How Does PPR Group Develop Puma Brand To Reverse The Downward Trend Of Turnover?

< p > Puma's new CEO Bj o RN Gulden will take office in July 1st.

But he has started to help Jean-Fran C OIS Palus manage related businesses.

For Kai Yun group, the most urgent task is to make a brand new strategy for Puma brand as soon as possible, so as to reverse the downward trend of its turnover.

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< p > in fact, before the arrival of Bj o RN Gulden, the company has launched this new strategy to a certain extent.

And CEO's acceptance of this new strategy is also one of the conditions for his joining the company.

In May 9th, Jean-Fran C OIS Palus interviewed us at the launching ceremony of the Bordeaux football team's New Jersey.

This event also shows the importance of Kai Yun group in the field of Sport Performance (sports performance), which is smaller in proportion to its business, but it is the foundation of brand recovery.

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The development direction of P is far from Puma's nearly full development of Lifestyle in the past few decades, which is the key to the success of the brand in the past.

In addition to the new CEO, Puma has also changed blood recently. The new logistics director, marketing director and design director will all join in the coming months.

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< p > to better differentiate Sport Performance and Lifestyle, Puma restores its store concept.

The brand launched a new concept store trial in Osaka, Japan in January.

The idea is to distinguish the two major market segments clearly.

For example, in Osaka's exclusive stores, the first floor is Lifestyle products, and the two floor is Sport Performance products.

Jean-Fran OIS Palus said that it is possible to launch stores that specialize in selling Lifestyle or Sport Performance products in the future.

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The P > Sport Performance market now accounts for 35% to 40% of the company's business.

However, the purpose of the brand is not to pursue this proportion but to reduce the proportion of Lifestyle, which makes the image of Sport Performance serve Lifestyle.

To this end, the company has taken corresponding measures in product innovation, sponsorship policy and advertising.

For example, Puma's new Mobium Elite running in February, "a target=" _blank "href=" //www.sjfzxm.com/ "shoes" /a "is more innovative because the shoes will expand and shrink according to the foot movement.

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