Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,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,一筆零售業(yè)務(wù)分析,James Clark,1,Copyright:James Clark and Prentice Day,Dynamics of in season trading,當(dāng)季銷(xiāo)售的動(dòng)力,Why review performance in season?,為什么回顧很重要,Plans set up to a year in advance,計(jì)劃都是在一年之前制定的,Range planning is based on averages,按照平均水平來(lái)計(jì)劃種類(lèi),Risk management to business,經(jīng)營(yíng)中的風(fēng)險(xiǎn)管理,Business requirements change,經(jīng)營(yíng)要求的轉(zhuǎn)變,New opportunities arise,從中發(fā)現(xiàn)新的機(jī)遇的出現(xiàn),Drive performance on best sellers styles,繼續(xù)銷(xiāo)售暢銷(xiāo)產(chǎn)品,2,Copyright:James Clark and Prentice Day,Key measures Weekly and monthly review,每周和每月的回顧,Product,產(chǎn)品,Weeks cover,一周的量,Sell through analysis,通過(guò)分析來(lái)銷(xiāo)售,Trend review,對(duì)流行趨勢(shì)的回顧,Line monitors,線性監(jiān)視,80/20 rule,二八法則,3,Copyright:James Clark and Prentice Day,4,Copyright:James Clark and Prentice Day,Key measures weeks cover,周覆蓋,Weeks cover,可供銷(xiāo)售幾周的時(shí)間,Most used analysis tool,分析中最長(zhǎng)用的方法,Measures amount of stock available in weeks at current trends,估量出在現(xiàn)有情況下幾周后的庫(kù)存量,Expressed as of now(spot cover)or for a specific time period(average cover),對(duì)于一段具體的時(shí)間,Reference point,參照點(diǎn),Sales and stock levels,銷(xiāo)售和庫(kù)存的關(guān)系,Timing,長(zhǎng)度周期,Weekly and as required,每周進(jìn)行,Outcome of review,成果,Repeats on best sellers,reductions/cancellations on worst sellers,繼續(xù)銷(xiāo)售暢銷(xiāo)貨，及時(shí)對(duì)賣(mài)不出的貨進(jìn)行打折清貨,Review total stock levels required in product area,了解產(chǎn)品銷(xiāo)售所需的實(shí)際庫(kù)存,5,Copyright:James Clark and Prentice Day,Key measures weeks cover,周覆蓋,Spot cover calculation,某一家店鋪的周覆蓋方法,(stock/sales),庫(kù)存 除以 銷(xiāo)售量,(1000/100)=10 weeks worth of stock,夠十周銷(xiāo)售的庫(kù)存,Average cover calculation,平均的計(jì)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,正確的庫(kù)存量是由訂貨至交貨的時(shí)間決定的,If lead time is greater than 10 weeks cover and the style is still prime,then a reorder will be needed,如果訂貨至交貨的時(shí)間超過(guò)十周，這個(gè)款式依然流行，那么就需要補(bǔ)貨,6,Copyright:James Clark and Prentice Day,7,Copyright:James Clark and Prentice Day,Key measures Sell through analysis,通過(guò)售出率分析,Sell through analysis,Measures the amount sold of each option against total buy,按每款貨品的銷(xiāo)售量和進(jìn)貨總量分析,Best sellers will have a higher sell through than average,銷(xiāo)售中高出平均售出率的產(chǎn)品就屬于暢銷(xiāo)品,Measures performance to date but also predicts which styles will sell out,了解現(xiàn)在的情況，同時(shí)還要對(duì)以后暢銷(xiāo)的款式進(jìn)行預(yù)測(cè),Reference point,參照點(diǎn),Sales analysis by option/colour,顏色種類(lèi)都是銷(xiāo)售分析中的因素,Timing,長(zhǎng)度周期,Weekly,每周進(jìn)行,Outcome of review,分析的成果,Repeats on best sellers,reductions/cancellations on worst sellers,持續(xù)暢銷(xiāo)物品的銷(xiāo)售，對(duì)死貨進(jìn)行降價(jià)和清貨,Review of quantities on options to be delivered,決定即將到貨的交貨數(shù)量,8,Copyright:James Clark and Prentice Day,Key measures -Sell through analysis,通過(guò)售出率分析,Sell through calculation,售出率的計(jì)算方法,(Sales/Buy)*100,（銷(xiāo)售量 除以 進(jìn)貨量）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，說(shuō)明賣(mài)出的越多。,The higher the sell through rate at the end of the season,the less markdown will be spent.,銷(xiāo)售季最終得出的百分比越大，需要打折清貨的物品越少,9,Copyright:James Clark and Prentice Day,10,Copyright:James Clark and Prentice Day,Key measures Rate of sale analysis,Rate of sale analysis,Group product by trend to review overall performance and option performance within trend,流行產(chǎn)品和平均水平產(chǎn)品的銷(xiāo)售,Review using samples to get a visual idea of what the customer is looking for overall,通過(guò)樣本對(duì)顧客的需求有一個(gè)直觀的概念,Reference point,參考點(diǎn),Rate of sale analysis by trend/Comp shop of competitors,去競(jìng)爭(zhēng)對(duì)手店里掌握最新動(dòng)態(tài),Timing,計(jì)算周期,Monthly,每月進(jìn)行,Outcome of review,分析達(dá)到的效果,Drive successful trends with new buys utilising Open to buy(OTB)available,在購(gòu)買(mǎi)時(shí)推動(dòng)成功的款式的比重,11,Copyright:James Clark and Prentice Day,Key measures Rate of sale analysis,Rate of sale calculation,計(jì)算方法,Sales/lifecycle/stores ranged,銷(xiāo)售量,銷(xiāo)售周數(shù),店鋪數(shù)量,100/10 weeks/2 stores=5 units sold per week per store,100,件/10周/2家店鋪=每周、每家店鋪賣(mài)5件,The higher the rate of sale,the faster the trend/option is selling,得出的數(shù)字越大，說(shuō)明這個(gè)流行趨勢(shì)的產(chǎn)品賣(mài)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 profile changes in season,可以給出銷(xiāo)售季內(nèi)顧客分類(lèi)人群的變化,Significant changes in customer profile are evident,明顯的變化,Review outstanding orders,回顧大的訂單，看是否需要繼續(xù)進(jìn)貨,Review visual merchandising guidelines,視覺(jué)營(yíng)銷(xiāo)的指導(dǎo)作用,12,Copyright:James Clark and Prentice Day,13,Copyright:James Clark and Prentice Day,Key measures 80/20 rule,二八法則,80/20 rule,二八法則,Rule that 80%of business will come from 20%of options,真正的,80,營(yíng)業(yè)利潤(rùn)都是從,20,的貨品種類(lèi)中得來(lái)得,Best sellers and key lines should drive the business,暢銷(xiāo)貨是主力軍，推動(dòng)經(jīng)營(yíng),The greater percentage of options driving the business implies under potentialisation of range,推動(dòng)經(jīng)營(yíng)的貨品種類(lèi)比例越大，超過(guò)20%，狀況越遭,Reference point,參照點(diǎn),Sales and stock mixes by option,產(chǎn)品的銷(xiāo)售和庫(kù)存,Timing,長(zhǎng)度周期,As required,根據(jù)需要,Outcome of review,Understanding of width/depth dynamics of product area,了解產(chǎn)品種類(lèi)的寬度和深度（種類(lèi)和數(shù)量）,14,Copyright:James Clark and Prentice Day,Key measures -80/20 rule ex