一笔零售业务分析

Analysisofaretailbusiness

一笔零售业务分析JamesClark第一页，共三十一页。1Copyright:JamesClarkandPrenticeDayDynamicsofinseasontrading当季销售的动力Whyreviewperformanceinseason?

为什么回顾很重要Planssetuptoayearinadvance计划都是在一年之前制定的Rangeplanningisbasedonaverages

按照平均水平来计划种类Riskmanagementtobusiness

经营中的风险管理Businessrequirementschange

经营要求的转变Newopportunitiesarise

从中发现新的机遇的出现Driveperformanceonbestsellersstyles

继续销售畅销产品第二页，共三十一页。2Copyright:JamesClarkandPrenticeDayKeymeasures–Weeklyandmonthlyreview

每周和每月的回顾Product

产品Weekscover

一周的量Sellthroughanalysis

通过分析来销售Trendreview

对流行趋势的回顾Linemonitors

线性监视80/20rule

二八法则第三页，共三十一页。3Copyright:JamesClarkandPrenticeDay第四页，共三十一页。4Copyright:JamesClarkandPrenticeDayKeymeasures–weekscover周覆盖Weekscover

可供销售几周的时间Mostusedanalysistool

分析中最长用的方法Measuresamountofstockavailableinweeksatcurrenttrends

估量出在现有情况下几周后的库存量Expressedasofnow(spotcover)orforaspecifictimeperiod(averagecover)对于一段具体的时间Referencepoint参照点Salesandstocklevels

销售和库存的关系Timing

长度周期Weeklyandasrequired

每周进行Outcomeofreview

成果Repeatsonbestsellers,reductions/cancellationsonworstsellers

继续销售畅销货，及时对卖不出的货进行打折清货Reviewtotalstocklevelsrequiredinproductarea

了解产品销售所需的实际库存第五页，共三十一页。5Copyright:JamesClarkandPrenticeDayKeymeasures–weekscover周覆盖Spotcovercalculation

某一家店铺的周覆盖方法(stock/sales)

库存除以销售量(1000/100)=10weeksworthofstock

够十周销售的库存Averagecovercalculation

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)=9Therightweekscoverfortheproductareawilldependonleadtimesandtheweeksinthefuturetheoptionwillnolongerneedtobestocked正确的库存量是由订货至交货的时间决定的Ifleadtimeisgreaterthan10weekscoverandthestyleisstillprime,thenareorderwillbeneeded

如果订货至交货的时间超过十周，这个款式依然流行，那么就需要补货第六页，共三十一页。6Copyright:JamesClarkandPrenticeDay第七页，共三十一页。7Copyright:JamesClarkandPrenticeDayKeymeasures–Sellthroughanalysis

通过售出率分析Sellthroughanalysis

Measurestheamountsoldofeachoptionagainsttotalbuy按每款货品的销售量和进货总量分析Bestsellerswillhaveahighersellthroughthanaverage

销售中高出平均售出率的产品就属于畅销品Measuresperformancetodatebutalsopredictswhichstyleswillsellout

了解现在的情况，同时还要对以后畅销的款式进行预测Referencepoint参照点Salesanalysisbyoption/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Outcomeofreview

分析的成果Repeatsonbestsellers,reductions/cancellationsonworstsellers

持续畅销物品的销售，对死货进行降价和清货Reviewofquantitiesonoptionstobedelivered

决定即将到货的交货数量第八页，共三十一页。8Copyright:JamesClarkandPrenticeDayKeymeasures-Sellthroughanalysis

通过售出率分析Sellthroughcalculation

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%Thehigherthesellthroughpercentage,themorehasbeensold

得到的百分比越大，说明卖出的越多。Thehigherthesellthroughrateattheendoftheseason,thelessmarkdownwillbespent.

销售季最终得出的百分比越大，需要打折清货的物品越少第九页，共三十一页。9Copyright:JamesClarkandPrenticeDay第十页，共三十一页。10Copyright:JamesClarkandPrenticeDayKeymeasures–RateofsaleanalysisRateofsaleanalysisGroupproductbytrendtoreviewoverallperformanceandoptionperformancewithintrend流行产品和平均水平产品的销售Reviewusingsamplestogetavisualideaofwhatthecustomerislookingforoverall通过样本对顾客的需求有一个直观的概念Referencepoint参考点Rateofsaleanalysisbytrend/Compshopofcompetitors

去竞争对手店里掌握最新动态Timing计算周期Monthly每月进行Outcomeofreview分析达到的效果DrivesuccessfultrendswithnewbuysutilisingOpentobuy(OTB)available在购买时推动成功的款式的比重第十一页，共三十一页。11Copyright:JamesClarkandPrenticeDayKeymeasures–RateofsaleanalysisRateofsalecalculation

计算方法Sales/lifecycle/storesranged

销售量÷销售周数÷店铺数量100/10weeks/2stores=5unitssoldperweekperstore100件/10周/2家店铺=每周、每家店铺卖5件Thehighertherateofsale,thefasterthetrend/optionisselling

得出的数字越大，说明这个流行趋势的产品卖的越快TrendreviewswillconfirmanypatterninoverallproductreactionHighfashiontrendsvbasictrends流行款式v基本款Willgiveinsightintocustomerproinseason

可以给出销售季内顾客分类人群的变化Significantchangesincustomerproevident

明显的变化Reviewoutstandingorders

回顾大的订单，看是否需要继续进货Reviewvisualmerchandisingguidelines

视觉营销的指导作用第十二页，共三十一页。12Copyright:JamesClarkandPrenticeDay第十三页，共三十一页。13Copyright:JamesClarkandPrenticeDayKeymeasures–80/20rule二八法则80/20rule

二八法则Rulethat80%ofbusinesswillcomefrom20%ofoptions

真正的80％营业利润都是从20％的货品种类中得来得Bestsellersandkeylinesshoulddrivethebusiness

畅销货是主力军，推动经营Thegreaterpercentageofoptionsdrivingthebusinessimpliesunderpotentialisationofrange推动经营的货品种类比例越大，超过20%，状况越遭Referencepoint参照点Salesandstockmixesbyoption

产品的销售和库存Timing

长度周期Asrequired

根据需要OutcomeofreviewUnderstandingofwidth/depthdynamicsofproductarea

了解产品种类的宽度和深度（种类和数量）第十四页，共三十一页。14Copyright:JamesClarkandPrenticeDayKeymeasures-80/20ruleexampleExample1Sales销售Mix比例Stock库存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%第十五页，共三十一页。15Copyright:JamesClarkandPrenticeDayAnalysissummary

总结Inseasonproductanalysisallows

在销售季中进行各种分析Increasebusinessonbestsellingstyles

增长对畅销品的销售Deriskingofpoorsellingstyles

对卖不出的产品种类采取方法Actualperformanceagainstrangeplanpresumptions

真正的销售情况和当初的预想差距Updateontrendperformanceandpositioninthemarket

紧跟时尚，更好的在市场中定位Effectiveinseasonproductanalysisrelieson在销售季中进行各种分析需要以下几点Timelyanalysis

定时进行分析Flexiblesupplychain

多种渠道的供货商Strongandinstantdecisionsbasedonobjectivefacts

根据现实情况果断快速的作出决定。第十六页，共三十一页。16Copyright:JamesClarkandPrenticeDayWSSIWeekly,sales,stockandintake每周销售、库存和配货第十七页，共三十一页。17Copyright:JamesClarkandPrenticeDayKeymeasures-WSSI

关键解决方法—WSSIFinancialmeasurementofperformancecentresonWSSI

WSSI财务管理表现Measuresthefinancialhealthoftheproductarea

测试产品利于的财务状况Usedinplanningprocesstosetoutfinancialplans

在制定财务计划的过程中的运用Usedinseasontoforecastendofseasonresults

预测销售季节末的状况Plannedandforecastedatproductagelevel

关于产品等级计划和预测Pastseasonstock

过去季节的库存Currentseasonstock

目前的季节库存Nextseasonstock

下个季节的库存Referencepoint

参考要点Cashsales,cashmarkdown,cashintake,cashstocklevels

现金销售，现金打折，现金配货，现金库存等级第十八页，共三十一页。18Copyright:JamesClarkandPrenticeDayKeymeasures–WSSI

关键解决方法—WSSIWSSIcontinuedWSSI继续Timing

时间安排Weeklyormonthly

每周或每月Outcomeofreview

回顾的结果Setsinseasontradingstrategy

季节贸易战略设置Categorymanagementreview

种类管理回顾第十九页，共三十一页。19Copyright:JamesClarkandPrenticeDayKeymeasures–WSSIexample

关键解决方法—WSSI实例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%第二十页，共三十一页。20Copyright:JamesClarkandPrenticeDayKeymeasures–WSSIexample

关键解决方法—WSSI实例WhatisWSSItellingusaboutthisbusiness?关于这笔生意WSSI告诉我们什么Month1:Sales,markdownspend&stocklevelspoor

第一个月:销售,降价花费和库存等级Badstarttoseason,implyinglackofnewstockandrelianceonsaleoffersforturnover

这是不好的开头,暗示着缺少新的库存和销售周转资金Sales%Plan%YearMkdn%Plan%YearStock%Plan%YearMonth1251-9%-10%66288%-48%2001-6%-26%第二十一页，共三十一页。21Copyright:JamesClarkandPrenticeDayKeymeasures-WSSIexample

关键解决方法—WSSI实例WhatisWSSItellingusaboutthisbusiness?关于这笔生意WSSI告诉我们什么?Month2:Stockpositionimproving,salesandmarkdownpoor

第2个月:库存位置增加,销售和降价惨淡Stocknowflowingin,butimpactonsaleslinesmall

库存流入,但对销售影响不大

Sales%Plan%YearMkdn%Plan%YearStock%Plan%YearMonth2261-12%-7%73250%0%24825%-19%第二十二页，共三十一页。22Copyright:JamesClarkandPrenticeDayKeymeasures-WSSIexample

关键解决方法—WSSI实例WhatisWSSItellingusaboutthisbusiness?关于这笔生意WSSI告诉我们什么?Month3:Salesgrowontheyear,markdown&stockcontrolled

第3个月:这年的销售增长,降价和库存控制Newstockseemstohaveestablisheditselfandisnowselling

新的库存看起来已经形成并在销售Sales%Plan%YearMkdn%Plan%YearStock%Plan%YearMonth3478-6%13%251-17%-3%21533%-17%第二十三页，共三十一页。23Copyright:JamesClarkandPrenticeDayKeymeasures-WSSIexample

关键解决方法—WSSI实例WhatisWSSItellingusaboutthisbusiness?关于这笔生意WSSI告诉我们什么?Month4:Salesgrowthisslowing,stocksarebuilding第4个月:销售增长缓慢,库存出现Rangerejectionstartingtoshowthrough

开始有拒绝的现象Sales%Plan%YearMkdn%Plan%YearStock%Plan%YearMonth4424-4%7%107%24%208110%-7%第二十四页，共三十一页。24Copyright:JamesClarkandPrenticeDayKeymeasures-WSSIexample

关键解决方法—WSSI实例WhatisWSSItellingusaboutthisbusiness?关于这笔生意WSSI告诉我们什么?

Month5:Month4trendworsens.

第五个月:比第4个月更糟Problemsbeginningtogrow.Markdownmoneyavailabletospend

问题开始增多,降价费用开始需要Sales%Plan%YearMkdn%Plan%YearStock%Plan%YearMonth5516-8%2%116%12%168013-2%第二十五页，共三十一页。25Copyright:JamesClarkandPrenticeDayKeymeasures-WSSIexample

关键解决方法—WSSI实例WhatisWSSItellingusaboutthisbusiness?

关于这笔生意WSSI告诉我们什么?Month6:Salesandstockundercontrol

第6个月:销售和库存Heavymarkdownspendusedtorecoverposition大量的降价花费用来填补空缺Sales%Plan%YearMkdn%Plan%YearStock%Plan%YearMonth64220%15%42521%-9%14811%3%第二十六页，共三十一页。26Copyright:JamesClarkandPrenticeDayConfused?疑惑?第二十七页，共三十一页。27Copyright:JamesClarkandPrenticeDayKeymeasures–WSSI

关键解决方法-WSSIWSSIexampleshowedasixmonthperiod

为期六个月的WSSI实例Re