Revealing New Data On The Annual Stocking Of New Eco Operator Han Du Yi House

The new summer wear is new in March, and the proportion of new products in the shop is 26.8%.

In this context, how to achieve a dynamic sales rate of 69%, higher than the same level merchants 78% (see Appendix 1, 2)?

How does Han Du she make use of official data to reasonably stock and control the new rhythm?

The first step is to determine the annual sales target and split it into the season.

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In terms of industry, the annual planning of goods can be split into the season: the clothing enterprises under the line will hold annual clothing orders in spring, summer, autumn and winter, and online shops will separate the four seasons in spring, summer, autumn and winter.

The practice of Han Du Yi house is as follows.

1., the annual revenue target is allocated to all stores. According to the quarterly sales weight of the previous year, the annual revenue requirements are dismantled to the four seasons. Generally, two years of historical data are taken into account. The length of the seasonal cycle is calculated for 4-5 months (Figure 1). There is a coincidence month between the quarter and the quarter.

Figure 1 annual seasonal planning time

2. according to the following reference dimensions, the revenue demand is split into each category separately.

The main dimensions of calculating the proportion of planning category are: A. industry category, B. store last year, C. superiority category.

Calculated according to the following formula:

Planning category = ratio of industry category * weight a + shop account category * weight B (weight a < weight b)

The industry category refers to the business staff - the industry market data (Figure 2), and then fine tune the stock ratio according to the superior category.

such as

It is the dominant category of Korean clothing house ready for sale in summer, so it can raise the stock proportion slightly.

Figure 2 market share of sub category sales

3. according to the adjusted number of item number planning (Figure 3), the number of planning funds is gradually calculated (Note: the following data are simulated data), and then the product department can be controlled to develop the product according to this proportion.

Figure 3 summer category planning table (simulated data, non real data)

The second step is to determine the opening season according to the trend of sub industries, and analyze the trend of sub industry category pactions.

Let's look at the trend chart of the market in this market, taking T-shirt category as an example (Fig. 4).

Figure 4 trend of T-shirt search

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According to the data of business staff, market demand changes are clear at a glance.

In summer, for example, in the 4-8 months of normal main selling season, the Korean new clothes house will usually implement the new plan before the market demand comes.

In addition, we should also consider the difference of the distribution of the main passenger groups in the region and the change of the temperature. In Figure 5, the geographical distribution of the buyers under the Korean clothing store in a certain period of time can be seen that the Jiangsu and Zhejiang provinces and the Guangdong area are relatively large.

In addition, the rhythm of official activities (Figure 6) also has a certain degree of impact on demand trends. The platform will launch new promotional activities for the product lifecycle, and businesses can take this opportunity to vigorously promote new products and reasonably adjust the arrival rhythm.

Figure 5 geographical location of shop visitors

Figure 6 official activity node arrangement

The third step is to dismantle and formulate new plans according to their own attributes.

First of all, according to the commodity attributes (thick and thin, short and medium length) combined with the temperature change of the main sales areas (Fig. 5), we will determine the priority of the new models.

Generally speaking, the southern area is very early in summer. We will give priority to the new products in summer through the promotion tools such as through train and so on.

Secondly, according to the industry search trend, plan the number of funds according to the time, and arrange the arrival plan in advance according to the new plan (Fig. 7).

Figure 7 new season rhythm arrangements for T-shirts

The duration of each new band is seven days to ten days. Why is it ten days?

Figure 8 is a new planning table (the following data is simulated data).

Fig. 8 new planning form for summer wear (simulated data, non real data)

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Finally, on the basis of meeting the needs of marketing activities, we must extend the cycle as long as possible.

In the case of a slowdown in the overall market volume, the new product is the best dessert to maintain the old customers. It will extend the new cycle and maximize the promotion of every new product. The next day's operation will be more flexible.

In addition to the above product planning and the control of the new rhythm, Korean clothing house has also applied data in many aspects, such as commodity selection, inventory control, price management, customer relationship management and other aspects. I believe that with the support of Alibaba data Department, the data can be applied to every place in operation, and the true charm of data operation can be found.

Appendix 1 Han Du Yi house merchant experience report goods analysis

Appendix 2 marketing experience analysis of Han Du Yi house business experience report