《跨境商务数据分析与应用》课件-销售数据分析-双语

销售数据分析SalesDataAnalysis主讲教师：XXX日期：2024.01.01目

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CONTENT010302产品交易数据分析Producttransactiondataanalysis店铺交易数据分析Storetransactiondataanalysis服务数据分析Servicedataanalysis跨境电子商务专业Cross-borderE-commerceMajor01产品交易数据分析Producttransactiondataanalysis跨境电子商务专业Cross-borderE-commerceMajor销售数据分析SalesDataAnalysis在跨境电商店铺日常销售过程中，会产生大量的销售数据，店铺需要根据前期的销售数据和市场变化情况及时调整销售策略，帮助销售部门实现销售目标。Inthedailysalesprocessofcross-bordere-commercestores,alargeamountofsalesdataisgenerated.Storesneedtoadjustsalesstrategiesinatimelymannerbasedonprevioussalesdataandmarketchangestohelpthesalesdepartmentachievesalestargets.销售额=展现量*点击率*转化率*客单价Sales=Impressions×CTR×ConversionRate×ATV销售额=访客数*转化率*客单价Sales=Visitors×ConversionRate×ATV产品交易数据分析ProductTransactionDataAnalysisA下单买家数Placing-orderBuyersC退款率RefundRateB支付买家数PayingBuyersD支付金额PaymentAmount跨境电商店铺的产品交易数据通常以订单的形式展示出来。订单数据统计主要针对订单的数据信息，利用统计学方法，实现对数据信息的有效整理，为企业发展提供依据。Cross-bordere-commercestoreproducttransactiondataisusuallydisplayedintheformoforders.Orderdatastatisticsmainlyfocusesonorderdatainformation,usingstatisticalmethodstoachieveeffectiveorganizationofdatainformationandprovideabasisforenterprisedevelopment.E客单价AverageTransactionValueG营业利润率OperatingProfitMarginF营业利润金额OperatingProfitAmountH支付商品件数PaidProductQuantity产品交易数据分析ProductTransactionDataAnalysis下单买家数Placing-orderBuyers下单买家数能够反映店铺销售情况，其计算公式为：下单买家数=统计时间内拍下商品的去重买家人数，在统计时间内，一个人拍下多件或多笔，只算一个人。Thenumberofplacing-orderbuyerscanreflectstoresales.Itscalculationformulais:Placing-orderBuyers=Deduplicatednumberofbuyerswhoplacedordersduringthestatisticalperiod.Duringthestatisticalperiod,ifonepersonplacesmultipleitemsororders,itiscountedasoneperson.所有终端下单买家数为PC端和无线端下单买家去重人数，即同一个人既在PC端下单，又在无线端下单，所有终端下单买家数记为1。通过下单买家数的同比和环比，了解店铺的销售变动情况。Thenumberofplacing-orderbuyersacrossallterminalsisthededuplicatednumberofbuyerswhoplacedordersonPCandwirelessterminals.Thatis,ifthesamepersonplacesordersonbothPCandwirelessterminals,thenumberofplacing-orderbuyersacrossallterminalsiscountedas1.Throughyear-over-yearandmonth-over-monthcomparisonsofplacing-orderbuyers,understandthestore'ssaleschanges.通过支付买家数的同比和环比，可以了解本店铺的销售变动情况。通过支付买家数的行业排名，可以了解本店铺在行业中所处的地位。Throughyear-over-yearandmonth-over-monthcomparisonsofpayingbuyers,understandthisstore'ssaleschanges.Throughindustryrankingofpayingbuyers,understandthisstore'spositionintheindustry.支付买家数

PayingBuyers支付买家数能够反映店铺销售情况，其计算公式为：支付买家数=统计时间内完成支付的去重买家人数。在统计时间内，完成支付的去重买家人数，预售分阶段付款在付清尾款当天才计算入内；所有终端支付买家数为PC端和无线端支付买家去重人数，即统计时间内在PC端和无线端都对商品完成支付，买家数记为1个。Thenumberofpayingbuyerscanreflectstoresales.Itscalculationformulais:PayingBuyers=Deduplicatednumberofbuyerswhocompletedpaymentduringthestatisticalperiod.Duringthestatisticalperiod,thededuplicatednumberofbuyerswhocompletedpaymentiscounted;stagedpaymentsforpre-salesareonlycountedonthedaythefinalpaymentismade.ThenumberofpayingbuyersacrossallterminalsisthededuplicatednumberofpayingbuyersonPCandwirelessterminals.Thatis,ifabuyercompletespaymentforproductsonbothPCandwirelessterminalsduringthestatisticalperiod,thebuyercountisrecordedas1.产品交易数据分析ProductTransactionDataAnalysis退款率能够反映店铺商品的品质好坏、商品的性价比以及服务态度，该指标直接影响店铺的搜索排名。其计算公式为：退款率=退款成功笔数/支付子订单数×100％。Refundratecanreflectthequalityofstoreproducts,productcostperformance,andserviceattitude.Thisindicatordirectlyaffectsthestore'ssearchranking.Itscalculationformulais:RefundRate=SuccessfulRefundCount/PaidSub-orderCount×100%.统计近30天内，退款成功笔数/支付子订单数，退款包括售中和售后的仅退款和退货退款。一旦店铺的退款率大于行业均值，则说明店铺的售中和售后服务存在问题，应及时予以处理。Statisticsforthepast30days:successfulrefundcount/paidsub-ordercount.Refundsincludepre-saleandpost-salerefundsonlyandreturnrefunds.Oncethestore'srefundrateexceedstheindustryaverage,itindicatesthatthestore'spre-saleandpost-saleserviceshaveproblemsandshouldbedealtwithpromptly.退款率RefundRate产品交易数据分析ProductTransactionDataAnalysis支付金额PaymentAmount

产品交易数据分析ProductTransactionDataAnalysis支付金额即为店铺总销售额，反映店铺销售情况，其计算公式为：支付金额=统计时间内买家拍下商品后支付的金额总额。所有终端的支付金额为PC端支付金额和无线端支付金额之和。通过支付金额的同比和环比，可以了解本店铺的销售变动情况。通过支付金额的行业排名，可以了解本店铺在行业中所处的地位。Paymentamountisthestore'stotalsales,reflectingstoresales.Itscalculationformulais:PaymentAmount=Totalamountpaidbybuyersafterplacingordersduringthestatisticalperiod.ThepaymentamountacrossallterminalsisthesumofPCterminalpaymentamountandwirelessterminalpaymentamount.Throughyear-over-yearandmonth-over-monthcomparisonsofpaymentamount,understandthisstore'ssaleschanges.Throughindustryrankingofpaymentamount,understandthisstore'spositionintheindustry.客单价AverageTransactionValue产品交易数据分析ProductTransactionDataAnalysis客单价能够衡量统计时间内每位支付买家的消费金额大小，是构成店铺销售额的重要指标，其计算公式为：客单价=统计时间内支付金额/支付买家数。如果本店铺的客单价低于行业平均水平，则说明店铺在关联销售、商品促销等环节存在不足，需要改进。Averagetransactionvaluecanmeasuretheconsumptionamountofeachpayingbuyerduringthestatisticalperiod.Itisanimportantindicatorconstitutingstoresales.Itscalculationformulais:AverageTransactionValue=PaymentAmountduringStatisticalPeriod/NumberofPayingBuyers.Ifthisstore'saveragetransactionvalueislowerthantheindustryaverage,itindicatesthatthestorehasdeficienciesinrelatedsales,productpromotions,andotherareasthatneedimprovement.营业利润金额OperatingProfitAmount产品交易数据分析ProductTransactionDataAnalysis营业利润金额反映店铺在统计时间内的盈利情况。其计算公式为：营业利润金额=营业收入金额－营业成本金额。如果店铺的营业利润金额未达到店铺经营的预期目标，则需要查找原因，并采取措施予以改进。Operatingprofitamountreflectsthestore'sprofitabilityduringthestatisticalperiod.Itscalculationformulais:OperatingProfitAmount=OperatingRevenueAmount-OperatingCostAmount.Ifthestore'soperatingprofitamounthasnotreachedtheexpectedtargetofstoreoperations,reasonsneedtobeidentifiedandmeasurestakenforimprovement.营业利润率OperatingProfitMargin营业利润率反映统计时间内店铺的赢利能力，营业利润率高则表示店铺赢利能力强；反之则表示店铺赢利能力弱，其计算公式为：营业利润率=营业利润金额/营业收入金额×100％。Operatingprofitmarginreflectsthestore'sprofitabilityduringthestatisticalperiod.Ahighoperatingprofitmarginindicatesstrongstoreprofitability;conversely,itindicatesweakstoreprofitability.Itscalculationformulais:OperatingProfitMargin=OperatingProfitAmount/OperatingRevenueAmount×100%.如果店铺的营业利润率低于行业平均水平，则说明店铺赢利能力不足，应该查找原因，并寻求对策。Ifthestore'soperatingprofitmarginislowerthantheindustryaverage,itindicatesthatthestore'sprofitabilityisinsufficient.Thereasonsshouldbeidentifiedandcountermeasuressought.产品交易数据分析ProductTransactionDataAnalysis支付商品件数PaidProductQuantity

产品交易数据分析ProductTransactionDataAnalysis支付商品件数是指在统计时间内，买家完成支付的宝贝数量，例如，买家购买篮球鞋2双，足球鞋1双，那么支付商品件数为3。Paidproductquantityreferstothenumberofproductsforwhichbuyerscompletedpaymentduringthestatisticalperiod.Forexample,ifabuyerpurchases2pairsofbasketballshoesand1pairoffootballshoes,thepaidproductquantityis3.

支付商品件数就是店铺的销量，其变动趋势反映的是店铺销量的变化趋势。如果支付商品件数趋于增长，则对店铺有利，如果支付商品件数趋于下降，则要求店铺运营人员查找原因，及时改进。Paidproductquantityisthestore'ssalesvolume.Itstrendreflectsthestore'ssalesvolumechangetrend.Ifpaidproductquantitytendstogrow,itisfavorableforthestore;ifpaidproductquantitytendstodecline,storeoperatorsneedtoidentifyreasonsandmaketimelyimprovements.02店铺交易数据分析Storetransactiondataanalysis跨境电子商务专业Cross-borderE-commerceMajor店铺交易数据分析StoreTransactionDataAnalysis

店铺的运营核心部分是盈利。跨境电商店铺经营者要实现利润最大化，那么就要提升店铺内的成交额，降低总成本。一般情况下。经营者会通过减少总成本来提升店铺利润，而影响总成本的主要因素有商品成本、推广成本和固定成本。Thecoreofstoreoperationsisprofitability.Cross-bordere-commercestoreoperatorsmustincreasetransactionamountswithinthestoreandreducetotalcoststomaximizeprofits.Generally,operatorsimprovestoreprofitsbyreducingtotalcosts.Themainfactorsaffectingtotalcostsareproductcosts,promotioncosts,andfixedcosts.商品成本ProductCost推广成本PromotionCost固定成本FixedCost店铺交易数据分析StoreTransactionDataAnalysis1.商品成本

1.ProductCost

商品成本是经营总成本中的关键部分之一。跨境电商店铺经营者在运营整个店铺的过程中，关于成本的预测、分析、决策和控制都是必不可少的。而在决策和控制中，首先需要对商品成本进行预测和分析，研究店铺之前的商品成本相关数据。Productcostisoneofthekeycomponentsoftotaloperatingcosts.Cross-bordere-commercestoreoperatorsmustconductcostprediction,analysis,decision-making,andcontrolthroughoutthestoreoperationprocess.Indecision-makingandcontrol,itisfirstnecessarytopredictandanalyzeproductcostsandstudythestore'spreviousproductcost-relateddata.

以速卖通平台上某店铺为例，主营商品为假睫毛，其中80%的商品来自于本地的一家假睫毛制造工厂，其他20%的商品来自于网上批发进货。商品成本的构成比例为：进货成本占比95.45%，耗损成本占比1.01%，运输成本占比1.35%，人工成本占比1.41%，其他占比0.78%。TakingastoreontheAliExpressplatformasanexample,itsmainproductsarefalseeyelashes,ofwhich80%comefromalocalfalseeyelashmanufacturingfactory,andtheother20%comefromonlinewholesaleprocurement.Thecompositionratioofproductcostsis:procurementcostaccountsfor95.45%,losscostaccountsfor1.01%,transportationcostaccountsfor1.35%,laborcostaccountsfor1.41%,andothersaccountfor0.78%.店铺交易数据分析StoreTransactionDataAnalysis进货渠道ProcurementChannel进货成本/元ProcurementCost(RMB)人工成本/元LaborCost(RMB)运输成本/元TransportationCost(RMB)损耗成本/元LossCost(RMB)其他Others本地工厂LocalFactory5263.4997.19----53.77网上批发OnlineWholesale1315.87--93.0669.62

该店铺上月进货的商品总成本为6893元，那么两种进货方式对应的商品成本如表所示:Thestore'stotalprocurementcostlastmonthwas6,893RMB.Theproductcostscorrespondingtothetwoprocurementmethodsareshowninthetable:

综合不同的进货方式可以发现，从本地工厂进货的成本消耗率仅为1.85%，而从网上批发的进货成本消耗率高达12.36%。因此，可以减少在网上批发进货的比例，以此优化进货渠道。Comprehensiveanalysisofdifferentprocurementmethodsshowsthatthecostconsumptionrateofprocurementfromlocalfactoriesisonly1.85%,whilethecostconsumptionrateofonlinewholesaleprocurementisashighas12.36%.Therefore,theproportionofonlinewholesaleprocurementcanbereducedtooptimizeprocurementchannels.店铺交易数据分析StoreTransactionDataAnalysis2.推广成本

2.PromotionCost

每个跨境电商平台都有一些付费推广的方式，以速卖通平台为例，其常用的付费推广方式有直通车、钻展、灵犀推荐等。对于每一种推广方式进行推广成本分析的时候，主要依据的指标有推广成本、成交额、利润及成本利润率等指标。Eachcross-bordere-commerceplatformhassomepaidpromotionmethods.TakingtheAliExpressplatformasanexample,itscommonlyusedpaidpromotionmethodsincludeDirectTrain,DiamondDisplay,andSmartRecommendation.Whenconductingpromotioncostanalysisforeachpromotionmethod,themainindicatorsrelieduponincludepromotioncost,transactionamount,profit,andcostprofitmargin.

以速卖通上某店铺对近一个月的付费推广成本、成交额、利润及成本利润率等数据指标进行统计，如表所示。Statisticsonastore'spaidpromotioncosts,transactionamount,profit,andcostprofitmarginonAliExpressinthepastmonthareshowninthetable.推广方式PromotionMethod成本/元Cost(RMB)成交额/元TransactionAmount(RMB)利润/元Profit(RMB)成本利润率/%CostProfitMargin(%)直通车DirectTrain557.51864.03401.4171.93%钻展DiamondDisplay679.01793.26147.9121.78%灵犀推荐SmartRecommendation209.92417.04109.5452.18%其他Others93.03110.3229.9332.17%从成本利润率的角度分析，钻展的成本最高，但是其成本利润率最低；直通车和灵犀推荐的成本相对较低，但是却获得较高的成本利润率。Fromtheperspectiveofcostprofitmargin,DiamondDisplayhasthehighestcostbutthelowestcostprofitmargin;DirectTrainandSmartRecommendationhaverelativelylowcostsbutachievehighercostprofitmargins.01从成本角度分析，钻展的成本最高，其次是直通车，再次是灵犀推荐，最后是其他方式的付费推广。Fromacostperspective,DiamondDisplayhasthehighestcost,followedbyDirectTrain,thenSmartRecommendation,andfinallyotherpaidpromotionmethods.02对比分析结果，应对店铺的推广方式进行相应的调整。首先，降低钻展的推广成本，其次加大直通车和灵犀推荐的推广成本，尤其是灵犀推荐，最后，适当增加其他推广方式的推广成本。Basedonthecomparativeanalysisresults,thestore'spromotionmethodsshouldbeadjustedaccordingly.First,reducethepromotioncostofDiamondDisplay;second,increasethepromotioncostsofDirectTrainandSmartRecommendation,especiallySmartRecommendation;finally,appropriatelyincreasethepromotioncostsofotherpromotionmethods.店铺交易数据分析StoreTransactionDataAnalysis店铺交易数据分析StoreTransactionDataAnalysis3.固定成本

3.FixedCost

固定成本又称固定费用，是指成本总额在一定时期和一定业务量范围内，不受业务量增减变动影响而能保持不变或者影响不大。对于跨境电商店铺而言，固定成本主要包括场地租金、员工工资、网络信息费以及设备折旧费。Fixedcost,alsoknownasfixedexpense,referstocostswhosetotalamountremainsunchangedorisnotsignificantlyaffectedbychangesinbusinessvolumewithinacertainperiodandwithinacertainbusinessvolumerange.Forcross-bordere-commercestores,fixedcostsmainlyincludevenuerent,employeewages,networkinformationfees,andequipmentdepreciationfees.

以某店铺近三个月的固定成本进行数据统计分析，如表所示。Statisticalanalysisofastore'sfixedcostsinthepastthreemonthsisshowninthetable.月份Month场地租金/元VenueRent(RMB)员工工资/元EmployeeWages(RMB)网络信息费/元NetworkInfoFee(RMB)设备折旧费/元EquipmentDepreciation(RMB)合计/元Total(RMB)2月Feb500038500200509.3244209.323月Mar500031200200534.6936934.694月Apr500036800200490.2842490.28

从表格中可以看出，场地租金和网络信息费固定不变，员工工资和设备折旧费有小幅度的变动。设备折旧的成本属于固定成本中最基础的成本之一，尽量降低人为损伤率能在一定程度上降低设备折旧费用。在大多数情况下，员工工资与成交额紧密相关，员工工资越高，则表示店铺的成交额越高，所以要充分调动员工的工作积极性，制定合理完善的KPI绩效考核制度。Fromthetable,itcanbeseenthatvenuerentandnetworkinformationfeesremainfixed,whileemployeewagesandequipmentdepreciationfeeshaveslightfluctuations.Equipmentdepreciationcostisoneofthemostbasiccostsinfixedcosts.Minimizingartificialdamageratescanreduceequipmentdepreciationcoststoacertainextent.Inmostcases,employeewagesarecloselyrelatedtotransactionamount.Thehighertheemployeewages,thehigherthestore'stransactionamount.Therefore,itisnecessarytofullymobilizeemployees'workenthusiasmandestablishareasonableandcompleteKPIperformanceappraisalsystem.店铺交易数据分析StoreTransactionDataAnalysis03服务数据分析Servicedataanalysis跨境电子商务专业Cross-borderE-commerceMajor服务数据分析ServiceDataAnalysis对于跨境电商店铺经营者而言，客户服务关键绩效考核制度把客服人员的业绩目标与店铺的整体运营目标相结合，能及时发现潜在问题，并能及时反映给客服人员，进而实现对客服人员KPI的评价和管理，引导店铺向正确的方向发展。Forcross-bordere-commercestoreoperators,thecustomerservicekeyperformanceappraisalsystemcombinescustomerservicestaff'sperformancegoalswiththestore'soveralloperationalgoals.Itcantimelydiscoverpotentialproblemsandreflectthemtocustomerservicestaff,therebyachievingKPIevaluationandmanagementofcustomerservicestaffandguidingthestoretodevelopintherightdirection.服务数据分析ServiceDataAnalysis客户服务数据分析是店铺建立KPI考核的基础。根据店铺的KPI考核体系，可对客户服务数据从咨询转化率、支付率、落实客单价以及响应时间这几个方面进行分析。CustomerservicedataanalysisisthefoundationforstorestoestablishKPIassessments.Accordingtothestore'sKPIassessmentsystem,customerservicedatacanbeanalyzedfromconsultationconversionrate,paymentrate,implementedaveragetransactionvalue,andresponsetime.咨询转化率ConsultationConversionRate咨询转化率是指所有咨询客服并产生购买行为的人数与所有咨询客服总人数的比值。Consultationconversionratereferstotheratioofthenumberofpeoplewhoconsultedcustomerserviceandmadepurchasestothetotalnumberofpeoplewhoconsultedcustomerservice.即咨询转化率=咨询成交人数÷咨询总人数。Thatis,ConsultationConversionRate=NumberofConsultationTransactions÷TotalNumberofConsultations.在直接层面上，咨询转化率会影响整个店铺的销售额；Atthedirectlevel,consultationconversionrateaffectstheentirestore'ssales;在间接层面上，咨询转化率会影响买家对店铺的黏性和回头率，甚至是整个店铺的品牌建设和持续发展。Attheindirectlevel,consultationconversionrateaffectsbuyers'stickinessandreturnratetothestore,andeventheentirestore'sbrandbuildingandsustainabledevelopment.服务数据分析ServiceDataAnalysis支付率是指成交总笔数与下单总笔数的比值。Paymentratereferstotheratiooftotaltransactioncounttototalordercount.即支付率=成交笔数÷下单总笔数。Thatis,PaymentRate=NumberofTransactions÷TotalNumberofOrders.

支付率直接影响着店铺的利润，除此之外，店铺支付率在一定程度上也会影响店铺的排名。因此跨境店铺经营者需要加大对店铺支付率的重视，采取“以点带面”的考核方法提升店铺支付率，通过提升客服人员的支付率，达到提升店铺支付率的目的。Paymentratedirectlyaffectsstoreprofits.Inaddition,storepaymentratealsoaffectsstorerankingtoacertainextent.Therefore,cross-borderstoreoperatorsneedtopaymoreattentiontostorepaymentrates,adopta"p