营运现场管控PPT课件

,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,*,营运现场管控,正确的商品品类分析,正确的商品品类分析,品类管理概念,“,一个由供应商和零售商共同合作的过程，将被消费者确定的品类视为战略业务单位，专注于实现大多数消费者需求，最终提高企业经营业绩。”,营运如何运用品类概念,1、满足顾客需求，方便选购,2、推动品类销售,3、减少缺货和不必要的库存,4、掌握数据分析,正确的商品品类分析,单ABC数据分析,动销率,双ABC数据分析,库存管控标准分析,货架贡献度分析,性质,属性(今年/去年),备注,A,今年新品、强季节性、主推促销,注意保持库存,AA,一线名牌商品、相对毛利较低,AB,成长性商品,AC,高成长率商品，频繁促销商品,B,稳定性商品，中间力量，受观注商品,注意库存控制,BB,恒定性商品，中间力量，受观注商品，主抓毛利、缺乏促销弹性,BC,成长性商品，增加促销力度,BA,下降趋势，可选择季节性促销,C,结构性商品，今年新品(三个月内要到B),注意库存控制,CA,目标删除性商品,CB,目标删除性商品,CC,多属于结构性商品,注意控制在库库存量,数据,5月ABC,求和项:销售金额,求和项:销售金额2,求和项:毛利额,求和项:毛利额2,求和项:标注（单品数）,求和项:标注2（单品数占比）,A,494228.11,49.97%,29546.58,27.80%,110,3.80%,B,395862.63,40.03%,59137.03,55.65%,1013,35.00%,C,98918.79,10.00%,17590.3,16.55%,1771,61.20%,总计,989009.53,100.00%,106273.91,100.00%,2894,100.00%,ABC,分析,上表ABC分析,5月份单品ABC销售分析，洗涤A类商品占比低于行业10%标准，BC类商品高于行业标准。,（1）、主要分析B、C类商品销售前半部分商品，加大促销力度或者买赠，查看商品陈列位置和缺断货情况，把这部分商品培养成A类或着B类。,（2）、促销选品不能集中在那几个单品上，要把所有品类和品项跨全。,（3）、季节性商品要突出陈列，促销要做在竞争对手前面。,（4）、结构性商品和C类商品要注意商品毛利率，该赚毛利一定要赚毛利。采购在新品引进过程中一定要清楚商品的属性，不能统一商品毛利率加价。,2、商品动销率,总单品数,零销售,有销售单品数,动销率,2894,358,2536,87.62,上表动销率分析,洗涤动销率和4月份基本持平，重点分析零销售商品，属于结构性商品和补充商品结构的商品保留，其它商品查看缺货和商品陈列，该淘汰的淘汰，提高商品动销率。,提高动销率还要提升客单价,零售要吃季节饭,也就是什么季节卖什么商品:例,11月20日前卖棉拖.,3、双ABC,（5月与4月）,数据,双ABC,求和项:销售金额,求和项:销售金额2,求和项:毛利额,求和项:毛利额2,求和项:标注,求和项:标注2,A,39281.3,3.97%,1965.28,1.85%,5,0.17%,AA,273703.11,27.67%,18871.58,17.76%,63,2.18%,AB,108611.5,10.98%,5928.78,5.58%,34,1.17%,AC,72632.2,7.34%,2780.94,2.62%,8,0.28%,B,4340.8,0.44%,469.14,0.44%,11,0.38%,BA,55654.83,5.63%,7429.31,6.99%,73,2.52%,BB,277327.96,28.04%,43457.92,40.89%,728,25.16%,BC,58539.04,5.92%,7780.66,7.32%,201,6.95%,C,4946.2,0.50%,777.28,0.73%,168,5.81%,CA,1121.6,0.11%,214.13,0.20%,11,0.38%,CB,24063.6,2.43%,4377.66,4.12%,258,8.91%,CC,68787.39,6.96%,12221.23,11.50%,1334,46.10%,总计,989009.53,100.00%,106273.91,100.00%,2894,100.00%,上表双ABC分析,（1）、重点抓AA类商品销售和库存，确保畅销商品和促销商品不能出现缺货，AC、AB类商品属于成长性商品要频繁的做促销。,（2）、BB类是受关注商品，主要抓毛利但缺乏促销，增加促销商品品种。BC 类商品要加大促销力度。,（3）、重点分析CA、CB类商品，这两类商品在淘汰范围之内。（分析商品性质属于补充商品结构和价格带，这2类商品可以不淘汰，其它的单品全部淘汰。）,关注CC类库存，应控制库存数量。（重点分析零销售商品）,4、库存性质,数据,库存性质,求和项:销售金额,求和项:销售金额2,求和项:总成本,求和项:总成本2,求和项:标注,求和项:标注2,A=7,970238.03,98.10%,797213.42,71.93%,2208,76.30%,7B=30,17517.1,1.77%,169081.22,15.25%,294,10.16%,30c=90,970.5,0.10%,29604.47,2.67%,26,0.90%,90d=180,228.8,0.02%,21117.3,1.91%,6,0.21%,180e365,39.2,0.00%,87697.1,7.91%,359,12.40%,总计,989009.53,100.00%,1108366.3,100.00%,2894,100.00%,库存性质分析,(1)、重点关注A365天商品。分析库存过高的原因，注意保持合理库存。,(3)、根据库存性质查找新品要求供应商加大品牌宣传力度提高商品适销率，3个月内要求所有新品必修要达到B类商品达不到就淘汰。有些不知名品牌商品一个月零销售的应列于淘汰。,(4)、A类商品的缺货控制在2%以下，B允许适量，C可以暂不管；卖场中A类商品一定要有足的陈列量，陈列在最佳视线范围内；B类商品陈列在1.8米至2.2米及货架的底仓，C有一定的陈列量即可；,应该注意：,零售业以库存为核心；,首先把握库存的问题：卖场C类商品,满排面,即可，仓库原则上只提供给A类商品和促销品。,商品的陈列量:,最小库存(陈列量)S=排面(周销量)/2,安全库存(陈列量)M=排面*3 M=3S,最大库存(陈列量)L=排面*6 L=2M=6S,注: 单品的周销量以最靠近的前八周的销售个数作为确定排面的基本数.,5、小分销售情况：销售占比和单品占比的比例就是贡献度,数据,品类号,求和项:销售金额,求和项:销售占比,累计占比,求和项:毛利额,求和项:毛利额2,求和项:标注,求和项:标注2(单品占比),单品贡献度,10510101-长卷纸,145840.6,14.75%,14.75%,5403.92,5.08%,43,1.49%,992.45%,10530101-洗发水,138697.7,14.02%,28.77%,12181.96,11.46%,308,10.64%,131.77%,10550101-膏霜,71942.6,7.27%,36.04%,12267.56,11.54%,326,11.26%,64.58%,10510203-软抽纸,63527.11,6.42%,42.47%,2753.96,2.59%,25,0.86%,743.56%,10530501-牙膏,62611.82,6.33%,48.80%,8838.44,8.32%,166,5.74%,110.37%,10520201-洗衣粉,48567.8,4.91%,53.71%,2328.98,2.19%,62,2.14%,229.22%,10510501-日用卫生巾,37767,3.82%,57.53%,4856.35,4.57%,80,2.76%,138.14%,10520203-洗衣液,35641.9,3.60%,61.13%,2724.59,2.56%,36,1.24%,289.71%,10510502-夜用卫生巾,24490.7,2.48%,63.61%,3239.44,3.05%,58,2.00%,123.56%,10530502-牙刷,23856.8,2.41%,66.02%,4998.49,4.70%,92,3.18%,75.88%,10520202-肥皂,23262.8,2.35%,68.37%,1706.2,1.61%,49,1.69%,138.92%,10550601-洁面乳,20338.7,2.06%,70.43%,3612.88,3.40%,131,4.53%,45.43%,10510601-婴儿尿裤,20025.4,2.02%,72.45%,2165.7,2.04%,49,1.69%,119.59%,10530102-护发素,18369.2,1.86%,74.31%,2603.82,2.45%,82,2.83%,65.55%,10530201-香皂,16577.5,1.68%,75.99%,1984.62,1.87%,72,2.49%,67.37%,10510302-洁肤湿巾,16294.7,1.65%,77.63%,2166.94,2.04%,39,1.35%,122.26%,10530202-沐浴露,16155.6,1.63%,79.27%,2338.86,2.20%,96,3.32%,49.24%,10520301-洗洁精,15308.96,1.55%,80.82%,428.81,0.40%,33,1.14%,135.75%,10510201-手帕纸,15306,1.55%,82.36%,1396.46,1.31%,26,0.90%,172.26%,10510201-手帕纸,15306,1.55%,82.36%,1396.46,1.31%,26,0.90%,172.26%,10510503-卫生护垫,12474,1.26%,83.62%,1759.56,1.66%,35,1.21%,104.29%,10560101-小家碧玉,11315.7,1.14%,84.77%,2602.5,2.45%,87,3.01%,38.06%,10550103-爽肤水,10671.5,1.08%,85.85%,1819.31,1.71%,55,1.90%,56.78%,10530306-染发剂,10313,1.04%,86.89%,1575.02,1.48%,29,1.00%,104.06%,10510102-短卷纸,9850.3,1.00%,87.89%,630.75,0.59%,13,0.45%,221.72%,10550201-男士护肤品,8208.7,0.83%,88.72%,1416.66,1.33%,57,1.97%,42.14%,10550102-面膜眼帖,8193.3,0.83%,89.55%,1464.2,1.38%,57,1.97%,42.06%,10550301-婴儿护肤品,8039.9,0.81%,90.36%,1518.22,1.43%,79,2.73%,29.78%,10510301-婴儿湿巾,7013.9,0.71%,91.07%,809.79,0.76%,15,0.52%,136.83%,10530302-者哩膏,6395.8,0.65%,91.71%,1037.74,0.98%,20,0.69%,93.58%,10530601-刀架,4732.4,0.48%,92.19%,952.3,0.90%,24,0.83%,57.70%,10530701-洗手液,4703.8,0.48%,92.67%,625.6,0.59%,17,0.59%,80.97%,10510202-盒抽纸,3841.3,0.39%,93.06%,492.85,0.46%,11,0.38%,102.18%,10530307-焗油膏,3764.7,0.38%,93.44%,591.66,0.56%,10,0.35%,110.16%,10530602-刀片,3749.5,0.38%,93.82%,710.31,0.67%,14,0.48%,78.37%,10530301-者哩水,3572.3,0.36%,94.18%,515.08,0.48%,19,0.66%,55.02%,10520107-花露水,3519.9,0.36%,94.53%,443.8,0.42%,20,0.69%,51.50%,10520106-杀虫剂,3330.54,0.34%,94.87%,407.95,0.38%,50,1.73%,19.49%,10520205-漂渍液,2632.3,0.27%,95.14%,354.02,0.33%,9,0.31%,85.58%,10520210-羊毛，羊绒衫洗涤剂,2587.9,0.26%,95.40%,416.35,0.39%,15,0.52%,50.48%,10520507-卫浴清洁剂,2386.1,0.24%,95.64%,308.28,0.29%,7,0.24%,99.74%,10520502-洁厕精,2344.5,0.24%,95.88%,373.41,0.35%,15,0.52%,45.74%,10510602-婴儿尿片，尿垫,2220.5,0.22%,96.10%,477.5,0.45%,8,0.28%,81.22%,10530505-牙粉,2078.8,0.21%,96.31%,505.23,0.48%,6,0.21%,101.38%,10530801-计生用品,1932.4,0.20%,96.51%,386.86,0.36%,37,1.28%,15.28%,10530203-浴盐,1858.6,0.19%,96.69%,468.4,0.44%,11,0.38%,49.44%,10520105-樟脑丸,1770.5,0.18%,96.87%,267.21,0.25%,9,0.31%,57.56%,10520302-油污净,1723.4,0.17%,97.05%,248.36,0.23%,11,0.38%,45.84%,10510605-成人尿裤,1522.3,0.15%,97.20%,213,0.20%,3,0.10%,148.48%,10520208-柔顺剂,1477.3,0.15%,97.35%,225.49,0.21%,12,0.41%,36.02%,10520505-皮革护理剂,1452.4,0.15%,97.50%,262.17,0.25%,7,0.24%,60.71%,10530206-护理液,1443.4,0.15%,97.64%,378.29,0.36%,11,0.38%,38.40%,10550501-唇用品,1429.5,0.14%,97.79%,270.7,0.25%,26,0.90%,16.09%,10530207-爽身粉,1402.7,0.14%,97.93%,237.34,0.22%,15,0.52%,27.36%,10520509-鞋油,1342.9,0.14%,98.07%,213.17,0.20%,24,0.83%,16.37%,10530205-身体润肤品,1340.6,0.14%,98.20%,217.43,0.20%,9,0.31%,43.59%,10520503-84消毒液,1214.2,0.12%,98.32%,208.78,0.20%,10,0.35%,35.53%,10520102-液体清新剂,1189.5,0.12%,98.44%,150.28,0.14%,12,0.41%,29.01%,10530303-发蜡,1175.3,0.12%,98.56%,189.77,0.18%,14,0.48%,24.57%,10530603-剃须液,1126.9,0.11%,98.68%,240.29,0.23%,9,0.31%,36.64%,10510205-餐巾纸,1086.8,0.11%,98.79%,218.2,0.21%,4,0.14%,79.50%,10510603-成人尿片垫,1034.4,0.10%,98.89%,156.32,0.15%,4,0.14%,75.67%,#N/A,908.9,0.09%,98.98%,129.6,0.12%,5,0.17%,53.19%,10520209-洗衣消毒药水,885.4,0.09%,99.07%,64,0.06%,2,0.07%,129.54%,10520101-固体清新剂,882.3,0.09%,99.16%,134.24,0.13%,15,0.52%,17.21%,10510206-厨房专用纸,812.1,0.08%,99.24%,152.8,0.14%,4,0.14%,59.41%,10520508-地板清洁剂,729.6,0.07%,99.32%,134.17,0.13%,7,0.24%,30.50%,10550802-化妆棉,706.5,0.07%,99.39%,162.46,0.15%,27,0.93%,7.66%,10520211-内衣裤洗涤剂,546.9,0.06%,99.44%,101.82,0.10%,3,0.10%,53.34%,10530506-漱口水,512.9,0.05%,99.50%,119.58,0.11%,3,0.10%,50.03%,10520103-除味除菌剂,480.2,0.05%,99.55%,78.32,0.07%,7,0.24%,20.07%,10520206-羽绒服洗涤剂,465.2,0.05%,99.59%,78.27,0.07%,8,0.28%,17.02%,10520207-衣领净,433.3,0.04%,99.64%,65.88,0.06%,4,0.14%,31.70%,10510505-卫生棉条,412.2,0.04%,99.68%,78.28,0.07%,3,0.10%,40.21%,10550702-女士香水,409.9,0.04%,99.72%,87.11,0.08%,18,0.62%,6.66%,10520511-其他,343.1,0.03%,99.75%,58.7,0.06%,6,0.21%,16.73%,10550803-其他,339.5,0.03%,99.79%,78.11,0.07%,17,0.59%,5.84%,10550107-按摩膏,296.1,0.03%,99.82%,55.26,0.05%,3,0.10%,28.88%,10550801-甲钳类,260.8,0.03%,99.84%,59.98,0.06%,29,1.00%,2.63%,10520303-去污粉,228.2,0.02%,99.87%,41.42,0.04%,4,0.14%,16.69%,10520510-皮衣护理剂,226.3,0.02%,99.89%,41.85,0.04%,4,0.14%,16.55%,10520506-家俱护理剂,223.6,0.02%,99.91%,35.06,0.03%,3,0.10%,21.81%,10530901-急救用品,206.8,0.02%,99.93%,38.85,0.04%,3,0.10%,20.17%,10550108-护手霜,198.5,0.02%,99.95%,31.5,0.03%,2,0.07%,29.04%,10550701-男士香水,122.6,0.01%,99.97%,19.88,0.02%,6,0.21%,5.98%,10520501-玻璃净,108,0.01%,99.98%,28.24,0.03%,5,0.17%,6.32%,10550503-面用品,94,0.01%,99.99%,18.8,0.02%,19,0.66%,1.45%,10550502-眼用品,85,0.01%,100.00%,16.2,0.02%,12,0.41%,2.07%,10530305-营养水,45,0.00%,100.00%,5.4,0.01%,2,0.07%,6.58%,总计,989009.53,100.00%,106273.9,100.00%,2894,100.00%,100.00%,上表小分类销售情况,(1)、洗涤部只有17个小分类产生80%的销售额，17个小分类中单品贡献度低于100%有牙刷、护发素、香皂、沐浴露加大这4个小分类促销力度提高单品贡献度，重点关注膏霜、洁面乳单品占比高于销售占比在单品数不淘汰情况下必修提高销售额，不动销单品要马上淘汰。,(2)、节性商品单品贡献度偏低，重点关注杀虫剂、花露水、爽身粉促销和突出商品陈列。压缩玻璃净、管道通、（过季商品淘汰，羽绒服洗涤剂、羊毛衫、柔顺剂）陈列，扩大衣领净、84消毒液、漂渍液陈列位置。,（3）、小家碧玉、婴儿膏霜、男士膏霜、面膜/面贴单品占比高于销售占比，对不动销单品进行淘汰，关注商品陈列。,分析注意,贡献度100%要适当考虑扩排面,贡献度100%要适当考虑缩排面,在贡献度60-70%的小分类中再排ABC,根据数据作相应调整.,在贡献度少的小分类中:例如上表中的洁面乳,要试看看淘汰某些不动销单品,增加提高销售的单品,而不是单纯的考虑把该小分类淘汰.,用心做好专业的事,谢谢大家!,