The German Sports Brand Puma Will Be Sold.

Famous sports brand in Germany

(Puma) may be sold.

This will be the new move of Puma, the French luxury group Kering (Kai Yun) in recent series of drastic rectification actions.

Kering has just recently flagged flagged ships.

Gucci's creative director and CEO rushed out of the stage.

Insiders said that as early as this year, Kering had begun to deal with potential acquirers about the sale of Puma, including Qatar's sovereign wealth fund and some Asian investors.

However, no definitive agreement has been reached yet.

Puma currently has a market value of about 2 billion 500 million euros. In April this year, Francois-Henri Pinault, chairman of Kering's board of directors, said that its sports and leisure products division would no longer expand before the Puma brand had a good fight.

As a sports brand, Puma's competitors Adidas and Nike are much larger in scale, and their R & D and marketing investment are far from Puma.

The gross profit margin is much lower than that of luxury goods, and sports and luxury goods belong to the same company, which has dragged down the overall valuation of Kering.

According to the statistics of luxury goods at the end of November, the Kering price earnings ratio is 17.5 times, ranking eighteenth in all 23 luxury companies tracked by "gorgeous", which is much lower than that of rival LVMH group 21.2 times and Richemont group 20.4 times.

In 2007, Kering acquired a 86% stake in Puma. In the past five years, it has been trying to reverse the decline of Puma, innovate the product line of sports shoes, strengthen marketing and relocate to functional equipment, but it has never been able to achieve obvious results.

Puma's huge sponsorship fee for the Premier League football team has also dragged down its profitability. The full year profit in 2014 is expected to be less than half that of 10 years ago.

Puma launched the "Forever Faster" advertising series this autumn, with "flying man" Boulter and soccer star Balotelli as spokesmen. These initiatives made Puma sales grow for the first time in seven consecutive quarters.