Finance for Non- finance Manager非財務(wù)專業(yè)的財務(wù)知識

1、Finance for Non-financial Manager & Retail Math非財務(wù)專業(yè)的財務(wù)知識&零售數(shù)學(xué)1Finance for Non-financial Manager非財務(wù)專業(yè)的財務(wù)知識Key Performance Measures of a Category Manager品類經(jīng)理的關(guān)鍵業(yè)績指標(biāo):Sales against budget and against previous year與預(yù)算以及去年實際比較，今年的銷售表現(xiàn)Gross profit/ margin against budget and against previous year 與預(yù)算以及去年實際

2、比較，今年毛利的表現(xiàn)Accumulated sales and gross profit for year to date年至今銷售和毛利表現(xiàn)2Finance for Non-financial Manager非財務(wù)專業(yè)的財務(wù)知識Key Performance Measures of a Category Manager:品類經(jīng)理的關(guān)鍵業(yè)績指標(biāo):Inventory days/ Stock turns周轉(zhuǎn)天數(shù)/庫存周轉(zhuǎn)Gross margin return on inventory investment (GMROII)庫存投資回報率Shrinkage損耗Sales per square met

3、er銷售坪效Gross profit/ margin per square meter毛利坪效3Finance for Non-financial Manager非財務(wù)專業(yè)的財務(wù)知識Inventory days周轉(zhuǎn)天數(shù):Average inventory平均庫存: (Inventory at BOM 1 + Inventory at EOM 1) : 2（月初庫存+月末庫存）/2Average inventory at cost : Cost of goods sold x period of analysis平均庫存成本：銷售成本x分析時間期限4Finance for Non-financi

4、al Manager非財務(wù)專業(yè)的財務(wù)知識Stock turns庫存周轉(zhuǎn):GMROII庫存投資回報率:365.25 days : Inventory days 365.25天：周轉(zhuǎn)天數(shù)Gross Profit (at fraction) x Stock turns毛利率（分?jǐn)?shù)）x 庫存周轉(zhuǎn) 5Retail Math 零售數(shù)學(xué)Selling Price/ Price 售價/價格Purchase Cost/ Cost 進(jìn)價/成本Gross Margin/ Profit (GP) 毛利/利潤Gross Margin/ Profit (GP%) 毛利率/利潤率Mark-up 提價Mark-down 降價

5、Discount 折扣First/ Initial Margin & Final Margin 初始毛利&最終毛利Contribution to sales percentage (CTS%) 銷售占比Contribution to margin percentage (CTM%) 毛利貢獻(xiàn)Margin mix 毛利組合6Retail Math 零售數(shù)學(xué)Gross Margin/ Profit (GP)毛利/利潤:(Selling price - cost include tax) 售價-含稅進(jìn)價7Retail Math零售數(shù)學(xué)Gross Margin/ Profit percentage (

6、GP%)毛利率/利潤率:Mark-up percentage提價率:(Selling price - cost include tax) : Selling price X 100% （銷售-含稅進(jìn)價）：售價 X 100% (Selling price - cost include tax) : Cost include tax X 100%（銷售-含稅進(jìn)價）：含稅進(jìn)價 X 100% 8Retail Math零售數(shù)學(xué)Selling Price售價:Cost include tax : (100% - GP%)含稅進(jìn)價:（100% - 毛利率）9Retail Math 零售數(shù)學(xué)Mark-down

7、s降價Discounts折扣Price reduction減價are used on slow movement items 用于清理慢銷商品Price reduction, too也是減價Are used to stimulate shoppers to buy 用于刺激消費者購買Dollar Mark-down/ Discount = Original price X percentage reduction降價/折扣金額= 原售價X 減價率10Finance for Non-financial Manager非財務(wù)專業(yè)的財務(wù)知識Exercise 1 Inventory days 練習(xí)1-

8、 周轉(zhuǎn)天數(shù)Questions問題:How many inventory days of each month 每月的周轉(zhuǎn)天數(shù)是多少How many inventory days of the first quarter 2011 2011年第一季度的周轉(zhuǎn)天數(shù)是多少How much GMROII of each month每月的庫存投資回報是多少How much GMROII of the first quarter 2011 2011年第一季度的庫存投資回報率是多少Assumption假設(shè): No stocks transfer nor return 無庫存調(diào)撥或退貨11Retail Math

9、 零售數(shù)學(xué)First Margin & Final Margin 初始毛利/最終毛利First/ Initial Margin 初始毛利The margin when you set up a selling price to a product 制定售價時得到的毛利First margin can be equal or different to the final margin due to由于以下原因，初始毛利可能等于也可能不等于最終毛利:Promotion discount (P) (erodes first margin) 促銷折扣（簡寫“P”）影響初始毛利Markdown (M)

10、(erodes first margin) 降價（簡寫“M” ）影響初始毛利Wastage (W) (erodes first margin) 有形損耗（簡寫“W” )影響初始毛利Shrinkage (S) (erodes first margin) 無形損耗（簡寫“S” )影響初始毛利Price make-up (PM) (adds first margin) 價格補差（簡寫“PM” )影響初始毛利Consignment margin which is not shown up in the daily sales report (C) (adds first margin)聯(lián)營毛利不會體現(xiàn)

11、在日銷售報表中（簡寫“C” ）（要加上初始毛利）Final Margin 最終毛利Final Margin = First Margin (P+M+W+S) + (PM + C) 最終毛利=初始毛利 (P+M+W+S) + (PM + C) The final margin is what recorded as the gross margin/ profit in the Financial report 最終毛利以綜合毛利的形式記錄在財務(wù)報表中12Retail Math 零售數(shù)學(xué)Exercise 2 First Margin & Final Margin 練習(xí)2-初始毛利&最終毛利You

12、 are just assigned to take up a job as a Category Manager of a portfolio. Your first assignment is to improve a gross margin of the portfolio. In your first day, you have one product (Product A) to increase its selling price as the cost is increased. 你剛剛提拔成為品類經(jīng)理。你的第一項工作任務(wù)就是提高此品類的毛利率。上班第一天，有一A產(chǎn)品售價要漲，

13、因為其成本漲價了Some information related to Product A is as follow A產(chǎn)品的相關(guān)信息如下:It is outright purchase 屬于自營模式Cost include tax is RMB 1.00 含稅進(jìn)價為1元Average Promotion discount to customer 25% （給到顧客的）促銷折扣為25%Historical Promotion contribution to sales is 30% 根據(jù)過往數(shù)據(jù)，促銷銷售占總銷售的30%Shrinkage & wastage 1% of sales 無形和有形

14、損耗占銷售1%Historical Price make-up from suppliers is 15% of promotion sales 供應(yīng)商給到的價格補差占促銷銷售的15%Question問題: How much selling price do you need to set up for this product if you need to get final margin of 10% ? 如果最終毛利要達(dá)到10%，此商品如何定價？13Retail Math 零售數(shù)學(xué)First Margin & Final Margin 初始毛利&最終毛利Although the Fina

15、l Margin can be determined by item, however, it is more practical when it is applied at the Category or Department level. 雖然最終毛利由單品本身決定，但是，運用到品類或部門層面更加實際The Promotional contribution, shrinkage, wastage and price make-up are usually measured within Category or Department level. 促銷占比，無形損耗，有形損耗和價格補差通常是

16、以整個品類或部門來考核Thus, you can do back-ward to determine the first margin from how much final margin you suppose to achieve. 因此，你也可以通過需要達(dá)成的最終毛利倒推來算出初始毛利Upon you have determined the first margin, then you do simulation for prices adjustment of each items within the category or department in order to achiev

17、e it accordingly. 算出初始毛利后，為完成整體目標(biāo)，你需要就整個品類或部門內(nèi)的每一商品進(jìn)行價格調(diào)整的測算14Retail Math 零售數(shù)學(xué)Contribution to sales percentage (CTS%) 銷售占比Contribution to margin percentage (CTM%) 毛利占比Margin mix 毛利組合15Retail Math零售數(shù)學(xué)Exercise 3 - CTS%, CTM% & Margin mix 練習(xí)3-銷售占比，毛利貢獻(xiàn)&毛利組合練習(xí)Questions問題:Please fill up the blanks column

18、 in CTS%, GP% & CTM%請在相應(yīng)空格中填寫銷售占比，毛利率和毛利貢獻(xiàn)率16Retail Math零售數(shù)學(xué)Exercise 4 First Margin, Final Margin & Margin Mix 練習(xí)4-初始毛利，最終毛利和毛利組合Using Exercise no. 3 as the case, what will you do if you know that the margin mix that you get from the calculation is only first margin which you have not included promotion discount, shrinkage, and price make-up impact? 用練習(xí)3作為例子，如果你知道你算出來的毛利組合只是初始毛利而且你沒有把促銷折扣影響，損耗和價格補差計算在內(nèi)，你會怎么做？What will you do if you need to achieve 9% of final margin and you have information in your hand of 如果你需要達(dá)成9%的最終毛利目標(biāo)，且你有以下相關(guān)信息，你會怎么做？Promotion contribution to sales is 30% 促銷銷售占總銷售的