某市场耐克买手宝典中英文

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,#,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,#,Nike Buyer Training Course,耐克买手宝典,.,Buyer Training Course:,Product line Structure,产品线结构,Consumer Profile,消费者档案,Retail Mathematics,零售数学,Inventory Management,库存管理,OTB Plan and setting,计划和设定买货金额,How to maximize your Business,如何将你的生意最大化,.,零售流程,Category,Intelligence,订货预算,的确立,1,2,5,4,3,订货,每月销售,情况的,管理,5,清理,库存,产品陈列,的管理,.,The Success Comes From The Logic,成功源于逻辑,The success of the assortment is not based on the tool you use to visualize it,but the logic you use to build it.,产品配货的成功并非基于你使用什么工具来表现它，而是如何使用工具的逻辑来决定成功。,.,Traditional Approach vs.“Financial Selling”Approach,传统方法与“财务式销售”方法,Review Past,Performance,回顾过去的业绩,Identify&,Quantify,Opportunities,确认并量化机遇,Establish Sales,Objectives&,Strategies,建立销售目标和策略,Establish,Tactics,建立技巧,Gain,Commitment,获得承诺,Establish,Financial,Objectives,建立财务目标,Review Past,Performance,回顾过去的业绩,Review New,Products,审核新的产品,PlaceOrders,下定单,.,Part II,Retail Math,零售数学,.,Retail Math Allows,零售数学使你能够,To communicate more effectively,更有效地沟通,To develop well-thought-out plans&analysis,做出周密的计划和分析,To respond in changing business conditions.,应对变化的业务情况,To impact product structure,影响订货架构,经常运用零售数学的概念帮你发展,赚钱的业务,和,增长你的,市场份额,。,.,a,Sell-through,that is greater or less than average is a call to action.,对高于或低于平均的,售磬,需采取行动。,Calculates what percent of inventory you have sold in a given period of time,计算在指定的时间内的售磬率,Sales /Beginning inventory =%Sell-through,销售,期初库存=售磬%,500/1275=,.,a,Sell-through,that is greater or less than average is a call to action.,Sales /Beginning inventory =%Sell-through,500/1275=39.2%,If you want the daily sell-through you can divide by 30 days.,如需取得每日售磬数据，把总售磬除以天数（30日）即可。,.,Nike benchmarks for Sell-through performance.,耐克公司售磬的参照数据,General RatingMonthly sell-thru%Weekly Sell-thru%,分级月售磬%周售磬%,EXCELENT29-33%6.7-7.7%,GOOD25-28.9%5.8-6.6%,FAIR20.8-24.9%4.8-5.7%,POOR16.6-20.7%3.8-4.7%,.,Turnover,indicatesthenumberoftimesthatanaveragestockhasbeensoldduringagivenperiod.,周转,指在一定时,期,期内平均库,存,存被售出的,次,次数。,Net Salesfor period/Average Stock*for period,=,TURNOVER,一定时期的,净,净销售额,平均库,存,存*=,周,周转,*,Average Stock=sumof BOMs for 13months/13,平均库存=13个,月,月的月初库,存,存总额,13,.,Sell-through vs.Turnover,售磬与周转,Sell-through calculates the%of aproductsoriginal inventory or BOMthathassoldduring thedesignated time period,usually for periodsof one week,one month orthree months.Longer periodsaremeasured in stock turnover.,售磬计算在,所,所定期间内,的,的期初或月,初,初库存的销,售,售百分比，,通,通常计算一,周,周、一月或,三,三月。,Convert Turn toAverage Sell-through%,将周转转化,成,成平均售磬,率,率,Turnover/52 weeks=averageweekly sell-through%,周转,52周=平均,周,周售磬%,.,BUY TO SALES RATIO,投入产出比,Thiscompares the stylespercentage tototalsales againstits percentageto total stock.,用来比较某,款,款在销售与,買貨,的比例。,Total style sales($)/Total sales($)=%of Sales,某款销售,总销售=销售%,100 /1250 =8%,Total style buy($)/Total buy($)=%of Buy,某款,買貨,($),总,買貨,($)=,買貨,%,1,300 /20,000 =6.5%,.,STOCKTO SALESRATIO,库销比,库存:,计,计划销售,对服装来说:,库销比保持,在,在3:1是,合,合理的.,当你开始销,售,售之时，当,月,月准备的库,存,存必须是计,划,划,该月销售的3倍，或者,说,说计划销售,库,库存量的33%。,对,鞋子,来说:,库销比保持,在,在2.5/3:1,是,是合理的,.,GROSSMARGIN DOLLARS,毛利,Calculateshowmanydollars are profit,计算利润额,RETAIL SALESCOST OFGROSS,PRICEGOODSMARGIN,DOLLARS,零售价产,品,品成本毛,利,利($),INITIAL RETAILPRICE,$100.00$55.00,初,初始零售价,SHIPPING.55,运输费用,FUTURES DISCOUNT($3.85),期货订单折,扣,扣,TOTAL,总计$100.00$51.70$48.30,Net Sales,NetCostof Good Sold=Gross Margin$,净销售,净,净产品销,售,售成本=,毛,毛利,.,GROSSMARGIN%,毛利率,Reports what%of the sales dollarsareprofit,计算利润额,GrossMargin$/NetSales=GrossMargin%,总毛利($),净销售额=毛利率%,$48.30/$100.00=48.3%,.,GROSSMARGIN DOLLARS,毛利率,(Change after markdown,降价后的变,化,化),RETAIL SALESCOST OFGROSS,PRICEGOODSMARGIN,DOLLARS,初始零售价,$100.00$55.00,运输费用,.55,期货订单折,扣,扣,($3.85),MARKDOWN$20.00,TOTAL$80.00$51.70$28.30,GrossMargin$dropped by$20,GrossMargin droppedby 12.9%,.,Markdown,降价,To createtraffic,增加客流,To eliminate slow seller,及早把难卖,的,的货品卖掉,To attackcompetitorpressure,应对竞争压,力,力,The commonmistake in retail is nottaking markdown onseasonalproducts attimelybase.,最常见的零,售,售错误是没,有,有把季节性的产品及时卖掉。,.,Markdown,降价,Brownspots onbanana,do not,improve with age.,香蕉上的褐,斑,斑,不会,因时间而褪,色,色。,.,SpaceProductivity,seeksto analyze thesales andprofits generated from the squarefootage allocated toa store or producttype.,坪效,是用来分析,一,一个商店或,产,产品类型单,位,位面积的销,售,售和利润。,SalesperSquare meter,每平方米的,销,销售,Net sales/occupied squarefootage=$sold per sq.foot,净销售额,所占的平方,面,面积=,单,单位面积的,销,销售额,Square needed basedon Sales%,根据销售额,比,比例分析面,积,积,Net Salesof Item(s)/total business net sales xtotal store sq.feet=space to allocateto item.,某些类产品,净,净销售额,总业务销售,额,额 总,商,商店面积=该项产,品,品所分得面,积,积,.,Calculate,SpaceAllocation,by,Turn,由,周转,计算,空间分配,StepOne:,第1步：,Net item sales/Turnover=$average stock,净销售额,周转=,平,平均库存额,StepTwo:,第2步：,$AverageStock/Unit averageprice=#of units,平均库存额,单位均价=单位数,StepThree:,第3步：,#ofunits/the units you canfitin one sq.foot=neededspace,单位数,每平方英尺,可,可容单位=所需面,积,积,.,The simplestatistics paint the bigpicturesbut they do nottellyouwhichstyles tobuy.Your analysismustdigdeeper toguideyourstyle assortment.,简单,的,的统,计,计可,绘,绘出,了,了宏,观,观的,蓝,蓝图,但,但