Kaiyun Group To Sell Puma Back To The Weak Will Become "Orphan"?

As of 2015, Kering, one of the three largest luxury goods groups in the world, has made bold adjustments to its two major brands: first, announce the design director of Gucci, the core brand of the company, and CEO will leave both sides.

News, whether it is the personnel changes of the former or the change of the brand of the latter, Kai Yun group is trying to reverse the declining performance.

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 looking for new buyers for Puma. Of course, the news is not groundless. To observe the performance data of Kai Yun group in recent years, it can be found 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 declined significantly. 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 in 2012. 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 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 pair on her feet.

I couldn't help but cast pity on Puma.

As we all know, Rihanna is Nike powder, making her do Puma endorsement is no longer attractive, but also asked her to become a brand creative director, and how much design and concept gap between them.

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 opening of the cloud in the brand management. The strategy of Puma terminal marketing and opening up business has failed to keep pace with the pace of product changes. In addition, Nike and Adidas and other strong competitors in the past, whether it is sales scale or marketing investment, Puma and their roots are not on a scale. Therefore, Puma is gradually marginalized and niche in the competition of sports brand, and it is even harder to attract consumers of 16~25.

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 gave Puma.

"(PUMA Tricks) a fire broke out, and now the baton to rescue Puma has been handed to Rihanna's hands. No matter what the future fate is, Puma still has to make unremitting efforts to turn over the body.