Xu Jingnan: Everything Is Related To The Brand

　　 Thirty years ago, after 20 years of hard work, a rickshaw puller, with 7000 stores in the Chinese market, became the third largest sponsor of the NBA, with an annual sales volume of 3 billion Peak brand creator Xu Jingnan The story of.

What does this story have to do with brands?

Brands are about dreams. When many bosses see and enter the same market, Xu Jingnan set a higher goal: to create an international brand. Finally, it became the first Chinese basketball shoe to enter the NBA and the third largest sponsor of NbN.

Brand is related to positioning. When many fellow countrymen are keen on the production of tourist shoes, Xu Jingnan positioned his products as basketball shoes, and took the lead step by step with its first mover advantage.

Brand is related to image. In order to enter the U.S. market, Akio Morita renamed "Tokyo communications industry Co., Ltd." to Sony. Similarly, after establishing the strategy of establishing an international brand, Xu Jingnan changed the original "Shandeng" into peak. This English peak with specific cultural connotation is still in use today and has been widely recognized.

Brand is related to strength. Peak has 7000 terminal stores in China, which not only plays a role in product distribution, but also has the cognitive value of demonstrating brand strength.

Brand is about mind. Broad market, attractive profits, will inevitably produce fierce competition. When "violent marketing" appeared in some industries, in Xu Jingnan's eyes, "gathering together is an interactive relationship, which can play a great role in promoting the global brand network and the whole industry.".

Brand is related to culture. It is the responsibility of entrepreneurs to let Chinese products become the carrier of Chinese culture going global. Peak's customized boots for NBA stars have been infused with rich Chinese elements such as "heaven and earth", "bamboo", "Chinese characters", "four treasures of study" and so on, which has contributed to the spread of Chinese culture.

Brand is related to enterprise. Many enterprises choose to sell their enterprises and brands due to lack of motivation and confidence when they are growing up. Today, Xu Jingnan, who is worth 5 billion yuan, is not conservative and does not fantasize. He continues to pursue "doing better" in the spirit of sports.

When we are all talking about how made in China can become a global brand, Xu Jingnan led peak to cross the threshold of confidence, product, talent, capital and culture, and achieved 20% of the total sales volume in export, setting an example for Chinese people to create a global brand originated from China.

　 Although peak's performance is gratifying, we still need to think about how to break through the development bottleneck of marketing transition, lack of innovation, strong advertising and weak culture in the face of a 100 billion market. This is the real gap between us and international brands technological innovation Only by doing something with the brand culture can we really compete with the world giants.