《服装鞋帽-耐克买手宝典（45页）》.ppt

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1、Nike Buyer Training Course耐克买手宝典1 1.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2 2.零售流程CategoryIntelligence订货预算订货预算的确立的确立12543订货订货每月销售每月销售情况的情况的管理管理5清理清理

2、库存库存产品陈列产品陈列的管理的管理3 3.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，而是如何使什么工具来表现它，而是如何使用工具的逻辑来决定成功。用工具的逻辑来决定成功。4 4.Traditional Approach vs.“Financial Selling

3、”Approach传统方法与传统方法与“财务式销售财务式销售”方法方法Review PastReview PastPerformancePerformance回顾过去的业绩回顾过去的业绩回顾过去的业绩回顾过去的业绩Identify&Identify&Quantify Quantify OpportunitiesOpportunities确认并量化机遇确认并量化机遇确认并量化机遇确认并量化机遇Establish SalesEstablish SalesObjectives&Objectives&StrategiesStrategies建立销售目标和策略建立销售目标和策略建立销售目标和策略建立销售

4、目标和策略Establish Establish TacticsTactics建立技巧建立技巧建立技巧建立技巧GainGainCommitmentCommitment获得承诺获得承诺获得承诺获得承诺EstablishEstablishFinancialFinancialObjectivesObjectives建立财务目标建立财务目标建立财务目标建立财务目标Review PastReview PastPerformancePerformance回顾过去的业绩回顾过去的业绩回顾过去的业绩回顾过去的业绩Review NewReview NewProductsProducts审核新的产品审核新的产品审

5、核新的产品审核新的产品PlacePlaceOrdersOrders下定单下定单下定单下定单5 5.Part IIRetail Math零售数学6 6.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

6、市场份额。7 7.a a Sell-through that is greater or less than that is greater or less than average is a call to action.average is a call to action.对高于或低于平均的对高于或低于平均的售磬需采取行动。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-thro

7、ugh 销售销售 期初库存期初库存=售磬售磬%500/1275=8 8.a a Sell-through that is greater or less than that is greater or less than average is a call to action.average is a call to action.Sales /Beginning inventory =%Sell-through500/1275=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

8、天数（30日）即可。9 9.Nike benchmarks for Sell-through performance.耐克公司售磬的参照数据General RatingMonthly sell-thru%Weekly Sell-thru%分级分级月售磬月售磬%周售磬周售磬%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%1010.Turnover indicates the number of times that an indicates the number of t

9、imes that an average stock has been sold during a given period.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。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一定时期的净销售额 平均库存平均库存*=周转周转*Average Stock=sum of BOMs for 13 months/13 平均库存平均库存=13个月的月初库

10、存总额个月的月初库存总额 131111.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

11、、一月或三月。Convert Turn to Average Sell-through%将周转转化成平均售磬率将周转转化成平均售磬率Turnover/52 weeks=average weekly sell-through%周转周转 52周周=平均周售磬平均周售磬%1212.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(

12、$)=%of Sales某款销售某款销售 总销售总销售=销售销售%100 /1250 =8%Total style buy($)/Total buy($)=%of Buy某款某款買貨買貨($)总总買貨買貨($)=買貨買貨%1,300 /20,000 =6.5%1313.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 1414.GROSS MARGIN DOLLARS 毛利 Calculates how m

13、any dollars are profit计算利润额RETAIL SALESCOST OFGROSSPRICEGOODSMARGINDOLLARS零售价零售价产品成本产品成本毛利毛利($)INITIAL RETAIL PRICE$100.00$55.00初始零售价初始零售价SHIPPING.55运输费用运输费用FUTURES DISCOUNT($3.85)期货订单折扣期货订单折扣TOTAL 总计总计$100.00$51.70$48.30Net Sales Net Cost of Good Sold=Gross Margin$净销售净销售 净产品销售成本净产品销售成本=毛利毛利1515.GRO

14、SS MARGIN%毛利率Reports what%of the sales dollars are profit计算利润额Gross Margin$/Net Sales =Gross Margin%总毛利总毛利($)净销售额净销售额=毛利率毛利率%$48.30 /$100.00 =48.3%1616.GROSS MARGIN DOLLARS 毛利率(Change after markdown 降价后的变化)RETAIL SALESCOST OFGROSSPRICEGOODSMARGINDOLLARS初始零售价初始零售价$100.00$55.00运输费用运输费用.55期货订单折扣期货订单折扣(

15、$3.85)MARKDOWN$20.00TOTAL$80.00$51.70$28.30Gross Margin$dropped by$20Gross Margin dropped by 12.9%1717.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

16、错误是没有把季节性的产品及时卖掉。1818.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。1919.Space Productivity seeks to analyze the sales and seeks to analyze the sales and profits generated from the square footage allocated to a profits generated from the square footage allocated to a store

17、or product type.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是用来分析一个商店或产品类型单位面积的销售和利润。利润。Sales per Square meter 每平方米的销售每平方米的销售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根据销售额比例分析面积Net Sales of Item(s)/total business net sales xto

18、tal 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2020.CalculateCalculate Space Allocation by by Turn由由周转计算计算空间分配Step One:第第1步：步：Net item sales/Turnover=$average stock净销售额 周转=平均库存额Step Two:第第2步：步：$Average Stock/Unit average price=#of units平均库存额 单位均价=单位数Step Three:第第3步：步：#o

19、f 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2121.The simple statistics paint the big pictures The simple statistics paint the big pictures but they do not tell you which styles to buy.but they do not tell you which styles to buy.Your analysis must dig deeper to guide y

20、our Your analysis must dig deeper to guide your style assortment.style assortment.简单的统计可绘出了宏观的蓝图简单的统计可绘出了宏观的蓝图但统计并不能告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。品类型。2222.Early sell outs Early sell outs 提早发货、售货提早发货、售货Size voids Size voids 尺码断档尺码断档Late shipments Late shipments 晚到货品晚到货品Can

21、cellations Cancellations 取消订货取消订货Visual merchandising Visual merchandising 产品陈列产品陈列Retail obstacles Retail obstacles 零售障碍零售障碍Sales per sq.feet Sales per sq.feet 坪效坪效ATTENDING TO DETAILS 留意细节留意细节2323.Part IIIInventory Management库存管理2424.库存管理的要素Sell-through Analysis 售磬率分析Stock to Sales ratio 库销比分析Inve

22、ntory turn over 库存周转率Inventory Structure Analysis 库存结构分析2525.How to do sell-through analysis如何进行售磬率分析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2626.Sell-through analysis-SampleHO05 FW2727.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这是比较某个系列

23、产品的销售占比和库存占比的关系.某款总销售某款总销售 /所有产品总销售所有产品总销售=%of总销售总销售100/1250=8%某款总库存某款总库存/所有产品总库存所有产品总库存=%of总库存总库存1,300/20,000=6.5%2828.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？2929.TURN OVER周转率计算你的库存在这个季节中表现“周转率”是

24、通过两个数字计算得出的：TOTAL SALES/AVERAGE STOCK=TURN总销售额总销售额 平均库存平均库存*=周转周转*(Average Stock=Sum of Beginning of Month inventories divided by 13)平均库存平均库存=13个月的月初库存总额个月的月初库存总额 13$400,000/($2,000,000/13 months)=2.63030.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 sel

25、ling 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3131.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)S

26、KU效率3232.Part IVOTB Planning&Setting3333.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计划销售计划销售$1000-Planned BOM Stock 计划的月初库存计划的月初库存$200+Markdown降价降价$100+EOM Stock 月末库存月末库存$300(Same as BOM for Next Month 与

27、下月的月初库存)=OPEN TO BUY 买货金额买货金额$12003434.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3535.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3636.我们为市场市场挑选产

28、品，不是为自己。3737.我们为未来未来挑选产品，不是为现在。3838.Part VHow to maximize your Business如何将你的生意最大化3939.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Ev

29、ent response 市场活动反应4040.KNOWING YOUR BUSINESS:FOOTWEAR理解你的业务：鞋类Category trend history 系列趋势历史Price analysis 价格分析Margin/markdown by category 根据系列的毛利/降价Styling trends:Retro vs.Tech vs.Basic 款式趋势：复古-技术-基本Color Trends:Colored body vs.White 颜色趋势：有彩-白色Sub Category:Trail,cushioning,stability 副类：户外，缓震，稳定性Flo

30、w:Sales by month 产品流：按月销售SKU Comparisons:TY vs.LY SKU比较：今年-去年Event response 市场活动反应4141.The Opportunity is the difference between where you are and what you can be机会就存在于现实与目标中To plan for opportunity,you must make educated guesses based on your analysis为了计划机会，你必须在分析的基础上作出预估。4242.MAXIMIZE THE ACCOUNTS CURRENT BUSINESS把客户的业务最大化正确的比例（颜色、尺码等）根据趋势增长增加系列、数量或SKU减少销售不佳的类别 参照行业与竞争对手的信息4343.Find new Opportunity to grow寻找新的增长机会寻找新的增长机会Explore potential from existing POS 发掘现有店铺潜能New Market emerging新的市场增长点New Channel emerging新的渠道Market Trend 市场趋势Consumer Behavior 消费者行为4444.Thanks4545.4646.