買手和商品企劃師的職能分工課件

UKretailing

英國零售業(yè)

JamesClark1Copyright:JamesClarkandPrenticeDayUKretailing

英國零售業(yè)

JamesClarkLectureagenda課程結(jié)構(gòu)Whatisretailing?零售業(yè)是什么？Supplychainroadmap供應(yīng)鏈流程圖ReviewoftheUKmarketsizeandshape英國市場的規(guī)模和形式Analysis分析Andtherelevance相關(guān)的因素Strategyplanningtools策略制定ReviewoffashionB&Mstructures時(shí)尚買手和商品企劃師B&Mstructurecharts工作結(jié)構(gòu)圖RolesofBuyerandMerchandiser買手和商品企劃師的職能2Copyright:JamesClarkandPrenticeDayLectureagenda課程結(jié)構(gòu)WhatisrRetailing–whatisit?

什么零售產(chǎn)業(yè)？Therightproduct,attherightprice,intherightplace,attherighttime（合適的產(chǎn)品，適當(dāng)?shù)膬r(jià)錢，合適的場所進(jìn)行銷售，還要注意在適當(dāng)?shù)臅r(shí)間）3Copyright:JamesClarkandPrenticeDayRetailing–whatisit?

什么零售產(chǎn)Supplychainroadmap4Copyright:JamesClarkandPrenticeDaySupplychainroadmap4CopyrightUKmarketsizeandshape

英國市場的規(guī)模和形式Marketdataisimportantforanyretailer/designer來自市場的數(shù)據(jù)對(duì)零售商和設(shè)計(jì)師都是至關(guān)重要的信息Awarenessofmarket對(duì)市場的清楚認(rèn)識(shí)Size,segments,customers市場規(guī)模，組成，消費(fèi)者Awarenessofopportunity對(duì)所存在機(jī)遇的認(rèn)識(shí)Growthareasofthemarket,demographicchanges市場中在發(fā)展的部分，人口統(tǒng)計(jì)的變化Awarenessofrisks對(duì)潛在風(fēng)險(xiǎn)的認(rèn)識(shí)Decliningareasofthemarket,competitionlevels市場中正在走下坡路的部分，競爭對(duì)手的水平Awarenessoftrends對(duì)流行趨勢的感知Shoppinghabits,attitudetoprice消費(fèi)者的購物習(xí)慣，對(duì)價(jià)格的態(tài)度5Copyright:JamesClarkandPrenticeDayUKmarketsizeandshape

英國市場的UKmarketsizeandshape

英國市場的規(guī)模和形式Awarenessofthemarket對(duì)市場的了解認(rèn)識(shí)UKretailmarketvaluedat￡250bnin2005英國零售業(yè)在2005年價(jià)值25000億英鎊Onethirdofretailsalesinstores1/3屬于店鋪零售業(yè)Clothing&footwearmarketvaluedat15%ofretailsales

服裝，鞋業(yè)占了整個(gè)零售市場的15%Womenswearrepresents60%ofclothing/footwearsales

女裝占了整個(gè)服裝，鞋業(yè)銷售的60%Retailrepresents6%ofUKGDP零售業(yè)占了整個(gè)英國國內(nèi)生產(chǎn)總值的6%6Copyright:JamesClarkandPrenticeDayUKmarketsizeandshape

英國市場的UKmarketsizeandshape

英國市場的規(guī)模和形式Awarenessofopportunity

現(xiàn)有的機(jī)遇Silverconsumerstogrowby40%inthenext20years年長顧客會(huì)隨社會(huì)人群老齡化而變得越來越多，未來20年后會(huì)增長到40%

Postwarbabyboomershavehighestdisposableincome戰(zhàn)后生育高峰后的這代人收入很高，用于消費(fèi)的錢相應(yīng)提高。Youthcustomershavemoretimetoshop年輕的消費(fèi)者有更多時(shí)間去購物消費(fèi)Onlineshoppingjust4%ofmarket網(wǎng)上購物只占了市場的4%Valueretailersmarketshare20%,doublingin6years零售業(yè)占整個(gè)市場的20%的，在六年后還會(huì)翻番7Copyright:JamesClarkandPrenticeDayUKmarketsizeandshape

英國市場的UKmarketsizeandshape

英國市場的規(guī)模和形式Awarenessofrisk現(xiàn)存的危機(jī)Retailinflationat7%versus29%foreconomyoverthelast10years最近十年內(nèi)零售業(yè)通貨膨脹率高Brandandretailerloyaltyisdeclining顧客對(duì)品牌的忠誠度下降Consumerspendingbeingdivertedfromclothingtononclothingmarkets消費(fèi)者轉(zhuǎn)向非服裝類消費(fèi)Retailmarketismature零售市場非常成熟Pricecompetitionfierceinwomensentrypricepointbasics

剛進(jìn)入市場的女裝品牌的價(jià)格戰(zhàn)十分激烈8Copyright:JamesClarkandPrenticeDayUKmarketsizeandshape

英國市場的UKmarketsizeandshape

英國市場的規(guī)模和形式Awarenessoftrends趨勢的感知Consumerawarenessofdesignermarketresultsinlessloyalty市場變得選擇越來越多，設(shè)計(jì)款式越來越豐富，顧客開始產(chǎn)生疑問，為什么要對(duì)某一品牌保持忠誠呢

Shoppingseenaskeysocialeventforyouthcustomers

對(duì)年輕消費(fèi)者來說，購物消費(fèi)被看成是一項(xiàng)主要的社會(huì)活動(dòng)Womenswearwearstyleandpriceled女裝趨勢由款式和價(jià)格所引導(dǎo)Menswearbrandandeaseofshoppingled

男裝消費(fèi)則更注重品牌和休閑Pricekeyfactorincustomerpurchasing在消費(fèi)者購買中，價(jià)格是關(guān)鍵因素9Copyright:JamesClarkandPrenticeDayUKmarketsizeandshape

英國市場的Retailstructures零售職能結(jié)構(gòu)BuyingandMerchandising購買和商品企劃10Copyright:JamesClarkandPrenticeDayRetailstructures零售職能結(jié)構(gòu)BuyinManagementstructure管理結(jié)構(gòu)Director總經(jīng)理HofBuying產(chǎn)品購買部門總監(jiān)HofMerchandising商品企化部總監(jiān)HofDesign設(shè)計(jì)部總監(jiān)Buyingteams購買小組Merchandisingteams商品企化部小組Designteams設(shè)計(jì)部小組11Copyright:JamesClarkandPrenticeDayManagementstructure管理結(jié)構(gòu)DirecBuyingstructure購買部結(jié)構(gòu)Buyer買手AssistantBuyer助理買手BuyersAssistant買手助理12Copyright:JamesClarkandPrenticeDayBuyingstructure購買部結(jié)構(gòu)BuyerAMerchandisingstructure商品企劃部Merchandiser商品企化師AssistantMerchandiser助理商品企劃師Allocator配貨員13Copyright:JamesClarkandPrenticeDayMerchandisingstructure商品企劃Relatedroles相關(guān)的部門Design設(shè)計(jì)部門Headofdesignensuresconsistentbrandequityacrossallcategories設(shè)計(jì)總監(jiān)要確保品牌內(nèi)的所有產(chǎn)品都保持品牌品質(zhì)的一致性Individualdesignersworkwithindividualbuyingteams一個(gè)設(shè)計(jì)師和一個(gè)購買小組一起合作PRandMarketing公共關(guān)系和市場營銷部門Communicatebrandequitytocustomers向顧客傳達(dá)品牌品質(zhì)Workinliaisonwithbuyingteams和購買小組協(xié)調(diào)一致進(jìn)行工作Qualityassurance質(zhì)檢部門MonitorsupplierqualityversusUKregulations按照英國的質(zhì)檢會(huì)要求檢查供應(yīng)商的貨Involvementinsupplierbasemanagement參與到供應(yīng)基本管理Retail

零售部門Ensurestoredesignandlayoutisconsistentwithbuyingstrategy保證店鋪設(shè)計(jì)和陳列都和買手制定的銷售戰(zhàn)略保持一致Supplychain供應(yīng)鏈Managesstockmanagementlogistics,systemsandprocess管理庫存，配貨，系統(tǒng)和整個(gè)過程14Copyright:JamesClarkandPrenticeDayRelatedroles相關(guān)的部門DesignNotesonstructurecharts

對(duì)職能結(jié)構(gòu)圖的說明Guidetostructurecharts

結(jié)構(gòu)圖Structuresvaryaccordingtocomplexity,sizeofbusinessandmarketpositioning

職能分布可能會(huì)因?yàn)椴煌闆r，商業(yè)大小或市場定位而不同Directorsroles

主管的角色Singlemulticategory單一多元化類別Setstrategicvision戰(zhàn)略計(jì)劃的制定HeadofBuyingorMerchandising購買部和商品企劃部的總管Overseeallbuyingteamsincategory監(jiān)視下屬的每個(gè)購買小組Regularlyreviewdecisionsandhavevetopower定期的檢驗(yàn)之前的決定和具有否定權(quán)Buyingteams購買小組BuyersandMerchandisersequalonteam買手和商品企劃師的地位等同Definedroles:Buyersproduct,Merchandisersfinancial買手負(fù)責(zé)商品,商品企劃師負(fù)責(zé)財(cái)務(wù)計(jì)劃15Copyright:JamesClarkandPrenticeDayNotesonstructurecharts

對(duì)職能結(jié)Buyers買手Therole角色和職能16Copyright:JamesClarkandPrenticeDayBuyers買手Therole角色和職能16Cop17Copyright:JamesClarkandPrenticeDay17Copyright:JamesClarkandPWhatdoretailerslookforinabuyer?

零售商尋找什么樣的買手呢？Interestinproduct首先要對(duì)產(chǎn)品感興趣Awarenessoftrendsandrelevancetocustomerprofiles

要了解流行時(shí)尚并把此結(jié)合到顧客的分類中Commercialmindset商業(yè)頭腦Characterstrengthtoincludedecisionmaking有決定問題的能力Relevantuniversityeducation相關(guān)的教育背景Textiles,design,retailcourses,brandmanagement紡織品，設(shè)計(jì)，零售品牌管理Relevantworkexperience相關(guān)的工作經(jīng)驗(yàn)Buying,officebasedwork,teambasedexperience購買，辦公室工作經(jīng)歷團(tuán)隊(duì)工作經(jīng)驗(yàn)18Copyright:JamesClarkandPrenticeDayWhatdoretailerslookforinBuyingrole買手的工作內(nèi)容Developproductproposition給產(chǎn)品定位Developplanningstrategies經(jīng)營策略的制定Deliverbalancedproductranges品類設(shè)置的實(shí)施Sourceandmaintainsupplierbase尋找和保持供應(yīng)源Supportanddelivermarketingproposition

支持和實(shí)施市場發(fā)展計(jì)劃Supportanddeliverstoreplanninginitiatives支持店鋪的工作19Copyright:JamesClarkandPrenticeDayBuyingrole買手的工作內(nèi)容DeveloppDevelopproductproposition給產(chǎn)品定位20Copyright:JamesClarkandPrenticeDayDevelopproductproposition給產(chǎn)ProfileofaBuyer買手的工作內(nèi)容Developproductproposition給產(chǎn)品定位Reviewtoplevelcompanystrategy,competitorsandmarketdata

分析回顧公司戰(zhàn)略，競爭對(duì)手情況和市場數(shù)據(jù)Identifykeygapsinproductproposition發(fā)掘產(chǎn)品種類的空白Identifychangestostructure,directionanddesignofproductarea

決定產(chǎn)品的結(jié)構(gòu)，方向和設(shè)計(jì)的變化21Copyright:JamesClarkandPrenticeDayProfileofaBuyer買手的工作內(nèi)容DevDevelopplanningstrategies

經(jīng)營策略的制定

22Copyright:JamesClarkandPrenticeDayDevelopplanningstrategies

經(jīng)營ProfileofaBuyer

買手的工作內(nèi)容Developplanningstrategies經(jīng)營策略的制定Reviewcompetitorpositioning競爭對(duì)手的產(chǎn)品定位Createminimumcredibleoffer(MCO)創(chuàng)建自己的最小擺放量Agreesalesplangrowths/declinesforproductarea決定銷售計(jì)劃Developpricearchitecture建立價(jià)格結(jié)構(gòu)Visittradeshows/suppliers:beawareoftrendprediction參觀貿(mào)易展，供應(yīng)洽談會(huì)，對(duì)流行趨勢預(yù)測充分了解23Copyright:JamesClarkandPrenticeDayProfileofaBuyer

買手的工作內(nèi)容DeveDeliverbalancedproductranges

實(shí)施均衡的產(chǎn)品品類設(shè)置24Copyright:JamesClarkandPrenticeDayDeliverbalancedproductrangeProfileofaBuyer買手的工作內(nèi)容Deliverbalancedproductranges實(shí)施均衡的產(chǎn)品品類設(shè)置WorkwithDesignerstodeveloprangedesigns與設(shè)計(jì)師合作做產(chǎn)品設(shè)計(jì)Reviewproductthroughsampling&sealingprocess通過樣本檢驗(yàn)產(chǎn)品Developnecessarypackagingdesign必要的包裝設(shè)計(jì)Ensurestrategyvariablesaredelivered保證實(shí)施戰(zhàn)略的各個(gè)方面Price,margin,quality,leadtime價(jià)格，利潤，質(zhì)量，訂貨至送貨時(shí)間Ensurerangewidthanddepthcomplieswithrangeplans保證產(chǎn)品品類設(shè)置的實(shí)施（種類、數(shù)量）25Copyright:JamesClarkandPrenticeDayProfileofaBuyer買手的工作內(nèi)容DelSourceandmaintainsupplierbase

尋找和保持供貨商的基礎(chǔ)26Copyright:JamesClarkandPrenticeDaySourceandmaintainsupplierbProfileofaBuyer買手的工作內(nèi)容Sourceandmaintainsupplierbase尋找和保持供貨商的基礎(chǔ)Sourcesupplierbasesuitableforproductplansanddesigns

尋找合適產(chǎn)品風(fēng)格類型的供應(yīng)商Reviewfitofexistingsupplierbase調(diào)整與現(xiàn)有供貨商的關(guān)系WorkwithQualityassuranceonsamplingandsealingprocess

在制作樣本的過程中與質(zhì)檢部門合作Negotiatetradingtermswithsuppliers

與供應(yīng)商談判貿(mào)易條件Manageinseasonissues,disputesandopportunities

在銷售季內(nèi)尋找新的機(jī)遇27Copyright:JamesClarkandPrenticeDayProfileofaBuyer買手的工作內(nèi)容SouSupportmarketingproposition

支持市場營銷的工作28Copyright:JamesClarkandPrenticeDaySupportmarketingproposition

ProfileofaBuyer買手的工作內(nèi)容Supportmarketingproposition協(xié)助市場營銷工作Decideonmarketingspend決定市場營銷所要投入的花費(fèi)Proposemarketingstrategytosupportproductstrategy

通過市場營銷戰(zhàn)略來支持產(chǎn)品戰(zhàn)略Financialsupport,promotionalsupport,retailsupport財(cái)務(wù)，促銷零售上的支持Agreeartisticdirectionforeditorialorpointofsalecollateral(POS)

決定產(chǎn)品宣傳方向和銷售點(diǎn)29Copyright:JamesClarkandPrenticeDayProfileofaBuyer買手的工作內(nèi)容SMerchandisers商品企劃師Therole職能30Copyright:JamesClarkandPrenticeDayMerchandisers商品企劃師Therole31Copyright:JamesClarkandPrenticeDay31Copyright:JamesClarkandPMerchandisingstructure–reminder

商品企劃部結(jié)構(gòu)Merchandiser商品企劃師AssistantMerchandiser助理商品企劃師Allocator配貨員32Copyright:JamesClarkandPrenticeDayMerchandisingstructure–remiWhatretailerslookforinaMerchandiser

零售商需要什么樣的商品企劃師呢？Logicalnumerateminds有很強(qiáng)邏輯性的數(shù)學(xué)頭腦Commercialmindset商業(yè)頭腦Problemsolvingapproachtowork在工作中解決問題的能力Strongnegotiationskills很強(qiáng)的溝通技巧Interestinproductuseful對(duì)產(chǎn)品用途感興趣Strongmanagementskills很強(qiáng)的管理技巧33Copyright:JamesClarkandPrenticeDayWhatretailerslookforinaMMerchandiserrole商品企劃師的角色Developfinancialplans財(cái)務(wù)計(jì)劃Developplanningstrategies發(fā)展經(jīng)營戰(zhàn)略Deliverbalancedfinancialtargets財(cái)務(wù)目標(biāo)Deliverbalancedproductplans產(chǎn)品計(jì)劃Delivereffectiveinseasontrading保證銷售季中的計(jì)劃實(shí)施34Copyright:JamesClarkandPrenticeDayMerchandiserrole商品企劃師的角色DevDevelopfinancialplans發(fā)展財(cái)務(wù)計(jì)劃35Copyright:JamesClarkandPrenticeDayDevelopfinancialplans發(fā)展財(cái)務(wù)計(jì)ProfileofaMerchandiser商品企劃師職能Developfinancialplans發(fā)展財(cái)務(wù)計(jì)劃Reviewtoplevelcompanystrategy,financialhistoryandmarketdata公司戰(zhàn)略制定，財(cái)務(wù)歷史和市場數(shù)據(jù)Identifykeyfinancialopportunitiesforgrowth財(cái)務(wù)上發(fā)展的機(jī)遇Identifychangestostructure,directionandlogisticsofproductarea鑒別產(chǎn)品結(jié)構(gòu)，方向和物流36Copyright:JamesClarkandPrenticeDayProfileofaMerchandiser商品企劃Developplanningstrategies發(fā)展計(jì)劃戰(zhàn)略37Copyright:JamesClarkandPrenticeDayDevelopplanningstrategies發(fā)ProfileofaMerchandiser商品企劃師的工作內(nèi)容Developplanningstrategies發(fā)展經(jīng)營戰(zhàn)略Developriskcontainedfinancialparameters發(fā)現(xiàn)財(cái)務(wù)參數(shù)中存在的風(fēng)險(xiǎn)Sales,margin,markdown,stocktargets,stockturn,rebates

銷售，利潤，打折，庫存目標(biāo)，庫存變化，回扣Incorporatechangestostoreportfolioinparameters

把計(jì)劃中做出的調(diào)整體現(xiàn)到店鋪內(nèi)的貨品上Developrangeassumptionsforrangeplanning

進(jìn)一步完善產(chǎn)品品類設(shè)置的計(jì)劃Plancriticalpathtoensuredeliveryofstrategy

保證戰(zhàn)略實(shí)施的正確路徑38Copyright:JamesClarkandPrenticeDayProfileofaMerchandiser商品企Deliverbalancedfinancialplans

實(shí)施均衡的財(cái)務(wù)計(jì)劃39Copyright:JamesClarkandPrenticeDayDeliverbalancedfinancialplaProfileofaMerchandiser

商品企劃師的工作內(nèi)容Deliverbalancedfinancialplans實(shí)施均衡的財(cái)務(wù)計(jì)劃Reviewpastseasonperformancetosetbaseforfinancialplans

通過回顧上一年的銷售表現(xiàn)來制定財(cái)務(wù)計(jì)劃的基礎(chǔ)Agreegrowthplansincludinglikeforlike(LFL)plans

做出未來發(fā)展的計(jì)劃，例如執(zhí)行去年同樣的銷售方式Developstoresalesplansandstoregradingstructure

發(fā)展店鋪銷售計(jì)劃和店鋪分級(jí)結(jié)構(gòu)Developgrossprofitplans毛利潤的計(jì)劃Markdown,shrinkage,rebates,margin,phasing

打折，貨品流失，回扣，利潤差額，調(diào)整定位Developopentobuyspend(OTB)andissuetoBuyer

為買手制定出可用于購買的總金額40Copyright:JamesClarkandPrenticeDayProfileofaMerchandiser

商品企劃Deliverbalancedproductplans

實(shí)施均衡的產(chǎn)品計(jì)劃41Copyright:JamesClarkandPrenticeDayDeliverbalancedproductplansProfileofaMerchandiser

商品企劃師的工作內(nèi)容Deliverbalancedproductplans實(shí)施均衡的產(chǎn)品計(jì)劃Completerangeplanningprocessbasedonfinancialplans

根據(jù)財(cái)務(wù)計(jì)劃，完成產(chǎn)品品類設(shè)置的計(jì)劃Ensurerangeplansreflectinitialrangeassumptions

要保證品類設(shè)置是受最初的計(jì)劃指導(dǎo)的EnsurerangeplansreflectMCOassumptions

制定的品類計(jì)要滿足最小擺放量的要求Completerangeplansforallstockphasestobelaunched品類計(jì)劃的實(shí)施保證庫存量42Copyright:JamesClarkandPrenticeDayProfileofaMerchandiser

商品企劃Delivereffectiveinseasontrading

使每季銷售都有效率的進(jìn)行43Copyright:JamesClarkandPrenticeDayDelivereffectiveinseasontrProfileofaMerchandiser

商品企劃師的工作內(nèi)容Delivereffectiveinseasontrading保證在銷售季中高效率的工作Reviewperformanceofproductarea產(chǎn)品的銷售表現(xiàn)ActionstockchangesrequirementsasagreedwithBuyer

需要與買手達(dá)成調(diào)整庫存的計(jì)劃Reforecastperformanceatregularintervals重新預(yù)測產(chǎn)品的銷售Actionchangestostoregradingandallocationquantitiesbasedonactualperformance隨時(shí)調(diào)整店鋪的分級(jí)Agreerepeatbuys,cancellationsorrephasingwithsuppliers

對(duì)重新補(bǔ)貨，清貨的決定Planandexecuteendofseasonsaleactivity在銷售季結(jié)束后的計(jì)劃工作44Copyright:JamesClarkandPrenticeDayProfileofaMerchandiser

商品企劃Lecturesummary課程總結(jié)Whatisretailing?零售業(yè)是什么？Supplychainroadmap供應(yīng)鏈流程圖ReviewoftheUKmarketsizeandshape英國市場的規(guī)模和形式Analysis分析Andtherelevance相關(guān)的因素Strategyplanningtools策略制定ReviewoffashionB&Mstructures時(shí)尚買手和商品企劃師B&Mstructurecharts工作結(jié)構(gòu)圖RolesofBuyerandMerchandiser買手和商品企劃師的職能45Copyright:JamesClarkandPrenticeDayLecturesummary課程總結(jié)WhatisrThankyou!謝謝大家Anyquestions?請(qǐng)?zhí)釂枺?6Copyright:JamesClarkandPrenticeDayThankyou!謝謝大家AnyquestionUKretailing

英國零售業(yè)

JamesClark47Copyright:JamesClarkandPrenticeDayUKretailing

英國零售業(yè)

JamesClarkLectureagenda課程結(jié)構(gòu)Whatisretailing?零售業(yè)是什么？Supplychainroadmap供應(yīng)鏈流程圖ReviewoftheUKmarketsizeandshape英國市場的規(guī)模和形式Analysis分析Andtherelevance相關(guān)的因素Strategyplanningtools策略制定ReviewoffashionB&Mstructures時(shí)尚買手和商品企劃師B&Mstructurecharts工作結(jié)構(gòu)圖RolesofBuyerandMerchandiser買手和商品企劃師的職能48Copyright:JamesClarkandPrenticeDayLectureagenda課程結(jié)構(gòu)WhatisrRetailing–whatisit?

什么零售產(chǎn)業(yè)？Therightproduct,attherightprice,intherightplace,attherighttime（合適的產(chǎn)品，適當(dāng)?shù)膬r(jià)錢，合適的場所進(jìn)行銷售，還要注意在適當(dāng)?shù)臅r(shí)間）49Copyright:JamesClarkandPrenticeDayRetailing–whatisit?

什么零售產(chǎn)Supplychainroadmap50Copyright:JamesClarkandPrenticeDaySupplychainroadmap4CopyrightUKmarketsizeandshape

英國市場的規(guī)模和形式Marketdataisimportantforanyretailer/designer來自市場的數(shù)據(jù)對(duì)零售商和設(shè)計(jì)師都是至關(guān)重要的信息Awarenessofmarket對(duì)市場的清楚認(rèn)識(shí)Size,segments,customers市場規(guī)模，組成，消費(fèi)者Awarenessofopportunity對(duì)所存在機(jī)遇的認(rèn)識(shí)Growthareasofthemarket,demographicchanges市場中在發(fā)展的部分，人口統(tǒng)計(jì)的變化Awarenessofrisks對(duì)潛在風(fēng)險(xiǎn)的認(rèn)識(shí)Decliningareasofthemarket,competitionlevels市場中正在走下坡路的部分，競爭對(duì)手的水平Awarenessoftrends對(duì)流行趨勢的感知Shoppinghabits,attitudetoprice消費(fèi)者的購物習(xí)慣，對(duì)價(jià)格的態(tài)度51Copyright:JamesClarkandPrenticeDayUKmarketsizeandshape

英國市場的UKmarketsizeandshape

英國市場的規(guī)模和形式Awarenessofthemarket對(duì)市場的了解認(rèn)識(shí)UKretailmarketvaluedat￡250bnin2005英國零售業(yè)在2005年價(jià)值25000億英鎊Onethirdofretailsalesinstores1/3屬于店鋪零售業(yè)Clothing&footwearmarketvaluedat15%ofretailsales

服裝，鞋業(yè)占了整個(gè)零售市場的15%Womenswearrepresents60%ofclothing/footwearsales

女裝占了整個(gè)服裝，鞋業(yè)銷售的60%Retailrepresents6%ofUKGDP零售業(yè)占了整個(gè)英國國內(nèi)生產(chǎn)總值的6%52Copyright:JamesClarkandPrenticeDayUKmarketsizeandshape

英國市場的UKmarketsizeandshape

英國市場的規(guī)模和形式Awarenessofopportunity

現(xiàn)有的機(jī)遇Silverconsumerstogrowby40%inthenext20years年長顧客會(huì)隨社會(huì)人群老齡化而變得越來越多，未來20年后會(huì)增長到40%

Postwarbabyboomershavehighestdisposableincome戰(zhàn)后生育高峰后的這代人收入很高，用于消費(fèi)的錢相應(yīng)提高。Youthcustomershavemoretimetoshop年輕的消費(fèi)者有更多時(shí)間去購物消費(fèi)Onlineshoppingjust4%ofmarket網(wǎng)上購物只占了市場的4%Valueretailersmarketshare20%,doublingin6years零售業(yè)占整個(gè)市場的20%的，在六年后還會(huì)翻番53Copyright:JamesClarkandPrenticeDayUKmarketsizeandshape

英國市場的UKmarketsizeandshape

英國市場的規(guī)模和形式Awarenessofrisk現(xiàn)存的危機(jī)Retailinflationat7%versus29%foreconomyoverthelast10years最近十年內(nèi)零售業(yè)通貨膨脹率高Brandandretailerloyaltyisdeclining顧客對(duì)品牌的忠誠度下降Consumerspendingbeingdivertedfromclothingtononclothingmarkets消費(fèi)者轉(zhuǎn)向非服裝類消費(fèi)Retailmarketismature零售市場非常成熟Pricecompetitionfierceinwomensentrypricepointbasics

剛進(jìn)入市場的女裝品牌的價(jià)格戰(zhàn)十分激烈54Copyright:JamesClarkandPrenticeDayUKmarketsizeandshape

英國市場的UKmarketsizeandshape

英國市場的規(guī)模和形式Awarenessoftrends趨勢的感知Consumerawarenessofdesignermarketresultsinlessloyalty市場變得選擇越來越多，設(shè)計(jì)款式越來越豐富，顧客開始產(chǎn)生疑問，為什么要對(duì)某一品牌保持忠誠呢

Shoppingseenaskeysocialeventforyouthcustomers

對(duì)年輕消費(fèi)者來說，購物消費(fèi)被看成是一項(xiàng)主要的社會(huì)活動(dòng)Womenswearwearstyleandpriceled女裝趨勢由款式和價(jià)格所引導(dǎo)Menswearbrandandeaseofshoppingled

男裝消費(fèi)則更注重品牌和休閑Pricekeyfactorincustomerpurchasing在消費(fèi)者購買中，價(jià)格是關(guān)鍵因素55Copyright:JamesClarkandPrenticeDayUKmarketsizeandshape

英國市場的Retailstructures零售職能結(jié)構(gòu)BuyingandMerchandising購買和商品企劃56Copyright:JamesClarkandPrenticeDayRetailstructures零售職能結(jié)構(gòu)BuyinManagementstructure管理結(jié)構(gòu)Director總經(jīng)理HofBuying產(chǎn)品購買部門總監(jiān)HofMerchandising商品企化部總監(jiān)HofDesign設(shè)計(jì)部總監(jiān)Buyingteams購買小組Merchandisingteams商品企化部小組Designteams設(shè)計(jì)部小組57Copyright:JamesClarkandPrenticeDayManagementstructure管理結(jié)構(gòu)DirecBuyingstructure購買部結(jié)構(gòu)Buyer買手AssistantBuyer助理買手BuyersAssistant買手助理58Copyright:JamesClarkandPrenticeDayBuyingstructure購買部結(jié)構(gòu)BuyerAMerchandisingstructure商品企劃部Merchandiser商品企化師AssistantMerchandiser助理商品企劃師Allocator配貨員59Copyright:JamesClarkandPrenticeDayMerchandisingstructure商品企劃Relatedroles相關(guān)的部門Design設(shè)計(jì)部門Headofdesignensuresconsistentbrandequityacrossallcategories設(shè)計(jì)總監(jiān)要確保品牌內(nèi)的所有產(chǎn)品都保持品牌品質(zhì)的一致性Individualdesignersworkwithindividualbuyingteams一個(gè)設(shè)計(jì)師和一個(gè)購買小組一起合作PRandMarketing公共關(guān)系和市場營銷部門Communicatebrandequitytocustomers向顧客傳達(dá)品牌品質(zhì)Workinliaisonwithbuyingteams和購買小組協(xié)調(diào)一致進(jìn)行工作Qualityassurance質(zhì)檢部門MonitorsupplierqualityversusUKregulations按照英國的質(zhì)檢會(huì)要求檢查供應(yīng)商的貨Involvementinsupplierbasemanagement參與到供應(yīng)基本管理Retail

零售部門Ensurestoredesignandlayoutisconsistentwithbuyingstrategy保證店鋪設(shè)計(jì)和陳列都和買手制定的銷售戰(zhàn)略保持一致Supplychain供應(yīng)鏈Managesstockmanagementlogistics,systemsandprocess管理庫存，配貨，系統(tǒng)和整個(gè)過程60Copyright:JamesClarkandPrenticeDayRelatedroles相關(guān)的部門DesignNotesonstructurecharts

對(duì)職能結(jié)構(gòu)圖的說明Guidetostructurecharts

結(jié)構(gòu)圖Structuresvaryaccordingtocomplexity,sizeofbusinessandmarketpositioning

職能分布可能會(huì)因?yàn)椴煌闆r，商業(yè)大小或市場定位而不同Directorsroles

主管的角色Singlemulticategory單一多元化類別Setstrategicvision戰(zhàn)略計(jì)劃的制定HeadofBuyingorMerchandising購買部和商品企劃部的總管Overseeallbuyingteamsincategory監(jiān)視下屬的每個(gè)購買小組Regularlyreviewdecisionsandhavevetopower定期的檢驗(yàn)之前的決定和具有否定權(quán)Buyingteams購買小組BuyersandMerchandisersequalonteam買手和商品企劃師的地位等同Definedroles:Buyersproduct,Merchandisersfinancial買手負(fù)責(zé)商品,商品企劃師負(fù)責(zé)財(cái)務(wù)計(jì)劃61Copyright:JamesClarkandPrenticeDayNotesonstructurecharts

對(duì)職能結(jié)Buyers買手Therole角色和職能62Copyright:JamesClarkandPrenticeDayBuyers買手Therole角色和職能16Cop63Copyright:JamesClarkandPrenticeDay17Copyright:JamesClarkandPWhatdoretailerslookforinabuyer?

零售商尋找什么樣的買手呢？Interestinproduct首先要對(duì)產(chǎn)品感興趣Awarenessoftrendsandrelevancetocustomerprofiles

要了解流行時(shí)尚并把此結(jié)合到顧客的分類中Commercialmindset商業(yè)頭腦Characterstrengthtoincludedecisionmaking有決定問題的能力Relevantuniversityeducation相關(guān)的教育背景Textiles,design,retailcourses,brandmanagement紡織品，設(shè)計(jì)，零售品牌管理Relevantworkexperience相關(guān)的工作經(jīng)驗(yàn)Buying,officebasedwork,teambasedexperience購買，辦公室工作經(jīng)歷團(tuán)隊(duì)工作經(jīng)驗(yàn)64Copyright:JamesClarkandPrenticeDayWhatdoretailerslookforinBuyingrole買手的工作內(nèi)容Developproductproposition給產(chǎn)品定位Developplanningstrategies經(jīng)營策略的制定Deliverbalancedproductranges品類設(shè)置的實(shí)施Sourceandmaintainsupplierbase尋找和保持供應(yīng)源Supportanddelivermarketingproposition

支持和實(shí)施市場發(fā)展計(jì)劃Supportanddeliverstoreplanninginitiatives支持店鋪的工作65Copyright:JamesClarkandPrenticeDayBuyingrole買手的工作內(nèi)容DeveloppDevelopproductproposition給產(chǎn)品定位66Copyright:JamesClarkandPrenticeDayDevelopproductproposition給產(chǎn)ProfileofaBuyer買手的工作內(nèi)容Developproductproposition給產(chǎn)品定位Reviewtoplevelcompanystrategy,competitorsandmarketdata

分析回顧公司戰(zhàn)略，競爭對(duì)手情況和市場數(shù)據(jù)Identifykeygapsinproductproposition發(fā)掘產(chǎn)品種類的空白Identifychangestostructure,directionanddesignofproductarea