Puma Will Change The Way To The Future And Where It Will Go.

Really want to be sold by the owner, where will Puma go?

(Puma) the rumour that it will be sold is basically settled this time.

According to people familiar with the matter, Puma, the French luxury group Kering (Kai Yun), is looking for new buyers for this unprofitable brand when the acquisition is about to enter fifth years.

Puma is really going to be sold by the owner.

In foreign media reports, earlier this year, Kering, a luxury brand with Gucci and other luxury brands, had unofficial contacts with some potential acquirers about the sale of Puma, including sovereign funds and some Asian investors such as the Middle East Qatar. However, it did not mention potential buyers or global garment maker VF group that some analysts considered before, and Kering has not yet reached any definitive agreement with any company or institution on the acquisition, nor is it clear whether the luxury group will continue to sell Puma.

For the above reports, representatives from the three sides of Kering, Puma and Qatar declined to comment.

In 2007, Kering Holdings Puma currently has a shareholding ratio of 86%. According to the recent stock trading price of Puma, the company's market capitalization is about 2 billion 500 million euros (about 3 billion 100 million U.S. dollars), and its stock price dropped 0.4% to 163.45 euro on 16.

In April this year, looking for buyers for Puma, Francois-Henri Pinault, chairman and chief executive officer of Kering group, said he was convinced that the group needed a sports and lifestyle department, but it would not expand until Puma had made a good turn.

As for the above statement, Bassel Chougha, a British banking analyst at Beilen burger, commented that "it is a bit surprising" that Kering is considering their interest in the sports brand. "Obviously, that is to say, if they sell Puma, the market will react very positively to them."

Due to fierce competition,

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.

At the same time, as a

Compared with competitors such as Adidas and Nike, Puma is neither a sales scale nor a marketing investment.

Where will Puma go?

Earlier this year, Puma returned to its brand.

In August, it announced the new brand manifesto "Forever Faster" and represented Jamaica's "flying man" Boulter and soccer star Balotelli as the spokesperson. These initiatives made puma sales grow for the first time after seven consecutive quarters of decline.

But analysts predict that the huge cost of sponsorship for the Premier League football team will also drag on profitability. In 2014, Puma's annual profits will be less than half that of 10 years ago.

Kering has been trying to reverse the past few years since its acquisition in 2007.

The declining trend, the innovation of sports shoes product lines, the strengthening of marketing, and the relocation of functional equipment, but have not been able to achieve obvious results.

According to previous forecasts, Puma's profit margin remained low in 2015, about 5.5%.