一筆零售業(yè)務(wù)分析ppt課件

1、Analysis of a retail business一筆零售業(yè)務(wù)分析James Clark.Dynamics of in season trading 當(dāng)季銷售的動(dòng)力Why review performance in season? 為什么回想很重要Plans set up to a year in advance 方案都是在一年之前制定的Range planning is based on averages 按照平均程度來方案種類Risk management to business 運(yùn)營(yíng)中的風(fēng)險(xiǎn)管理 Business requirements change 運(yùn)營(yíng)要求的轉(zhuǎn)變New op

2、portunities arise 從中發(fā)現(xiàn)新的機(jī)遇的出現(xiàn)Drive performance on best sellers styles 繼續(xù)銷售暢銷產(chǎn)品.Key measures Weekly and monthly review每周和每月的回想Product 產(chǎn)品Weeks cover 一周的量Sell through analysis 經(jīng)過分析來銷售Trend review 對(duì)流行趨勢(shì)的回想Line monitors 線性監(jiān)視80/20 rule 二八法那么.Key measures weeks cover 周覆蓋Weeks cover 可供銷售幾周的時(shí)間Most used analy

3、sis tool 分析中最長(zhǎng)用的方法Measures amount of stock available in weeks at current trends 估量出在現(xiàn)有情況下幾周后的庫存量Expressed as of now (spot cover) or for a specific time period (average cover) 對(duì)于一段詳細(xì)的時(shí)間Reference point 參照點(diǎn)Sales and stock levels 銷售和庫存的關(guān)系Timing 長(zhǎng)度周期Weekly and as required 每周進(jìn)展Outcome of review 成果Repeats

4、on best sellers, reductions/cancellations on worst sellers 繼續(xù)銷售暢銷貨，及時(shí)對(duì)賣不出的貨進(jìn)展打折清貨Review total stock levels required in product area 了解產(chǎn)品銷售所需的實(shí)踐庫存.Key measures weeks cover 周覆蓋Spot cover calculation 某一家店鋪的周覆蓋方法(stock/sales) 庫存 除以 銷售量(1000/100) = 10 weeks worth of stock 夠十周銷售的庫存Average cover calculatio

5、n 平均的計(jì)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)=9The right weeks cover for the product area will depend on lead times and the weeks in the future the option will no longer need to be stocked 正確的庫存量是由訂貨至交貨的時(shí)間決議的If lead time is greater th

6、an 10 weeks cover and the style is still prime, then a reorder will be needed 假設(shè)訂貨至交貨的時(shí)間超越十周，這個(gè)款式依然流行，那么就需求補(bǔ)貨.Key measures Sell through analysis 經(jīng)過售出率分析Sell through analysis Measures the amount sold of each option against total buy 按每款貨品的銷售量和進(jìn)貨總量分析Best sellers will have a higher sell through than av

7、erage 銷售中高出平均售出率的產(chǎn)品就屬于暢銷品Measures performance to date but also predicts which styles will sell out 了解如今的情況，同時(shí)還要對(duì)以后暢銷的款式進(jìn)展預(yù)測(cè)Reference point 參照點(diǎn)Sales analysis by option/colour 顏色種類都是銷售分析中的要素Timing 長(zhǎng)度周期Weekly 每周進(jìn)展Outcome of review 分析的成果Repeats on best sellers, reductions/cancellations on worst sellers

8、繼續(xù)暢銷物品的銷售，對(duì)死貨進(jìn)展降價(jià)和清貨Review of quantities on options to be delivered 決議即將到貨的交貨數(shù)量.Key measures - Sell through analysis經(jīng)過售出率分析Sell through calculation 售出率的計(jì)算方法(Sales/Buy)*100 銷售量 除以 進(jìn)貨量乘以100(200/400)*100 = 50%The higher the sell through percentage, the more has been sold 得到的百分比越大，闡明賣出的越多。The higher the

9、 sell through rate at the end of the season, the less markdown will be spent. 銷售季最終得出的百分比越大，需求打折清貨的物品越少.Key measures Rate of sale analysisRate of sale analysis Group product by trend to review overall performance and option performance within trend 流行產(chǎn)品和平均程度產(chǎn)品的銷售Review using samples to get a visual

10、idea of what the customer is looking for overall 經(jīng)過樣本對(duì)顧客的需求有一個(gè)直觀的概念Reference point 參考點(diǎn)Rate of sale analysis by trend/Comp shop of competitors 去競(jìng)爭(zhēng)對(duì)手店里掌握最新動(dòng)態(tài)Timing 計(jì)算周期 Monthly 每月進(jìn)展Outcome of review 分析到達(dá)的效果Drive successful trends with new buys utilising Open to buy (OTB) available 在購買時(shí)推進(jìn)勝利的款式的比重.Key m

11、easures Rate of sale analysisRate of sale calculation 計(jì)算方法Sales/lifecycle/stores ranged 銷售量 銷售周數(shù) 店鋪數(shù)量100/10 weeks/2 stores = 5 units sold per week per store 100件/10周/2家店鋪=每周、每家店鋪賣5件 The higher the rate of sale, the faster the trend/option is selling 得出的數(shù)字越大，闡明這個(gè)流行趨勢(shì)的產(chǎn)品賣的越快Trend reviews will confirm

12、any pattern in overall product reactionHigh fashion trends v basic trends 流行款式v根本款Will give insight into customer profile changes in season 可以給出銷售季內(nèi)顧客分類人群的變化Significant changes in customer profile are evident 明顯的變化Review outstanding orders 回想大的訂單，看能否需求繼續(xù)進(jìn)貨Review visual merchandising guidelines 視覺營(yíng)銷的

13、指點(diǎn)作用.Key measures 80/20 rule 二八法那么80/20 rule 二八法那么Rule that 80% of business will come from 20% of options 真正的80營(yíng)業(yè)利潤(rùn)都是從20的貨品種類中得來得Best sellers and key lines should drive the business 暢銷貨是主力軍，推進(jìn)運(yùn)營(yíng)The greater percentage of options driving the business implies under potentialisation of range 推進(jìn)運(yùn)營(yíng)的貨品種類比例

14、越大，超越20%，情況越遭Reference point 參照點(diǎn)Sales and stock mixes by option 產(chǎn)品的銷售和庫存Timing 長(zhǎng)度周期As required 根據(jù)需求Outcome of reviewUnderstanding of width/depth dynamics of product area 了解產(chǎn)品種類的寬度和深度種類和數(shù)量.Key measures - 80/20 rule exampleExample 1Sales銷售Mix比例Stock庫存Mix比例OptionsMix80% of sales100080%100080%2020%20% o

15、f sales25020%25020%8080%Total sales1250100%1250100%100100%Example 2SalesMixStockMixOptionsMix80% of sales100080%65052%2020%20% of sales25020%60048%8080%Total sales1250100%1250100%100100%.Analysis summary 總結(jié)In season product analysis allows 在銷售季中進(jìn)展各種分析Increase business on best selling styles 增長(zhǎng)對(duì)暢銷品的銷

16、售De risking of poor selling styles 對(duì)賣不出的產(chǎn)品種類采取方法Actual performance against range plan presumptions 真正的銷售情況和當(dāng)初的料想差距Update on trend performance and position in the market 緊跟時(shí)髦，更好的在市場(chǎng)中定位Effective in season product analysis relies on 在銷售季中進(jìn)展各種分析需求以下幾點(diǎn) Timely analysis 定時(shí)進(jìn)展分析Flexible supply chain 多種渠道的供貨商

17、Strong and instant decisions based on objective facts 根據(jù)現(xiàn)實(shí) 情況果斷快速的作出決議。.WSSIWeekly, sales, stock and intake 每周銷售、庫存和配貨.Key measures - WSSI關(guān)鍵處理方法WSSIFinancial measurement of performance centres on WSSI WSSI財(cái)務(wù)管理表現(xiàn)Measures the financial health of the product area 測(cè)試產(chǎn)品利于的財(cái)務(wù)情況Used in planning process to

18、set out financial plans 在制定財(cái)務(wù)方案的過程中的運(yùn)用Used in season to forecast end of season results 預(yù)測(cè)銷售季節(jié)末的情況Planned and forecasted at product age level 關(guān)于產(chǎn)品等級(jí)方案和預(yù)測(cè)Past season stock 過去季節(jié)的庫存Current season stock 目前的季節(jié)庫存Next season stock 下個(gè)季節(jié)的庫存Reference point 參考要點(diǎn)Cash sales, cash markdown, cash intake, cash stock

19、 levels 現(xiàn)金銷售，現(xiàn)金打折，現(xiàn)金配貨，現(xiàn)金庫存等級(jí).Key measures WSSI 關(guān)鍵處理方法WSSIWSSI continued WSSI繼續(xù)Timing 時(shí)間安排Weekly or monthly 每周或每月Outcome of review 回想的結(jié)果Sets in season trading strategy 季節(jié)貿(mào)易戰(zhàn)略設(shè)置Category management review 種類管理回想.Key measures WSSI example關(guān)鍵處理方法WSSI實(shí)例Sales Plan YearMkdn Plan YearStock Plan YearMonth 125

20、1-9%-10%66288%-48%2001-6%-26%Month 2261-12%-7%7250%0%24825%-19%Month 3478-6%13%178-17%-3%21533%-17%Month 4424-4%7%107%24%208110%-7%Month 5516-8%2%116%12%168013%-2%Month 64220%15%42521%-9%14811%3%.Key measures WSSI example 關(guān)鍵處理方法WSSI實(shí)例What is WSSI telling us about this business?關(guān)于這筆生意WSSI通知我們什么Month

21、1: Sales, markdown spend & stock levels poor 第一個(gè)月:銷售,降價(jià)破費(fèi)和庫存等級(jí)Bad start to season, implying lack of new stock and reliance on sale offers for turnover 這是不好的開頭,暗示著短少新的庫存和銷售周轉(zhuǎn)資金Sales% Plan% YearMkdn% Plan% YearStock% Plan% YearMonth 1251-9%-10%66288%-48%2001-6%-26%.Key measures - WSSI example 關(guān)鍵處理方法WS

22、SI實(shí)例What is WSSI telling us about this business?關(guān)于這筆生意WSSI通知我們什么?Month 2: Stock position improving, sales and markdown poor 第2個(gè)月:庫存位置添加,銷售和降價(jià)慘淡Stock now flowing in, but impact on sales line small 庫存流入,但對(duì)銷售影響不大 Sales% Plan% YearMkdn% Plan% YearStock% Plan% YearMonth 2261-12%-7%73250%0%24825%-19%.Key

23、measures - WSSI example 關(guān)鍵處理方法WSSI實(shí)例What is WSSI telling us about this business?關(guān)于這筆生意WSSI通知我們什么?Month 3: Sales grow on the year, markdown & stock controlled 第3個(gè)月:這年的銷售增長(zhǎng),降價(jià)和庫存控制New stock seems to have established itself and is now selling 新的庫存看起來曾經(jīng)構(gòu)成并在銷售Sales% Plan% YearMkdn% Plan% YearStock% Plan%

24、 YearMonth 3478-6%13%251-17%-3%21533%-17%.Key measures - WSSI example關(guān)鍵處理方法WSSI實(shí)例What is WSSI telling us about this business?關(guān)于這筆生意WSSI通知我們什么?Month 4: Sales growth is slowing, stocks are building第4個(gè)月:銷售增長(zhǎng)緩慢,庫存出現(xiàn)Range rejection starting to show through 開場(chǎng)有回絕的景象Sales% Plan% YearMkdn% Plan% YearStock%

25、Plan% YearMonth 4424-4%7%107%24%208110%-7%.Key measures - WSSI example關(guān)鍵處理方法WSSI實(shí)例What is WSSI telling us about this business?關(guān)于這筆生意WSSI通知我們什么? Month 5: Month 4 trend worsens. 第五個(gè)月:比第4個(gè)月更糟Problems beginning to grow. Markdown money available to spend 問題開場(chǎng)增多,降價(jià)費(fèi)用開場(chǎng)需求Sales% Plan% YearMkdn% Plan% YearSt

26、ock% Plan% YearMonth 5516-8%2%116%12%168013-2%.Key measures - WSSI example 關(guān)鍵處理方法WSSI實(shí)例What is WSSI telling us about this business? 關(guān)于這筆生意WSSI通知我們什么?Month 6: Sales and stock under control 第6個(gè)月:銷售和庫存Heavy markdown spend used to recover position 大量的降價(jià)破費(fèi)用來填補(bǔ)空缺Sales% Plan% YearMkdn% Plan% YearStock% Plan% YearMonth 64220%15%42521%-