Puma'S Position Is In Jeopardy, The Second Quarter Earnings Fell 76%

Although it is generally considered that the development of a sporting goods brand is good, it depends on its movement. shoes Sales volume, but the performance of Puma (Puma store) in this respect has not been very good. In the second quarter of 2014, the group's sales of sports shoes dropped by 15.8%, while the fixed exchange rate decreased by 9.1% to 277 million 600 thousand euros. Partly due to the world cup, the sales of sportswear this year recorded an increase of 6.2% and increased by 12.8% at fixed exchange rates. This enabled the company to maintain a steady turnover of 652 million euros at the fixed exchange rate. From January to June, the same level was 1 billion 370 million, athletic shoes sales fell 8%, sportswear increased by 7.6%, accessories increased 6.6%. Sales in Europe, the Middle East and Africa fell slightly to 593 million. Sales in the French market also fell.

Puma's position as the third largest sports brand has also become precarious. What worries it more is the company's profit 。 Under the background of a comprehensive restructuring and a focus on product performance, the quarterly net profit of the company fell by 76% to only 4 million 200 thousand euros. The decline in the first half was 41% to 39 million 800 thousand. From January to June, pre tax interest free earnings declined by 34.7% to 102 million. "We know Puma's relocation and recovery will take some time," Bjoern Gulden, group chief executive, said in its earnings report. But I think our company is still improving and developing compared with our key strategies. We have launched the relevant plan to make 2014 the beginning of recovery. Bjoern Gulden is a professional footballer. He has only been in charge of Puma for only one year. He was very satisfied with the company's signing with Arsenal and the world cup in early 2014. He also looks forward to the global advertising to be launched in August. Propaganda Activities. The advertising campaign called "Forever Faster" will continue until the 2016 Olympic Games in Brazil. The aim is to make Puma the fastest brand in fashion, organization and endorsement of athletes. The emphasis of advertising is to emphasize the product performance of Puma, and the brand in 90s and 2000s of the last century were all winning the advertising selling point by way of life.