匹克深陷降薪传闻，但许志华仍想坚持“长期主义”

Core Viewpoint - The recent salary cuts at Peak, a former leading Chinese sports brand, have drawn significant media attention, highlighting the company's struggles in a competitive market and the challenges it faces in the basketball category [1][2]. Company Performance - Peak's chairman acknowledged salary reductions of up to 50% for high-salary positions and loss-making departments, indicating financial pressure [1]. - The company has not publicly disclosed its operational status since going private in 2016, making it difficult to assess its current performance accurately [1]. - In 2015, Peak's revenue was 3.11 billion yuan, significantly lower than competitors like Anta, Li Ning, and Xtep, which reported revenues exceeding 5 billion yuan [2]. Market Challenges - The disappearance of channel profits has led to intense competition across both online and offline sales channels, with no clear advantages remaining [1][3]. - Peak's CEO admitted that the company is facing substantial pressure due to a downturn in the basketball segment and the overall competitive landscape [1][3]. Strategic Initiatives - Since 2018, Peak has attempted to embrace e-commerce, including live streaming on platforms like Douyin and Tmall [3]. - The company is focusing on enhancing its direct retail management and distribution systems to tap into the potential of first- and second-tier markets [3]. Product Development - Peak has introduced innovative technologies, such as the "Taiji" midsole, which has received positive market feedback and has become a significant product line, surpassing basketball shoes in sales [4][5]. - The company is expanding into various product categories, including outdoor gear, badminton rackets, and sports watches, with the latter achieving significant sales [6]. Long-term Vision - Peak aims to establish a strong foothold through competitive pricing while investing time in technological advancements [8]. - The company is exploring opportunities for international expansion, with overseas revenue consistently accounting for about 20% of total income [6]. Industry Context - The domestic sports brand market has seen substantial growth, with competitors like Anta and Xtep achieving significant revenue milestones [9]. - Despite setting a target of over 10 billion yuan in revenue, Peak has yet to publicly report progress towards this goal, indicating a lack of a clear growth strategy [9]. Philosophical Approach - The CEO emphasizes a "long-termism" and "deep cultivation" strategy, advocating for sustained investment in specific areas to build brand recognition over time [10].