一笔零售业务分析.pptx

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一笔零售业务分析.pptx

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一笔零售业务分析.pptx

Analysisofaretailbusiness一笔零售业务分析,JamesClark,1,Copyright:

JamesClarkandPrenticeDay,Dynamicsofinseasontrading当季销售的动力,Whyreviewperformanceinseason?

为什么回顾很重要Planssetuptoayearinadvance计划都是在一年之前制定的Rangeplanningisbasedonaverages按照平均水平来计划种类Riskmanagementtobusiness经营中的风险管理Businessrequirementschange经营要求的转变Newopportunitiesarise从中发现新的机遇的出现Driveperformanceonbestsellersstyles继续销售畅销产品,2,Copyright:

JamesClarkandPrenticeDay,KeymeasuresWeeklyandmonthlyreview每周和每月的回顾,Product产品Weekscover一周的量Sellthroughanalysis通过分析来销售Trendreview对流行趋势的回顾Linemonitors线性监视80/20rule二八法则,3,Copyright:

JamesClarkandPrenticeDay,4,Copyright:

JamesClarkandPrenticeDay,Keymeasuresweekscover周覆盖,Weekscover可供销售几周的时间Mostusedanalysistool分析中最长用的方法Measuresamountofstockavailableinweeksatcurrenttrends估量出在现有情况下几周后的库存量Expressedasofnow（spotcover）orforaspecifictimeperiod（averagecover）对于一段具体的时间Referencepoint参照点Salesandstocklevels销售和库存的关系Timing长度周期Weeklyandasrequired每周进行Outcomeofreview成果Repeatsonbestsellers,reductions/cancellationsonworstsellers继续销售畅销货，及时对卖不出的货进行打折清货Reviewtotalstocklevelsrequiredinproductarea了解产品销售所需的实际库存,5,Copyright:

JamesClarkandPrenticeDay,Keymeasuresweekscover周覆盖,Spotcovercalculation某一家店铺的周覆盖方法（stock/sales）库存除以销售量（1000/100）=10weeksworthofstock够十周销售的库存Averagecovercalculation平均的计算方法（stock+stock+stock）/3）/（sales+sales+sales）/3）（1000+750+850）/3）/（100+100+85）/3）（2600/3）=867/（285/3）=92）=9Therightweekscoverfortheproductareawilldependonleadtimesandtheweeksinthefuturetheoptionwillnolongerneedtobestocked正确的库存量是由订货至交货的时间决定的Ifleadtimeisgreaterthan10weekscoverandthestyleisstillprime,thenareorderwillbeneeded如果订货至交货的时间超过十周，这个款式依然流行，那么就需要补货,6,Copyright:

JamesClarkandPrenticeDay,7,Copyright:

JamesClarkandPrenticeDay,KeymeasuresSellthroughanalysis通过售出率分析,SellthroughanalysisMeasurestheamountsoldofeachoptionagainsttotalbuy按每款货品的销售量和进货总量分析Bestsellerswillhaveahighersellthroughthanaverage销售中高出平均售出率的产品就属于畅销品Measuresperformancetodatebutalsopredictswhichstyleswillsellout了解现在的情况，同时还要对以后畅销的款式进行预测Referencepoint参照点Salesanalysisbyoption/colour颜色种类都是销售分析中的因素Timing长度周期Weekly每周进行Outcomeofreview分析的成果Repeatsonbestsellers,reductions/cancellationsonworstsellers持续畅销物品的销售，对死货进行降价和清货Reviewofquantitiesonoptionstobedelivered决定即将到货的交货数量,8,Copyright:

JamesClarkandPrenticeDay,Keymeasures-Sellthroughanalysis通过售出率分析,Sellthroughcalculation售出率的计算方法（Sales/Buy）*100（销售量除以进货量）乘以100（200/400）*100=50%Thehigherthesellthroughpercentage,themorehasbeensold得到的百分比越大，说明卖出的越多。

Thehigherthesellthroughrateattheendoftheseason,thelessmarkdownwillbespent.销售季最终得出的百分比越大，需要打折清货的物品越少,9,Copyright:

JamesClarkandPrenticeDay,10,Copyright:

JamesClarkandPrenticeDay,KeymeasuresRateofsaleanalysis,RateofsaleanalysisGroupproductbytrendtoreviewoverallperformanceandoptionperformancewithintrend流行产品和平均水平产品的销售Reviewusingsamplestogetavisualideaofwhatthecustomerislookingforoverall通过样本对顾客的需求有一个直观的概念Referencepoint参考点Rateofsaleanalysisbytrend/Compshopofcompetitors去竞争对手店里掌握最新动态Timing计算周期Monthly每月进行Outcomeofreview分析达到的效果DrivesuccessfultrendswithnewbuysutilisingOpentobuy（OTB）available在购买时推动成功的款式的比重,11,Copyright:

JamesClarkandPrenticeDay,KeymeasuresRateofsaleanalysis,Rateofsalecalculation计算方法Sales/lifecycle/storesranged销售量销售周数店铺数量100/10weeks/2stores=5unitssoldperweekperstore100件/10周/2家店铺=每周、每家店铺卖5件Thehighertherateofsale,thefasterthetrend/optionisselling得出的数字越大，说明这个流行趋势的产品卖的越快TrendreviewswillconfirmanypatterninoverallproductreactionHighfashiontrendsvbasictrends流行款式v基本款Willgiveinsightintocustomerprofilechangesinseason可以给出销售季内顾客分类人群的变化Significantchangesincustomerprofileareevident明显的变化Reviewoutstandingorders回顾大的订单，看是否需要继续进货Reviewvisualmerchandisingguidelines视觉营销的指导作用,12,Copyright:

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JamesClarkandPrenticeDay,Keymeasures80/20rule二八法则,80/20rule二八法则Rulethat80%ofbusinesswillcomefrom20%ofoptions真正的80营业利润都是从20的货品种类中得来得Bestsellersandkeylinesshoulddrivethebusiness畅销货是主力军，推动经营Thegreaterpercentageofoptionsdrivingthebusinessimpliesunderpotentialisationofrange推动经营的货品种类比例越大，超过20%，状况越遭Referencepoint参照点Salesandstockmixesbyoption产品的销售和库存Timing长度周期Asrequired根据需要OutcomeofreviewUnderstandingofwidth/depthdynamicsofproductarea了解产品种类的宽度和深度（种类和数量）,14,Copyright:

JamesClarkandPrenticeDay,Keymeasures-80/20ruleexample,15,Copyright:

JamesClarkandPrenticeDay,Analysissummary总结,Inseasonproductanalysisallows在销售季中进行各种分析Increasebusinessonbestsellingstyles增长对畅销品的销售Deriskingofpoorsellingstyles对卖不出的产品种类采取方法Actualperformanceagainstrangeplanpresumptions真正的销售情况和当初的预想差距Updateontrendperformanceandpositioninthemarket紧跟时尚，更好的在市场中定位Effectiveinseasonproductanalysisrelieson在销售季中进行各种分析需要以下几点Timelyanalysis定时进行分析Flexiblesupplychain多种渠道的供货商Strongandinstantdecisionsbasedonobjectivefacts根据现实情况果断快速的作出决定。

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JamesClarkandPrenticeDay,WSSI,Weekly,sales,stockandintake每周销售、库存和配货,17,Copyright:

JamesClarkandPrenticeDay,Keymeasures-WSSI关键解决方法WSSI,FinancialmeasurementofperformancecentresonWSSIWSSI财务管理表现Measuresthefinancialhealthoftheproductarea测试产品利于的财务状况Usedinplanningprocesstosetoutfinancialplans在制定财务计划的过程中的运用Usedinseasontoforecastendofseasonresults预测销售季节末的状况Plannedandforecastedatproductagelevel关于产品等级计划和预测Pastseasonstock过去季节的库存Currentseasonstock目前的季节库存Nextseasonstock下个季节的库存Referencepoint参考要点Cashsales,cashmarkdown,cashintake,cashstocklevels现金销售，现金打折，现金配货，现金库存等级,18,Copyright:

JamesClarkandPrenticeDay,KeymeasuresWSSI关键解决方法WSSI,WSSIcontinuedWSSI继续Timing时间安排Weeklyormonthly每周或每月Outcomeofreview回顾的结果Setsinseasontradingstrategy季节贸易战略设置Categorymanagementreview种类管理回顾,19,Copyright:

JamesClarkandPrenticeDay,KeymeasuresWSSIexample关键解决方法WSSI实例,20,Copyright:

JamesClarkandPrenticeDay,KeymeasuresWSSIexample关键解决方法WSSI实例,WhatisWSSItellingusaboutthisbusiness?

关于这笔生意WSSI告诉我们什么Month1:

Sales,markdownspend&stocklevelspoor第一个月:

销售,降价花费和库存等级Badstarttoseason,implyinglackofnewstockandrelianceonsaleoffersforturnover这是不好的开头,暗示着缺少新的库存和销售周转资金,21,Copyright: