买手和商品企划师的职能分工

UKretailing英国零售业JamesClarkCopyright:JamesClarkandPrenticeDay2Lectureagenda课程结构Whatisretailing?零售业是什么？•Supplychainroadmap供应链流程图ReviewoftheUKmarketsizeandshape英国市场的规模和形式•Analysis分析•Andtherelevance相关的因素•Strategyplanningtools策略制定ReviewoffashionB&Mstructures时尚买手和商品企划师•B&Mstructurecharts工作结构图•RolesofBuyerandMerchandiser买手和商品企划师的职能Retailing–whatisit?什么零售产业？Therightproduct,attherightprice,intherightplace,attherighttime（合适的产品，适当的价钱，合适的场所进行销售，还要注意在适当的时间）Copyright:JamesClarkandPrenticeDay4CORPORATESTRATEGYBUYINGTRIPSRawMaterialsMakePre-RetailPackTRANSPORTSELLCLEARSeasonStartSharePriceADVERTISE/PROMOTEAnalysePLANNINGMERCATUSRAISEORDERSMERCATUSDESPATCH/STORAGEMILTONKEYNESSupplierEDITRADEFAIRS/FASHIONSHOWSRANGEREVIEWSMONITORSUPPLIERSRECEIPTHOUSEOFFRASERSeasonEndREPLENISHAnalyseGreenChannelSupplychainroadmapCopyright:JamesClarkandPrenticeDay5UKmarketsizeandshape英国市场的规模和形式Marketdataisimportantforanyretailer/designer来自市场的数据对零售商和设计师都是至关重要的信息•Awarenessofmarket对市场的清楚认识Size,segments,customers市场规模，组成，消费者•Awarenessofopportunity对所存在机遇的认识Growthareasofthemarket,demographicchanges市场中在发展的部分，人口统计的变化•Awarenessofrisks对潜在风险的认识Decliningareasofthemarket,competitionlevels市场中正在走下坡路的部分，竞争对手的水平•Awarenessoftrends对流行趋势的感知Shoppinghabits,attitudetoprice消费者的购物习惯，对价格的态度Copyright:JamesClarkandPrenticeDay6UKmarketsizeandshape英国市场的规模和形式Awarenessofthemarket对市场的了解认识•UKretailmarketvaluedat£250bnin2005英国零售业在2005年价值25000亿英镑•Onethirdofretailsalesinstores1/3属于店铺零售业•Clothing&footwearmarketvaluedat15%ofretailsales服装，鞋业占了整个零售市场的15%•Womenswearrepresents60%ofclothing/footwearsales女装占了整个服装，鞋业销售的60%•Retailrepresents6%ofUKGDP零售业占了整个英国国内生产总值的6%Copyright:JamesClarkandPrenticeDay7UKmarketsizeandshape英国市场的规模和形式Awarenessofopportunity现有的机遇•Silverconsumerstogrowby40%inthenext20years年长顾客会随社会人群老龄化而变得越来越多，未来20年后会增长到40%•Postwarbabyboomershavehighestdisposableincome战后生育高峰后的这代人收入很高，用于消费的钱相应提高。•Youthcustomershavemoretimetoshop年轻的消费者有更多时间去购物消费•Onlineshoppingjust4%ofmarket网上购物只占了市场的4%•Valueretailersmarketshare20%,doublingin6years零售业占整个市场的20%的，在六年后还会翻番Copyright:JamesClarkandPrenticeDay8UKmarketsizeandshape英国市场的规模和形式Awarenessofrisk现存的危机•Retailinflationat7%versus29%foreconomyoverthelast10years最近十年内零售业通货膨胀率高•Brandandretailerloyaltyisdeclining顾客对品牌的忠诚度下降•Consumerspendingbeingdivertedfromclothingtononclothingmarkets消费者转向非服装类消费•Retailmarketismature零售市场非常成熟•Pricecompetitionfierceinwomensentrypricepointbasics刚进入市场的女装品牌的价格战十分激烈Copyright:JamesClarkandPrenticeDay9UKmarketsizeandshape英国市场的规模和形式Awarenessoftrends趋势的感知•Consumerawarenessofdesignermarketresultsinlessloyalty市场变得选择越来越多，设计款式越来越丰富，顾客开始产生疑问，为什么要对某一品牌保持忠诚呢•Shoppingseenaskeysocialeventforyouthcustomers对年轻消费者来说，购物消费被看成是一项主要的社会活动•Womenswearwearstyleandpriceled女装趋势由款式和价格所引导•Menswearbrandandeaseofshoppingled男装消费则更注重品牌和休闲•Pricekeyfactorincustomerpurchasing在消费者购买中，价格是关键因素Retailstructures零售职能结构BuyingandMerchandising购买和商品企划Copyright:JamesClarkandPrenticeDay11Managementstructure管理结构Director总经理HofBuying产品购买部门总监HofMerchandising商品企化部总监HofDesign设计部总监Buyingteams购买小组Merchandisingteams商品企化部小组Designteams设计部小组Copyright:JamesClarkandPrenticeDay12Buyingstructure购买部结构Buyer买手AssistantBuyer助理买手BuyersAssistant买手助理Copyright:JamesClarkandPrenticeDay13Merchandisingstructure商品企划部Merchandiser商品企化师AssistantMerchandiser助理商品企划师Allocator配货员Copyright:JamesClarkandPrenticeDay14Relatedroles相关的部门Design设计部门•Headofdesignensuresconsistentbrandequityacrossallcategories设计总监要确保品牌内的所有产品都保持品牌品质的一致性•Individualdesignersworkwithindividualbuyingteams一个设计师和一个购买小组一起合作PRandMarketing公共关系和市场营销部门•Communicatebrandequitytocustomers向顾客传达品牌品质•Workinliaisonwithbuyingteams和购买小组协调一致进行工作Qualityassurance质检部门•MonitorsupplierqualityversusUKregulations按照英国的质检会要求检查供应商的货•Involvementinsupplierbasemanagement参与到供应基本管理Retail零售部门•Ensurestoredesignandlayoutisconsistentwithbuyingstrategy保证店铺设计和陈列都和买手制定的销售战略保持一致Supplychain供应链•Managesstockmanagementlogistics,systemsandprocess管理库存，配货，系统和整个过程Copyright:JamesClarkandPrenticeDay15Notesonstructurecharts对职能结构图的说明Guidetostructurecharts结构图•Structuresvaryaccordingtocomplexity,sizeofbusinessandmarketpositioning职能分布可能会因为不同情况，商业大小或市场定位而不同Directorsroles主管的角色•Singlemulticategory单一多元化类别•Setstrategicvision战略计划的制定HeadofBuyingorMerchandising购买部和商品企划部的总管•Overseeallbuyingteamsincategory监视下属的每个购买小组•Regularlyreviewdecisionsandhavevetopower定期的检验之前的决定和具有否定权Buyingteams购买小组•BuyersandMerchandisersequalonteam买手和商品企划师的地位等同•Definedroles:Buyersproduct,Merchandisersfinancial买手负责商品,商品企划师负责财务计划Buyers买手Therole角色和职能Copyright:JamesClarkandPrenticeDay17Copyright:JamesClarkandPrenticeDay18Whatdoretailerslookforinabuyer?零售商寻找什么样的买手呢？Interestinproduct首先要对产品感兴趣Awarenessoftrendsandrelevancetocustomerprofiles要了解流行时尚并把此结合到顾客的分类中Commercialmindset商业头脑Characterstrengthtoincludedecisionmaking有决定问题的能力Relevantuniversityeducation相关的教育背景•Textiles,design,retailcourses,brandmanagement纺织品，设计，零售品牌管理Relevantworkexperience相关的工作经验•Buying,officebasedwork,teambasedexperience购买，办公室工作经历团队工作经验Copyright:JamesClarkandPrenticeDay19Buyingrole买手的工作内容Developproductproposition给产品定位Developplanningstrategies经营策略的