PUMA | Trend-Focused Brand Prioritizing Private Domain with Store-Based Order Fulfillment

Founded in 1948 in Herzogenaurach, Germany, PUMA is a globally renowned sports brand. It accompanied football legend Pelé to the World Cup finals and tennis champion Boris Becker to Wimbledon glory. Continuously collaborating with top athletes, PUMA leverages the latest technologies to create the best sporting equipment.

In recent years, Chinese consumers have developed entrenched online shopping habits, with increasingly rational purchasing behavior and diversified demands. To meet consumer needs and drive continuous business innovation and upgrade, PUMA chose to partner with Burgeon to build an efficient, stable retail solution tailored to the local Chinese market, delivering superior service and products to consumers.

Private Domain Orders Fulfilled by Stores

PUMA has fully deployed its online and offline presence, with its official website and mini-program mall leading the online channel, and over 100 directly operated stores offline. Bridging the gap between online and offline operations and accelerating store inventory turnover is the optimal path for PUMA to drive performance growth.

Using Burgeon's Omnichannel Business Middleware, PUMA leverages its mini-program mall to drive traffic and facilitate transactions. By syncing order data in real time, it ensures seamless integration between stores and private domain platforms, enabling private domain orders to be fulfilled by physical stores and improving store inventory efficiency. In practice, when a consumer places an order through PUMA's mini-program, the system automatically selects the most suitable store for picking and shipping.

Optimal Store Shipping Strategy

In diversifying its business, PUMA has created various store formats, such as outlet stores and full-price stores. When fulfilling online orders through stores, different store types and conditions require meeting criteria such as outlet store priority shipping and full-package priority shipping. This demands that the system intelligently and flexibly split and consolidate orders based on factors including order item quantity, proximity for delivery, store shipping priority, store operating hours, inventory depth, and sell-through rate—achieving the optimal shipping strategy.

Breaking Down Data Silos for International Brands

Like many international brands, PUMA requires cross-system and cross-regional data integration. Burgeon's Omnichannel Business Middleware, with its powerful integration capabilities, achieves unified connectivity with SAP, BI, and other third-party systems, ensuring smooth interaction between systems and consistent information synchronization—eliminating data silos and supporting flexible, scalable data management.

The partnership between Burgeon and PUMA began in 2023. Leveraging its deep technical expertise and extensive industry experience, Burgeon provides robust digital support to help PUMA navigate fierce market competition with steady momentum.

Burgeon has always been committed to driving digitalization to fuel brand performance growth, leveraging its leading technology and practical experience in enterprise digital transformation. Having served over 5,000 institutions and enterprises with global reach, Burgeon products are used in over 500,000+ stores and support over 40,000+ online stores. Burgeon's core value proposition is to help enterprises achieve more business with less inventory through an omnichannel unified inventory model.