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	<title>商品 &#8211; 貌似實驗室</title>
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		<title>《數字力就是賺錢力》:「地雷商品」賣愈多虧愈多,怎麼辦?</title>
		<link>https://www.mouse-lab.com/2018/03/07/earnings/?utm_source=rss&#038;utm_medium=rss&%23038;utm_campaign=earnings</link>
					<comments>https://www.mouse-lab.com/2018/03/07/earnings/#respond</comments>
		
		<dc:creator><![CDATA[chialinglai]]></dc:creator>
		<pubDate>Wed, 07 Mar 2018 05:24:13 +0000</pubDate>
				<category><![CDATA[知性研究所]]></category>
		<category><![CDATA[利潤]]></category>
		<category><![CDATA[商品]]></category>
		<category><![CDATA[數字力就是賺錢力]]></category>
		<category><![CDATA[行銷]]></category>
		<category><![CDATA[赤字]]></category>
		<guid isPermaLink="false">https://www.mouse-lab.com/?p=1677</guid>

					<description><![CDATA[有些商品銷售得越多,赤字就越嚴重,我把這樣的商品稱為「地雷商品」,因為這樣的商品是一踩到就會自爆,無法賺到錢。]]></description>
										<content:encoded><![CDATA[<p><span style="color: #808080;">有些商品銷售得越多,赤字就越嚴重,我把這樣的商品稱為「地雷商品」,因為這樣的商品是一踩到就會自爆,無法賺到錢。</span></p>
<hr />
<p><span style="color: #000000;"><span id="more-1677"></span></span></p>
<p>&nbsp;</p>
<p><span style="color: #000000;">文 /古屋悟司</span></p>
<p>&nbsp;</p>
<div id="attachment_1678" style="width: 818px" class="wp-caption aligncenter"><img aria-describedby="caption-attachment-1678" data-attachment-id="1678" data-permalink="https://www.mouse-lab.com/2018/03/07/earnings/best-flower-shop-955621_960_720/" data-orig-file="https://i1.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/best-flower-shop-955621_960_720.jpg?fit=960%2C685&amp;ssl=1" data-orig-size="960,685" data-comments-opened="1" data-image-meta="{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}" data-image-title="best-flower-shop-955621_960_720" data-image-description="" data-medium-file="https://i1.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/best-flower-shop-955621_960_720.jpg?fit=300%2C214&amp;ssl=1" data-large-file="https://i1.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/best-flower-shop-955621_960_720.jpg?fit=817%2C583&amp;ssl=1" class="wp-image-1678 " src="https://i1.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/best-flower-shop-955621_960_720.jpg?resize=808%2C577&#038;ssl=1" alt="" width="808" height="577" srcset="https://i1.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/best-flower-shop-955621_960_720.jpg?w=960&amp;ssl=1 960w, https://i1.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/best-flower-shop-955621_960_720.jpg?resize=300%2C214&amp;ssl=1 300w, https://i1.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/best-flower-shop-955621_960_720.jpg?resize=768%2C548&amp;ssl=1 768w" sizes="(max-width: 808px) 100vw, 808px" data-recalc-dims="1" /><p id="caption-attachment-1678" class="wp-caption-text">為了一圓創業夢,作者古屋悟司辭去工作,開起網路花店。在努力經營下,花店的銷售額蒸蒸日上,甚至突破年銷售額一億日圓,但是公司卻一直處於赤字狀態,隨時可能倒閉。(圖 / Pixabay)</p></div>
<h3></h3>
<h3><span style="color: #000000;"><strong>地雷商品和幸運商品</strong></span></h3>
<p><span style="color: #000000;">為了進一步推動經營黑字化,我考慮發動第二波的漲價行動。我深切地感受到稅務師所說的「漲價後會換來新客人,忍耐吧!」這句話。</span></p>
<p>&nbsp;</p>
<p><span style="color: #000000;">我請稅務師看過公司的所有相關數字,得知所銷售的商品的平均微利率是25%。以微利率高的商品做為販售焦點來經營的話,自然輕鬆得多,但是,我完全不知道要把哪一件商品當做販售的焦點。</span></p>
<p>&nbsp;</p>
<p><span style="color: #000000;">於是,我花了相當大的功夫,算出所有商品的微利率,也發現:<strong>某件商品對公司的利潤有貢獻,某件商品對公司的利潤幾乎沒有貢獻。</strong></span><span style="color: #000000;">而且,有些商品銷售得越多,赤字就越嚴重,我把這樣的商品稱為「<strong>地雷商品</strong>」,因為這樣的商品是一踩到就會自爆,無法賺到錢。</span><span style="color: #000000;">從經營的角度看,「<strong>地雷商品</strong>」大多是銷售情況良好的商品,但微利率卻非常低。只是,在與別的店進行價格競爭時,卻擁有戰勝的實力,所以雖然不能對公司的利潤做出貢獻,卻還是要賣。</span></p>
<p>&nbsp;</p>
<p><span style="color: #000000;">相反的,某些不被期待的商品反而有很高的微利率。那樣的商品通常不會成為促銷的商品,雖然只是偶爾賣出一、兩件,卻能對公司的利潤,做出不小的貢獻。</span><span style="color: #000000;">如果只賣這種能夠帶來高利潤的商品,一定能賺到錢,我稱為「<strong>幸運商品</strong>」。</span></p>
<p>&nbsp;</p>
<p><span style="color: #000000;">以前我眼裡只看到銷售情形,一直在經營雖然暢銷卻不能帶來利潤的「地雷商品」,並且以為銷售多了後,就可以賺到錢,但現在我知道這個想法正是錯誤的開始。同時我也知道「幸運商品」銷售得越多,公司的經營就會越輕鬆。</span><span style="color: #000000;">以「地雷商品」做為販售中心的話,公司不會有利潤,經營上就會出現赤字,最後結果便是公司倒閉。</span><span style="color: #000000;">但是,如果沒有價格優惠的「地雷商品」,對客人的價格訴求力就會變弱,這是事實,而也會變成在價格上完全沒有吸引力的商店。</span></p>
<p>&nbsp;</p>
<p><span style="color: #000000;">所以,最好的情形就是「地雷商品」和「幸運商品」,能夠以恰到好處的比例被售出吧?然而,客人都是聰明的,會準確地撿便宜的商品下手購買,然後到別的商家去買別的便宜商品。</span></p>
<p>&nbsp;</p>
<p><span style="color: #000000;">公司不賺錢當然是很麻煩的事情,客人不上門尤其讓人感到煩惱。只是,我公司的現狀是一定要有利潤才行,既然價格優惠的商品不能給公司帶來利潤,漲價就變成勢在必行的實驗了。</span></p>
<p>&nbsp;</p>
<p><span style="color: #000000;">摘自<a href="https://www.accupass.com/event/1803040303471410039615">《數字力就是賺錢力》</a>第四章〈對公司的利潤有貢獻的商品和沒有貢獻的商品〉(頁152-155)</span></p>
<p>&nbsp;</p>
<p>&nbsp;</p>
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