一笔零售业务分析ppt课件

1、Analysis of a retail business一笔零售业务分析James Clark.Dynamics of in season trading 当季销售的动力Why review performance in season? 为什么回想很重要Plans set up to a year in advance 方案都是在一年之前制定的Range planning is based on averages 按照平均程度来方案种类Risk management to business 运营中的风险管理 Business requirements change 运营要求的转变New op

2、portunities 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.Key measures Weekly and monthly review每周和每月的回想Product 产品Weeks cover 一周的量Sell through analysis 经过分析来销售Trend review 对流行趋势的回想Line monitors 线性监视80/20 rule 二八法那么.Key measures weeks cover 周覆盖Weeks cover 可供销售几周的时间Most used analy

3、sis 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) 对于一段详细的时间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 每周进展Outcome of review 成果Repeats

4、on best sellers, reductions/cancellations on worst sellers 继续销售畅销货，及时对卖不出的货进展打折清货Review total stock levels required in product area 了解产品销售所需的实践库存.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 calculatio

5、n 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)=9The 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议的If lead time is greater th

6、an 10 weeks cover and the style is still prime, then a reorder will be needed 假设订货至交货的时间超越十周，这个款式依然流行，那么就需求补货.Key measures Sell through analysis 经过售出率分析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 av

7、erage 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 了解如今的情况，同时还要对以后畅销的款式进展预测Reference point 参照点Sales analysis by option/colour 颜色种类都是销售分析中的要素Timing 长度周期Weekly 每周进展Outcome of review 分析的成果Repeats on best sellers, reductions/cancellations on worst sellers

8、继续畅销物品的销售，对死货进展降价和清货Review of quantities on options to be delivered 决议即将到货的交货数量.Key measures - Sell through analysis经过售出率分析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，阐明卖出的越多。The higher the

9、 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，需求打折清货的物品越少.Key measures Rate of sale analysisRate of sale analysis Group product by trend to review overall performance and option performance within trend 流行产品和平均程度产品的销售Review using samples to get a visual

10、idea of what the customer is looking for overall 经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 每月进展Outcome of review 分析到达的效果Drive successful trends with new buys utilising Open to buy (OTB) available 在购买时推进胜利的款式的比重.Key m

11、easures Rate of sale analysisRate 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，阐明这个流行趋势的产品卖的越快Trend reviews will confirm

12、any pattern in overall product reactionHigh fashion trends v basic trends 流行款式v根本款Will give insight into customer profile changes in season 可以给出销售季内顾客分类人群的变化Significant changes in customer profile are evident 明显的变化Review outstanding orders 回想大的订单，看能否需求继续进货Review visual merchandising guidelines 视觉营销的

13、指点作用.Key measures 80/20 rule 二八法那么80/20 rule 二八法那么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，推进运营The greater percentage of options driving the business implies under potentialisation of range 推进运营的货品种类比例

14、越大，超越20%，情况越遭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 根据需求Outcome of reviewUnderstanding of width/depth dynamics of product area 了解产品种类的宽度和深度种类和数量.Key measures - 80/20 rule exampleExample 1Sales销售Mix比例Stock库存Mix比例OptionsMix80% of sales100080%100080%2020%20% o

15、f sales25020%25020%8080%Total sales1250100%1250100%100100%Example 2SalesMixStockMixOptionsMix80% of sales100080%65052%2020%20% of sales25020%60048%8080%Total sales1250100%1250100%100100%.Analysis summary 总结In season product analysis allows 在销售季中进展各种分析Increase business on best selling styles 增长对畅销品的销

16、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料想差距Update on trend performance and position in the market 紧跟时髦，更好的在市场中定位Effective in season product analysis relies on 在销售季中进展各种分析需求以下几点 Timely analysis 定时进展分析Flexible supply chain 多种渠道的供货商

17、Strong and instant decisions based on objective facts 根据现实 情况果断快速的作出决议。.WSSIWeekly, sales, stock and intake 每周销售、库存和配货.Key measures - WSSI关键处理方法WSSIFinancial 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情况Used in planning process to

18、set out financial plans 在制定财务方案的过程中的运用Used in season to forecast end of season results 预测销售季节末的情况Planned and forecasted at product age level 关于产品等级方案和预测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

19、 levels 现金销售，现金打折，现金配货，现金库存等级.Key measures WSSI 关键处理方法WSSIWSSI continued WSSI继续Timing 时间安排Weekly or monthly 每周或每月Outcome of review 回想的结果Sets in season trading strategy 季节贸易战略设置Category management review 种类管理回想.Key measures WSSI example关键处理方法WSSI实例Sales Plan YearMkdn Plan YearStock Plan YearMonth 125

20、1-9%-10%66288%-48%2001-6%-26%Month 2261-12%-7%7250%0%24825%-19%Month 3478-6%13%178-17%-3%21533%-17%Month 4424-4%7%107%24%208110%-7%Month 5516-8%2%116%12%168013%-2%Month 64220%15%42521%-9%14811%3%.Key measures WSSI example 关键处理方法WSSI实例What is WSSI telling us about this business?关于这笔生意WSSI通知我们什么Month

21、1: Sales, markdown spend & stock levels poor 第一个月:销售,降价破费和库存等级Bad start to season, implying lack of new stock and reliance on sale offers for turnover 这是不好的开头,暗示着短少新的库存和销售周转资金Sales% Plan% YearMkdn% Plan% YearStock% Plan% YearMonth 1251-9%-10%66288%-48%2001-6%-26%.Key measures - WSSI example 关键处理方法WS

22、SI实例What is WSSI telling us about this business?关于这笔生意WSSI通知我们什么?Month 2: Stock position improving, sales and markdown poor 第2个月:库存位置添加,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 Sales% Plan% YearMkdn% Plan% YearStock% Plan% YearMonth 2261-12%-7%73250%0%24825%-19%.Key

23、measures - WSSI example 关键处理方法WSSI实例What is WSSI telling us about this business?关于这笔生意WSSI通知我们什么?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 新的库存看起来曾经构成并在销售Sales% Plan% YearMkdn% Plan% YearStock% Plan%

24、 YearMonth 3478-6%13%251-17%-3%21533%-17%.Key measures - WSSI example关键处理方法WSSI实例What is WSSI telling us about this business?关于这笔生意WSSI通知我们什么?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 开场有回绝的景象Sales% Plan% YearMkdn% Plan% YearStock%

25、Plan% YearMonth 4424-4%7%107%24%208110%-7%.Key measures - WSSI example关键处理方法WSSI实例What is WSSI telling us about this business?关于这笔生意WSSI通知我们什么? 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 问题开场增多,降价费用开场需求Sales% Plan% YearMkdn% Plan% YearSt

26、ock% Plan% YearMonth 5516-8%2%116%12%168013-2%.Key measures - WSSI example 关键处理方法WSSI实例What is WSSI telling us about this business? 关于这笔生意WSSI通知我们什么?Month 6: Sales and stock under control 第6个月:销售和库存Heavy markdown spend used to recover position 大量的降价破费用来填补空缺Sales% Plan% YearMkdn% Plan% YearStock% Plan% YearMonth 64220%15%42521%-