一筆零售業(yè)務分析

Analysisofaretailbusiness

一筆零售業(yè)務分析JamesClark第一頁，共三十一頁。1Copyright: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

經營中的風險管理Businessrequirementschange

經營要求的轉變Newopportunitiesarise

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

繼續(xù)銷售暢銷產品第二頁，共三十一頁。2Copyright:JamesClarkandPrenticeDayKeymeasures–Weeklyandmonthlyreview

每周和每月的回顧Product

產品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

二八法則第三頁，共三十一頁。3Copyright:JamesClarkandPrenticeDay第四頁，共三十一頁。4Copyright: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

了解產品銷售所需的實際庫存第五頁，共三十一頁。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，那么就需要補貨第六頁，共三十一頁。6Copyright:JamesClarkandPrenticeDay第七頁，共三十一頁。7Copyright: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)量第八頁，共三十一頁。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第九頁，共三十一頁。9Copyright:JamesClarkandPrenticeDay第十頁，共三十一頁。10Copyright:JamesClarkandPrenticeDayKeymeasures–RateofsaleanalysisRateofsaleanalysisGroupproductbytrendtoreviewoverallperformanceandoptionperformancewithintrend流行產品和平均水平產品的銷售Reviewusingsamplestogetavisualideaofwhatthecustomerislookingforoverall通過樣本對顧客的需求有一個直觀的概念Referencepoint參考點Rateofsaleanalysisbytrend/Compshopofcompetitors

去競爭對手店里掌握最新動態(tài)Timing計算周期Monthly每月進行Outcomeofreview分析達到的效果DrivesuccessfultrendswithnewbuysutilisingOpentobuy(OTB)available在購買時推動成功的款式的比重第十一頁，共三十一頁。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/2家店鋪=每周、每家店鋪賣5件Thehighertherateofsale,thefasterthetrend/optionisselling

得出的數(shù)字越大，說明這個流行趨勢的產品賣的越快TrendreviewswillconfirmanypatterninoverallproductreactionHighfashiontrendsvbasictrends流行款式v基本款Willgiveinsightintocustomerproinseason

可以給出銷售季內顧客分類人群的變化Significantchangesincustomerproevident

明顯的變化Reviewoutstandingorders

回顧大的訂單，看是否需要繼續(xù)進貨Reviewvisualmerchandisingguidelines

視覺營銷的指導作用第十二頁，共三十一頁。12Copyright:JamesClarkandPrenticeDay第十三頁，共三十一頁。13Copyright:JamesClarkandPrenticeDayKeymeasures–80/20rule二八法則80/20rule

二八法則Rulethat80%ofbusinesswillcomefrom20%ofoptions

真正的80％營業(yè)利潤都是從20％的貨品種類中得來得Bestsellersandkeylinesshoulddrivethebusiness

暢銷貨是主力軍，推動經營Thegreaterpercentageofoptionsdrivingthebusinessimpliesunderpotentialisationofrange推動經營的貨品種類比例越大，超過20%，狀況越遭Referencepoint參照點Salesandstockmixesbyoption

產品的銷售和庫存Timing

長度周期Asrequired

根據(jù)需要OutcomeofreviewUnderstandingofwidth/depthdynamicsofproductarea

了解產品種類的寬度和深度（種類和數(shù)量）第十四頁，共三十一頁。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%第十五頁，共三十一頁。15Copyright:JamesClarkandPrenticeDayAnalysissummary

總結Inseasonproductanalysisallows

在銷售季中進行各種分析Increasebusinessonbestsellingstyles

增長對暢銷品的銷售Deriskingofpoorsellingstyles

對賣不出的產品種類采取方法Actualperformanceagainstrangeplanpresumptions

真正的銷售情況和當初的預想差距Updateontrendperformanceandpositioninthemarket

緊跟時尚，更好的在市場中定位Effectiveinseasonproductanalysisrelieson在銷售季中進行各種分析需要以下幾點Timelyanalysis

定時進行分析Flexiblesupplychain

多種渠道的供貨商Strongandinstantdecisionsbasedonobjectivefacts

根據(jù)現(xiàn)實情況果斷快速的作出決定。第十六頁，共三十一頁。16Copyright:JamesClarkandPrenticeDayWSSIWeekly,sales,stockandintake每周銷售、庫存和配貨第十七頁，共三十一頁。17Copyright:JamesClarkandPrenticeDayKeymeasures-WSSI

關鍵解決方法—WSSIFinancialmeasurementofperformancecentresonWSSI

WSSI財務管理表現(xiàn)Measuresthefinancialhealthoftheproductarea

測試產品利于的財務狀況Usedinplanningprocesstosetoutfinancialplans

在制定財務計劃的過程中的運用Usedinseasontoforecastendofseasonresults

預測銷售季節(jié)末的狀況Plannedandforecastedatproductagelevel

關于產品等級計劃和預測Pastseasonstock

過去季節(jié)的庫存Currentseasonstock

目前的季節(jié)庫存Nextseasonstock

下個季節(jié)的庫存Referencepoint

參考要點Cashsales,cashmarkdown,cashintake,cashstocklevels

現(xiàn)金銷售，現(xiàn)金打折，現(xiàn)金配貨，現(xiàn)金庫存等級第十八頁，共三十一頁。18Copyright:JamesClarkandPrenticeDayKeymeasures–WSSI

關鍵解決方法—WSSIWSSIcontinuedWSSI繼續(xù)Timing

時間安排Weeklyormonthly

每周或每月Outcomeofreview

回顧的結果Setsinseasontradingstrategy

季節(jié)貿易戰(zhàn)略設置Categorymanagementreview

種類管理回顧第十九頁，共三十一頁。19Copyright:JamesClarkandPrenticeDayKeymeasures–WSSIexample

關鍵解決方法—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%第二十頁，共三十一頁。20Copyright:JamesClarkandPrenticeDayKeymeasures–WSSIexample

關鍵解決方法—WSSI實例WhatisWSSItellingusaboutthisbusiness?關于這筆生意WSSI告訴我們什么Month1:Sales,markdownspend&stocklevelspoor

第一個月:銷售,降價花費和庫存等級Badstarttoseason,implyinglackofnewstockandrelianceonsaleoffersforturnover

這是不好的開頭,暗示著缺少新的庫存和銷售周轉資金Sales%Plan%YearMkdn%Plan%YearStock%Plan%YearMonth1251-9%-10%66288%-48%2001-6%-26%第二十一頁，共三十一頁。21Copyright:JamesClarkandPrenticeDayKeymeasures-WSSIexample

關鍵解決方法—WSSI實例WhatisWSSItellingusaboutthisbusiness?關于這筆生意WSSI告訴我們什么?Month2:Stockpositionimproving,salesandmarkdownpoor

第2個月:庫存位置增加,銷售和降價慘淡Stocknowflowingin,butimpactonsaleslinesmall

庫存流入,但對銷售影響不大

Sales%Plan%YearMkdn%Plan%YearStock%Plan%YearMonth2261-12%-7%73250%0%24825%-19%第二十二頁，共三十一頁。22Copyright:JamesClarkandPrenticeDayKeymeasures-WSSIexample

關鍵解決方法—WSSI實例WhatisWSSItellingusaboutthisbusiness?關于這筆生意WSSI告訴我們什么?Month3:Salesgrowontheyear,markdown&stockcontrolled

第3個月:這年的銷售增長,降價和庫存控制Newstockseemstohaveestablisheditselfandisnowselling

新的庫存看起來已經形成并在銷售Sales%Plan%YearMkdn%Plan%YearStock%Plan%YearMonth3478-6%13%251-17%-3%21533%-17%第二十三頁，共三十一頁。23Copyright:JamesClarkandPrenticeDayKeymeasures-WSSIexample

關鍵解決方法—WSSI實例WhatisWSSItellingusaboutthisbusiness?關于這筆生意WSSI告訴我們什么?Month4:Salesgrowthisslowing,stocksarebuilding第4個月:銷售增長緩慢,庫存出現(xiàn)Rangerejectionstartingtoshowthrough

開始有拒絕的現(xiàn)象Sales%Plan%YearMkdn%Plan%YearStock%Plan%YearMonth4424-4%7%107%24%208110%-7%第二十四頁，共三十一頁。24Copyright:JamesClarkandPrenticeDayKeymeasures-WSSIexample

關鍵解決方法—WSSI實例WhatisWSSItellingusaboutthisbusiness?關于這筆生意WSSI告訴我們什么?

Month5:Month4trendworsens.

第五個月:比第4個月更糟Problemsbeginningtogrow.Markdownmoneyavailabletospend

問題開始增多,降價費用開始需要Sales%Plan%YearMkdn%Plan%YearStock%Plan%YearMonth5516-8%2%116%12%168013-2%第二十五頁，共三十一頁。25Copyright:JamesClarkandPrenticeDayKeymeasures-WSSIexample

關鍵解決方法—WSSI實例WhatisWSSItellingusaboutthisbusiness?

關于這筆生意WSSI告訴我們什么?Month6:Salesandstockundercontrol

第6個月:銷售和庫存Heavymarkdownspendusedtorecoverposition大量的降價花費用來填補空缺Sales%Plan%YearMkdn%Plan%YearStock%Plan%YearMonth64220%15%42521%-9%14811%3%第二十六頁，共三十一頁。26Copyright:JamesClarkandPrenticeDayConfused?疑惑?第二十七頁，共三十一頁。27Copyright:JamesClarkandPrenticeDayKeymeasures–WSSI

關鍵解決方法-WSSIWSSIexampleshowedasixmonthperiod

為期六個月的WSSI實例Re