Sports
PEAK Sport in Brazil: Alfredo Novais' Journey and Chinese Strategy
Discover how Alfredo Novais transformed his passion for foreign trade into representing Chinese sports giant PEAK in Brazil.
In Stemma China, Alfredo Novais, founder of ABN8 Trading, shares his journey in foreign trade and PEAK Sport's arrival in Brazil. He discusses entrepreneurial challenges, the Chinese business mindset, and the brand's plans for the national market. An inspiring conversation about resilience and market vision.
In the 10th episode of Stemma China, hosts Fabio Bessa and Carlos Gueiros welcome Alfredo Novais, founder of ABN8 Trading, responsible for the official import and distribution of PEAK Sport in Brazil. The conversation explores Alfredo's entrepreneurial journey, his experiences in foreign trade, and how the Chinese sports brand is positioning itself in the high-performance Brazilian market.
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From the Tax Authority to International Entrepreneurship
Alfredo's journey in foreign trade began unusually, through a Prouni scholarship for college. His first practical contact with the area was as an intern at the Brazilian Federal Revenue Service, where he learned about company import qualification (Radar — coincidentally, the same name as a Stemma program). He emphasizes the importance of this experience as a “great school,” where he witnessed everything from bureaucracy to inspection practices. This immersion encouraged him to become an entrepreneur.
With ABN International (later ABN8 Trading), Alfredo and his partners began by selling consulting services for company qualification. Their first major deal was the export of mullet roe to Taiwan. The company expanded, working on glass import and even distributing Peruvian products, such as Cusqueña beer, demonstrating versatility and a constant search for new opportunities in the international market.
The Chinese Business Mindset
Alfredo participated in presidential missions abroad, including former president Dilma Rousseff's first international trip to China in 2011. He recounts the challenges of the time, such as traveling with a broken foot and the difficulty of obtaining visas. Perseverance and adaptability are key to success. Chinese business culture is marked by the pursuit of results and the importance of the number 8, which symbolizes prosperity and infinity. This “get-it-done” mindset is crucial for anyone wishing to operate in the Chinese market, where hesitation has no place.
A striking cultural aspect is Ganbei — the Chinese toast with drinks like Baijiu, a high-alcohol rice spirit. Tradition demands that the drink be consumed in one go, a ritual that tests sincerity and readiness for business. Alfredo emphasizes that networking and reputation are as important as formal contracts, often sealing major deals informally.
PEAK Sport Conquers Brazil
The entry of PEAK Sport into Brazil was a story unto itself. Alfredo discovered the brand during a visit to China, after an experience with competitor Anta. At the world's largest fair, the Canton Fair, he was noticed for wearing an ABN8 Trading t-shirt with the Brazilian flag. This proactivity caught the attention of PEAK, which was looking for a partner with a “Chinese mind and a Brazilian heart.”
PEAK Sport, with 36 years of history and a presence in over 150 countries, is the third-largest multi-sport brand in China, competing with Li Ning and Xtep. Although traditionally strong in basketball, PEAK has invested heavily in its running line. The technology of its Taichi foam, featured in models like the Taichi 5.0 Elite, is a key differentiator, offering propulsion and stability.
Market Strategy and Expansion
Alfredo's strategy for introducing PEAK in Brazil includes using platforms like Mercado Livre and partnerships with large retailers, such as an aggressive campaign on Privalia, offering discounts so the public can try the sneakers. Feedback from Brazilian runners was crucial for the development and improvement of models like the 5.0 Elite.
PEAK is also investing in supporting sports events, such as the Belo Horizonte International Marathon, and athletes, like Caíque and Renato, who reached the podium at the Garda Marathon in Italy, the first marathon sponsored by PEAK outside China. The success of these athletes boosts the brand's standing with the Chinese headquarters. Future plans include opening flagship stores in São Paulo and Rio de Janeiro, expanding the brand's reach in the country.
Alfredo Novais' journey is a testament to his passion for foreign trade and the market vision required to bring a global powerhouse like PEAK Sport to Brazil. His story inspires all who seek to transform challenges into great opportunities, showing that with dedication and a “Chinese mindset” for business, the sky is the limit in the high-performance universe. PEAK's growth in Brazil reflects this mentality, promising to revolutionize the sports market with innovation and accessibility.
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