Puma: &Nbsp; Look At Market Development From A Global Perspective

60 years of development

Looking at market development from a global perspective

Puma is already a very international one.

In order to successfully implement the global market strategy, the guiding ideology of Puma is to look at market development from a global perspective.

In order to truly implement this strategic intention, the company CEO must first set an example.

"As a global CEO, we must have an open mind and a good education. We need to take every opportunity to understand the different customs and customs of different countries in order to better broaden our horizons, adapt to a diversified cultural background and improve our own practices," Puma CEO and chairman Johan Zeitz said in an interview.

In this way, when opportunity comes, you can catch it. "

Puma also made itself more internationalized by integrating the strength of its partners.

Because of the different development and different challenges in different markets, Puma will adopt some regional ways to make appropriate adjustments to the strategic thinking so as to better adapt to the local market.

At present, the Chinese market has a pivotal position in the global market of Puma. Puma also put forward specific development goals: sales outlets from 700 to 1200, to more than 1600 in 2008; the growth rate reached 100% in 2006, 50% in 2007, 40% in 2008, and the first three strong in international sports in the Chinese market in 3 years.

Johan Zeitz said: "we will continue to increase investment in the Chinese market in order to seize the rare market development opportunities in China."

In fact, many Chinese counterparts are also internationalizing, but they often do not have their own ones. Where is the problem? Joachen zez said, "the success of an enterprise does not mean that its experience can be shared and achieved by another enterprise.

In fact, the road to internationalization is not the same.

If you want to succeed, you still need to spend a lot of time and investment, and have the ability to comprehend. "

Products and channels should be managed together.

Since 1993, Puma has made considerable progress, which has played an important role in repositioning connotation, product development and channel development concept.

In this regard, Puma regards sports as an attitude towards life, always implements the concept of "sports life", integrates sports, leisure and fashion elements, and inherits many traditional elements, and finally forms a concept based on tradition, sports, technological innovation and brand new design.

In terms of products, the purpose of "sports life" is to integrate sports, lifestyle and fashion elements into the product line.

At present, in addition to the core product lines such as sporting goods, runway supplies and slimming sports products, new product lines such as golf series, motorcycle series, swimsuit series, sailing series and city vitality series have been developed.

In terms of product structure, three categories of footwear and accessories have been formed. In 2006, they accounted for 59.9%, 33.6% and 6.5% of Puma's total sales respectively.