puma want creating the most fashionable sports brand

When you were 30, you had already been the company's CEO. In this 14 years, how do you see the market which Puma Usain Bolt occupys? In addition, what kinds of revelation the 14 years CEO career brought to you? Jochen Zeitz was of youngest ceos in the European business history. At 14 years ago they administered the PUMA (PUMA) company which was facing eight years of losses and 2500 million dollar debt. But the young man rectified the company in his own ways, including vigorously downsizing, repositioning products, transfering line etc. By the year of 2006, its total incomes reached to 23.6 billion euros, and become a member of world sports brand camps. Arrived in July, they introduced GUCCI (GUCCI), YSL and plenty of other luxury brands of French PPR group to be puma shareholders, to enhance developing strength of puma in the retail channel and the influence on the sports fashion. Jochen Zeitz hopes puma will become the famous brand around the globe. They told the universal of entrepreneurs the unique way they took at puma's management. "The strategy in star endorsements is different from puma, Nike and adidas, which your company never select big-time sports star, why?" In the 14 years, puma already has undergone earth-shaking changes. In 1993, puma is a native company, but now it turns to be an international multinational company. In 1993, the puma hadn't developed in to the China tremendous market. But now, China market is the greatest market of puma. In addition to these changes, and that is my age beyond 14 years elderly. Initially, all people talked about product performance, and never talked about other things, such as the the sports leisure and fashion. Because the people had got a conservative mind about speaking this kinds of things. In the event you talked about this things with other people, you might obey the mainstream thought. "I spent a couple of years to persuade people to change their opinions. Eight years ago, people appeared not agree with our brand even our brand positioning. But now, everyone recognized our brand positioning. That is to say that puma activates the sports leisure market, even plenty of people used this words in their speaking." "Puma don't use traditional light on star sponsorship. They don't need to sponsor the sport stars, but they need to pay more attention on the sponsors' persona, fancy whether the person's persona can match with puma brand's characteristics or not. Usually people think, the companies ought to sponsor those atheletes who appear to be success, win the medals, then it can be called success. But they do have a different opinion. Puma sponsors those who go all out, pay best, no matter whether they won medals at last. Winning a medal is important, but in the event you try to pay, work hard, it is . The same to Olympic Games, ought to not pay attention to the champions, also ought to pay attention to those contestants who fight for the finish. It is already a immense success for Puma Usain Bolt to participate in the Olympics games. They ought to not only sponsor those athletes who win the match, and now the consumer's attitude also have got a great change. Glory gets from success, what is more, it gets from the Olympic spirit Puma shoes ." The message was deprived from the interview which Jochen Zeitz talked to the journalists. From the above all, they can see Jochen Zeitz's ambition and his ability. Because the puma walked different routes, taked differnet management strategy, so it gets its splendid achievement today.