Indicators of retail trade (I.)

The first incoming e-commerce, every day need to deal with "procurement-warehousing-commodity shelves-order-out-out-distribution-return" This supply chain of the whole chain related back-end system transactions for a year, and later did not participate in the work of this piece, but suffering is not the first line of personnel, did not be able to thoroughly understand business, but also decided to start learning from the book "Talking about retail."

Importance of data analysis:
1, monitoring the various aspects of the business as a tool. For example, from a large number of shopping tickets to spot the possibility of false small votes, the cost is too large, may use data to establish a monitoring system, set up early warning conditions, regular screening of problematic shops.
2, Operation analysis.
3, retail or consumer-centric business in weeks, there are Saturday Sunday, there are holidays, Spring Festival, festivals.

At hand, "Supermarket pricing strategy and category Management", "Category Management Practice", "Data Management" These 3 books, these books a good introduction.

I mainly look at the following 4 parts (suffering from the experience is not enough, look too shallow, and so have the sentiment to record it again):

1) What affects gross margin and price?

A, customer base, brand positioning

B. Competition

C, category management and target gross margin

2) Pricing strategy (price band, sensitive goods, etc.)

Build and consolidate the relationship of high-margin category target customers through commodity structure, generate sales

3) category management and promotion

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Commonly used data indicators are (the following is the "Data management" reading notes):

Analysis from the thinking mode of the man yard:

From the supply chain thinking mode analysis:

Product Index:

Promotion form:

E-commerce Analysis mode:

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For the above key indicators, the rationale:

The Electronic Commerce Data Analysis system includes the website operation index, the operating environment index, the sales performance index, the Operation activity index and the Customer Value Index five first level index. I mainly look at the site operating indicators, sales performance indicators, operational activity indicators, customer value indicators.

1) Category management and procurement links

Breadth = number of items purchased, breadth ratio = number of items purchased ÷ total number of items available for purchase x100%

width = Total number of SKUs purchased, width ratio = Total number of SKUs purchased ÷ the total number of commodity SKUs that can be purchased x100%

Depth = Total Quantity Purchased ÷ total number of SKUs purchased, depth ratio = Depth ÷ purchase target depth x100%

Unit commodity price = Unit Cost of Goods * (rate of increase of 1+ goods)

2) Traffic and user metrics:

Views, number of visitors, new visitors, number of visits, average online time, average visits, daily average traffic, skip rate, per capita views

3) sales target:

Sales volume, sales price, including tax sales, tax sales (analysis of sales in this month, the completion of this month's sales indicators, compared with the same period last year, through the analysis of this group of data can know the sales trend, actual sales and planning gap)

Cost tax, tax cost, gross margin, gross margin, net profit (analysis of this month's gross margin, gross margin, compared with the same period last year)

Promotion discount, promotion number, sales promotion;

Number of transactions, customer unit price, sales price, purchase price, cost price, turnaround days;

Returns, returns, return rate, customer complaint rate, cross ratio;

Turnover, age of goods, sold out rate = quantity of sales/quantity of purchase, rate of movement = number of SKUs with moving pin/number of SKUs in stock, discount rate = amount of goods received/commodity standard retail price, commodity turnover = total/average number of outbound goods, commodity turnover days

4) Financial indicators:

Gross margin = (income-cost)/income, pure interest rate = (income-cost-cost)/income
Commodity turnover = sales revenue/((Beginning stock value + Final inventory value)/2)
Cross ratio = Gross profit margin * turnover, sales return rate = Amount paid/Total sales amount
How to determine the importance of indicators: the indicators of the level of a row, vertical column row, the intersection to determine whether it is important, the last horizontal quadrant, the largest accumulation is the highest weight.

5) stock index:

Days of inventory = Final Inventory amount/(Sales amount/number of sales days for a sales period), Safety stock quantity, inventory days, inventory turnover ratio, dynamic sales rate

Inventory turnover rate = number of outbound/((Beginning stock + final Inventory)/2)

6) Customer metrics:

Number of new customers, number of old customers, consumption frequency (customer singular), per capita consumption amount (unit price), the most recent consumption time, repeat the purchase rate

Additional indicators:

7) Promotion Index:

Target completion rate = Number of sales completed during promotion/promotion target book
Growth per year = YoY growth * Number of concurrent sales

8) Channel Indicators:

A channel structure ratio = sales/Total sales of the channel

9) Supply Chain indicators:

Order fulfillment ratio, order fulfillment rate, on-time delivery rate, order response period


10) After-Sales link:

Return rate, customer complaint rate

Data analysis tools: Baidu Statistics, Google Analytics, CNZZ data experts

Recommend netizens several articles, write very good: http://www.cbdio.com/BigData/2015-10/26/content_4034058.htm;

http://www.36dsj.com/archives/34549;

http://blog.sina.com.cn/s/blog_64e639dc0101c1sd.html;

Indicators of retail trade (I.)