买手宝典

NikeBuyerTrainingCourse耐克买手宝典BuyerTrainingCourse:•ProductlineStructure产品线结构•ConsumerProfile消费者档案•RetailMathematics零售数学•InventoryManagement库存管理•OTBPlanandsetting计划和设定买货金额•HowtomaximizeyourBusiness如何将你的生意最大化零售流程CategoryIntelligence订货预算的确立12543订货每月销售情况的管理5清理库存产品陈列的管理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。TraditionalApproachvs.“FinancialSelling”Approach传统方法与“财务式销售”方法ReviewPastPerformance回顾过去的业绩Identify&QuantifyOpportunities确认并量化机遇EstablishSalesObjectives&Strategies建立销售目标和策略EstablishTactics建立技巧GainCommitment获得承诺EstablishFinancialObjectives建立财务目标ReviewPastPerformance回顾过去的业绩ReviewNewProducts审核新的产品PlaceOrders下定单PartIIRetailMath零售数学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.Sales/Beginninginventory=%Sell-through500/1275=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.耐克公司售磬的参照数据GeneralRatingMonthlysell-thru%WeeklySell-thru%分级月售磬%周售磬%EXCELENT29-33%6.7-7.7%GOOD25-28.9%5.8-6.6%FAIR20.8-24.9%4.8-5.7%POOR16.6-20.7%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=sumofBOM’sfor13months/13平均库存=13个月的月初库存总额13Sell-throughvs.Turnover售磬与周转Sell-throughcalculatesthe%ofaproduct’soriginalinventoryorBOMthathassoldduringthedesignatedtimeperiod,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%BUYTOSALESRATIO投入产出比Thiscomparesthestyle’spercentagetototalsalesagainstitspercentagetototalstock.用来比较某款在销售与買貨的比例。Totalstylesales($)/Totalsales($)=%ofSales某款销售总销售=销售%100/1250=8%Totalstylebuy($)/Totalbuy($)=%ofBuy某款買貨($)总買貨($)=買貨%1,300/20,000=6.5%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2.5/3:1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$48.30NetSales–NetCostofGoodSold=GrossMargin$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初始零售价$100.00$55.00运输费用.55期货订单折扣($3.85)MARKDOWN$20.00TOTAL$80.00$51.70$28.30GrossMargin$droppedby$20GrossMargindroppedby12.9%Markdown降价•Tocreatetraffic增加客流•Toeliminateslowseller及早把难卖的货品卖掉•Toattackcompetitorpressure应对竞争压力Thecommonmistakeinretailisnottakingmarkdownonseasonalproductsattimelybase.最常见的零售错误是没有把季节性的产品及时卖掉。Markdown降价Brownspotsonbananadonotimprovewithage.香蕉上的褐斑不会因时间而褪色。SpaceProductivityseekstoanalyzethesalesandprofitsgeneratedfromthesquarefootageallocatedtoastoreorproducttype.坪效是用来分析一个商店或产品类型单位面积的销售和利润。SalesperSquaremeter每平方米的销售Netsales/occupiedsquarefootage=$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。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PartIIIInventoryManagement库存管理库存管理的要素•Sell-throughAnalysis售磬率分析•StocktoSalesratio库销比分析•Inventoryturnover库存周转率•InventoryStructureAnalysis库存结构分析Howtodosell-throughanalysis如何进行售磬率分析•ByOMD按照上市日•Bypricerange按照价位带•ByCategory按照系列•ByColorway按照颜色•ByGender按照性别Sell-throughanalysis-SampleHO’05FWSTOCKTOSALESRATIO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Howdoesthestocktosalesratioimpactyourbusinessmanagement?投入产出比如何影响你管理生意？TURNOVER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：TOTALSALES/AVERAGESTOCK=TURN总销售额平均库存*=周转*(AverageStock=SumofBeginningofMonth