耐克买手宝典

Nike Buyer Training Course 耐克买手宝典 Buyer Training Course: Product line Structure 产品线结构 Consumer Profile 消费者档案 Retail Mathematics 零售数学 Inventory Management 库存管理 OTB Plan and setting 计划和设定买货金额 How to maximize your Business 如何将你的生意最大化 零售流程 Category Intelligence 订货预算 的确立 1 2 5 4 3 订货 每月销售 情况的 管理 5 清理 库存 产品陈列 的管理 The Success Comes From The Logic 成功源于逻辑 The success of the assortment is not based on the tool you use to visualize it, but the logic you use to build it. 产品配货的成功并非基于你使用什么工具来表现它，而是如何使用工具的逻辑来决定成功。 Traditional Approach vs. “Financial Selling” Approach 传统方法与“财务式销售”方法 Review Past Performance 回顾过去的业绩 Identify & Quantify Opportunities 确认并量化机遇 Establish Sales Objectives & Strategies 建立销售目标和策略 Establish Tactics 建立技巧 Gain Commitment 获得承诺 Establish Financial Objectives 建立财务目标 Review Past Performance 回顾过去的业绩 Review New Products 审核新的产品 Place Orders 下定单 Part II Retail Math 零售数学 Retail Math Allows 零售数学使你能够 To communicate more effectively 更有效地沟通 To develop well-thought-out plans & analysis 做出周密的计划和分析 To respond in changing business conditions. 应对变化的业务情况 To impact product structure 影响订货架构 经常运用零售数学的概念帮你发展 赚钱的业务 和 增长你的 市场份额 。 a Sell-through that is greater or less than average is a call to action. 对高于或低于平均的 售磬 需采取行动。 Calculates what percent of inventory you have sold in a given period of time 计算在指定的时间内的售磬率 Sales / Beginning inventory = % Sell-through 销售 期初库存 = 售磬 % 500 / 1275 = a Sell-through that is greater or less than average is a call to action. Sales / Beginning inventory = % Sell-through 500 / 1275 = 39.2% If you want the daily sell-through you can divide by 30 days. 如需取得每日售磬数据，把总售磬除以天数（ 30日）即可。 Nike benchmarks for Sell-through performance. 耐克公司售磬的参照数据 General Rating Monthly sell-thru% Weekly Sell-thru% 分级 月售磬 % 周售磬 % EXCELENT 29-33% 6.7-7.7% GOOD 25-28.9% 5.8-6.6% FAIR 20.8-24.9% 4.8-5.7% POOR 16.6-20.7% 3.8-4.7% Turnover indicates the number of times that an average stock has been sold during a given period. 周转 指在一定时期内平均库存被售出的次数。 Net Sales for period / Average Stock* for period = TURNOVER 一定时期的净销售额 平均库存 * = 周转 *Average Stock = sum of BOMs for 13 months / 13 平均库存 = 13个月的月初库存总额 13 Sell-through vs. Turnover 售磬与周转 Sell-through calculates the % of a products original inventory or BOM that has sold during the designated time period, usually for periods of one week, one month or three months. Longer periods are measured in stock turnover. 售磬计算在所定期间内的期初或月初库存的销售百分比，通常计算一周、一月或三月。 Convert Turn to Average Sell-through % 将周转转化成平均售磬率 Turnover / 52 weeks = average weekly sell-through % 周转 52周 = 平均周售磬 % BUY TO SALES RATIO 投入产出比 This compares the styles percentage to total sales against its percentage to total stock. 用来比较某款在销售与 買貨 的比例。 Total style sales ($) / Total sales ($) = % of Sales 某款销售 总销售 = 销售 % 100 / 1250 = 8% Total style buy ($) / Total buy ($) = % of Buy 某款 買貨 ($) 总 買貨 ($) = 買貨 % 1,300 / 20,000 = 6.5% STOCK TO SALES RATIO 库销比 库存 : 计划销售 对服装来说 : 库销比保持在 3:1是合理的 . 当你开始销售之时，当月准备的库存必须是计划 该月销售的 3倍，或者说计划销售库存量的 33%。 对 鞋子 来说 : 库销比保持在 2.5 / 3:1是合理的 GROSS MARGIN DOLLARS 毛利 Calculates how many dollars are profit 计算利润额 RETAIL SALES COST OF GROSS PRICE GOODS MARGIN DOLLARS 零售价 产品成本 毛利 ($) INITIAL RETAIL PRICE $100.00 $55.00 初始零售价 SHIPPING .55 运输费用 FUTURES DISCOUNT ($3.85) 期货订单折扣 TOTAL 总计 $100.00 $51.70 $48.30 Net Sales Net Cost of Good Sold = Gross Margin $ 净销售 净产品销售成本 = 毛利 GROSS MARGIN % 毛利率 Reports what % of the sales dollars are profit 计算利润额 Gross Margin $ / Net Sales = Gross Margin % 总毛利 ($) 净销售额 = 毛利率 % $48.30 / $100.00 = 48.3% GROSS MARGIN DOLLARS 毛利率 (Change after markdown 降价后的变化 ) RETAIL SALES COST OF GROSS PRICE GOODS MARGIN DOLLARS 初始零售价 $100.00 $55.00 运输费用 .55 期货订单折扣 ($3.85) MARKDOWN $20.00 TOTAL $ 80.00 $51.70 $28.30 Gross Margin $ dropped by $20 Gross Margin dropped by 12.9% Markdown 降价 To create traffic 增加客流 To eliminate slow seller 及早把难卖的货品卖掉 To attack competitor pressure 应对竞争压力 The common mistake in retail is not taking markdown on seasonal products at timely base. 最常见的零售错误是没有把 季节性 的产品 及时 卖掉。 Markdown 降价 Brown spots on banana do not improve with age. 香蕉上的褐斑 不会 因时间而褪色。 Space Productivity seeks to analyze the sales and profits generated from the square footage allocated to a store or product type. 坪效 是用来分析一个商店或产品类型单位面积的销售和利润。 Sales per Square meter 每平方米的销售 Net sales / occupied square footage = $ sold per sq. foot 净销售额 所占的平方面积 = 单位面积的销售额 Square needed based on Sales % 根据销售额比例分析面积 Net Sales of Item(s) / total business net sales x total store sq. feet = space to allocate to item. 某些类产品净销售额 总业务销售额 总商店面积 = 该项产品所分得面积 Calculate Space Allocation by Turn 由 周转 计算 空间分配 Step One: 第 1步： Net item sales / Turnover = $ average stock 净销售额 周转 = 平均库存额 Step Two: 第 2步： $ Average Stock / Unit average price = # of units 平均库存额 单位均价 = 单位数 Step Three: 第 3步： # of units / the units you can fit in one sq. foot = needed space 单位数 每平方英尺可容单位 = 所需面积 The simple statistics paint the big pictures but they do not tell you which styles to buy. Your analysis must dig deeper to guide your style assortment. 简单的统计可绘出了宏观的蓝图 但统计并不能告诉你该买哪些型号。你必须深入分析来指引你选的产品类型。 Early sell outs 提早发货、售货 Size voids 尺码断档 Late shipments 晚到货品 Cancellations 取消订货 Visual merchandising 产品陈列 Retail obstacles 零售障碍 Sales per sq. feet 坪效 ATTENDING TO DETAILS 留意细节 Part III Inventory Management 库存管理 库存管理的要素 Sell-through Analysis 售磬率分析 Stock to Sales ratio 库销比分析 Inventory turn over 库存周转率 Inventory Structure Analysis 库存结构分析 How to do sell-through analysis 如何进行售磬率分析 By OMD 按照上市日 By price range 按照价位带 By Category 按照系列 By Colorway 按照颜色 By Gender 按照性别 Sell-through analysis-Sample HO05 FW STOCK TO SALES RATIO 投入产出比 6.5%:8.0% 这是比较某个系列产品的销售占比和库存占比的关系 . 某款总销售 / 所有产品总销售 = % of总销售 100 / 1250 = 8% 某款总库存 / 所有产品总库存 = % of总库存 1,300 / 20,000 = 6.5% 你会希望销售占比和库存占比约接近越好 占小比例的生意部分可以 “ 填入 ” 更多的库存 占大部分比例，发展中的生意部分可以稍稍“ 饿 ” 一点 How does the stock to sales ratio impact your business management? 投入产出比如何影响你管理生意？ TURN OVER周转率 计算你的库存在这个季节中表现 “ 周转率 ” 是通过两个数字计算得出的： TOTAL SALES / AVERAGE STOCK = TURN 总销售额 平均库存 * = 周转 * (Average Stock = Sum of Beginning of Month inventories divided by 13) 平均库存 = 13个月的月初库存总额 13 $400,000/($2,000,000/13 months) = 2.6 WHAT IMPACTS TURN-OVER? 什么因素影响周转率 Replenishment, never-out inventory 不打折 Amount of stock on the selling floor 卖场库存数量 Correct assortment or mix of product 正确的产品分配和搭配 Appropriate size range 合理的尺码 Flow of inventory receipts 库存流动速度 Inventory Structure Analysis 库存结构分析 Quantity of inventory 库存数量 Quality of Inventory 库存质量 Structure : seasonal proportion; BU proportion 结构：各季节库存占比， BU占比 SKU efficiency(FW:APP:EQP) SKU效率 Part IV OTB Planning&Setting OPEN-TO-BUY refers to the dollars available for purchasing merchandise during a specified time period. 买货金额 指在特定的时间段用来采购产品的资金。 Sales Projection计划销售 $1000 - -Planned BOM Stock 计划的月初库存 $200 + + Markdown降价 $100 + + EOM Stock 月末库存 $300 (Same as BOM for Next Month 与下月的月初库存 ) = = OPEN TO BUY 买货金额 $1200 考虑因素包括 店铺数目的改变 零售面积的改变 陈列方式的改变 运作模式的改变 品牌销售的情况 产品销售的情况 预期季初库存量 预期销售额估算 季末计划库存量 你会怎样分配订货预算？ Month flow 上市月安排 Category percentage 系列占比 Gender proportion 男女比例 Marketing support style 市场支持产品 Market trend 市场趋势 Others factors: style;color;specialty. 其他因素：款式，价格，特殊情况 我们为 市场 挑选产品， 不是为自己。 我们为 未来 挑选产品， 不是为现在。 Part V How to maximize your Business 如何将你的生意最大化 KNOWING YOUR BUSINESS: APPAREL 理解你的业务：服装 Price analysis/kill zone 价格分析 Fabric analysis 面料分析 Basics to Fashion % 基础和时尚比例 Silhouette % 款式比例 Top to bottom ratio 上下装比例 Color % 颜色比例 Markdowns by category or product type 根据种类或产品类型的降价 Event response 市场活动反应 KNOWING YOUR BUSINESS: FOOTWEAR理解你的业务：鞋类 Ca