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The Trend Of Puma'S Continued Decline Is Farther And Farther Away From "Getting Back To The Right Track".

2013/11/13 13:46:00 28

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a honey, and arsenic. The spanformation "a href=" //m.pmae.cn/news/index_h.asp "fashion" /a "leisure" has made Adidas Greater China taste the sweetness, but Puma, another famous sports brand positioned in fashion and leisure, has to face declining sales performance. Puma's three quarter results showed that sales fell 8.9% to 813 million euros, compared with 892 million euros a year ago. Gross profit margin was reduced to 47.1%, compared to 48.2% last year. In the industry view, Puma continued to decline from the "return to the right track" farther and farther away. 
According to the regional perspective, Puma's sales in Europe, the Middle East and Africa have decreased by 4.6% to 378 million euros compared with the same period last year, while business in Western Europe and southern Europe is still challenging, but the performance in Britain and Eastern Europe is outstanding. P Sales in the Americas totaled 261 million 100 thousand euros, down 7.8% compared to the same period last year. Sales in the Asia Pacific region shrank by 18.2% to 173 million 700 thousand euros, compared with 212 million 300 thousand euros in the same period last year. At the same time, the group's performance in all the markets except India is weak. 
 from the product point of view, sales of < a target= "_blank" href= "//m.pmae.cn/" > shoes < /a > sales dropped by 14.4% to 378 million euros, a target= "_blank" href= "_blank" > clothing < < > 4.6% to 296 million 800 thousand euros, accessories fell 0.7% to 138 million 200 thousand euros. In fact, Puma's performance has entered a continuous decline phase, sales in the first half decreased by 3.1% to 1 billion 470 million euros, and gross margin remained at 47.7%. 
 in the shoes and clothing industry observers, Ma Gang seems that after being acquired by the French PPR group (renamed cloud group) in 2007, Puma's products become more high-end and fashionable. However, the terminal marketing and shop strategy has not kept pace with the change of products, resulting in Puma moving towards marginalization and niche in the competition of sports brand. On the other hand, Puma abandoned its partners in 2010 and took over the business activities in mainland China and Hongkong. Puma hoped to fully grasp the opportunities in the Chinese market and set a sales target of five euros and 4 billion euros, but at that time the Chinese sporting goods market began to change. Puma did not adapt to this change. 
 compared with competitors Nike and Adidas, Puma's performance in China is not ideal, and the scale of stores is not an order of magnitude. Sporting goods experts say, "if Puma ranked third in the international sports brand, it would be five or six at home." Puma's position and influence in China far lag behind its international position. In July this year, it was reported that Puma's parent company, Kai Yun group, was interested in selling Puma brand. However, Ma Gang believes that from the product line, the overlap of the brands of Kai Yun group and the < a href= "//m.pmae.cn/news/index_c.asp" > Puma < /a > is not high. The tragedy of "UMBRO being dried by Nike" should not be staged on the Puma body. However, after the "spanformation" of the open cloud group, the market should be reconsidered. 
 data show that Puma started the spanformation and cost reduction plan in the second half of 2012, including the closure of more than 90 unprofitable shops, the reduction of profitable production lines, the withdrawal of the European football market, and the suspension of navigation products in 2013. The plan will be extended in 2013. Puma said it would reduce its annual revenue forecast, although it would not record losses this year, but net profit fell sharply compared with 2012. Sales will also decline to a single digit decline at a constant exchange rate.