality of labor resources on the rise more importantly we have a stable political environment and strong motherland backing to ensure product supply and stable PEAK investment in the second half of 2011 about 80 million yuan to establish two production bases in Fujian And Shandong Heze province 9 production bases for the plan has also been put on the agenda the planned total investment is expected to reach 1 billion yuan 5 5 Personnel Strategies PEAK company employees as the most precious asset fully attract and unite the talents from across the country and even around the world in promoting the brand internationalization specialization but also committed to the internationalization of talent And positive growth together with the staff to create a learning oriented enterprises 5 5 1Reserve cadres training Outstanding graduates through a rigorous interview and screening the company hired by a one year training and assessment the selection of which have the potential talent as the company s future management candidates and training and development The specially formulated Reserve stem training mechanism and management measures clearly defined period of culture process and objectives of the reserve cadres Human Resources PEAK Business School the internal lecturer and external lecturer together to form the lecturer team on the reserve cadres training in corporate culture rules and regulations product knowledge and the company s core business In addition in order to improve the capacity of the reserve cadres teamwork exercise the reserve cadres mental and physical the company s human resources for the storage of dry their weight competition was held 5 5 2Personnel Training The company should pay attention to the growth of employees through new employee orientation job training expatriate training storage of dry training and other training activities to improve the staff s business skills and professional ethics The company s human resources in the 10 11 month planning the company s next annual training Each year to conduct a training needs survey and training needs survey carried out in accordance with the sampling ratio of 10 30 The human resources department of personnel training courseware development strict selection of external lecturers and strive to develop in house lecturers all lecturers before taking the examination after After the training assessment and training satisfaction survey in a timely manner continuous improvement training and provide intellectual support for the development of enterprises and personnel security Ef