零售数学分析

RetailMathAnalysis零售数学分析,TheSuccessComesFromTheLogic成功源于逻辑,Thesuccessoftheassortmentisnotbasedonthetoolyouusetovisualizeit,butthelogicyouusetobuildit.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。,THESUCCESSISNOTINTHETOOLS工具不是成功,RetailMathAllows零售数学使你能够,Tocommunicatemoreeffectively更有效地沟通Todevelopwell-thought-outplans&analysis做出周密的计划和分析Torespondinchangingbusinessconditions.应对变化的业务情况Toimpactproductstructure影响订货架构,UsingRMconceptsregularlywillhelpyoudevelopaprofitablebusiness&growyourmarketshare.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。,aSell-throughthatisgreaterorlessthanaverageisacalltoaction.对高于或低于平均的售磬需采取行动。,Calculateswhatpercentofinventoryyouhavesoldinagivenperiodoftime计算在指定的时间内的售磬率,Sales/Beginninginventory=%Sell-through销售期初库存=售磬%,500/1275=,aSell-throughthatisgreaterorlessthanaverageisacalltoaction.,销售额/期初库存=%Sell-through,500/1275=39.2%,Ifyouwantthedailysell-throughyoucandivideby30days.如需取得每日售磬数据，把总售磬除以天数（30日）即可。,NikebenchmarksforSell-throughperformance.耐克公司一般售磬的参照数据,GeneralRatingMonthlysell-thru%WeeklySell-thru%分级月售磬%周售磬%EXCELENT完美29-33%6.7-7.7%GOOD良好25-28.9%5.8-6.6%FAIR一般20.8-24.9%4.8-5.7%POOR差16.6-20.7%3.8-4.7%,Turnoverindicatesthenumberoftimesthatanaveragestockhasbeensoldduringagivenperiod.周转指在一定时期内平均库存被售出的次数。,NetSalesforperiod/AverageStock*forperiod=TURNOVER一定时期的净销售额平均库存*=周转,*AverageStock=sumofBOMsfor13months/13平均库存=13个月的月初库存总额13,Sell-throughvs.Turnover售磬与周转,Sell-throughcalculatesthe%ofaproductsoriginalinventoryorBOMthathassoldduringthedesignatedtimeperiod,usuallyforperiodsofoneweek,onemonthorthreemonths.Longerperiodsaremeasuredinstockturnover.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。,ConvertTurntoAverageSell-through%将周转转化成平均售磬率,Turnover/52weeks=averageweeklysell-through%周转52周=平均周售磬%,BUYTOSALESRATIOThiscomparesthestylespercentagetototalsalesagainstitspercentagetototalstock.用来比较某款在销售与買貨的比例。,STOCKTOSALESRATIO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3/3.5:1是合理的,GROSSMARGINDOLLARS毛利Calculateshowmanydollarsareprofit计算利润额,RETAILSALESCOSTOFGROSSPRICEGOODSMARGINDOLLARS零售价产品成本毛利($),INITIALRETAILPRICE$100.00$55.00初始零售价,SHIPPING.55运输费用,FUTURESDISCOUNT($3.85)期货订单折扣,TOTAL总计$100.00$51.70$48.30,NetSalesNetCostofGoodSold=GrossMargin$净销售净产品销售成本=毛利,GROSSMARGIN%毛利率Reportswhat%ofthesalesdollarsareprofit计算利润额,GrossMargin$/NetSales=GrossMargin%总毛利($)净销售额=毛利率%,$48.30/$100.00=48.3%,GROSSMARGINDOLLARS毛利率(Changeaftermarkdown降价后的变化),RETAILSALESCOSTOFGROSSPRICEGOODSMARGINDOLLARS,INITIALRETAILPRICE$100.00$55.00,SHIPPING.55,FUTURESDISCOUNT($3.85),TOTAL$80.00$51.70$28.30,GrossMargin$droppedby$20GrossMargindroppedby12.9%,Markdown降价,Tocreatetraffic增加客流Toeliminateslowseller及早把难卖的货品卖掉Toattackcompetitorpressure应对竞争压力Thecommonmistakeinretailisnottakingmarkdownonseasonalproductsattimelybase.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,Brownspotsonbananadonotimprovewithage.香蕉上的褐斑不会因时间而褪色。,OPEN-TO-BUYreferstothedollarsavailableforpurchasingmerchandiseduringaspecifiedtimeperiod.买货金额指在特定的时间段用来采购产品的资金。,SalesProjection计划销售$1000-PlannedBOMStock计划的月初库存$200+Markdown降价$100+EOMStock月末库存$300(SameasBOMforNextMonth与下月的月初库存)=OPENTOBUY买货金额$1200,SpaceProductivityseekstoanalyzethesalesandprofitsgeneratedfromthesquarefootageallocatedtoastoreorproducttype.坪效是用来分析一个商店或产品类型单位面积的销售和利润。,SalesperSquareFoot每平方英尺的销售Netsales/occupiedsquarefootage=$soldpersq.foot净销售额所占的平方面积=单位面积的销售额,SquareneededbasedonSales%根据销售额比例分析面积NetSalesofItem(s)/totalbusinessnetsalesxtotalstoresq.feet=spacetoallocatetoitem.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,CalculateSpaceAllocationbyTurn由周转计算空间分配,StepOne:第1步：Netitemsales/Turnover=$averagestock净销售额周转=平均库存额StepTwo:第2步：$AverageStock/Unitaverageprice=#ofunits平均库存额单位均价=单位数StepThree:第3步：#ofunits/theunitsyoucanfitinonesq.foot=neededspace单位数每平方英尺可容单位=所需面积,Thesimplestatisticspaintthebigpicturesbuttheydonottellyouwhichstylestobuy.Youranalysismustdigdeepertoguideyourstyleassortment.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。,KNOWINGYOURBUSINESS:APPAREL理解你的业务：服装,Priceanalysis/killzone价格分析Fabricanalysis面料分析BasicstoFashion%基础和时尚比例Silhouette%款式比例Toptobottomratio上下装比例Color%颜色比例Markdownsbycategoryorproducttype根据种类或产品类型的降价Eventresponse市场活动反应,KNOWINGYOURBUSINESS:FOOTWEAR理解你的业务：鞋类,Categorytrendhistory种类趋势历史Priceanalysis价格分析Margin/markdownbycategory根据种类的毛利/降价Stylingtrends:Retrovs.Techvs.Basic款式趋势：复古-技术-基本ColorTrends:Coloredbodyvs.White颜色趋势：有彩-白色SubCategory:Trail,cushioning,stability副类：户外，缓震，稳定性Flow:Salesbymonth产品流：按月销售SKUComparisons:TYvs.LYSKU比较：今年-去年Eventresponse市场活动反应,Asell-throughstatisticmeansnothingifyoudontknowthedetailswhenthesizerangebecamebrokenorwhythemerchandisewaspulledoffthefloor.如果你不了解细节，当尺码断货或产品陈列不对劲时，售磬的统计并无意义,Numbersdonttellthewholestory数字无法说明整个问题,Earlysellouts提早发货、售货Sizevoids尺码断档Lateshipments晚到货品Cancellations取消订货Visualmerchandising产品陈列Retailobstacles零售障碍Salespersq.feet坪效,ATTENDINGTODETAILS留意细节,TheOpportunityisthedifferencebetweenwhereyouareandwhatyoucanbe机会就存在于现实与目标中,Toplanforopportunity,youmustmakeeducatedguessesbasedonyouranalysis为了计划机会，你必须在分析的基础上作出预估。,MAXIMIZETHEACCOUNTSCURRENTBUSINESS把客户的业务最大化,Cor