PEAK CEO Xu Zhihua: Get Through The Thinking "Ren Du Two Pulse"

January 5th, August 2010, when

This has been summed up by the industry as "PEAK mode".

Let Americans know that China also has

Reporter (hereinafter referred to as "Ji"): how to sum up your 2010?

Xu Zhihua (hereinafter referred to as "Xu"): quite satisfactory.

A 30% increase in net profit has been made to meet the promise of listing.

The brand has successfully strengthened the positioning of basketball. NBA already has 17 players wearing our shoes in the competition.

It also extends to new projects like running, football and tennis.

In the American impression, China's products are all OEM, MADEINCHINA.

Without their own brand, the price is low.

What I do is to familiarise Americans with us and let them know that this is a brand, not a factory.

Reporter: what do you think is the biggest difficulty in 2011?

Xu: like a balloon, the bigger you blow, the greater the difficulty you will face.

In this process, especially the internationalization of brands, they will face various kinds of unknown difficulties, including cultural, conceptual and market unfamiliar.

Reporter: the industry calls your model "PEAK mode". What do you think?

Xu: in the words of the dean of the Changjiang Commercial College, "standing on the moon and looking at the earth", the earth is a whole market.

In the past, traditional thinking was separated from domestic sales and exports.

PEAK has broken this mindset to integrate the global market and global resources.

At first, no one did so. They dared not.

Now the effect is good, we will recognize it.

Reporter: many enterprises learn PEAK, will they feel that they are playing the same role in the east?

Xu: I think the biggest reference we can give to others is a breakthrough in thinking. Instead of making rockets, you are also a rocket. When I do NBA, you also do NBA.

It should be me doing NBA, you can do the Premier League, even you can make ice hockey and play baseball league. According to the characteristics of each family, you can try many new models and many new ways.

This thing is actually very simple.

Reporter: if we compare PEAK to one person, which step should we go to?

Xu: young people are still developing. They need to keep learning.

We have achieved internationalization of the capital through the internationalization of the brand. Now we have to promote the internationalization of the market and the internationalization of our entire enterprise.

Battier led him into the rocket door.

Reporter: you once said, let NBA players wear your shoes.

How do you sell the first pair of shoes?

Xu: it's not clear.

For example, in order to reach the general manager of the club, I once stood at the door of their physical examination hospital.

Because everything is booked in the United States. You can't enter the gate without reservation.

Reporter: how long has it been waiting?

Xu: half a day.

At first, they wouldn't let me go up. I kept turning around the hospital.

Later, I met Battier, who had brought me in because he had seen him in China.

Reporter: Battier was surprised to meet you?

Xu: well.

This is a temporary decision made suddenly.

Because previous cooperation is mediated by intermediaries, it is very unsmooth. In order to avoid detours, I want to have a direct communication.

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Reporter: are there many detours before?

Xu: because they were not familiar with the US market, they suffered a lot.

In the past, English was not very good, but in terms of price and rules of the game, people would be deceived by others.

Of course, these are the stones in the process of moving forward.

Instead of touching a stone, you retreat.

Reporter: how do you impress him?

Xu: in fact, it is mainly sincerity. You keep convincing him and constantly putting forth your ideas, two times, three times, cooperation. The biggest thing is win-win.

If the two sides achieve a win-win agreement, they will succeed.

At that time, foreign players did not understand Chinese enterprises.

They constantly put forward that they should be tried first before they can be decided.

At that time, we designed products based on their feet and continuously improved them.

In the process, they feel our service, our sincerity, and then choose us.

Reporter: in fact, running in and adapting to cooperation?

Xu: for example, at the beginning, he made a few jokes with the Rockets.

I asked them, I am your client, from China thousands of miles away, how to let you pick me up at the airport, do not let me hire a car to book a hotel.

It's very simple. It's not for you to pay.

I didn't understand that at the time.

Later I met several times to understand the rules of the game in the United States.

Unlike in China, a customer comes, whether there is business or not, to pick up the hotel at the airport, this is our host friendship.

"The two generation is rich" is a responsibility.

Reporter: I heard that you didn't plan to enter PEAK when you graduated. Is your father persuaded you?

Xu: This is all what happened 10 years ago. During the student era, students had more ideas and wanted to do their own business.

My father didn't convince me, nor did he try to get me back.

But I feel that since my family needs, I should come back without hesitation.

I am the eldest son of my eldest son. I must bear this responsibility.

Reporter: if you didn't choose to come back then, what would your life be like?

Xu: it is not clear that there is no regret drug in the world.

Men can only be said to do something valuable.

It's business, business or job. It's all about choices.

It's not what you choose, but whether you work hard or not.

As long as it is meaningful and valuable to the society, it will help the family.

Reporter: as the head of PEAK, your father Xu Jingnan is shining more often.

Some people give you the title of "rich two generation". What do you think?

Xu: calm down, what is the title is not important, what matters is what you did.

We can not change the outside world, we can only change ourselves and make ourselves better.

It is a man who has the courage to take responsibility, and through your efforts and attempts, let the outside world change your opinion.

I think this address is the name of a specific historical space, and more people still work hard.

Although the Chinese have traditional thinking, they inherit their father's career.

But is it beneficial to the enterprise? The premise is that the child's approval of his father's career is not acceptable but not good.

If there is no interest at all, no succession is possible.

Reporter: your micro-blog has sent pictures of many children. You love her very much.

When your child grows up, do you want her to inherit her father's career?

Xu: No, I just want her to be a responsible and happy person.

As to whether she is interested in my career, she is interested in the best, neither interested nor demanding.

It is the basic quality of an entrepreneur to make her a responsible person.

I will not train her to settle accounts.

However, integrity, courage and integrity must be cultivated.

Expert comment

Guo Tiemin, director of the industrial economics research center of Fujian Normal University, professor and doctoral tutor of School of economics,

In recent years, the development of PEAK is obvious to all.

In particular, in the past two years, PEAK's most important development is to move from the domestic to the international arena. The implementation of the brand strategy has made a pioneering move in cooperation with NBA and other sporting events, and promoted the development of sports in China.

In addition, PEAK's efforts to focus on people's livelihood are also sparing no effort.

As early as more than 10 years ago, PEAK set up a grant, and was awarded the Chinese Charity Award issued by the Ministry of civil affairs.