<?xml version="1.0" encoding="UTF-8"?><rss version="2.0" xmlns:content="http://purl.org/rss/1.0/modules/content/" xmlns:wfw="http://wellformedweb.org/CommentAPI/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:atom="http://www.w3.org/2005/Atom" xmlns:sy="http://purl.org/rss/1.0/modules/syndication/" xmlns:slash="http://purl.org/rss/1.0/modules/slash/" xmlns:georss="http://www.georss.org/georss" xmlns:geo="http://www.w3.org/2003/01/geo/wgs84_pos#" > <channel> <title>商品 – 貌似實驗室</title> <atom:link href="https://www.mouse-lab.com/tag/%e5%95%86%e5%93%81/feed/" rel="self" type="application/rss+xml" /> <link>https://www.mouse-lab.com</link> <description>鑽研內容製作的新配方</description> <lastBuildDate>Wed, 07 Mar 2018 05:32:06 +0000</lastBuildDate> <language>zh-TW</language> <sy:updatePeriod> hourly </sy:updatePeriod> <sy:updateFrequency> 1 </sy:updateFrequency> <generator>https://wordpress.org/?v=5.4.6</generator> <image> <url>https://i2.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/cropped-mouse_logo.jpg?fit=32%2C32&ssl=1</url> <title>商品 – 貌似實驗室</title> <link>https://www.mouse-lab.com</link> <width>32</width> <height>32</height> </image> <site xmlns="com-wordpress:feed-additions:1">98958674</site> <item> <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&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> </p> <p><span style="color: #000000;">文 /古屋悟司</span></p> <p> </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&ssl=1" data-orig-size="960,685" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" 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&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&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&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&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&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&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> </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> </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> </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> </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> </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> </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> </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> </p> <p> </p> <p><img data-attachment-id="1684" data-permalink="https://www.mouse-lab.com/2018/03/07/earnings/cover/" data-orig-file="https://i2.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/cover.jpg?fit=1381%2C700&ssl=1" data-orig-size="1381,700" data-comments-opened="1" data-image-meta="{"aperture":"0","credit":"","camera":"","caption":"","created_timestamp":"0","copyright":"","focal_length":"0","iso":"0","shutter_speed":"0","title":"","orientation":"0"}" data-image-title="cover" data-image-description="" data-medium-file="https://i2.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/cover.jpg?fit=300%2C152&ssl=1" data-large-file="https://i2.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/cover.jpg?fit=817%2C414&ssl=1" class="aligncenter size-large wp-image-1684" src="https://i2.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/cover.jpg?resize=817%2C414&ssl=1" alt="" width="817" height="414" srcset="https://i2.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/cover.jpg?resize=1024%2C519&ssl=1 1024w, https://i2.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/cover.jpg?resize=300%2C152&ssl=1 300w, https://i2.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/cover.jpg?resize=768%2C389&ssl=1 768w, https://i2.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/cover.jpg?resize=960%2C487&ssl=1 960w, https://i2.wp.com/www.mouse-lab.com/wp-content/uploads/2018/03/cover.jpg?w=1381&ssl=1 1381w" sizes="(max-width: 817px) 100vw, 817px" data-recalc-dims="1" /></p> <p> </p> <p style="text-align: center;">別讓數據打敗你!《數字力就是賺錢力》導讀與實戰分享</p> <p style="text-align: center;">3/24(六)19:00-21:30(18:30 報到入場)<br /> ▍推出促銷方案有哪些眉角?<br /> ▍如何有效制定公司的成長計畫?<br /> 點<a href="https://goo.gl/FsGRsQ">這裡</a>報名導讀活動或購書!</p> <p> </p> ]]></content:encoded> <wfw:commentRss>https://www.mouse-lab.com/2018/03/07/earnings/feed/</wfw:commentRss> <slash:comments>0</slash:comments> <post-id xmlns="com-wordpress:feed-additions:1">1677</post-id> </item> </channel> </rss>