匹克发展之路

13.0Introduction3.1CasestudyPEAKsportsasoneoftheleadingsportsbrandinChina,andin2007officiallybecameanofficialpartneroftheNBAChinamarket,oneofthefirstChinesesportsbrandtoentertheinternationalmarket,theOlympicjointlyNBAtofulfillthedreamofcountlessChineseyouthbasketball.PEAKbrandimageandvisibilityisgraduallyincreasing.PickconsistentlyadheretothestrategyofinternationalbrandsandproductspecializationhasgraduallybecomeoneofChina'smostpopulardomesticsportsbrand,withqualityproducts.3.2ThepurposeofreportThemainpartofthisthesiswillintroducethePEAKhowintotheU.S.market.DiscussedthroughtheanalysisoftheU.S.marketandthecurrentstatusofthePEAKofproductstrategy,pricingstrategy,distributionchannelsandpromotionalstrategies.IntroducedinthesecondpartoftheU.S.importlaws,inordertoconsiderthePEAKentryintotheU.S.marketshouldpayattentiontotheproblem.Thethirdpartistheproductionandoperation.Thefourthpartisthepersonelstrategies.Thefifthpartdiscussthefundingandfinancialconcernsincludinganyrisksandtaxissues.Thesixthpartisenvisagedfortheimplementationscheduleofthecompany'sexpectations.Thelastpartisplanningtheentireproject.24.0ThebackgroundofPEAK错误!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.35.0AnalysisofthePEACcompanytoentertheU.S.Market5.1MarketResearchTheU.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?5.2MarketingDecisions5.2.1DefineMa