Due To The Growth Of Puma Performance, The Cloud Has Adjusted Its Expectations For Its Fourth Quarter Results.

According to France Luxury goods German sports brand under group cloud Puma A statement released on Wednesday showed that Puma sales surged 17% to 1 billion 120 million euros (8 billion 750 million yuan) in the first three months as of September 30, 2017. Profits increased from 60 million euros a year earlier to 101 million euros this year. The third quarter earnings and details will be announced in October 24th.

Seeing such a good market performance, Kai Yun group has adjusted its expectations for Puma's fourth quarter results. From the previous estimate of 12% to 14%, the growth rate rose to 14% to 16%. 2017 the annual performance target also increased from 205 million to 215 million euros to 235 million to 245 million euros. Therefore, it is expected that the net profit of Puma will increase significantly in 2017.

According to the world clothing and shoe net, as of now, Puma has been doing well in fiscal year 2017. The second quarter earnings report released in July showed that Puma sales increased by 17% over the same period last year. Among them, footwear products grew by 29%. Pre tax profits reached 43 million euros. Before that, the first quarter also maintained an upward trend, with pre tax profits of up to 70 million 200 thousand euros, up 70% from the same period last year, the highest growth rate in the past two years. Since then, Puma has raised its performance expectations for the 2017 fiscal year, and in a statement released on Wednesday, it is the third time this year that the performance expectations have been adjusted.

Faced with a growing Puma, rumors about Kai Yun group's selling it once again surfaced. In April of this year, Puma group controlling shareholder, Kai Yun Group Chairman and chief executive officer Fran s-Henri Pinault officially withdrew from the Puma group board of directors, and speculated that this is a precursor to selling Puma.

In 2007, Kai Yun group bought Puma at a price of 7 billion US dollars, and then faced the financial crisis. Next, Puma's performance was mediocre, even worse than before. The net profit in fiscal year 2007 is 269 million euros, which is higher than the total net profit from 2012 to 2016. In 2014, Puma's share price fell by more than half of its share price.

However, Puma did not feel depressed. In 2014, singer Rihanna was hired as the design director of women's wear. she Design Creeper shoes were swept away for just 3 hours, and sales of shoes and hat products increased by 11% in 2015 in the hot selling of Fenty by Puma series, ending 7 consecutive months of losses.

Puma group CEO Bjoern Gulden said that the main reason for the substantial increase in Puma in 2017 was due to the two digit growth of Puma in all the core sales areas of the world. This trend emerged from the second quarter: Asia grew by 21%; Europe, the Middle East and Africa grew by 20%; the Americas increased by 12%.

In addition, this year's Puma sponsored teams have won the international important football events, which has a positive impact on Puma's performance and brand influence. In the 2018/19 season, Puma will also sponsor a new team to enhance its brand influence in the German League and the French league.

In addition, Puma is also strives to expand the Chinese market and attract young consumers. Last year, Puma found red hot deer as spokesperson and obtained a large number of young fans. Then, in early 2017, Puma invited Yang Yang, Liu Haoran and Li Xian to represent men's wear series. Liu Wen and Zhang Yuqi endorsed women's clothing series. The star effect, coupled with the definition of cross-border marketing such as coffee shops and teahouses, has also attracted a lot of attention from young people.

At present, Puma's footwear products are a major focus, with celebrities driving the fashion and sport. In 2018, the joint series of former Adidas spokesmen, rappers Big Sean and Puma may continue to promote growth.

In the face of better and better performance of Puma, it is not yet known whether Kai Yun group will sell it in the near future. This year, as the performance continues to grow, the stock price has reached 343.6 euros in April, slightly higher than the 330 euros acquired at the time of sale. However, according to recent financial reports, the growth of performance does not mean the improvement of profits. Net profit was still 269 million euros in 2007, but only 62 million 400 thousand euros in 2016. Even if Rihanna is driving growth performance, the profit margin is only 3.5%. For this figure, CEO Bj o RN Gulden is still unhappy. Besides, Kai Yun group's focus on luxury business does not exclude the possibility of alienating or even stripping the brand of Puma.

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