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,一笔零售业务分析,James Clark,1,Copyright:James Clark and Prentice Day,Dynamics of in season trading,当季销售的动力,Why review performance in season?,为什么回顾很重要,Plans set up to a year in advance,计划都是在一年之前制定的,Range planning is based on averages,按照平均水平来计划种类,Risk management to business,经营中的风险管理,Business requirements change,经营要求的转变,New opportunities 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,2,Copyright:James Clark and Prentice Day,Key measures Weekly and monthly review,每周和每月的回顾,Product,产品,Weeks cover,一周的量,Sell through analysis,通过分析来销售,Trend review,对流行趋势的回顾,Line monitors,线性监视,80/20 rule,二八法则,3,Copyright:James Clark and Prentice Day,4,Copyright:James Clark and Prentice Day,Key measures weeks cover,周覆盖,Weeks cover,可供销售几周的时间,Most used analysis 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),对于一段具体的时间,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,每周进行,Outcome of review,成果,Repeats on best sellers,reductions/cancellations on worst sellers,继续销售畅销货，及时对卖不出的货进行打折清货,Review total stock levels required in product area,了解产品销售所需的实际库存,5,Copyright:James Clark and Prentice Day,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 calculation,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)=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,正确的库存量是由订货至交货的时间决定的,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,6,Copyright:James Clark and Prentice Day,7,Copyright:James Clark and Prentice Day,Key measures Sell through analysis,通过售出率分析,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 average,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,了解现在的情况，同时还要对以后畅销的款式进行预测,Reference point,参照点,Sales analysis by option/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,Outcome of review,分析的成果,Repeats on best sellers,reductions/cancellations on worst sellers,持续畅销物品的销售，对死货进行降价和清货,Review of quantities on options to be delivered,决定即将到货的交货数量,8,Copyright:James Clark and Prentice Day,Key measures -Sell through analysis,通过售出率分析,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，说明卖出的越多。
The higher the 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，需要打折清货的物品越少,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,流行产品和平均水平产品的销售,Review using samples to get a visual idea of what the customer is looking for overall,通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,每月进行,Outcome of review,分析达到的效果,Drive successful trends with new buys utilising Open to buy(OTB)available,在购买时推动成功的款式的比重,11,Copyright:James Clark and Prentice Day,Key measures Rate of sale analysis,Rate of sale calculation,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，说明这个流行趋势的产品卖的越快,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,回顾大的订单，看是否需要继续进货,Review visual merchandising guidelines,视觉营销的指导作用,12,Copyright:James Clark and Prentice Day,13,Copyright:James Clark and Prentice Day,Key measures 80/20 rule,二八法则,80/20 rule,二八法则,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，推动经营,The greater percentage of options driving the business implies under potentialisation of range,推动经营的货品种类比例越大，超过20%，状况越遭,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,根据需要,Outcome of review,Understanding of width/depth dynamics of product area,了解产品种类的宽度和深度（种类和数量）,14,Copyright:James Clark and Prentice Day,Key measures -80/20 rule ex。
