Puma announced that CEO will not be optimistic about the development of resignation brand

The luxury goods group PPR (PRTP.PA) released its official website on the 12th and announced that Franz Koch, Puma SE’s chief executive, who will occupy 82.4% of the shares, will leave the company at the end of 2013 and the news did not cause analysts’ shock. On the contrary, as stated in the statement, Puma's old page finally turned over.

Susquehanna Financial analyst Christopher Svezia said that since Franz Koch took over Puma from his predecessor Jochen Zeitz in the third quarter of 2011, something has happened, Puma is not a superstar and it is not because of Franz Koch’s recent Business declined sharply. However, "the increase in operating expenses proves that the organization is inefficient."

For Puma's chairman Jean-François Palus, the company will open a new chapter, and SportsOneSource analyst Matt Powell is not optimistic.

Because modern sports fashion and justice technology is dominant, and technical channels can take several years to realize, Puma is not likely to surpass its rivals Nike and Adidas in this respect, “unless leisure sports are making a comeback”.

On the contrary, Jochen Zeitz talked about the concept of environmental protection in the Financial Times. Competitor Nike had a number of innovative technology projects and projects. They compared each other and confirmed that people were worried about Puma's future.

In yesterday’s statement, technology was also highlighted, and PPR stated that Puma did not have enough investment in new products, causing it to lag behind competitors in launching high-tech running shoes and sneakers.

Yesterday, PPR invested 10 million pounds in Rocket Internet, a German IoT entrepreneurial incubator. Rocket Internet has a number of investment portfolios in Latin America and Eastern Europe. No Fashion Chinese is still discussing whether Puma is suitable for e-commerce platforms in emerging markets, but on climate and Puma's exposure to the e-commerce platform is clearly insufficient to support its ability to make a difference on the e-commerce platform.

However, retailers said that Puma still has potential despite challenges.

A buyer at Orange's Shiekh Shoes Store, a retailer in California, said that Puma has been on the rise for them in recent years. It has done quite well, but may not have reached rapid growth.

David Assil, president of Madison, Los Angeles boutique, said he saw a strong growth in the designer collaboration between brands like Puma Hummer and Alexander McQueen. "The design team collaboration series is better than the first quarter, and it is growing every season."

However, compared with analysts' caution, retailers always talk about brands they represent.

In addition to the departure of CEO Franz Koch Puma Hummer, who will be looking for a new replacement next spring, Klaus Bauer, chief operating officer, and Antonio Bertone, chief marketing officer, will not be looking for a replacement plan by the end of the year.