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Reprinted from 64465373 at 14:15 on December 17 2010 read (loading. ..) Comments (0) Category: Vernacular professional
SKU investigation and analysis of dynamic sales rate
store manager in the business process often encountered in the following areas of confusion:
1, single-store performance has been very good, but always feel goods the number of display meters will never be enough, Ping effect (or m effect) has been unsatisfactory.
2, stores the operating SKU (the number of items) has a lot, has been dazzling, and consumers can not buy goods or reflect.
3, merchandising and customer-oriented layout is as far as possible, and customers can not find the goods or reflect.
According to my analysis, in practice, resulting in confusion over the business was mainly due to the irrational structure of goods caused by SKU, the blind pursuit of SKU's complete, the neglect of the product single product too much, increases the difficulty of the customer's purchase; By ignoring stores SKU management, resulting in a large number of filled rows invalid product side, the display occupies the limited resources, resulting in floor effects (or m effect), low efficiency products thus the SKU's investigation and analysis of dynamic marketing becomes more important, here is how my daily operation and management methods to adjust the SKU, and encourage one another:
store SKU purpose of analysis
1, to know the number of stores the actual moving items off situations, find SKU fixed proportion of sales of goods.
2, contribute to the implementation of corporate category management strategy.
3, to understand the structural condition of merchandise stores.
4, the analysis and adjustment by SKU, store the floor to improve efficiency, m effect, product efficiency.
analysis steps
first store SKU: SKU developed by a small category of the table moving off the situation.
second step: the system needs analysis report in time to find the last day of the SKU number and dynamic sales SKU number in the analysis were complete table.
third step: the analysis of the data:
1, moving sales ratio is calculated: dynamic sales rate = fixed pin SKU / actual sales SKU --- SKUX100
fixed accounting period are in a sales record the number of single items, including the sale of the book immediately after the return of a phenomenon reflected in zero sales.
actual SKU --- the end of the accounting period in a single product number of the actual inventory, not including goods already is zero, but including negative stock of goods.
2, moving sales rate note issue: a category in a specific period of time the number of sales of a single product category accounts for the end of the accounting period specified percentage of the inventory SKU.
3, moving off the rate of errors to understand:
(1) moving sales rate as high as possible
(2) moving sales rate equal to 100% is normal, dynamic sales rate of less than 100% is unsalable goods angered disaster.
(3) only to be fooled by the percentage, just look at the data surface, do not find the essence of the problem through the surface.
4, moving sales rate of 4 kinds of situations there will be the first case
: Dynamic sales rate of more than 100%;
(1) described the situation: moving sales rate of more than 100% shows that the classification at a time the number of sales items higher than the current number of existing stocks of items to show that the classification of items appeared in the number of drain.
(2) due to reasons:
A, goods out of stock;
B, stop into the stop of goods sold
C, virtual inventory
(3), solution:
A, out of stock stores to enhance control.
★ out of stock merchandise manager control of the point is that we have regular and ad hoc analysis of data and processes on-site inspections in accordance with relevant combination of products must not appear Invoicing rule of thumb for control. ★
B,
timberland outlet, normal operation and management should pay attention to all aspects of data analysis, never the light of experience management,
timberland boots, can be seen from the data, the marketability of goods and degree of regional and seasonal and display, the prices of goods a great relationship, A store of goods sold does not equal bad B or C stores a bad store sales, A store of goods sold now does not mean not always a bad sales,
cheap timberland boots, we should first find the poor sales reasons (the reasons for poor sales are: poor display of goods, the price is not suitable), the style out of fashion goods, homogeneous goods too much, etc.); further out of goods, goods that we have to be eliminated Note that the following conditions:
move off SKU SKU + out of the current inventory of the number of items: Description of this category of goods than the goods to be eliminated should be eliminated. SKU =
move off the current inventory SKU + eliminated a few items: Description of the classification of goods can not be eliminated not only goods, but also need to introduce the number of commodity items.
C, to ensure the accuracy of the underlying data systems.
the second case: moving off rate of less than 100%
(1) note: from the data surface, the existence of such goods unsalable goods, at least in certain queries of the accounting period the proportion of slow-moving single Commodities
(2) cause the reasons:
A, too many items, especially in homogeneous goods too much.
B, there is structural products.
C, the elimination of such goods and the introduction of inadequate or out of proportion.
D, the display of such products, promotions, prices and other price indexes need to be adjusted.
E, virtual stock too much.
(3) solutions:
A, to enhance the consumer shopping survey, careful introduction of new products such goods (careful to do: to fully carry out market research, a full analysis, according to moderate consumer demand careful introduction of new products.)
B, adjust the fixed display of goods sold, the replacement of the fixed location of display of goods sold, increasing the amount of goods on display; increase the sales of goods fixed promotional efforts; change the fixed marketing strategy sell goods.
C, the full market research does not move off the price, sell commodities to adjust the fixed pricing strategy.
D, through comprehensive data analysis, and increase the intensity of goods out.
E, timely adjustment of virtual inventory of goods and increased inventory.
★ we are dealing with dynamic sales ratio below 100% of the classification of goods must be cautious, attention should be fixed first find merchandise sales reasons: First, whether the goods are structural, seasonal goods; The second is to check the prices of goods (price is above the psychological level of consumers, is higher than the competition in stores, is higher than similar products); Third, the classification of goods is too homogeneous goods; Fourth of goods display location and promotional activities and other factors.
only by the exclusion of these factors and improved effectively, can really determine whether the real poor sales of such goods, and then processed.
Remember: There is the sight of a poor market for goods moving off, we need to know that most sales of goods is not fixed the fault of the product itself, but rather the fault of our humanity, we do not attention to its existence. ★
third situation: moving sales rate is 100%
(1) note: The sales rate is 100% fixed on the surface shows that the classification of all goods are suitable for the needs of consumers within the district, from the data behind shows the number of such goods in the food items there is still room for development.
(2) due to reasons: moving sales rate equal to 100% of the cases shows that the classification of the product structure is relatively normal, but there are some special reasons, can also cause dynamic sales rate is 100%
A, there is no maintenance of the lack of long-term The number of items.
B, the cash register serial number, and input errors.
C, stock of goods (some goods moving off the long-term structural commodity shortages and stock.)
D, virtual stock (actually have stock, but the system inventory is 0.)
(3) solutions:
A, regular and irregular maintenance of the number of stores items, specific measures: store manager under the Commodity and historical data to determine the layout of the classification scheme for each small number of items, Then according to regular and irregular small class about the
B, strengthening the cashier skills training to reduce the cash register serial number, and error rate.
C, strengthening the management of commodity shortages, especially those popular and often sell out of commodities and structured products in stock control.
D, timely adjustment of virtual inventory of goods.
E, enhance public opinion of such commodities market research, and tap internal consumption,
timberland uk, moderate introduction of new products.
★ we are dealing with dynamic sales rate equal to 100% of the classification can not be reasonable number of structures, in determining whether a reasonable premise must be excluded by the above cause of the exception and determine the classification of goods to improve before the rationality of a single product structure, but also to strengthen public opinion market research,
timberland boots sale, and tap consumption potential, moderate to introduce new products. Should also be attention: First, the introduction of new products in the category of goods; the second is the promotion of the small class of goods; third is how to improve sales of new products, train more A class of goods. ★
fourth case: dynamic sales rate is equal to 0
(1) described the situation: moving sales rate equal to 0 from the data that the surface structure is irrational goods stores, through the data also shows that the following special situation:
A, product architecture problems.
B, specific reasons (seasonal and environmental)
(2) due to reasons:
A, there is no emphasis on such merchandise store sales, does not introduce any new products.
B, Categories set unreasonable.
C, with a specific cause of such goods, if the strong seasonal and sales environment.
D, leak statistics.
E, long-term shortage,
mens timberland boots, at least for the current accounting period is not Invoicing business,
(3) solutions:
A, stores of goods should be based on regular and irregular structure of the table to check the operation of goods structure is perfect.
B, re-adjust the product mix table.
C, stringent control of goods in short supply, particularly long-term out of stock.
SKU stores of attention points
1, store SKU investigation and analysis of dynamic marketing shall be 1 month to 5, better statistics, and promptly collect and analyze data.
2, analysis of the conditions must be the same.
3, analysis should be thorough, do not be fooled by the surface data must be in-depth comprehensive analysis of the data.
4, should not find the problem immediately after qualitative, should find the cause and result of the improvement observed after a period of time in the qualitative issues.
5, SKU investigation and analysis of dynamic marketing work must be sustained, continuous and never pass one of the adjustment
Hybrid Mode
