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As the world's leading sports shoes and apparel company, Puma (puma) today announced that it has with the MERCEDES GP PETRONAS Formula One team (MERCEDES GP PETRONAS Formula One Team) reached a new multi-year partnership.
Through 60 years of development of the Puma company, has become the world's largest athletic footwear, apparel and accessories manufacturers. In fact, its development has not been easy, but also encountered near-collapse crisis. And turned the corner behind the Puma is a clear strategy used to guide business development ideas.
With a global perspective on market development.
Puma is a very international. Strategy for the successful implementation of the global market, Puma using the guiding ideology is: from a global perspective on market development.
To truly implement the intent of this strategy, the company CEO must first set an example. Puma CEO and Chairman Jochen Zeitz said in an interview: "As global CEO, must have an open mind and a good education, we need to use every opportunity to understand the customs of different countries to better horizons to adapt to diverse cultural backgrounds and improve their practice so that when the opportunity comes, you can seize it. "
Puma also by integrating the power of local partners to make itself more international. As in different markets, expanding the depth is not the same, the challenges are not the same, so Puma will also take in some areas of the strategic thinking of a way to make the appropriate adjustments to better adapt to the local.
At present, the Chinese market in the global market Puma plays a decisive role, Puma has made this specific development goals: the development of sales outlets from 700 to 1,200 by 2008 grown to more than 1,600; growth rate in 2006 reached 100%, 50% in 2007, is expected to reach 40% in 2008; 3 years to achieve international sports ranked top three in the Chinese market. Jochen Zeitz said: "We will continue to increase investment in the Chinese market, China to seize the rare opportunity for market development."
In fact, China has also conducted many international peers, but often do not own, in which problem in the end is? Jochen Zeitz said: "The success of an enterprise, does not mean it will certainly be another experience the success of an enterprise to share and in fact, not have the same international road. to be successful, or need to spend a lot of time and investment, and have the ability to comprehend. "
Products with a multi-channel.
Since 1993, Puma has been considerable development, in which the content, product development and channel development ideas to re-locate to play an important role.
In that context, Puma will sport as an attitude toward life, and always implementing the "movement of life" concept, the sports, leisure and fashion elements into, but also inherited a lot of traditional elements, the final form of traditional, sports, science and technology based on innovation and new design concept.
In terms of products, to "campaign life" for the purpose of the sports, lifestyle trends and fashion elements into the product line. Currently, in addition to football sporting goods, track supplies, sporting goods and other weight-loss core product lines, has developed a golf series, motorcycle series, swimwear, sailing series, the series of urban vitality new product line. In the product structure has been formed footwear, accessories three categories, Puma in 2006 they accounted for 59.9% of total sales, 33.6%, 6.5%. (75% stake, PPR Group is keen to expand the sports and lifestyle products and services.
In the third quarter, sales fell, the German sporting goods maker Puma said that Puma still much work to do, attracted to U.S. consumers. Puma's sales target this year is 30 billion euros, net income was a single-digit growth in Puma's president Franz Koch said, Puma in the North American single-digit sales decline trend, because last year the first it was very good third quarter performance, which makes this appear to be bad. Greater than the Puma, the world's second German sports manufacturer Adidas shoes and apparel group said that their products in the U.S. market demand. Koch said that in the rapid development of commodity types, Puma lost to competitors, such as light sports shoes in the United States is increasingly popular. Puma is currently intend to strictly distinguish between the range and performance range of fashion and footwear market in the light of the Faas shoes, with Nike and Adidas Faas Free competition. Koch said: "The need to directly say that, in the performance of our products are not resonating with consumers, of course, opponents of such products, so we must pay attention to this area." He said light series sold in China and Latin America are good sales in these areas accounted for 10% of the total in the quarter. Koch refused to make 2012 look. As of the end of September the first three months of Puma's sales are € 841.6 million, net income was € 8,170, while the Reuters survey, the average predictive value were 848 million euros and 7960 euros. PPR owns Gucci Group, also owns 75% stake in Puma, PPR Group is keen to expand the sports and lifestyle products and services.
Herzogenaurach , located in Bavaria, southern Germany, in the nineteenth century, and is an unknown town, the main economic traditions of the garment industry, but today, because it is world-famous sporting goods - -PUMA "Puma," the company's headquarters, and was affected by attention. From a local cobbler to do their own small workshop facility, the beginning of boots and slippers to make the main, he has two sons: brothers RUDOLF DASSLER (Rudolf Dassler) and his brother ADOLF DASSLER (Adolf Das Le) are also factory work in 1924, two brothers grew up, his father's footsteps, the invention under the boots nailed the peg bag, played the role of non-slip, unexpectedly popular; years in which , the German people love football, football fanaticism second to none, while the players are asking for good shoes, so the production run and play shoes, became their direction. As the company grew, the brothers appeared contradictory, in 1948, they decided to split, my brother set up a Puma (PUMA), his brother was set up Adidas (ADIDAS). After 50 years of efforts, PUMA in the history of modern sports has made remarkable achievements. Over the years, PUMA number one Billy several times with the World Cup finals, tennis star Boris Becker at Wimbledon and the opponent's pitch contest, and Christie's in track and field Olympic gold medal with a lot off. This is the PUMA through continuous research and development, and with the development of the world's top athletes and share their performance. PUMA then evolves continuously to glory, constantly seeking technological innovation, through its sponsorship of the excellent performance of athletes, to promote national fitness campaign. Now, PUMA has developed into a major multinational companies, product number, sales around the world, for the majority of sports fans, the best sporting goods.