Puma'S Net Profit Slipped Away From The First Camp.

< p > recently, the KeringSA (KER.PA) Kai Yun group's sports brand Germany < a href= "http://www.91se91.com/news/index_f.asp" > Puma < /a > (Puma) announced the fourth quarter of 2013 and the annual performance report.

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In the fourth quarter of last year, Puma's sales revenue fell 13.2% to 698 million 300 thousand euros and net profit loss amounted to 115 million 200 thousand euros. P

2013, Puma's net profit plunged 92.4% to 5 million 300 thousand euros throughout the year.

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< p > industry insiders told reporters that in terms of the Chinese market, Puma has gradually moved away from the first camp of sports brands and gradually moved towards marginalization and niche in the competition with brands such as Nike and Adidas.

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< p > < strong > net profit fell 92.4% year-round < /strong > < /p >.

< p > in the third quarter, sales revenue, gross profit margin and operating profit were significantly reduced. In the fourth quarter of 2013, Puma's performance was even more unoptimistic.

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P sales fell by 13.2% to 698 million 300 thousand euros in the fourth quarter of December 31, 2013.

In all areas of the group, except for accessories, all categories of income declined. < a href= "http://www.91se91.com/" target= "_blank" > shoes < /a > Department revenue fell by 20.9%, and income in the Americas, Asia Pacific, Europe, Middle East and Africa declined by two digits.

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< p > in the fourth quarter of last year, Puma's losses amounted to 115 million 200 thousand euros, and the loss per share was 7.71 euros, a 170.2% increase from the 42 million 600 thousand euro loss in the same period last year.

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Puma's gross profit margin dropped by 140 basis points to 43.2% in the fourth quarter of last year, with the gross margin of footwear department falling by 230 basis points to 39.5%. < a href= "http://www.91se91.com/" target= "_blank" > clothing < /a > gross profit margin fell 190 basis points to 44.7%; the gross profit margin of accessories Department rose by 40 basis points to 48.4%, while the gross profit margin of P shoes decreased by 230.

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< p > annual results show that in 2013, Puma's sales revenue fell 8.7% to 2 billion 985 million 300 thousand euros, and the fixed exchange rate fell 3% from 3 billion 270 million 700 thousand euros in the same period last year.

Gross profit margin fell 180 basis points to 46.5% in the year, and net profit plunged 92.4% to 5 million 300 thousand euros, or 0.36 euros per share.

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< p > Puma expects revenue in the 2014 fiscal year to be flat, and revenue growth in the second half of the year offset the decline in the first half of the year.

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< p > reporters learned that the French luxury goods and sporting goods and leisure products manufacturer PPR group (now renamed the open cloud group) has a 82% stake in Puma group, and Puma group profit decline has certain impact on the group's performance.

In the industry view, Puma continued to decline from the "return to the right track" farther and farther away.

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< p > < strong > far from the first camp < /strong > < /p >.

< p > last March, Puma's original CEO Frantz Kirk officially left.

Since May, PPR group announced that Puma's board of directors has appointed Norwegian Bjorn Goulden as the new CEO.

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Below P, Bjorn Goulden expressed disappointment at Puma's performance in 2013, saying Puma had no brand core, commercial products and satisfactory distribution organizations.

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< p > nine Shao Ligang, general manager of consulting and management, told reporters that after the replacement of CEO, Puma's market strategy was not clear. "Instead of CEO, there is no effective means. Staff adjustment is of little significance."

He said that if performance continues to slump, the possibility of CEO being replaced again is also possible.

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< p > in the view of the industry, the most failed investment of PPR group in opening to cloud group is holding Puma.

The industry pointed out that Puma's position and influence in China far behind its position in the international arena.

"It used to be in the first camp in the Chinese market, but now it is far from Nike and ADI."

An analyst who declined to be named pointed out.

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< p > < strong > reversing performance pressure level < /strong > < /p >

< p > Guo Fanli, senior researcher of CIC consultant, told reporters that Puma has achieved very good economic efficiency and market share. Now its development is not ideal. Besides the pressure from traditional competitors such as Reebok, Nike, Adidas and so on, it has also been hit by Chinese brands such as XTEP, PEAK, Jordan sports and so on.

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< p > in the eyes of the industry, for the Kai Yun group, the most urgent task is to make a brand new strategy for Puma brand as soon as possible, so as to reverse the downward trend of its turnover.

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In January this year, Puma formally signed a long-term cooperation agreement with Arsenal Football Club P.

It is reported that this cooperation agreement will come into force in July 1st this year, and Puma will also become the official football equipment partner of Arsenal club.

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< p > Guo Fanli believes that Puma's 170 million sponsorship of Arsenal is one of the ways for the company to increase its popularity.

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< p > Zhang Qing, the founder of the key way sports Consulting Co. Ltd., pointed out that there are three points for Puma to follow: first, to strengthen sports marketing; secondly, to control the trend, and finally to channel construction.

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< p > in the view of the above analysts, it is very difficult for the new CEO to bring Puma out of the predicament. It has both the pressure of the old rivals and the impact of fast fashion, and Puma is more niche. A href= "http://www.91se91.com/news/index_s.asp" > market < /a > share is difficult to spread out, which is also a problem to be solved later.

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