Kai Yun Group Has No Power To Sell Puma To Solve The Crisis

As a sports brand, Puma began holding by Kai Yun group in 2007, and its current shareholding ratio is 86%. Recently, there has been news that Kai Yun group is in progress. Puma Looking for new buyers, of course, the news is not groundless. Observing the performance data of cloud group in recent years, we can find that not only the luxury market is not satisfactory, but also the sports brand Puma is dragging the group back leg. Starting from 2013, the net income of Kai Yun group showed a marked decline. 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 last year. 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 by 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 everyone knows, Rihanna It's Nike powder, so it's not attractive for her to be a Puma endorsement. She also asks her to be a brand creative director. How much design and concept gap does it have? 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. However, in the brand management, it is difficult to keep up with the pace of product change in the terminal marketing and shop strategy of Puma, and with Nike, Adidas and other strong competitors ahead of them, Sale Scale or marketing investment, Puma and their roots are not in the order of one magnitude. Therefore, Puma has been marginalized and marginalized in the competition of sports brand, and it is difficult to attract consumers 16~25 years old.

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.