After three years of enlightenment and reloading, Bikefeng officially entered the vision of Chinese consumers.
On April 8, Swedish brand PeakPerformance released its first tweet through the official WeChat public account, "PeakPerformance Blends And Leaps forward", announcing its entry into the Chinese market under the name of "Pike Peak".
As an important member of the Amalfon Group, this is not the first time that Pique Peak has "entered China". As early as September 1, 2021, PeakPerformance announced its entry into the Chinese market, and at that time, it also launched the official Tmall flagship store.
"This time it is a re-integration," Wu Xiangyu, head of the Bike Peak brand, told Lazy Bear Sports, according to him, Bike Peak is expected to release the WeChat mall mini program on April 30, which is the only formal channel for buying Bike Peak in China. In addition, Bikefeng plans to open its first offline store in Q3 this year.
That is to say, after nearly 7 months of thinking, Birk Peak has a new positioning and direction.
A ski brand that originated in Sweden
Originated in Scandinavia, Sweden, in 1986, Pico was founded by three ski enthusiasts: Stefan Engström, a world-class cat ski jumper, Peter Blom, former editor-in-chief of Åka Skidor, Sweden's largest ski magazine by circulation, and Christer Mårtensson, a former art director and designer for the company. The three founders believe that at that time, outdoor skiing professional equipment generally lacked a sense of design, in order to create professional ski equipment with "practical aesthetics", the founding team empowered new brands from sports professions, Nordic lifestyles and visual design, and Beck Peak was born with great style.
Bright color design of Peek Peak products.
Peak 1991 opened its first store in Stockholm and has now operated online and offline in more than 25 markets around the world. In 1998, European fashion retail apparel company Carli Gry International acquired Pak Peak, the predecessor of Denmark's IC Group.
On April 30, 2018, Amer Sports took Overest from Eurosex for $309 million.
In the 2018 acquisition announcement, Amalfin disclosed that Pico peak's performance in the nordic and Central European ski markets is strong, with stores in the United States, Switzerland, Finland, Sweden, Norway, the United Kingdom, Germany, Canada and other countries, 40% of its revenue comes from the women's series, DTC revenue accounted for 45%; Pico's revenue in fiscal 2017 was about 994 million yuan, and the EBIT rate was 11.9%.
On December 7, 2018, a consortium of ANTA Sports, Fangyuan Capital and Tencent announced the acquisition of Amalfin for a consideration of €4.6 billion (about RMB36 billion at the time). In the next three years, Amalfon's Archaeopteryx, Wilson and other brands began to deploy in China, and Birk Peak remained on hold until September last year.
The main "color + design" trend sense
Looking at the history of the brand, Pico Peak takes ski wear as the main theme, backed by the largest and most perfect winter sports resort in Northern Europe, and the brand has a unique outdoor environment advantage in product research and development. At the same time, the founder's research and development and design of outdoor equipment is inspired by Åre Town, the alpine ski resort with the widest wild snow and the worst extreme weather, and the concept of "manufacturing designers' favorite and practical products" to achieve a balance between visual design and protective functions that adapt to extreme environments.
Today, the Picotek product range covers a wide range of skiing, cycling, golf, hiking and more.
Compared with other high-end outdoor sports brands with single colors and more traditional layouts, the most obvious features of Bike Peak's products are bold colors and avant-garde design. The bright color block design is its main style. On the Little Red Book, the most popular related product of the Bicker Peak entry is ski suits, which young snow lovers in Northern Europe call "stitching snowwear aesthetic ceiling". In terms of design, Pictop pursues the unique design logic of row splicing and tangential lines.
Punch peak product color block design.
Picos's personality naturally earned it the recognition of a group of ski enthusiasts, and trendy lifestyle media Highsnobiety named it one of the world's top outdoors.
According to the brand's public information, Piquefeng has more than 700 employees in the United States, Europe and other places. Back in the Chinese market, after this restructuring, the core of the team will come from Archaeopteryx, positioned as a fashion professional outdoor brand.
"With 'Fun & Joy & Togetherhood' as the brand spirit, the Pico Peak group will be more of a group of outdoor adventures to enjoy the wild fun and enjoy sports with relatives and friends." Wu Xiangyu told Lazy Bear Sports.
How does the Bike Summit differentiate itself from Archaeopteryx?
"Picos's products are based on the Nordic style, which will appear visually strong, multi-colored and more stylish, and the domestic product line will involve skiing, hiking, golf and urban leisure." Archaeopteryx's customer base focuses on the professional performance of the product to climb the mountain to achieve climbing achievements. The domestic consumer group of Pike Peak is more likely to enjoy the wild and enjoy the fun when they are outdoor adventures. The pricing of each category of Pike Peak will be slightly lower than that of Archaeopteryx. Wu Xiangyu told Lazy Bear Sports.
Bickerfeng multi-series products.
That is to say, compared to Archaeopteryx's emphasis on functionality, durability and practicality, as well as the aesthetic style of intuitiveness and simplicity, as mentioned above, the Pzek Summit continues its most obvious features, continuing to highlight the bold brightness of the design logic in terms of column stitching, tangential lines and color. While ensuring the professionalism of high-end outdoor products, it caters to outdoor consumer groups that pursue a more trendy design sense with relatively low prices.
It is worth noting that Archaeopteryx has proposed the concept of "luxury (sports luxury brand)" in China, including co-signing with Jil Sander, signing supermodel Liu Wen and other actions, and once seemed to be leaning on the luxury category to obtain a higher product premium. This will undoubtedly make some of the professional tone, but also caused some hardcore users to question, from the brand's recent marketing presentation, Archaeopteryx in the professional outdoor high-tech, high-performance functionality and material sustainability on the tone.
ARC'TERYX Archaeopteryx x JIL SANDER+ co-branded series.
After this operation, perhaps Birk Peak can achieve archaeopteryx ambitions to some extent - to give up some professional attributes and capture more young consumers with fashion, trend and avant-garde.
On Ins, Peak Ike has 130,000 followers. On the homepage, Peck Peak invited seven outdoor skiing and mountaineering enthusiasts as brand friends to release sports videos and show outdoor wear. The age of these brand friends is generally under 30 years old, and the sports scene is all over Canada, Switzerland, and Japan, and ski resorts, magnificent mountains, and wide streams are the main sports fronts of these brand friends.
On social media, The sports group highlighted by Pile Peak is a group of "outdoor adventurers", but compared with other high-end outdoor brands, the user visual presentation used by Pile Peak is more youthful.
Biker Peak brand friend sports scene.
In the spring and summer of 2020, Pico and Byredo founder Ben Gorham collaborated to launch a series of outdoor trend clothing, jointly titled "Possessions of My Soul", focusing on technology tailoring, genderless and multi-functional.
"Complementing each other" is the evaluation of the co-branded products by the founders of Luxury Brider. Also from Sweden, Bradyd positions itself as a "modern European luxury brand". At present, the brand has been settled in China, the main eau de toilette, the price is generally in 2000 yuan / 100 ml, in the domestic fragrance circle there are many solid fans - Beijing Taikoo Li, Shanghai Plaza 66, Chengdu Taikoo Li, Nanjing Deji and other high-end business circles can be seen in its stores.
The brand tonality of Pike Peak can also be glimpsed through such a luxury joint name, and it is very likely to take over the "sports luxury brand" route before Archaeopteryx. However, from the perspective of competition and demand in the domestic high-end outdoor brand market, in the long run, how to maintain the advantages of version, design and color, professional performance does not make concessions, and is different from other brands in the high-end outdoor products market, colliding with unique growth points, which is also a problem that the new team of Billkfeng needs to think about and define.
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