一笔零售业务分析

Analysisofaretailbusiness一笔零售业务分析JamesClarkCopyright:JamesClarkandPrenticeDay2Dynamicsofinseasontrading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Copyright:JamesClarkandPrenticeDay3Keymeasures–Weeklyandmonthlyreview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Copyright:JamesClarkandPrenticeDay4Copyright:JamesClarkandPrenticeDay5Keymeasures–weekscover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Copyright:JamesClarkandPrenticeDay6Keymeasures–weekscover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)=9Therightweekscoverfortheproductareawilldependonleadtimesandtheweeksinthefuturetheoptionwillnolongerneedtobestocked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Copyright:JamesClarkandPrenticeDay7Copyright:JamesClarkandPrenticeDay8Keymeasures–Sellthroughanalysis通过售出率分析Sellthroughanalysis•Measurestheamountsoldofeachoptionagainsttotalbuy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Copyright:JamesClarkandPrenticeDay9Keymeasures-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Copyright:JamesClarkandPrenticeDay10Copyright:JamesClarkandPrenticeDay11Keymeasures–RateofsaleanalysisRateofsaleanalysis•Groupproductbytrendtoreviewoverallperformanceandoptionperformancewithintrend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Copyright:JamesClarkandPrenticeDay12Keymeasures–Rateofsaleanalysis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•Trendreviewswillconfirmanypatterninoverallproductreaction•Highfashiontrendsvbasictrends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Copyright:JamesClarkandPrenticeDay13Copyright:JamesClarkandPrenticeDay14Keymeasures–80/20rule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Outcomeofreview•Understandingofwidth/depthdynamicsofproductarea了解产品种类的宽度和深度（种类和数量）Copyright:JamesClarkandPrenticeDay15Keymeasures-80/20ruleexampleExample1Sales销售Mix比例Stock库存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%Copyright:JamesClarkandPrenticeDay16Analysissummary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。WSSIWeekly,sales,stockandintake每周销售、库存和配货Copyright:JamesClarkandPrenticeDay18Ke