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1、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,CategoryIntelligence,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
2、 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,GainCommitment获得承诺,EstablishFinancialObject
3、ives建立财务目标,PlaceOrders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 th
4、at 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.,Sa
5、les/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 RatingMonthly sell-thru%Weekly Sell-thru%分级月售磬%周售磬%EXCELENT29-33%6.7-7.7%GOOD25-28.9%5.8-6.6%
6、FAIR20.8-24.9%4.8-5.7%POOR16.6-20.7%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,
7、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 Tur
8、n 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。,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
9、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 SALESCOST OFGROSSPRICEGOODSMARGINDOLLARS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$48.30,Net Sales
10、Net Cost of Good Sold=Gross Margin$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 SALESCOST OFGROSSPRICEGOODSMARGINDOLLARS,初始零售价$1
11、00.00$55.00,运输费用.55,期货订单折扣($3.85),TOTAL$80.00$51.70$28.30,Gross Margin$dropped by$20Gross Margin dropped by 12.9%,Markdown 降价,To create traffic 增加客流To eliminate slow seller 及早把难卖的货品卖掉To attack competitor pressure应对竞争压力The common mistake in retail is not taking markdown on seasonal products at timely
12、 base.最常见的零售错误是没有把季节性的产品及时卖掉。,Markdown 降价,Brown spots on banana do not improve with age.香蕉上的褐斑不会因时间而褪色。,Space Productivity seeks to analyze the sales and profits generated from the square footage allocated to a store or product type.坪效是用来分析一个商店或产品类型单位面积的销售和利润。,Sales per Square meter 每平方米的销售Net sales
13、/occupied square footage=$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 xtotal 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 sale
14、s/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 anal
15、ysis 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
16、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-SampleHO05 FW,STOCK TO SALES RATI
17、O 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.,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：,WHAT IMPACTS TURN-OVER?什么因素影响周转率,Replenishment,never-out inventory 不
18、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SK
19、U 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
20、 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
21、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,KNOWIN
22、G 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Flow:Sales by month 产品流：按月销售SKU
23、Comparisons:TY vs.LY SKU比较：今年-去年Event response 市场活动反应,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。,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,Find new Opportunity to grow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,Thanks,
