Kaiyun Group To Sell Puma Back To The Weak Will Become "Orphans"

Act as

Puma began holding by Kai Yun group in 2007, and its shareholding ratio is 86%.

Recently, there has been news that Kai Yun group is looking for new buyers for Puma. Of course, the news is not groundless. To observe the performance data of the group in recent years, we can find that not only is it

The market is not as good as expected, even the sports brand Puma is also dragging the group's hind legs.

Starting from 2013, the net income of Kai Yun group declined significantly. In the first quarter of 2013, Puma net profit dropped by 32% to 50 million euros over the same period in 2012, and sales fell 2.3% to 782 million euros compared with the same period in 2012. Under this influence, the rating agency Moodie lowered its annual sales and profit expectations, and the number of global stores decreased from 590 to 540. In the two quarter of this year, thanks to the effect and promotion of the world cup, Puma net profit fell 76.2%, less than the expected decline.

Of course, for the luxury group with many top brands, Gucci and Puma also appear to be in the same crisis. Kai Yun group seems to have decided to focus on supporting Gucci, while Puma has ushered in another Savior, Rihanna (Rihanna).

Puma's motion genes and the top luxury routes of Kai Yun group have never been favored by the outside world, and in fact, Puma is finally unable to escape the fate of being resale.

The Puma invited Rihanna to be the creative director of women's clothing. So it seems that Puma still wants to combine sports and fashion closely. But can this woman from Barbados really save Puma? Look at the Air jordan on her feet, and she can not help but throw pity on Puma.

As we all know, Rihanna is Nike powder, making her do Puma endorsement is no longer attractive, but also asked her to become a brand creative director, and how much design and concept gap between them.

Moreover, the singer's cross border creative director has a precedent. The combination of blackberry and Alicia Keys is a warning.

Although not optimistic, but Rihanna's accession still injected a lot of vitality for Puma, at least a large number of magnesium lamps have been cast to Puma.

Holding Puma, Kai Yun group wants to make it more high-end and more fashionable, but in the brand management, it is difficult to open up the cloud in Puma.

And the strategy of opening shop failed to keep pace with the pace of product changes. In addition, Nike and Adidas, such as Nike, Adidas, and other top competitors, whether they were sales scale or marketing investment, Puma and their roots were not in the same order of magnitude. Therefore, in the competition of sports brand, Puma gradually became marginalized and niche.

In terms of gross margin, sportswear is much lower than luxury goods, and the attribution of both to the same company will naturally drag down the overall valuation of the group.

In order to save Puma performance, Kai Yun group has made a lot of efforts, but whether it is to rebuild or change the brand slogan, still can not reverse the decline.

Thankfully, with the help of the world cup, players like Mario Balotelli, Cesc Fabregas and Sergio Aguero have made a great fire on Puma PUMA Tricks. Now the baton of saving Puma has passed to Rihanna. No matter what the future fate is, Puma still has to make unremitting efforts to turn it around.