The use of data analysis in tea store sales_Data Analyst Exam

In the process of tea store management, will produce a large number of tea marketing related data information, these data information is a tea store to study the laws of consumer marketing, the development of the ordering, replenishment, promotional plans, and to adjust the basic basis of business measures. With the development of information technology, tea companies on marketing data collection, organization, analysis capabilities will continue to increase. Certain business concepts advanced business has been installed in all terminal stores of professional tea sales software and networking, in the company's marketing center is also equipped with professional data analysts to carry out timely data analysis and make countermeasures. On the contrary, more merchants and franchisees even the most basic sales data (such as daily sales reports, monthly sales reports, etc.) are not, and even last month's sales of how much do not know, some stores are data but only the data as a display, not to analyze and apply the basic. Strengthen the collection and management of marketing data, and reasonable, correct and effective real-time analysis, help tea brands and stores gradually overcome the limitations of experience marketing or excessive dependence on experience marketers, the formation of new concepts of scientific marketing, to enhance the market knowledge of businesses and stores, market management capabilities and market adaptability.　　First, the role of store sales data analysis 1, help correctly and quickly make market decisions Tea business is based on fast-moving consumer goods, the seasonal sales of new tea time is relatively centralized, the varieties of relatively single characteristics. In the process of tea marketing, only in a timely manner to grasp the tea sales and market customer demand and seasonal, holiday on the law of tea consumption demand, in order to respond to the marketing program according to consumers, quickly adjust the product mix and inventory capacity, change the promotional strategy, to seize the business opportunity to improve the turnover rate of goods, reduce the backlog of goods, to obtain a better profitability.　　2, to help timely understanding of the results of the implementation of the marketing plan Detailed and comprehensive sales plan is a guarantee of the success of the tea business, and the analysis of the results of the implementation of the sales plan is to adjust the sales plan, to ensure the successful realization of the sales plan is an important measure. Through the analysis of tea sales data, can reflect the completion of the sales plan in a timely manner, to help business people to analyze the sales process problems, to improve sales performance and service level to provide the basis and countermeasures.　　3, help to improve the efficiency of the tea business marketing system operation data management and communication is a sign of normal operation of the tea business system. Tea marketing and business process of each link is through the management and exchange of data and integration, the lack of data management and communication, often out of control operations, such as loss of goods, natural wastage is too large. The lack of data exchange between the store and the store will lead to the inaccuracy of the exchange of information and mutual information on goods, management information, and the occlusion of goods deployment of stagnation.　　Second, the store product sales data analysis 1, smooth slow-selling product analysis smooth slow-selling product analysis is the store goods sales data analysis of the simplest, most intuitive, but also one of the most important data factors. Best-selling products in a certain period of time that sales of larger varieties, while the opposite is true for slow-selling products, refers to a certain period of time sales of smaller varieties. Varieties of best-selling and slow-selling degree is mainly related to varieties of raw material quality and price, because tea is a plant, rely on the weather to eat, the weather changes determine the yield and quality of tea raw materials. For example, when the season climate is very good, tea harvest and quality of raw materials are very good, relative to the price of tea raw materials is lower, product sales are naturally good. But when the season suffered a natural disaster such as dry weather, tea raw material harvest quality is not very good, the price of raw materials is naturally high, product sales are naturally poor. In the analysis of smooth and slow-selling products, from time to time generally according to each season, from the purchase of tea raw materials up to the deployment of product production, the price is constant, and strive to ensure stable quality. Many times the smooth slow-selling product analysis of the procurement of raw materials will be very helpful. Smooth slow-selling product analysis can be timely and accurate on the slow-selling varieties of promotions, adjust production to accelerate the return of funds, reduce inventory of products brought about by the loss of pressure.　　2, product sales life cycle analysis The sales cycle of tea products is mainly affected by the season and climate, the product's own sales characteristics, the competition between similar products in the store and other three factors. Product sales cycle in addition to professional sales software to analyze, but also the use of Excel software, through the rectangular chart or line graphs and so on to see its sales trend, so as to determine its sales life cycle. If according to the sales trend to determine that there is a certain sales potential, it is possible to analyze the product can also be sold in how many quantities, so that combined with their own inventory, the right amount of rapid production replenishment to reduce the loss of out-of-stock. 3, business hours analysis General store opening and closing time in an area are about the same, but seasonal sales of the shift schedule may make a difference. This requires each season and holidays on the number of shoppers, turnover and amount of money, etc. to analyze, so as to derive which time of the store, the turnover rate is higher, and then based on the results of this adjustment to the staff shifts. For example, the opening time of the store can be extended during peak seasons and holidays, and the opening time can be shortened during low seasons. Through accurate data analysis to rationalize the adjustment of working hours and work arrangements, can effectively promote the enthusiasm of employees and sales growth.　　Third, multi-store product sales data analysis - sales, inventory comparison analysis For brand merchants, provincial agents or open a single brand of multiple stores franchisees, sales comparison between stores and goods allocation can effectively enhance the warehouse's logistics management capabilities as well as the sales level of each store and the ability to solve the inventory. We can analyze and manage the sales data between multiple stores by analyzing the sales/inventory comparison table between selected stores in a certain period of time. For the sales/inventory comparison table, the general store selection is in the same area; in the product selection is generally about the same time of stocking.　　Fourth, the old customer contribution rate analysis A famous law in marketing is called the law of two or eight, in customer management theory refers to 20% of the customers to complete 80% of sales, and this 20% of the customers that is our old customers, especially our brand long-term consumer groups. So the management of old customers is one of the most important items in store management. Due to some brands and stores on the VIP card for the development of unreasonable conditions, or due to other special reasons for customers (such as other people gift shopping, travel shopping, etc.) channels to obtain, often resulting in the issuance of some of the VIP card becomes invalid card. On the contrary, although some customers often patronize, but due to some kind of constraints have not been able to achieve the conditions of VIP card, which has brought some trouble to the store's VIP card customer management, so the contribution rate analysis of the old customers is particularly important. We need to register and count the consumption of old customers (especially those holding VIP cards) every time, and analyze the consumption characteristics, consumption frequency and consumption amount of the old customers with special focus. In this way, firstly, we can formulate more reasonable conditions for VIP card processing, and secondly, the management of old customers will be more accurate. For example, targeted to the old customer SMS blessings, new goods and promotions, VIP exclusive privileges, birthday and holiday gifts, etc., so that the old customer's brand loyalty, referral of other customers, the frequency of return and the desire to buy again, etc. will have a greater enhancement.　　Fifth, the staff's personal sales ability analysis Through the staff's personal sales ability analysis, you can understand and grasp each employee's ability to work and work mentality, in order to prescribe the right medicine to improve personal sales performance.　　1, personal sales performance analysis, regardless of whether the commission is calculated according to personal performance or by the average performance of each employee's sales performance statistics. Personal sales performance analysis contains two aspects, one is the monthly personal sales performance, the other is the time period of personal sales performance. Monthly personal sales performance is mainly composed of two factors, one is the individual's sales ability and motivation, and the second is the individual's ability to "steal business". Through the monthly analysis of individual sales performance, not only can we see the individual sales level and motivation, but also can determine the teamwork, sense of unity and the store manager's team coordination skills and management level. Time period of individual sales performance is generally by the store manager timely statistics and comparisons, such as some employees in a period of time sales performance anomalies, it is possible that the employee's state of mind there is a problem, let's say that the impact of factors are from the family factors or factors of life, or the company's management or wages and salaries are not satisfied with the payment of contradictions with coworkers, and so on. The store manager should immediately go to understand and help it to solve, in order to change its mentality, so as to improve the staff's personal sales performance. 2, the customer unit price analysis of the customer unit price that is the average sales per ticket, is the individual sales performance and the overall sales performance of the store is one of the most important factors affecting the overall sales performance. Generally speaking, to improve the number of single-ticket sales is to improve the customer unit price than to improve the number of tickets sold is much easier, while the study of the customer unit price is often ignored. Individual employee's unit price sales level is mainly affected with factors such as familiarity with the specialized knowledge of tea products and additional sales techniques. Therefore, the data analysis of customer unit price and the characteristics of single ticket sales volume can determine the additional sales promotion ability of individual employees and their familiarity with the product. For the shopper's personal ability to produce a low unit price, can be targeted through a certain period of incentives to solve, such as a single ticket sales full of how much money and how much to give a single ticket to the number of cash incentives, which for the store's overall sales performance is of greater significance. Sixth, the market positioning analysis of the product Grasp the accurate market positioning of the manufacturer in the investment strategy and investment plan development and implementation, improve the quality of store services and service standards, improve the return on investment ratio of the franchisee is an extremely important role, and accurately grasp the market positioning of the only reliable basis is through the analysis of the data.　　1, city positioning analysis business or provincial agents will first divide the regional market, according to the market category is divided into prefecture-level market, county-level market and township market; geographic location is divided into the southern market, the northern market and so on. Then calculated by the year after the classification of different markets after the return on investment ratio, so you can see that our products are more suitable for the southern market or northern market, is more suitable for the first-tier market or the secondary market, is more suitable for the southern first-tier market or the northern first-tier market ...... Such a result on the merchants or provincial agents of the investment promotion Strategy development has a very important significance, is a pre-directional problem. The most suitable market as the focus of the expansion of the market, the long-term expansion and stable development of merchants and terminal franchisees are very big benefits.　　2, store positioning analysis of some merchants or provincial agents in the investment is too concerned about the store area, that the larger the store area the better, which is also unscientific. We should analyze the results of the return on investment ratio of different areas of the store throughout the year to determine the most suitable for our brand area, such as 60-100 square feet, 200-400 square feet. Which area range is the most profitable, we focus on this area range in the investment promotion, such as some good intention of the franchisee's store area is not enough we can help it to find to reach this area range of stores, on the contrary, if a franchisee store area exceeds the area, it can be considered part of a partition to ensure that the franchisee's highest profitability of a single store, thereby enhancing its confidence in the company and loyalty, and improve the quality of terminal stores. And improve the quality of the terminal stores. Store positioning is another factor is the store form, mainly along the street stores, department stores and supermarkets, etc., can also be based on tea products to do both other tea-related business projects, such as teahouses. The basis is also the same classification of profitability analysis and comparison, so that our brand positioning and store area and store form positioning fully consistent. Seven, competitive brands and neighboring stores data analysis.　Yunnan is the origin of tea, tea market businesses, is a very stimulating competition in an industry, who can achieve competitive advantage, who will be able to grab market share. The so-called know thyself and know the enemy, a hundred battles are not dangerous, only an accurate understanding of the competing brands and the surrounding stores sales information, in order to develop targeted countermeasures to win the competitive advantage of the market.　　1, how to get rival sales information 1) improve the relationship with the surrounding stores, and its sales information **** enjoy. Competition is not the same as war, does not mean that the competing brands and neighboring stores to engage in confrontation. On the contrary, we should maintain a good relationship with them, and sales data and information *** enjoy, and achieve the purpose of *** win.　　2）Develop a customer questionnaire to categorize and analyze the information. Such as our main products are Yunnan's Pu'er tea, can be divided into the items of the questionnaire is your favorite Pu'er tea or Pu'er ripe tea, like the reasons for your purchase of Pu'er tea, the most important factors (origin, season, etc.), with which merchants have a VIP card, the amount of money spent a year of tea, etc., but also according to their own want to get the data to set up the corresponding items.　　(3) to customers in the form of competitors and neighboring stores to conduct unannounced visits to the survey. 2, the opponent's sales of goods category analysis of competitors and neighboring stores of goods category sales data on our sales is very informative. For example, we are doing Pu-erh tea, Pu-erh tea according to the origin of the commodity category is very broad, and next door to have a positioning and we are fully compatible with the product stores, then our tea product sales volume will certainly be impacted, then at this time we have to avoid in the ordering management and the similar origin of the product, and select with a certain degree of difference with the other products of the origin, and increase the other tea products order, such as Dian Hong, loose tea and so on. Of course, the ordering management here said that the order quantity reduction is only in the order quantity, not in the number of tea varieties, if you reduce the number of product varieties will make the overall display of goods and collocation unreasonable, thus affecting the overall store display image. Give full play to the advantages of their own products, so as to avoid the opponent's strong, in order to be in a stronger position in the fierce market competition.　　3, the opponent's promotional survey and analysis of competitors and neighboring stores promotions on our sales have a very big impact, which is particularly prominent in today's sales market. Business managers should go out more, more observation of the local market as a whole, more understanding of the rival data and intelligence, and will be collected by the rival data for the record archives. In the data and information collected and organized, it is never appropriate to compare and refer to their own strengths with the weaknesses of their rivals, which will only allow them to justify themselves when they are occasionally poor in that area. Analysis of rival information and data to be persistent, often the more difficult to research to the data is more valuable to us. Timely understanding of rival sales data and sales characteristics, the use of their own product advantages to develop effective and practical promotional programs to effectively enhance the products and stores in the local competitive advantage. In summary, in the actual store management operations, managers can make each data analysis project into a unified form, and in accordance with the monthly time to develop a data analysis schedule, will be listed above the various data analysis projects, according to the time of the plan developed to analyze and summarize, and to guide the next work plan and work to implement, so that the back of the work of the idea and direction more clear. Strengthen the collection and management of sales data, the use of data analysis of the science of store management in the fierce competition in the market to achieve invincibility.

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