Half a month ago, Peak stores appear in the United States, Los Angeles, a large shopping malls and nearly 300 square meters with a large area with internationally renowned sports brands competing in the same field. It is understood that this is a significant step in the internationalization of Peak products, which sounded the horn into the US retail market, but more of the role is to test the spending habits and preferences of the United States, but also to explore how Chinese brands to enter the high-end market and competition In the win.
Opened a precedent for the industry
The just-past 2011 is undoubtedly an extremely important year for Peak Internationalization. At the beginning of February this year, a subsidiary was established in Los Angeles, the United States. At the end of December 15, the flagship store in the United States officially started trial operation and opened the store Nike 's hometown, become the first Chinese local brand.
High profile announced to enter the United States market Chinese sports brand, currently only two Li Ning and Peak. The difference is that Li Ning's focus is on the field of e-commerce; Peak opened the store by the end of the year and went deeper into the U.S. market more realistically. This reporter has learned that this flagship store is located in the United States Los Angeles City Westfalia Copley shopping malls the first Olympic flagship store in the United States, on December 15, 2011 officially started; the store is located in Westfield Mall II Floor, and Footlocker, Footaction and other well-known sporting goods store at the same floor area of ​​about 274 square meters, is a basketball concept Peak stores.
How much is the investment in this flagship store? Liu Xiang, vice president of Peak Group Public Relations told reporters that Westfield mall is a very mainstream, influential shopping malls, rents higher than the large shopping malls in the second-tier cities; for this flagship store positioning, it should be said Belongs to "pilot water pioneer," but another at the same time the preparation of the store is basically ready, in February should be available.
Internationalization of products
In fact, Peak foreign stores already have, and increasing brand acceptance, which with its precise sponsorship marketing are not unrelated, the 2010 Asian Games, the 2011 Universiade, from Central Asia, the Middle East, a number of countries, All wearing Peak shoes, clothes played, participating; the most successful than Serbian basketball, Iraqi football and other events, with small-cost expenses earned enough attention.
This formal use of products into the United States market, but also years of accumulation. "From the very beginning, the Rockets, the official NBA alliance partner, and the number of Active NBA players contracted by Peak have reached 16, making this an invaluable resource." Liu Xiang told reporters that due to the preferences, habits and markets of consumers in both countries, The huge differences exist in the competition, flagship store sales expect more expectation lies in "thoroughly." Therefore, the main products of the previous period are mainly the signature boots of Peak's 16 endorsement players, the very influential TEAM models and the non-signature shoes recognized by the star. "Every star has its own fans and the teams there have A lot of fans, coupled with the attractiveness of Chinese elements, so that more Americans into Peak's flagship store, we will know what they really need the product. "
According to reports, Peak US subsidiary chose to set up in the city of Angels, Los Angeles, the world's cultural, fashion , technology, trade and other centers of the metropolis to receive the most cutting-edge international cutting-edge information, the use of local resources and advanced ideas advanced from the product R & D, marketing, talent introduction and other aspects for the Peak to build brand value, enhance the brand competitiveness, the Olympic mark once again deepened.
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