一笔零售业务分析

Click to edit Master title style,*,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Analysis of a retail business,一笔零售业务分析,James Clark,1,Dynamics of in season trading,当季销售的动力,Why review performance in season?,为什么回顾很重要,Plans set up to a year in advance,计划都是在一年之前制定的,Range planning is based on averages,按照平均水平来计划种类,Risk management to business,经营中的风险管理,Business requirements change,经营要求的转变,New opportunities arise,从中发现新的机遇的出现,Drive performance on best sellers styles,继续销售畅销产品,2,Key measures Weekly and monthly review,每周和每月的回顾,Product,产品,Weeks cover,一周的量,Sell through analysis,通过分析来销售,Trend review,对流行趋势的回顾,Line monitors,线性监视,80/20 rule,二八法则,3,4,Key measures weeks cover,周覆盖,Weeks cover,可供销售几周的时间,Most used analysis tool,分析中最长用的方法,Measures amount of stock available in weeks at current trends,估量出在现有情况下几周后的库存量,Expressed as of now (spot cover) or for a specific time period (average cover),对于一段具体的时间,Reference point,参照点,Sales and stock levels,销售和库存的关系,Timing,长度周期,Weekly and as required,每周进行,Outcome of review,成果,Repeats on best sellers, reductions/cancellations on worst sellers,继续销售畅销货，及时对卖不出的货进行打折清货,Review total stock levels required in product area,了解产品销售所需的实际库存,5,Key measures weeks cover,周覆盖,Spot cover calculation,某一家店铺的周覆盖方法,(stock/sales),库存 除以 销售量,(1000/100) = 10 weeks worth of stock,够十周销售的库存,Average cover calculation,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,The right weeks cover for the product area will depend on lead times and the weeks in the future the option will no longer need to be stocked,正确的库存量是由订货至交货的时间决定的,If lead time is greater than 10 weeks cover and the style is still prime, then a reorder will be needed,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,6,7,Key measures Sell through analysis,通过售出率分析,Sell through analysis,Measures the amount sold of each option against total buy,按每款货品的销售量和进货总量分析,Best sellers will have a higher sell through than average,销售中高出平均售出率的产品就属于畅销品,Measures performance to date but also predicts which styles will sell out,了解现在的情况，同时还要对以后畅销的款式进行预测,Reference point,参照点,Sales analysis by option/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,Outcome of review,分析的成果,Repeats on best sellers, reductions/cancellations on worst sellers,持续畅销物品的销售，对死货进行降价和清货,Review of quantities on options to be delivered,决定即将到货的交货数量,8,Key measures - Sell through analysis,通过售出率分析,Sell through calculation,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%,The higher the sell through percentage, the more has been sold,得到的百分比越大，说明卖出的越多。,The higher the sell through rate at the end of the season, the less markdown will be spent.,销售季最终得出的百分比越大，需要打折清货的物品越少,9,10,Key measures Rate of sale analysis,Rate of sale analysis,Group product by trend to review overall performance and option performance within trend,流行产品和平均水平产品的销售,Review using samples to get a visual idea of what the customer is looking for overall,通过样本对顾客的需求有一个直观的概念,Reference point,参考点,Rate of sale analysis by trend/Comp shop of competitors,去竞争对手店里掌握最新动态,Timing,计算周期,Monthly,每月进行,Outcome of review,分析达到的效果,Drive successful trends with new buys utilising Open to buy (OTB) available,在购买时推动成功的款式的比重,11,Key measures Rate of sale analysis,Rate of sale calculation,计算方法,Sales/lifecycle/stores ranged,销售量,销售周数,店铺数量,100/10 weeks/2 stores = 5 units sold per week per store,100,件/10周/2家店铺=每周、每家店铺卖5件,The higher the rate of sale, the faster the trend/option is selling,得出的数字越大，说明这个流行趋势的产品卖的越快,Trend reviews will confirm any pattern in overall product reaction,High fashion trends v basic trends,流行款式,v,基本款,Will give insight into customer pro in season,可以给出销售季内顾客分类人群的变化,Significant changes in customer pro evident,明显的变化,Review outstanding orders,回顾大的订单，看是否需要继续进货,Review visual merchandising guidelines,视觉营销的指导作用,12,13,Key measures 80/20 rule,二八法则,80/20 rule,二八法则,Rule that 80% of business will come from 20% of options,真正的,80,营业利润都是从,20,的货品种类中得来得,Best sellers and key lines should drive the business,畅销货是主力军，推动经营,The greater percentage of options driving the business implies under potentialisation of range,推动经营的货品种类比例越大，超过20%，状况越遭,Reference point,参照点,Sales and stock mixes by option,产品的销售和库存,Timing,长度周期,As required,根据需要,Outcome of review,Understanding of width/depth dynamics of product area,了解产品种类的宽度和深度（种类和数量）,14,Key measures - 80/20 rule example,15,Analysis summary,总结,In season product analysis allows,在销售季中进行各种分析,Increase business on best selling styles,增长对畅销品的销售,De risking of poor selling styles,对卖不出的产品种类采取方法,Actual performance against range plan presumptions,真正的销售情况和当初的预想差距,Update on trend performance and position in the market,紧跟时尚，更好的在市场中定位,Effective in season product analysis relies on,在销售季中进行各种分析需要以下几点,Timely analysis,定时进行分析,Flexible supply chain,多种渠道的供货商,Strong and instant decisions based on objective facts,根据现实,情况果断快速的作出决定。,16,WSSI,Weekly, sales, stock and intake,每周销售、库存和配货,17,Key measures - WSSI,关键解决方法,WSSI,Financial measurement of performance centres on WSSI,WSSI,财务管理表现,Measures the financial health of the product area,测试产品利于的财务状况,Used in planning process to set out financial plans,在制定财务计划的过程中的运用,Used in season to forecast end of season results,预测销售季节末的状况,Planned and forecasted at product age level,关于产品等级计划和预测,Past season stock,过去季节的库存,Current season stock,目前的季节库存,Next season stock,下个季节的库存,Reference point,参考要点,Cash sales, cash markdown, cash intake, cash stock levels,现金销售，现金打折，现金配货，现金库存等级,18,Key measures,WSSI,关键解决方法,WSSI,WSSI continued,WSSI,继续,Timing,时间安排,Weekly or monthly,每周或每月,Outcome of review,回顾的结果,Sets in season trading strategy,季节贸易战略设置,Category management review,种类管理回顾,19,Key measures WSSI example,关键解决方法,WSSI,实例,20,Key measures WSSI example,关键解决方法,WSSI,实例,What is WSSI telling us about this business?,关于这笔生意,WSSI,告诉我们什么,Month 1: Sales, markdown spend & stock levels poor,第一个月,:,销售,降价花费和库存等级,Bad start to season, implying lack of new stock and reliance on sale offers for turnover,这是不好的开头,暗示着缺少新的库存和销售,周转资金,21,Key measures - WSSI example,关键解决方法,WSSI,实例,What is WSSI telling us about this business?,关于这笔生意,WSSI,告诉我们什么,?,Month 2: Stock position improving, sales and markdown poor,第,2,个月,:,库存位置增加,销售和降价惨淡,Stock now flowing in, but impact on sales line small,库存流入,但对销售影响不大,22,Key measures - WSSI example,关键解决方法,WSSI,实例,What is WSSI telling us about this business?,关于这笔生意,WSSI,告诉我们什么,?,Month 3: Sales grow on the year, markdown & stock controlled,第,3,个月,:,这年的销售增长,降价和库存控制,New stock seems to have established itself and is now selling,新的库存看起来已经形成并在销售,23,Key measures - WSSI example,关键解决方法,WSSI,实例,What is WSSI telling us about this business?,关于这笔生意,WSSI,告诉我们什么,?,Month 4: Sales growth is slowing, stocks are building,第,4,个月,:,销售增长缓慢,库存出现,Range rejection starting to show through,开始有拒绝的现象,24,Key measures - WSSI example,关键解决方法,WSSI,实例,What is WSSI telling us about this business?,关于这笔生意,WSSI,告诉我们什么,?,Month 5: Month 4 trend worsens.,第五个月,:,比第,4,个月更糟,Problems beginning to grow. Markdown money available to spend,问题开始增多,降价费用开始需要,25,Key measures - WSSI example,关键解决方法,WSSI,实例,What is WSSI telling us about this business?,关于这笔生意,WSSI,告诉我们什么,?,Month 6: Sales and stock under control,第,6,个月,:,销售和库存,Heavy markdown spend used to recover position,大量的降价花费用来填补空缺,26,Confused ?,疑惑,?,27,Key measures,WSSI,关键解决方法,-WSSI,WSSI example showed a six month period,为期六个月的,WSSI,实例,Review of WSSI in season would prevent the example from happening.,季节里,WSSI,回顾将会防止实例的发生,Stock problem would have been resolved sooner,库存问题将很快解决,Use of markdown in season could have prevented stock levels growing,在销售季节运用降价手段将限制库存增长,Would not have had to use so much markdown to solve the problem in month 6,在第,6,个月将不会运用降价销售的方法解决问题,Real life WSSI reviewed and forecasted by week,现实中每周,WSSI,回顾与预测,28,WSSI summary,WSSI,概要,WSSI sets business expectations,WSSI,设置商业期望值,Main financial reviews centre around WSSI,主要的,WSSI,的中心的财务回顾,WSSI drives re-forecasting and dictates a trading strategy to achieve plans,WSSI,使之重新预测并规定一个贸易战略去完成计划,Changes to WSSI forecasts will show impacts on,WSSI,预测的变化将有影响,Sales, markdown spend, stock levels and so profit,销售,降价花费,库存等级和利润,29,Thank you !,谢谢大家,Any questions?,请提问,30,