零售数学分析
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根据种类或产品类型的降价 Event response 市场活动反应
KNOWING YOUR BUSINESS: FOOTWEAR 理解你的业务：鞋类
Category trend history 种类趋势历史 Price analysis 价格分析 Margin/markdown by category 根据种类的毛利/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 Comparisons: TY vs. LY SKU比较：今年-去年 Event response 市场活动反应
6.7-7.7% 5.8-6.6% 4.8-5.7% 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。
销售额 / 期初库存 = % 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
=
% of Sales
8%
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3 / 3.5:1是合理的
GROSS MARGIN DOLLARS 毛利
.55 ($3.85)
TOTAL
$ 80.00
$51.70
$28.30
Gross Margin $ dropped by $20 Gross 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 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
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
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 BOM’s for 13 months / 13 平均库存 = 13个月的月初库存总额 13
Sell-through performance. 耐克公司一般售磬的参照数据
General Rating 分级
EXCELENT 完美 GOOD 良好 FAIR 一般 POOR 差
Monthly sell-thru% Weekly Sell-thru%
月售磬%
周售磬%
29-33% 25-28.9% 20.8-24.9% 16.6-20.7%
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 与下月的月初库存)
=
=
OPEN TO BUY 买货金额
$1200
Total style buy ($) / Total buy ($) 某款買貨 ($) 总買貨 ($) = 買貨%
1,300 / 20,000
= % of Buy
= 6.5%
Total style sales ($) / Total sales ($) = 某款销售 总销售 = 销售%
100 / 1250
improve with age.
香蕉上的褐斑 不会
因时间而褪色。
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。
.55
运输费用
FUTURES DISCOUNT 期货订单折扣
TOTAL 总计
$100.00
($3.85)
$51.70
$48.30
Net Sales – Net Cost of Good Sold = Gross Margin $ 净销售 – 净产品销售成本 = 毛利
GROSS MARGIN % 毛利率
Sell-through vs. Turnover 售磬与周转
Sell-through calculates the % of a product’s original inventory or BOM that has sold during the designated time period, usually for perபைடு நூலகம்ods 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。
Retail Math Analysis 零售数学分析
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.
1275
=
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
a Sell-through that is greater or less
than average is a call to action.
Numbers don’t tell the whole story… 数字无法说明整个问 题……
和利润。 Sales per Square Foot 每平方英尺的销售
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
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
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
Using RM concepts regularly will help you develop a profitable business & grow your market share. 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 that 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。
Sales / Beginning inventory = % Sell-through 销售 期初库存 = 售磬%
500 /
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。
THE SUCCESS IS NOT
IN THE TOOLS 工具不是成功
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
Calculates how many dollars are profit
计算利润额
RETAIL SALES COST OF GROSS
PRICE
GOODS MARGIN
DOLLARS
零售价
产品成本 毛利 ($)
INITIAL RETAIL PRICE $100.00 初始零售价
$55.00
SHIPPING
Convert Turn 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
This compares the style’s 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。
Net Sales of Item(s) / total business net sales x total 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
The simple statistics paint the big pictures but they do not tell you which styles to buy. Your analysis must dig deeper to guide your style assortment.
(Change after markdown 降价后的变化)
RETAIL SALES PRICE
INITIAL RETAIL PRICE $100.00
COST OF GOODS
$55.00
GROSS MARGIN DOLLARS
MARKDOWN
SHIPPING FUTURES DISCOUNT
$20.00
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。
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
KNOWING YOUR BUSINESS: FOOTWEAR 理解你的业务：鞋类
Category trend history 种类趋势历史 Price analysis 价格分析 Margin/markdown by category 根据种类的毛利/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 Comparisons: TY vs. LY SKU比较：今年-去年 Event response 市场活动反应
6.7-7.7% 5.8-6.6% 4.8-5.7% 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。
销售额 / 期初库存 = % 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
=
% of Sales
8%
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3 / 3.5:1是合理的
GROSS MARGIN DOLLARS 毛利
.55 ($3.85)
TOTAL
$ 80.00
$51.70
$28.30
Gross Margin $ dropped by $20 Gross 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 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
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
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 BOM’s for 13 months / 13 平均库存 = 13个月的月初库存总额 13
Sell-through performance. 耐克公司一般售磬的参照数据
General Rating 分级
EXCELENT 完美 GOOD 良好 FAIR 一般 POOR 差
Monthly sell-thru% Weekly Sell-thru%
月售磬%
周售磬%
29-33% 25-28.9% 20.8-24.9% 16.6-20.7%
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 与下月的月初库存)
=
=
OPEN TO BUY 买货金额
$1200
Total style buy ($) / Total buy ($) 某款買貨 ($) 总買貨 ($) = 買貨%
1,300 / 20,000
= % of Buy
= 6.5%
Total style sales ($) / Total sales ($) = 某款销售 总销售 = 销售%
100 / 1250
improve with age.
香蕉上的褐斑 不会
因时间而褪色。
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。
.55
运输费用
FUTURES DISCOUNT 期货订单折扣
TOTAL 总计
$100.00
($3.85)
$51.70
$48.30
Net Sales – Net Cost of Good Sold = Gross Margin $ 净销售 – 净产品销售成本 = 毛利
GROSS MARGIN % 毛利率
Sell-through vs. Turnover 售磬与周转
Sell-through calculates the % of a product’s original inventory or BOM that has sold during the designated time period, usually for perபைடு நூலகம்ods 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。
Retail Math Analysis 零售数学分析
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.
1275
=
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
a Sell-through that is greater or less
than average is a call to action.
Numbers don’t tell the whole story… 数字无法说明整个问 题……
和利润。 Sales per Square Foot 每平方英尺的销售
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
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
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
Using RM concepts regularly will help you develop a profitable business & grow your market share. 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 that 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。
Sales / Beginning inventory = % Sell-through 销售 期初库存 = 售磬%
500 /
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。
THE SUCCESS IS NOT
IN THE TOOLS 工具不是成功
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
Calculates how many dollars are profit
计算利润额
RETAIL SALES COST OF GROSS
PRICE
GOODS MARGIN
DOLLARS
零售价
产品成本 毛利 ($)
INITIAL RETAIL PRICE $100.00 初始零售价
$55.00
SHIPPING
Convert Turn 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
This compares the style’s 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。
Net Sales of Item(s) / total business net sales x total 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
The simple statistics paint the big pictures but they do not tell you which styles to buy. Your analysis must dig deeper to guide your style assortment.
(Change after markdown 降价后的变化)
RETAIL SALES PRICE
INITIAL RETAIL PRICE $100.00
COST OF GOODS
$55.00
GROSS MARGIN DOLLARS
MARKDOWN
SHIPPING FUTURES DISCOUNT
$20.00
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。
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