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彪马Puma SE(PUMG.DE)2025年年度报告「FWB」(英文版)(361页).pdf

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1、ANNUAL REPORT2025TO OUR SHAREHOLDERS 4CEO Letter 5Report of the Supervisory Board 7COMBINED MANAGEMENT REPORT 16THE FINANCIAL YEAR 2025 19The financial year 2025 at a glance 20PUMA group essential information 24Commercial activities and organisational structure 24Strategic priorities 24Product devel

2、opment and design 27Management system 28Economic report 30Economic conditions 30Sales development 31Results of operations 36Development of the segments 42Dividends and repurchase of treasury shares 44Net assets and financial position 46Cash flows 51Statement regarding the business development and th

3、e overall situation of the group 54Comments on the financial statements of PUMA SE in accordance with the german commercial code(German GAAP,HGB)56Results of operations 57Net assets 59Financial position 61Outlook 61SUSTAINABILITY STATEMENT 62General information 63Preamble 63Strategy,business model a

4、nd value chain(SBM-1)63Impact,risk,and opportunity management 66Governance 74Basis for preparation 79FELIX STRENG2Environmental information 87E1 Climate change 87E2 Pollution 111E3 Water and marine resources 119E4 Biodiversity and ecosystems 126E5 Resource use and circular economy 133EU Taxonomy Reg

5、ulation 145Social information 152S1 Own workforce 152S2 Workers in the value chain 169S4 Consumers and end-users 189Governance information 195G1 Business conduct 195GOVERNANCE&CONTROL 206Information concerning takeovers 207Corporate governance statement in accordance with 289f and 315d HGB 210Risk a

6、nd opportunity report 211Outlook report 227PUMA Annual Report 2025Table of ContentsTABLE OF CONTENTSCONSOLIDATED FINANCIAL STATEMENTS PUMA SE FOR THE FINANCIAL YEAR 2025 230Consolidated statement of financial position 231Consolidated income statement 233Consolidated statement of comprehensive income

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1. **战略调整**:PUMA于2025年启动战略重置,目标成为全球前三大运动品牌,2026年为过渡年,2027年恢复增长。 2. **财务表现**:2025年销售额72.96亿欧元(同比-13.1%),调整后EBIT亏损1.656亿欧元(上年盈利5.487亿),净亏损6.455亿欧元(上年盈利2.816亿)。 3. **成本优化**:宣布削减1400个行政职位(2025年已减500,2026年再减900),并减少产品SKU数量。 4. **产品与渠道**:聚焦足球、跑步、训练和运动风格四大品类;退出损害品牌价值的批发渠道(如大型零售商),提升直营(DTC)占比,减少折扣促销。 5. **管理层变动**:2025年7月Arthur Hoeld接任CEO,重组管理架构,增设首席商务官(CCO)和首席运营官(COO)。
PUMA新战略是什么? 2025年业绩如何? 品牌如何重塑?
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