{"id":3678,"date":"2026-07-31T15:27:53","date_gmt":"2026-07-31T12:27:53","guid":{"rendered":"https:\/\/www.outsidesportlab.com\/tr\/?p=3678"},"modified":"2026-07-31T15:28:05","modified_gmt":"2026-07-31T12:28:05","slug":"pumanin-ikinci-ceyrek-satislari-yuzde-94-geriledi","status":"publish","type":"post","link":"https:\/\/www.outsidesportlab.com\/tr\/pumanin-ikinci-ceyrek-satislari-yuzde-94-geriledi\/","title":{"rendered":"Puma&#8217;n\u0131n ikinci \u00e7eyrek sat\u0131\u015flar\u0131 y\u00fczde 9,4 geriledi"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Alman spor giyim devi <strong>Puma<\/strong>, 2026 y\u0131l\u0131n\u0131n ikinci \u00e7eyre\u011finde zay\u0131flayan t\u00fcketici talebi ve yeniden yap\u0131lanma s\u00fcrecinin etkisiyle gelir kayb\u0131 ya\u015fad\u0131. \u015eirketin sat\u0131\u015flar\u0131 ge\u00e7en y\u0131l\u0131n ayn\u0131 d\u00f6nemine g\u00f6re <strong>%9,4 azalarak 1,69 milyar euroya<\/strong> geriledi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ge\u00e7en y\u0131l\u0131n ikinci \u00e7eyre\u011finde 1,87 milyar euro gelir elde eden Puma, \u00f6zellikle toptan sat\u0131\u015f kanal\u0131ndaki d\u00fc\u015f\u00fc\u015f nedeniyle beklentilerin alt\u0131nda kald\u0131.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u0130lk yar\u0131da gelir 3,55 milyar euro<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">2026&#8217;n\u0131n ilk alt\u0131 ay\u0131nda \u015firketin toplam sat\u0131\u015flar\u0131 <strong>%5,2 d\u00fc\u015f\u00fc\u015fle 3,55 milyar euro<\/strong> olarak ger\u00e7ekle\u015fti. Ge\u00e7en y\u0131l\u0131n ayn\u0131 d\u00f6neminde bu rakam 3,86 milyar euro seviyesindeydi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u015eirket, d\u00fc\u015f\u00fc\u015f\u00fcn temel nedenleri aras\u0131nda 2025&#8217;in \u00fc\u00e7\u00fcnc\u00fc \u00e7eyre\u011finde ba\u015flat\u0131lan yeniden yap\u0131lanma program\u0131n\u0131, Orta Do\u011fu&#8217;daki jeopolitik geli\u015fmelerin t\u00fcketici talebine etkisini ve baz\u0131 stratejik olmayan distrib\u00fct\u00f6rlerle i\u015f birliklerinin sonland\u0131r\u0131lmas\u0131n\u0131 g\u00f6sterdi.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Toptan sat\u0131\u015flar geriledi, e-ticaret b\u00fcy\u00fcd\u00fc<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Puma&#8217;n\u0131n en b\u00fcy\u00fck sat\u0131\u015f kanal\u0131 olan toptan sat\u0131\u015f gelirleri ikinci \u00e7eyrekte <strong>%14 azalarak 1,09 milyar euroya<\/strong> d\u00fc\u015ft\u00fc.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Buna kar\u015f\u0131l\u0131k do\u011frudan t\u00fcketiciye sat\u0131\u015f (DTC) taraf\u0131nda gelirler <strong>%0,4 art\u0131\u015fla 595,8 milyon euroya<\/strong> y\u00fckseldi. E-ticaretteki b\u00fcy\u00fcme, \u015firket ma\u011fazalar\u0131ndaki zay\u0131f performans\u0131 dengeledi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">B\u00f6ylece DTC kanal\u0131n\u0131n toplam sat\u0131\u015flar i\u00e7indeki pay\u0131 ge\u00e7en y\u0131lki <strong>%32,1&#8217;den %35,2&#8217;ye<\/strong> \u00e7\u0131kt\u0131.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Asya b\u00fcy\u00fcd\u00fc, Avrupa ve Amerika k\u00fc\u00e7\u00fcld\u00fc<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">B\u00f6lgesel bazda en g\u00fc\u00e7l\u00fc performans <strong>Asya-Pasifik<\/strong> pazar\u0131ndan geldi. B\u00f6lgedeki sat\u0131\u015flar <strong>%8,6 artarken<\/strong>, \u00f6zellikle <strong>Speedcat<\/strong> serisi ve d\u00fc\u015f\u00fck profilli sneaker modellerine olan talep b\u00fcy\u00fcmeyi destekledi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Buna kar\u015f\u0131l\u0131k;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>EMEA (Avrupa, Orta Do\u011fu ve Afrika)<\/strong> sat\u0131\u015flar\u0131 <strong>%12,9<\/strong> geriledi.<\/li>\n\n\n\n<li><strong>Amerika k\u0131tas\u0131<\/strong> gelirleri ise <strong>%15,4<\/strong> d\u00fc\u015ft\u00fc.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Avrupa&#8217;daki zay\u0131f talep, Orta Do\u011fu&#8217;daki jeopolitik belirsizlikler ve Kuzey Amerika&#8217;da b\u00fcy\u00fck distrib\u00fct\u00f6rlerle i\u015f hacminin azalmas\u0131 bu d\u00fc\u015f\u00fc\u015fte etkili oldu.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">D\u00fcnya Kupas\u0131 formalar\u0131 d\u00fc\u015f\u00fc\u015f\u00fc s\u0131n\u0131rlad\u0131<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u00dcr\u00fcn kategorileri aras\u0131nda en b\u00fcy\u00fck gerileme ayakkab\u0131 segmentinde ya\u015fand\u0131. Ayakkab\u0131 sat\u0131\u015flar\u0131 <strong>%11,7 azalarak 935,6 milyon euroya<\/strong> d\u00fc\u015ft\u00fc.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Haz\u0131r giyim gelirleri ise <strong>%4,3 gerileyerek 552,1 milyon euro<\/strong> oldu. Ancak Puma&#8217;n\u0131n sponsor oldu\u011fu <strong>11 milli tak\u0131m\u0131n 2026 FIFA D\u00fcnya Kupas\u0131&#8217;na kat\u0131lmas\u0131<\/strong>, futbol forma sat\u0131\u015flar\u0131n\u0131 destekleyerek haz\u0131r giyim taraf\u0131ndaki kayb\u0131n daha fazla b\u00fcy\u00fcmesini \u00f6nledi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aksesuar sat\u0131\u015flar\u0131 da <strong>%12 d\u00fc\u015f\u00fc\u015fle 202,8 milyon euro<\/strong> olarak ger\u00e7ekle\u015fti.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sonu\u00e7lar, Puma&#8217;n\u0131n k\u00fcresel yeniden yap\u0131lanma s\u00fcrecini s\u00fcrd\u00fcr\u00fcrken \u00f6zellikle Avrupa ve Amerika pazarlar\u0131nda talep daralmas\u0131yla m\u00fccadele etti\u011fini, buna kar\u015f\u0131n Asya ve dijital sat\u0131\u015f kanallar\u0131n\u0131n \u015firketin b\u00fcy\u00fcme stratejisinde giderek daha kritik bir rol \u00fcstlendi\u011fini g\u00f6sterdi.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Alman spor giyim devi Puma, 2026 y\u0131l\u0131n\u0131n ikinci \u00e7eyre\u011finde zay\u0131flayan t\u00fcketici talebi ve yeniden yap\u0131lanma s\u00fcrecinin etkisiyle gelir kayb\u0131 ya\u015fad\u0131.<\/p>\n","protected":false},"author":1,"featured_media":3679,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[15],"tags":[194],"class_list":["post-3678","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-finans","tag-puma"],"uagb_featured_image_src":{"full":["https:\/\/www.outsidesportlab.com\/tr\/wp-content\/uploads\/sites\/2\/2026\/07\/GettyImages-1694837214-scaled.jpg",2560,1707,false],"thumbnail":["https:\/\/www.outsidesportlab.com\/tr\/wp-content\/uploads\/sites\/2\/2026\/07\/GettyImages-1694837214-150x150.jpg",150,150,true],"medium":["https:\/\/www.outsidesportlab.com\/tr\/wp-content\/uploads\/sites\/2\/2026\/07\/GettyImages-1694837214-300x200.jpg",300,200,true],"medium_large":["https:\/\/www.outsidesportlab.com\/tr\/wp-content\/uploads\/sites\/2\/2026\/07\/GettyImages-1694837214-768x512.jpg",768,512,true],"large":["https:\/\/www.outsidesportlab.com\/tr\/wp-content\/uploads\/sites\/2\/2026\/07\/GettyImages-1694837214-1024x683.jpg",1024,683,true],"1536x1536":["https:\/\/www.outsidesportlab.com\/tr\/wp-content\/uploads\/sites\/2\/2026\/07\/GettyImages-1694837214-1536x1024.jpg",1536,1024,true],"2048x2048":["https:\/\/www.outsidesportlab.com\/tr\/wp-content\/uploads\/sites\/2\/2026\/07\/GettyImages-1694837214-2048x1365.jpg",2048,1365,true]},"uagb_author_info":{"display_name":"outsidesport","author_link":"https:\/\/www.outsidesportlab.com\/tr\/author\/outsidesport\/"},"uagb_comment_info":0,"uagb_excerpt":"Alman spor giyim devi Puma, 2026 y\u0131l\u0131n\u0131n ikinci \u00e7eyre\u011finde zay\u0131flayan t\u00fcketici talebi ve yeniden yap\u0131lanma s\u00fcrecinin etkisiyle gelir kayb\u0131 ya\u015fad\u0131.","_links":{"self":[{"href":"https:\/\/www.outsidesportlab.com\/tr\/wp-json\/wp\/v2\/posts\/3678","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.outsidesportlab.com\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.outsidesportlab.com\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.outsidesportlab.com\/tr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.outsidesportlab.com\/tr\/wp-json\/wp\/v2\/comments?post=3678"}],"version-history":[{"count":2,"href":"https:\/\/www.outsidesportlab.com\/tr\/wp-json\/wp\/v2\/posts\/3678\/revisions"}],"predecessor-version":[{"id":3681,"href":"https:\/\/www.outsidesportlab.com\/tr\/wp-json\/wp\/v2\/posts\/3678\/revisions\/3681"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.outsidesportlab.com\/tr\/wp-json\/wp\/v2\/media\/3679"}],"wp:attachment":[{"href":"https:\/\/www.outsidesportlab.com\/tr\/wp-json\/wp\/v2\/media?parent=3678"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.outsidesportlab.com\/tr\/wp-json\/wp\/v2\/categories?post=3678"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.outsidesportlab.com\/tr\/wp-json\/wp\/v2\/tags?post=3678"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}