Kai Yun Group Really Want To Sell Puma?

According to the world clothing shoes and hats net, we know more and more

German sports brand

Puma's strong rebound has become another new dark horse in the industry.

Puma issued a statement yesterday to increase its annual sales forecast for fiscal year 2017 to 12% to 14%, and expects pre tax earnings to reach 205 million to 215 million euros.

Analysts expect Puma to grow by 13% to 4 billion 110 million euros this year and operating profit of 207 million euros.

At the same time of issuing the statement, Puma also disclosed its preliminary performance data for the second quarter in advance, its sales rose 16% to 968 million euros, and the pre tax profit reached 43 million 400 thousand euros. The full results will be announced in July 26th.

This is the second time this year for Puma to raise its annual expectations.

After the announcement, Puma shares surged 7% to 361.45 euros per share, the biggest one-day gain in nearly three months.

In fact, Puma's performance has been struggling 6 years ago.

In December 2014, Rihanna began to be the brand creative director. Its performance was finally promoted by Fenty by Puma series last year. Its net profit increased by 68% to 62 million 400 thousand euros, and sales increased by 7% to 3 billion 627 million euros.

The profit margin of Puma is only 3.5%, and CEO Bj o RN Gulden admits it should be dissatisfied with the figure.

In the first quarter of March 31st, in the first quarter of March 31st, Puma sales increased by 15% to 1 billion 5 million euros, while net profit rose 92% to 49 million 600 thousand euros, of which the sales growth of Puma footwear department was the most obvious, up 24.8% to 499 million euros compared with the same period last year.

Sales of accessories and accessories increased by 9.5% and 3.9% respectively, while Puma recorded double-digit growth in all regions of the world.

Now, Puma has been working hard to regain its competitive advantage and reputation in professional sports such as running shoes, and seize the market share of competitors such as New Balance and Under Armour.

According to the analysis, under the influence of Rihanna and sprinter champion Usain Bolt, Puma has gained more and more consumers' attention and love in sports and fashion.

It is noteworthy that the three year contract between Puma and Rihanna creative director is the last year this year. Some analysts point out that the profits created by Rihanna for Puma during this period can not be quantified.

Earlier, fashion headlines reported that Rihanna had defeated Kanye West as the most talked about designer in New York fashion week, and Puma became the most popular brand in New York fashion week.

According to the data, the number of fans on Rihanna is 54 million 430 thousand. In addition to its very high popularity, there are many popular stars and fashion bloggers in Rihanna, including Gigi Hadid, Cara Delevingne and THE WEEKEND. With their support, the Fenty by Instagram series has quickly become an essential single item for fashion people, attracting many millennial young consumers' attention and love.

Some analysts pointed out that net red saved Puma.

Under the influence of Rihanna and other stars, the Fenty by Puma series has become a must for fashion people.

In addition to the strong joining of Rihanna, Puma also has many new moves in marketing and marketing in the Chinese market this year.

From April 7th to May 7th, Puma and BLACKBIRD western restaurant jointly held a cafe in Shanghai for PUMA SNEAKER CAFE. Its afternoon tea packed in the shoebox attracted many consumers to participate.

Puma also joined hands with LONGJING in cross-border cooperation to open a "Puma teahouse" at the Beijing workers' Stadium in from July 1st to 9th, releasing two new shoes, TSUGI SHINSEI and TUSGI BLAZE, and re interpreted the brand attitude of "street to you".

Analysis indicates that a series of marketing activities of Puma will get an unexpected return.

As the main shoe of Puma 2017 autumn and winter, TSUGI means "next", which symbolizes the design concept of brand integration of modern, fashion and tradition, and invites Chinese popular 90 star Yang Yang and Liu Haoran as brand spokesmen.

However, some people think that Puma, which starts with sports equipment, has to rely on fashion elements to get rid of the dilemma.

Now, Puma has begun to realize this problem, and has begun to lay emphasis on the sports market. Currently, the sponsorship team involves running, football, golf and even racing.

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Puma officially became a sponsor of the BVB Dortmund football team in 2013 and released the latest "STEP OUT" T-shirt 4 days ago. This is a bold attempt made by the main signing clubs of Puma Union, drawing inspiration from the traditional colors of the stadiums and clubs around the world.

In addition to sponsoring sports teams and events, the brand opened a 3 day running experience shop in Shanghai in June 29th, and invited China's supermodel Liu Wen to come to the rescue. It is hoped that consumers will realize that in addition to Rihanna's fashion series, Puma is the main business of Puma.

Puma recently released its latest design for the sponsorship team in Dortmund.

Volker Bosse, an analyst at Baader Helvea, Germany, said that a series of marketing activities of Puma will get more than expected returns. The attractiveness of the brand to consumers is on the rise. Although the challenges ahead are still arduous, Puma, once disappearing in the sports industry, is returning strongly.

Since the beginning of this year, the cumulative growth rate of Puma has reached 44%, and its current market value is about 5 billion 200 million euros.

Thanks to the strong performance of Puma, the stock price of the parent company, Kai Yun group, also recorded an increase of 1.4% to 309.35 euros per share yesterday, with a market capitalization of about 39 billion euros.

However, Berenberg analyst Zuzanna Pusszy and Mariana said in a reading report that with the growth of Puma performance and competitiveness, Kai Yun group may resume the sale of Puma on the occasion of the acquisition of Puma 10, and the Group CEO Fran Fran ois-Henri Pinault has announced the withdrawal from the board of directors in April this year.

In fact, the rumors that Kai Yun group will sell Puma has been going on for many years, and its work on selling Puma has probably been carried out, especially when the market value has been restored to the level of ten years ago.

Kai Yun Group acquired the shares of Puma 27% in April 2007 and increased its holdings to 62% in July of the same year. At present, Kai Yun group holds 86% of Puma shares and is the largest shareholder of Puma.

When Puma was acquired, the valuation was 5 billion 300 million euros.

According to a forecast released by Luca Solca, a luxury director of Paris bank, France, Anta sports, PVH and VF and other American Apparel groups are likely to buy Puma.

More than two months ago, Anta announced that it would raise HK $3 billion 800 million for future acquisitions.

In fact, in 2015, when Anta's annual revenue exceeded 10 billion yuan, Anta said its next plan was to seek more overseas acquisitions.

At present, Anta's international brand in China, including the Italy sports brand FILA, and the South Korean outdoor brand Kolon, has a market value of about 70 billion 100 million Hong Kong dollars, which has risen 49% in just three months, and seems to be a step closer to the acquisition of Puma.

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