While economists' debate over whether the real economy in China is picking up continues, powerful private-owned companies have been waiting in the wings. According to sources, the well-known Chinese sports brand Peak Sporting Goods Co., Ltd. (Peak Sports) is about to be listed in Hong Kong at the end of this month, out of the market financing a crucial step. From September 11 onwards, the company team has started a roadshow, and Credit Suisse as IPO underwriter.
As for the listing, the former chief executive of Olympic Sports Xu Zhihua had said that "the development of enterprises to a certain extent, the market is an inevitable choice, from product operation to capital operation will be enterprises to expand production capacity and accelerate the development of the booster."
Professional positioning highlights the anti-risk ability
According to the figures released to the media earlier, starting from 2006, Peak Sports's annual turnover grew by more than 60%. Turnover in 2008 nearly doubled to 2 billion yuan. Meanwhile, according to a market survey conducted by Frost & Sullivan in 2008, Peak Sports ranked among the top three most recognized sneakers and basketball shoes brands in the country.
Experts point out that Pick's performance is not unrelated to its positioning. In fact, according to Zou Marketing survey, 2007-2008 Olympic basketball shoes in the Chinese market share has reached the industry first. The world's sports brands can in fact be divided into two camps: one is based on professional sports sports brand, usually based on professional events as their own endorsement of the brand, the international brand Nike, Adidas and the domestic brand Li Ning [24.55 -1.01% ], Pick and Anta belong to this column. The other is based on fashion sports sports brand, usually fashion design as their own brand endorsement, international brands PUMA, KAPPA and domestic special step, 361 ° belong to this column. Although the two camps have their own cross-space, they have not changed the essential attributes of the brand, and all the brands traverse the market with their own established routes.
From a consumer perspective, specialty-based brand consumer groups are often sports enthusiasts and often engage in sports for some groups - after obtaining their approval, such professional products can be quite viscous so that the entire Brand growth presents a high sustained and high growth path; and fashion-based brand consumer groups are more focused on those who pursue fashion, experience novelty, full of personality groups, such consumer groups in a long-term fluctuations Under the curve, like online games, companies because it is difficult to accurately capture the preferences of the crowd, but not necessarily can be "betting" success.
"In fact, the reason why professional brands are able to maintain a more long-term market vitality lies in the high threshold of their accession." According to Xu Zhihua's analysis, "the professional brand consumer market, the product design and development, manufacturing processes and Material fabrics and so on have put forward higher requirements, not only need to be able to ensure the comfort of their movement, protection, wear resistance, but also require products to enhance the consumer's athletic competitive ability to some extent.
In response, the industry said that as a functional product, long-term market vitality, and high sustained, high growth, high threshold of the "three high" characteristics, make the professional brand has a strong anti-risk ability, but also more affected Welcome capital market.
Resource advantages bring room for growth
In the process of competing with his peers, Pick chose an internationalized and specialized strategic route. He took part in the sponsorship and promotion of the NBA, WBA, CBA and FIBA.
October 2007, Pick became the NBA's official marketing partner in China, the current contractual life of both parties until 2014. At the same time, the Group also signed the contract including Ron Artest (Lakers), Shane Battier (Rockets), Dikembe Mutombo (Rockets, about to retire), Jason Kidd (Mavericks), Sasha Vujacic (Lakers), Sonny Weims (Raptors), Darnell Jackson (Cavaliers) and many other NBA stars.
In addition to marketing resources, public information shows that the current Peak total more than 5,600 stores, a strong channel of resources advantages has also become the company's core competitiveness. Prior to clothing chain sales companies listed in Hong Kong hot pursuit, but also sufficient to prove the advantages of offline channels, "gold content."
According to the plan announced by Peak, the company plans to add new branches each year in the next three years, and the sales network will also extend from the current second and third tier cities to first-tier cities. The resource advantage will also lay a solid foundation and a huge space for growth for the company's continued growth in the future.