一筆零售業(yè)務(wù)

Analysisofaretailbusiness

一筆零售業(yè)務(wù)分析JamesClark1Copyright:JamesClarkandPrenticeDayDynamicsofinseasontrading當季銷售的動力Whyreviewperformanceinseason?

為什么回顧很重要Planssetuptoayearinadvance計劃都是在一年之前制定的Rangeplanningisbasedonaverages

按照平均水平來計劃種類Riskmanagementtobusiness

經(jīng)營中的風險管理Businessrequirementschange

經(jīng)營要求的轉(zhuǎn)變Newopportunitiesarise

從中發(fā)現(xiàn)新的機遇的出現(xiàn)Driveperformanceonbestsellersstyles

繼續(xù)銷售暢銷產(chǎn)品2Copyright:JamesClarkandPrenticeDayKeymeasures–Weeklyandmonthlyreview

每周和每月的回顧Product

產(chǎn)品Weekscover

一周的量Sellthroughanalysis

通過分析來銷售Trendreview

對流行趨勢的回顧Linemonitors

線性監(jiān)視80/20rule

二八法則3Copyright:JamesClarkandPrenticeDay4Copyright:JamesClarkandPrenticeDayKeymeasures–weekscover周覆蓋Weekscover

可供銷售幾周的時間Mostusedanalysistool

分析中最長用的方法Measuresamountofstockavailableinweeksatcurrenttrends

估量出在現(xiàn)有情況下幾周后的庫存量Expressedasofnow(spotcover)orforaspecifictimeperiod(averagecover)對于一段具體的時間Referencepoint參照點Salesandstocklevels

銷售和庫存的關(guān)系Timing

長度周期Weeklyandasrequired

每周進行Outcomeofreview

成果Repeatsonbestsellers,reductions/cancellationsonworstsellers

繼續(xù)銷售暢銷貨，及時對賣不出的貨進行打折清貨Reviewtotalstocklevelsrequiredinproductarea

了解產(chǎn)品銷售所需的實際庫存5Copyright:JamesClarkandPrenticeDayKeymeasures–weekscover周覆蓋Spotcovercalculation

某一家店鋪的周覆蓋方法(stock/sales)

庫存除以銷售量(1000/100)=10weeksworthofstock

夠十周銷售的庫存Averagecovercalculation

平均的計算方法(((stock+stock+stock)/3)/((sales+sales+sales)/3))(((1000+750+850)/3)/((100+100+85)/3))((2600/3)=867/(285/3)=92)=9Therightweekscoverfortheproductareawilldependonleadtimesandtheweeksinthefuturetheoptionwillnolongerneedtobestocked正確的庫存量是由訂貨至交貨的時間決定的Ifleadtimeisgreaterthan10weekscoverandthestyleisstillprime,thenareorderwillbeneeded

如果訂貨至交貨的時間超過十周，這個款式依然流行，那么就需要補貨6Copyright:JamesClarkandPrenticeDay7Copyright:JamesClarkandPrenticeDayKeymeasures–Sellthroughanalysis

通過售出率分析Sellthroughanalysis

Measurestheamountsoldofeachoptionagainsttotalbuy按每款貨品的銷售量和進貨總量分析Bestsellerswillhaveahighersellthroughthanaverage

銷售中高出平均售出率的產(chǎn)品就屬于暢銷品Measuresperformancetodatebutalsopredictswhichstyleswillsellout

了解現(xiàn)在的情況，同時還要對以后暢銷的款式進行預測Referencepoint參照點Salesanalysisbyoption/colour

顏色種類都是銷售分析中的因素Timing

長度周期Weekly

每周進行Outcomeofreview

分析的成果Repeatsonbestsellers,reductions/cancellationsonworstsellers

持續(xù)暢銷物品的銷售，對死貨進行降價和清貨Reviewofquantitiesonoptionstobedelivered

決定即將到貨的交貨數(shù)量8Copyright:JamesClarkandPrenticeDayKeymeasures-Sellthroughanalysis

通過售出率分析Sellthroughcalculation

售出率的計算方法(Sales/Buy)*100

（銷售量除以進貨量）乘以100(200/400)*100=50%Thehigherthesellthroughpercentage,themorehasbeensold

得到的百分比越大，說明賣出的越多。Thehigherthesellthroughrateattheendoftheseason,thelessmarkdownwillbespent.

銷售季最終得出的百分比越大，需要打折清貨的物品越少9Copyright:JamesClarkandPrenticeDay10Copyright:JamesClarkandPrenticeDayKeymeasures––RateofsaleanalysisRateofsaleanalysisGroupproductbytrendtoreviewoverallperformanceandoptionperformancewithintrend流行產(chǎn)品和和平均水平平產(chǎn)品的銷銷售Reviewusingsamplestogetavisualideaofwhatthecustomerislookingforoverall通過樣本對對顧客的需需求有一個個直觀的概概念Referencepoint參考點Rateofsaleanalysisbytrend/Compshopofcompetitors去競爭對手手店里掌握握最新動態(tài)態(tài)Timing計算周期Monthly每月進行Outcomeofreview分析達到的的效果DrivesuccessfultrendswithnewbuysutilisingOpentobuy(OTB)available在購買時推推動成功的的款式的比比重11Copyright:JamesClarkandPrenticeDayKeymeasures––RateofsaleanalysisRateofsalecalculation計算方法Sales/lifecycle/storesranged銷售量÷銷售周數(shù)÷店鋪數(shù)量100/10weeks/2stores=5unitssoldperweekperstore100件/10周周/2家店店鋪=每周周、每家店店鋪賣5件件Thehighertherateofsale,thefasterthetrend/optionisselling得出的數(shù)字字越大，說說明這個流流行趨勢的的產(chǎn)品賣的的越快TrendreviewswillconfirmanypatterninoverallproductreactionHighfashiontrendsvbasictrends流行款式v基本款Willgiveinsightintocustomerprofilechangesinseason可以給出銷銷售季內(nèi)顧顧客分類人人群的變化化Significantchangesincustomerprofileareevident明顯的變化化Reviewoutstandingorders回顧大的訂訂單，看是是否需要繼繼續(xù)進貨Reviewvisualmerchandisingguidelines視覺營銷的的指導作用用12Copyright:JamesClarkandPrenticeDay13Copyright:JamesClarkandPrenticeDayKeymeasures––80/20rule二八法法則80/20rule二八法法則Rulethat80%ofbusinesswillcomefrom20%ofoptions真正的的80％營業(yè)業(yè)利潤潤都是是從20％的貨貨品種種類中中得來來得Bestsellersandkeylinesshoulddrivethebusiness暢銷貨貨是主主力軍軍，推推動經(jīng)經(jīng)營Thegreaterpercentageofoptionsdrivingthebusinessimpliesunderpotentialisationofrange推動經(jīng)經(jīng)營的的貨品品種類類比例例越大大，超超過20%，狀狀況越越遭Referencepoint參照點點Salesandstockmixesbyoption產(chǎn)品的的銷售售和庫庫存Timing長度周周期Asrequired根據(jù)需需要OutcomeofreviewUnderstandingofwidth/depthdynamicsofproductarea了解產(chǎn)產(chǎn)品種種類的的寬度度和深深度（（種類類和數(shù)數(shù)量））14Copyright:JamesClarkandPrenticeDayKeymeasures-80/20ruleexampleExample1Sales銷售Mix比例Stock庫存Mix比例OptionsMix80%ofsales100080%100080%2020%20%ofsales25020%25020%8080%Totalsales1250100%1250100%100100%Example2SalesMixStockMixOptionsMix80%ofsales100080%65052%2020%20%ofsales25020%60048%8080%Totalsales1250100%1250100%100100%15Copyright:JamesClarkandPrenticeDayAnalysissummary總結(jié)Inseasonproductanalysisallows在銷售售季中中進行行各種種分析析Increasebusinessonbestsellingstyles增長對對暢銷銷品的的銷售售Deriskingofpoorsellingstyles對賣不不出的的產(chǎn)品品種類類采取取方法法Actualperformanceagainstrangeplanpresumptions真正正的的銷銷售售情情況況和和當當初初的的預預想想差差距距Updateontrendperformanceandpositioninthemarket緊跟跟時時尚尚，，更更好好的的在在市市場場中中定定位位Effectiveinseasonproductanalysisrelieson在銷銷售售季季中中進進行行各各種種分分析析需需要要以以下下幾幾點點Timelyanalysis定時時進進行行分分析析Flexiblesupplychain多種種渠渠道道的的供供貨貨商商Strongandinstantdecisionsbasedonobjectivefacts根據(jù)據(jù)現(xiàn)現(xiàn)實實情況況果果斷斷快快速速的的作作出出決決定定。。16Copyright:JamesClarkandPrenticeDayWSSIWeekly,sales,stockandintake每周周銷銷售售、、庫庫存存和和配配貨貨17Copyright:JamesClarkandPrenticeDayKeymeasures-WSSI關(guān)鍵鍵解解決決方方法法—WSSIFinancialmeasurementofperformancecentresonWSSIWSSI財務(wù)務(wù)管管理理表表現(xiàn)現(xiàn)Measuresthefinancialhealthoftheproductarea測試試產(chǎn)產(chǎn)品品利利于于的的財財務(wù)務(wù)狀狀況況Usedinplanningprocesstosetoutfinancialplans在制制定定財財務(wù)務(wù)計計劃劃的的過過程程中中的的運運用用Usedinseasontoforecastendofseasonresults預測測銷銷售售季季節(jié)節(jié)末末的的狀狀況況Plannedandforecastedatproductagelevel關(guān)于于產(chǎn)產(chǎn)品品等等級級計計劃劃和和預預測測Pastseasonstock過去去季季節(jié)節(jié)的的庫庫存存Currentseasonstock目前前的的季季節(jié)節(jié)庫庫存存Nextseasonstock下個個季季節(jié)節(jié)的的庫庫存存Referencepoint參考考要要點點Cashsales,cashmarkdown,cashintake,cashstocklevels現(xiàn)金金銷銷售售，，現(xiàn)現(xiàn)金金打打折折，，現(xiàn)現(xiàn)金金配配貨貨，，現(xiàn)現(xiàn)金金庫庫存存等等級級18Copyright:JamesClarkandPrenticeDayKeymeasures–WSSI關(guān)鍵解決方方法—WSSIWSSIcontinuedWSSI繼續(xù)Timing時間安排Weeklyormonthly每周或每月月Outcomeofreview回顧的結(jié)果果Setsinseasontradingstrategy季節(jié)貿(mào)易戰(zhàn)戰(zhàn)略設(shè)置Categorymanagementreview種類管理回回顧19Copyright:JamesClarkandPrenticeDayKeymeasures––WSSIexample關(guān)鍵解決方方法—WSSI實例Sales

Plan

YearMkdn

Plan

YearStock

Plan

YearMonth1251-9%-10%66288%-48%2001-6%-26%Month2261-12%-7%7250%0%24825%-19%Month

3478-6%13%178-17%-3%21533%-17%Month4424-4%7%107%24%208110%-7%Month5516-8%2%116%12%168013%-2%Month64220%15%42521%-9%14811%3%20Copyright:JamesClarkandPrenticeDayKeymeasures––WSSIexample關(guān)鍵解決方方法—WSSI實例WhatisWSSItellingusaboutthisbusiness?關(guān)于這筆生生意WSSI告訴我們什什么Month1:Sales,markdownspend&stocklevelspoor第一個月:銷售,降價花費和和庫存等級級Badstarttoseason,implyinglackofnewstockandrelianceonsaleoffersforturnover這是不好的的開頭,暗示著缺少少新的庫存存和銷售周轉(zhuǎn)資金Sales%Plan%YearMkdn%Plan%YearStock%Plan%YearMonth1251-9%-10%66288%-48%2001-6%-26%21Copyright:JamesClarkandPrenticeDayKeymeasures-WSSIexample關(guān)鍵解決方方法—WSSI實例WhatisWSSItellingusaboutthisbusiness?關(guān)于這筆生意意WSSI告訴我們什么么?Month2:Stockpositionimproving,salesandmarkdownpoor第2個月:庫存位置增加加,銷售和降價慘慘淡Stocknowflowingin,butimpactonsaleslinesmall庫存流入,但對銷售影響響不大Sales%Plan%YearMkdn%Plan%YearStock%Plan%YearMonth2261-12%-7%73250%0%24825%-19%22Copyright:JamesClarkandPrenticeDayKeymeasures-WSSIexample關(guān)鍵解決方法法—WSSI實例WhatisWSSItellingusaboutthisbusiness?關(guān)于這筆生意意WSSI告訴我們什么么?Month3:Salesgrowontheyear,markdown&stockcontrolled第3個月:這年的銷售增增長,降價和庫存控控制Newstockseemstohaveestablisheditselfandisnowselling新的庫存看起起來已經(jīng)形成成并在銷售Sales%Plan%YearMkdn%Plan%YearStock%Plan%YearMonth3478-6%13%251-17%-3%21533%-17%23Copyright:JamesClarkandPrenticeDayKeymeasures-WSSIexample關(guān)鍵解決方法法—WSSI實例WhatisWSSItellingusaboutthisbusiness?關(guān)于這筆生意意WSSI告訴我們什么么?Month4:Salesgrowthisslowing,stocksarebuilding第4個月:銷售增長緩慢慢,庫存出現(xiàn)Rangerejectionstartingtoshowthrough開始有拒絕的的現(xiàn)象Sales%Plan%YearMkdn%Plan%YearStock%Plan%YearMonth4424-4%7%107%24%208110%-7%24Copyright:JamesClarkandPrenticeDayKeymeasures-WSSIexample關(guān)鍵解決方法法—WSSI實例WhatisWSSItellingusaboutthisbusiness?關(guān)于這筆生意意WSSI告訴我們什么么?Month5:Month4trendworsens.第五個月:比第4個月更糟Problemsbeginningtogrow.Markdownmoneyavailabletospend問題題開開始始增增多多,降價價費費用用開開始始需需要要Sales%Plan%YearMkdn%Plan%YearStock%Plan%YearMonth5516-8%2%116%12%168013-2%25Copyright:JamesClarkandPrenticeDayKeymeasures-WSSIexample關(guān)鍵鍵解解決決方方法法—WSSI實例例WhatisWSSItellingusaboutthisbusiness?關(guān)于于這這筆筆生生意意WSSI告訴訴我我們們什什么么?Month6:Salesandstockundercontrol第6個月月:銷售售和和庫庫存存Heavymarkdownspendusedtorecoverposition大量量的的降降價價花花費費用用來來填填補補空空缺缺Sales%Plan%YearMkdn%Plan%YearStock%Plan%YearMonth64220%15%42521%-9%14811%3%26Copyright:JamesClarkandPrenticeDayConfused?疑惑惑?27Copyright:JamesClarkandPrenticeDayKeymeasures–WSSI關(guān)鍵鍵解解決決方方法法-WSSIWSSIexampleshowedasixmonthperiod為期期六六個個月月的的WSSI實例例ReviewofWSSIinseasonwouldpreventtheexamplefromhappening.季節(jié)節(jié)里里WSSI回顧顧將將會會防