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1、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,Copyrig

2、ht:James Clark and Prentice Day,Dynamics of in season trading,當季銷售的動力,Why review performance in season?,為什么回顧很重要,Plans set up to a year in advance,計劃都是在一年之前制定的,Range planning is based on averages,按照平均水平來計劃種類,Risk management to business,經(jīng)營中的風(fēng)險管理,Business requirements change,經(jīng)營要求的轉(zhuǎn)變,New opportunities

3、arise,從中發(fā)現(xiàn)新的機遇的出現(xiàn),Drive performance on best sellers styles,繼續(xù)銷售暢銷產(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,通過分析來銷售,Trend review,對流行趨勢的回顧,Line monitors,線性監(jiān)視,80/20 rule,二八法則,3,Copyright:James Clark and

4、Prentice Day,4,Copyright:James Clark and Prentice Day,Key measures weeks cover,周覆蓋,Weeks cover,可供銷售幾周的時間,Most used analysis tool,分析中最長用的方法,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存量,Expressed as of now(spot cover)or for a specific time period(average cover),對于一段具體

5、的時間,Reference point,參照點,Sales and stock levels,銷售和庫存的關(guān)系,Timing,長度周期,Weekly and as required,每周進行,Outcome of review,成果,Repeats on best sellers,reductions/cancellations on worst sellers,繼續(xù)銷售暢銷貨，及時對賣不出的貨進行打折清貨,Review total stock levels required in product area,了解產(chǎn)品銷售所需的實際庫存,5,Copyright:James Clark and P

6、rentice Day,Key measures weeks cover,周覆蓋,Spot cover calculation,某一家店鋪的周覆蓋方法,(stock/sales),庫存 除以 銷售量,(1000/100)=10 weeks worth of stock,夠十周銷售的庫存,Average cover calculation,平均的計算方法,(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

7、 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,正確的庫存量是由訂貨至交貨的時間決定的,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間超過十周，這個款式依然流行，那么就需要補貨,6,Copyright:James

8、Clark and Prentice Day,7,Copyright:James Clark and Prentice Day,Key measures Sell through analysis,通過售出率分析,Sell through analysis,Measures the amount sold of each option against total buy,按每款貨品的銷售量和進貨總量分析,Best sellers will have a higher sell through than average,銷售中高出平均售出率的產(chǎn)品就屬于暢銷品,Measures performan

9、ce to date but also predicts which styles will sell out,了解現(xiàn)在的情況，同時還要對以后暢銷的款式進行預(yù)測,Reference point,參照點,Sales analysis by option/colour,顏色種類都是銷售分析中的因素,Timing,長度周期,Weekly,每周進行,Outcome of review,分析的成果,Repeats on best sellers,reductions/cancellations on worst sellers,持續(xù)暢銷物品的銷售，對死貨進行降價和清貨,Review of quantit

10、ies 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,通過售出率分析,Sell through calculation,售出率的計算方法,(Sales/Buy)*100,（銷售量 除以 進貨量）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，說明賣出的越多。,The h

11、igher the sell through rate at the end of the season,the less markdown will be spent.,銷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 perform

12、ance and option performance within trend,流行產(chǎn)品和平均水平產(chǎn)品的銷售,Review using samples to get a visual idea of what the customer is looking for overall,通過樣本對顧客的需求有一個直觀的概念,Reference point,參考點,Rate of sale analysis by trend/Comp shop of competitors,去競爭對手店里掌握最新動態(tài),Timing,計算周期,Monthly,每月進行,Outcome of review,分析達到的效

13、果,Drive successful trends with new buys utilising Open to buy(OTB)available,在購買時推動成功的款式的比重,11,Copyright:James Clark and Prentice Day,Key measures Rate of sale analysis,Rate of sale calculation,計算方法,Sales/lifecycle/stores ranged,銷售量,銷售周數(shù),店鋪數(shù)量,100/10 weeks/2 stores=5 units sold per week per store,100,

14、件/10周/2家店鋪=每周、每家店鋪賣5件,The higher the rate of sale,the faster the trend/option is selling,得出的數(shù)字越大，說明這個流行趨勢的產(chǎn)品賣的越快,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,可以給出銷售季內(nèi)顧客分類人群的變

15、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)進貨,Review visual merchandising guidelines,視覺營銷的指導(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 bus

16、iness will come from 20%of options,真正的,80,營業(yè)利潤都是從,20,的貨品種類中得來得,Best sellers and key lines should drive the business,暢銷貨是主力軍，推動經(jīng)營,The greater percentage of options driving the business implies under potentialisation of range,推動經(jīng)營的貨品種類比例越大，超過20%，狀況越遭,Reference point,參照點,Sales and stock mixes by option,產(chǎn)品的銷售和庫存,Timing,長度周期,As required,根據(jù)需要,Outcome of review,Understanding of width/depth dynamics of product area,了解產(chǎn)品種類的寬度和深度（種類和數(shù)量）,14,Copyright:James Clark and Prentice Day,Key measures -80/20 rule ex