出售传闻下，彪马被嫌弃？

Core Viewpoint - Puma SE's market value has halved over the past year, prompting its major shareholder, the Pino family, to explore potential buyers, including sportswear companies and sovereign wealth funds [1][2] Financial Performance - Puma's preliminary sales for the first half of 2025 fell by 4.8% year-on-year to €4.018 billion, with a currency-adjusted decline of 1.0% [2] - In Q2, sales decreased by 2.0% to €1.942 billion, with North America, Europe, and Greater China markets experiencing declines of 9.1%, 3.9%, and 3.9% respectively [2] - The company expects continued low sales performance in the second half of the fiscal year, leading to increased inventory levels [2][3] - Puma has lowered its full-year guidance for 2025, anticipating a low double-digit percentage decline in sales and a shift from expected profits of €445 million to €525 million to operational losses [3] Strategic Challenges - Puma faces significant internal and external pressures, including high inventory levels, new U.S. tariffs expected to result in a €80 million gross profit loss, and intensified competition from established brands like Nike and Adidas [2][3] - The company has initiated a "Nextlevel" efficiency plan, which includes laying off 500 employees and closing unprofitable stores [3] Market Positioning - Analysts suggest that Puma is struggling with a lack of differentiation in key sports categories, making it vulnerable to competition from both premium international brands and local players like Anta and Li Ning [4][6] - Despite recent growth in the Chinese market, where direct sales increased by 20% and online sales surged by 40%, the brand faces challenges from emerging competitors and strong local brands [5][6] Future Outlook - The ongoing market dynamics and Puma's internal restructuring efforts will be critical in determining whether the company can find a sustainable growth path and effectively position itself in the competitive landscape [7]