PUMA, Tencent ink deal for innovative e-commerce business model

Both companies will combine their resources for the growth of the PUMA brand in China.

PUMA has forged a strategic partnership agreement with Tencent for the 2024 GMV Growth Plan (GGP) as a push for high-quality development in comprehensive operations.

With this joining forces, PUMA will integrate its digitisation resources with Tencent’s social ecosystem resources and cutting-edge applications for a new model that improves the quality and efficacy of consumer services.

PUMA also sees the partnership for its long-term growth in the Chinese market. Through the utilisation of Tencent’s wider consumer ecosystem, PUMA can gain access to more localised insights into the market for a better experience for sports enthusiasts.

The athletics brand will also leverage the online traffic resources and social network reach of Tencent to improve its digital infrastructure and set up a social media matrix that incorporates both online and offline ecosystems.

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Balancing it out is Tencent intending to integrate its internal resources and reach PUMA’s digital operation requirements. With applications like Moments, WeChat Official Accounts, WeChat Channels, and WeChat Pay within the Tencent ecosystem, Tencent can deliver PUMA-related content through live streaming, brand interaction, and personalized services.

Currently, PUMA has expanded its portfolio with more innovative products, upgraded services, and elevated consumer experience in the sports retailing sector. It aims to continue its consumer reach with innovative online and offline experiences.