耐克店铺销售规划-东方店PPT.ppt

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,FA09 OP Assortment,2010,年,7,8,9,10,售罄率分析,2,东方广场定位及消费者特点,3,1,2011,年,Q3,生意分析及订货规划,3,3,2011,年,Q3C,以街玩为例,Assortment,4,主要内容：,东方广场,北京标志性建筑,长 安 街,东方广场店,Really,WFJ,店,百货大楼店,新东安,1,层,5,层,利生店,王,府,井,银泰店,1bj006 2500,平米,Best,最成熟的,shopping mall,1bj055,best,相对专业的运动商场,1bj072,best,中年外地游客为主,1bj078,best,外地游客为主,1bj072,better,新建高档,shopping mall,1,层,2000,平米,NIKE,BJ,5,层,1bj006,better,学生消费群,BJ,第一商业街,店铺名称,平均月,销售,(,万,),生意占比,东方广场,500,34%,NIKE BJ,500,34%,Really WFJ,180,12%,利生,150,10%,百货大楼,65,4%,新东安,YY,35,2%,银泰,20,1%,Total,1450,100%,OP,在王府井生意份额,在保持,SKU,宽度优势的同时,加大货品出样数量,加大市场活动在店铺中的氛围,店员加大专业知识,东方的优势及需要从,NIKE BJ,学习的地方,体育品牌立体落位图,Fila,1.,在东方广场体育品牌缺失，,1200,平米的耐克运动店铺占有绝对的优势地位。,2.,由于生活渠道资源较多,3.,所以东方运动店要更突出渠道特点，扩大运动系列,且要打造全系列店铺，,全方位满足消费者需求。,东方定位,*,耐克消费人群以北京年轻时尚白领为主,所以对产品的需求主要体现在款式、颜色和功能上,.,东方广场消费人群类型,FA08 Sell,thru,分析,(4,个月销售,),2,东方广场定位及消费者特点,3,1,FA09,生意分析及订货规划,3,3,FA09,以足球为例,Assortment,4,主要内容：,FA08,店铺销售,受奥运影响服装占比较高,且,8,月份总体销售偏高,09,年,Q3,服装订货比例,49%,建议,09,年,Q3,7:8:9=35%:35%:30%(,更多参考于,FA07),时期,服装,鞋类,配件,总数,月份占比,%,08,年,7,月,1,663,731,1,351,623,494,263,3,509,617,21%,08,年,8,月份,3,916,114,2,373,504,639,058,6,928,676,49%,08,年,9,月,2,419,771,1,465,573,383,032,4,268,377,30%,08,年,Q3,7999616.2,5190700.38,1516352.47,14706669,100%,大类占比,%,54%,35%,10%,100%,FA08,类 别,运动,:,生活,=61%:39%,男子,:,女子,=63%:37%,女子比例大于北京整体水平,5,个点,分别是,运动多,8,个点,生活少,3,个点,系列,本季卖出货品,本季实收货品,销售占比,售馨率,男子运动,5108,9759,42%,52%,男子运动生活,2549,5357,21%,48%,女子运动,2304,4289,19%,54%,女子运动生活,2097,3967,17%,53%,Grand Total,12058,23372,100%,52%,08,年,Q3,系列,篮球和女训,sell-thru,较高,计划提升生意占比,足球,sell-thru,略低,售馨,53%,56%,48%,57%51%51%66%,56%,50%49%,44%,48%53%,FA08,上下装比例,运动裤装占比高于生活,且,Sell-thru,高,需加大投入,裤装,34%,裤装,Sell-thru 58%46%43%57%72%62%94%40%43%51%64%38%48%,Sell-thru-7,月销售款式,短袖针织衫,38%,短袖,POLO 21%,梭织长裤,4%,针织长裤,1%,梭织中长裤,7%,针织中长裤,5%,梭织短裤,13%,针织短裤,3%,短袖占比,59%,Sell-thru-8,月销售款式,短袖针织衫,29%,短袖,POLO 12%,梭织长裤,8%,针织长裤,6%,梭织中长裤,3%,针织中长裤,2%,梭织短裤,11%,针织短裤,2%,针织夹克,11%,梭织夹克,4%,初步开始换季,Sell-thru-9,月销售款式,换季基本结束,短袖针织衫,8%,短袖,POLO 5%,梭织长裤,17%,针织长裤,14%,针织夹克,30%,梭织夹克,8%,针织套头衫,6%,长袖针织衫,7%,长袖,POLO1%,Sell-thru-FA08,销售款式,针织夹克,19%,梭织夹克,5%,短袖针织衫,18%,短袖,POLO 9%,梭织长裤,12%,针织长裤,10%,梭织短裤,6%,针织短裤,1%,梭织中长裤,2%,针织中长裤,2%,Sell-thru,上装,:,加大夹克类厚款的订货比例,下装,:,上加大针织裤装的订货比例,针织夹克,60%,梭织夹克,50%,短袖针织衫,52%,短袖,POLO 36%,梭织长裤,48%,针织长裤,59%,梭织短裤,52%,针织短裤,55%,梭织中长裤,37%,针织中长裤,71%,FA08,订货建议,-,跑量款,前,188,个,SKU,60%,的产出,平均销售深度,38,件,/SKU,Sell-thru 63%,数据有参考性,整体产品线平均销售深度,20,件,/SKU,FA08 Sell,thru,分析,2,东方广场定位及消费者特点,3,1,FA09,生意分析及订货规划,3,3,FA09,以足球为例,Assortment,4,主要内容：,FA09,订货建议,-,金额,东风店,服装,鞋类,配件,总计,服装占比,08,年,Q2,1700283,1639337,330593,3670213,46%,08,年,Q3,2666539,1730233,505451,4902223,54%,09,年,Q3,服装平均月销售,230,万,服装占比,49%,同店同比,-12%,买货金额,310,万,18,红色数字为需陈列,SKU,数量,A:60+52=112 C:48+25=73 D:42+31=73 E:36+10=46 F:102+20=122 I:78,K:66+8=74 L:96+32=128 M:30+26=56,总体,:558+204=762,A,8,8,图上所示红色数字为陈列所需,SKU,数量,字母为各陈列区,:,墙面,SKU,数量,+,中岛,SKU,数量,=,总,SKU,数量,(,不含,Jordan EQP Kids),J,I,H,F,D,C,E,B,G,30,30,30,36,18,18,30,24,24,24,30,18,30,24,12,36,8,17,8,7,10,8,8,8,10,17,8,10,10,8,8,7,8,7,18,24,K,L,M,A-Basketball,B-Ms FW Area,C-Ms Training,D-Ms Tennis or ACG,E-Soccer,F-Ms NSW,G-EQP,H-Kids,I-Ws NSW,K-Ms Tennis+ACG,L-Ws Training,M-Dance,30,30,30,7,8,8,店铺空间规划,及可容纳的,SKU,数量,8,A-,Bball,B-Ms FW Area,C-Ms Training,D-Ms Tennis or ACG,E-Soccer,F-Ms NSW,G-EQP,H-Kids,I-Ws NSW,K-Ws Tennis+ACG,L-Ws Training,M-Ws Training,I,A,J,H,F,D,C,E,B,G,K,M,FA09,店铺陈列调整,买货宽度,店铺可容纳,SKU,卖场可容纳,服装,件数,5-6,件,标准,陈列,768,3072,5,50,系列,店铺可容纳,SKU,买货,SKU,规划,产品线提供,SKU,篮球,1,0,2,62,94,男训,72,73,117,足球,52,45,101,男网,52,3,0,57,男,ACG,10,10,29,男跑,2,2,20,28,女训,1,4,8,85,121,女网,74,30,46,女,ACG,12,1,0,13,女跑,24,20,32,男生活,122,90,148,女生活,78,85,119,Total,768,560,905,为女性消费者提供相对多的选择,L,FA09,订货建议,-,系列占比,增加篮球占比,(,销售好且有市场活动,),减少足球,(,低,Sell-thru),减少男子跑步,(,奥运期间消费群变化,使得跑步表现好于平时,),增加女训,(,高,Sell-thru),售罄率,53%56%48%57%51%51%66%56%50%49%44%48%53%,FA09,订货建议,-,系列深度,东方受奥运影响较多,计划同比为负增长,去掉,BJ08,产品之后,预计其他部分总体保持持平,类别,FA08,订货,SKU,数量,FA08,卖出,FA08,占比,FA084,个月销售深度,FA09,订货,SKU,数量,SKU,变化,%,FA09,订货深度,FA09,订货数量,FA09,生意占比,篮球,51,1155,10%,23,62,114%,33,2046,11%,足球,61,804,7%,13,45,74%,25,1125,6%,男户外,15,267,2%,18,10,67%,39,393,2%,男跑,23,467,4%,20,20,87,%,21,420,2%,男网,33,899,7%,27,30,91%,44,1322,7%,男训,73,1516,13%,21,73,100%,31,2229,13%,男生活,108,2549,21%,24,90,83%,42,3749,21%,女子户外,11,127,1%,12,1,0,109%,16,187,1%,女跑,18,188,2%,10,20,111,%,18,360,2%,女网,30,429,4%,14,30,100%,21,631,4%,女训,90,1532,13%,17,85,94%,29,2465,14%,女生活,96,2097,17%,22,85,89%,36,3084,17%,总计,618,12058,100%,20,5,56,87%,3,3,17732,100%,FA09,订货建议,-,款式调整,夹克类产品,FA08,销售占比,24%(3,个月,sell-thru60%),建议,FA09,订货占比,27%,短袖产品,FA08,销售占比,27%(4,个月,sell-thru48%),建议,FA09,订货占比,22%,裤装产品,FA08,销售占比,34%,建议,FA09,订货占比,35%,提升针织裤装,其中,长裤,22%,梭织,11%(,减少,1,个点,)=,针织,11%(,增加,1,个点,),中长裤,5%,梭织,2%,针织,2%(,增加,1,个点,),以上重点款式占比为,84%,FA09,订货建议,-,跑量款,前,188,个,SKU,60%,的产出,FA08,平均销售深度,38,件,/SKU,FA09,平均订货深度,57,件,/SKU,FA08,销售第一名卖出,169,件,FA09,订货最深款,211,件,Sell-thru 68%,数据有参考性,FA08,东方独有跑量款,263648-010,有氧紧身胸衣,42,零售价,￥,198.00,67.74%,286372-619,街头酷动短袖针织衫,36,Retail,￥,298.00,92.31%,321337-697,35,Retail,￥,298.00,79.55%,321878-100,33,Retail,￥,348.00,66.00%,275707-100,99,Retail,￥,348.00,63.06%,275709-100,48,Retail,￥,448.00,64.00%,277646-100,33,Retail,￥,298.00,70.21%,275917-100,运动生活针织夹克,139,Retail,￥,398.00,81.29%,286455-100,街头酷动针织夹克,136,Retail,￥,498.00,59.13%,275075-100,68,Retail,￥,598.00,83.95%,275076-100,53,Retail,￥,498.00,77.94%,288189-100,运动生活针织夹克,49,Retail,￥,398.00,94.23%,FA09,参与市场活动为,市场活动,1,FA09 Womens Training,市场活动,3,产品主题故事,FIT,GENDER SPECIFIC,FASTER/LONGER,YOUNG,CONSIDERED,FA09,跑步,市场活动,2,市场活动区域,预计产出,29%,的生意,本季主打市场活动,男子,:,篮球,女子,:,训练,跑步,市场活动款平均,订货深度保持在,35,件以上,/SKU,W,M,Bball,Running,Ws training,东方订货建议,-,总体,服装月销售预估,230,万,(,店铺同比增长,-12%),订货件数预计,17732,件,建议订货宽度,556,个,SKU,平均订货深度为,33,件,跑量款订货深度为,57,件,(,前,188SKU),月上市比例,35%:35%:30%,3,个市场活动均参与,预计提供,29%,的生意产出,FA08 Sell,thru,分析,2,东方广场定位及消费者特点,3,1,FA09,生意分析及订货规划,3,3,FA09,以足球为例 订货组合,4,主要内容：,FA08,足球,-,数据分析,故事组合,本季卖出,本季实收,销售占比,sell-thru,10R,37,134,5%,28%,CLUB,206,436,26%,47%,Football,Training,446,982,55%,45%,GRAPHIC,115,130,14%,88%,Grand Total,804,1682,100%,48%,上装,:,下装,=71%:29%,FA08,前,20,个,SKU(,以销售件数降序排列,),279667-010,AS T90 CF PANT,T90 CF,梭织长裤,35,Retail,￥,498.00,2008-9-1,70.00%,279666-010,AS T90 CF JACKET,T90 CF,梭织茄克,33,Retail,￥,598.00,2008-9-1,70.21%,287628-010,MANU TRAVEL SS POLO,曼联短袖,POLO,28,Retail,￥,398.00,2008-7-1,59.57%,285600-100,MANU TERRACE TEE,曼联球场图案,T,恤,28,Retail,￥,198.00,2008-8-1,93.33%,285600-611,MANU TERRACE TEE,曼联球场图案,T,恤,27,Retail,￥,198.00,2008-8-1,90.00%,276752-010,AS CORE KNIT PANT,针织训练长裤,26,Retail,￥,398.00,2008-9-1,66.67%,285601-425,FCB TERRACE TEE,巴塞罗那球场图案,T,恤,24,Retail,￥,198.00,2008-8-1,80.00%,287627-010,MANU LINE UP JACKET,曼联梭织热身茄克,24,Retail,￥,598.00,2008-9-1,60.00%,276167-374,AS SS T90 GRAPHIC TOP,T90,短袖图案,T,恤,21,Retail,￥,298.00,2008-7-1,44.68%,279665-010,AS T90 WOVEN SHORT,T90,训练短裤,19,Retail,￥,248.00,2008-7-1,43.18%,276157-010,AS PINNACLE LINED JACKET,条纹梭织训练茄克,18,Retail,￥,498.00,2008-8-1,46.15%,285602-716,ARSENAL TERRACE TEE,阿森纳球场图案,T,恤,18,Retail,￥,198.00,2008-8-1,90.00%,285603-010,JUVENTUS TERRACE TEE,尤文图斯球场图案,T,恤,18,Retail,￥,198.00,2008-8-1,90.00%,286784-655,FCB SS HOME REPLICA JERSEY,巴塞罗那主场短袖比赛服,17,Retail,￥,498.00,2008-7-1,56.67%,289122-483,2SZ CORE KNIT JACKET,针织训练茄克,16,Retail,￥,448.00,2008-9-1,53.33%,279667-460,AS T90 CF PANT,T90 CF,梭织长裤,16,Retail,￥,498.00,2008-9-1,38.10%,276167-010,AS SS T90 GRAPHIC TOP,T90,短袖图案,T,恤,15,Retail,￥,298.00,2008-7-1,51.72%,264309-011,2SZ FUND WOVEN FZ JKT 4.0,基础系列 梭织茄克,15,Retail,￥,398.00,2008-8-1,65.22%,279666-460,AS T90 CF JACKET,T90 CF,梭织茄克,15,Retail,￥,598.00,2008-9-1,35.71%,287628-666,MANU TRAVEL SS POLO,曼联短袖,POLO,14,Retail,￥,398.00,2008-7-1,53.85%,FA08,前,20,个,SKU(,以销售件数降序排列,),FA09 Soccer,每月重点,Tier 1,7,月份,8,月份,9,月份,足球训练,俱乐部,重,点,T90,339590017/451 RMB 248 Knit,339594103/454 RMB 298,339600 010/104 RMB 248,339588010 RMB 348,339589010 RMB 248,339621451/104 RMB 248,Wvn,339618 451/115 RMB 298,339619451/115 RMB 248,339620019,339618 831 RMB 298,347305100 RMB 228,347284618 RMB 228,347392463 RMB 228,足球训练,7,月份,SKU,Football Training,T90,Club,355107648/100 RMB 398,338615 010/100 RMB 198,Club,339604010/451 RMB 398 KNIT,360979010/451 RMB 448 KNIT,Football training,Graphic,339634019 RMB 398 Woven,339809010 RMB 348 Woven,Fundamental,355037451 RMB 398,347307100 RMB 448,Aug Club,16 SKU,367522-010/451 RMB 498,367521-010/451,RMB 598,338613 010/410,RMB 398 Fleecy,Graphic,T90,339595010/451 RMB 548,Football training,Club,339797104 RMB 298,355102648 RMB 598,355032451 RMB 598,355106010 RMB 598,Sep T90,13 SKU,339622019 RMB 598,FA09Soccer,订货比例,-,占总体,6%,故事,提供,SKU,选购,SKU,订货深度,订货数量,订货占比,足球训练,23,11,27,297,26%,T90,15,11,29,319,28%,俱乐部,34,17,19,323,29%,基础训练,2,2,16,32,3%,图案,11,4,38,152,14%,NIKE 5,12,0,0%,Total,97,45,25,1123,100%,上装,:,下装,=71%:29%,SKU,上市比例,=35%:35%:30%,故事上提升俱乐部生意占比,3,个点,款式上加入针织套头款式,367522-010,2009,-9-1,RMB 498,51,367522-010,2009,-9-1,RMB 598,49,367522-010,2009,-9-1,RMB 598,41,367522-010,2009,-9-1,RMB 598,40,367522-010,2009,-9-1,RMB 598,35,367522-010,2009,-9-1,RMB 598,38,367522-010,2009,-9-1,RMB 598,35,367522-010,2009,-9-1,RMB 598,32,367522-010,2009,-9-1,RMB 598,31,367522-010,2009,-9-1,RMB 598,28,FA09,前,10,个,SKU,前,10,个,SKU,FA08,提供,39%,生意,FA09,提供,39%,生意,4,个月,Sell-thru66%,订货有效,FA09,足球跑量款产出,FA09,货品级别分布,BEST,选中率,53%,BETTER,选中率,39%,GOOD,选中率,53%,提供,SKU,数量,订购,SKU,数量,8,17,20,15,44,38,BEST SKU,占比,18%,BETTER SKU,占比,38%,GOOD SKU,占比,44%,谢谢,!,