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Revenue declined from June to Junly (Doanh thu giảm từ tháng 6 đến tháng…
Revenue declined from June to Junly
(Doanh thu giảm từ tháng 6 đến tháng 7)
Logic tree
What
What metrics changed?
Profit
What happend
Did total orders drop, or only units per order?
Tổng số đơn hàng giảm hay chỉ số lượng sản phẩm trên mỗi đơn giảm?
Did average unit drop or discounts spike?
Giá bán trung bình giảm hay chương trình giảm giá tăng?
Did return rate jump in July?
Tỉ lệ trả lại tháng 7?
Which return seasons suged?
Những mùa trở lại nào được gợi ý?
Better Price
Giá tốt hơn
Changed Mind
Đổi ý
Damaged
Hàng hỏng
Defective
Hàng lỗi
Wrong Item
Sai hàng
When
When did the decline start?
When in July the drop happens?
When Did the Decline Occur?
Did certain days/times collapse (campaign/ops scheduling)?
Day of week
Time of day
Which stage duration spiked in July?
Stage delay analysis
(Order => Confirm => Pack => Pickup => OFD => Delivered)
Where
Where decline is concentrated
Region Name
West
South
North
East
State
Is the drop isolated a few states (logistics/service issue)?
Who
Customer demographics
Which age bands show the biggest MoM revenue/order drop?
Is decline concentrated in Male or Female customers?
Dis specific payment methods drop disproportionately?
Paypal
Credit Card
Bank Transfer
Debit card
Is decline driven by fewer non-return orders or more returns?
Are late-delivery orders collapsing or causing downtream returns?
Why
Customer factors
Customer mix changed
Lower puchasing power/more price-sensitive
Lower quantity per order
Fewer hight-ticket purchases
Preference shift across products
Worse experience reduces repeat buying
Lower ratings
More Negative sentiment
Internal Business Factors
Promotion/discount changes
Higher discounts redure net revenue per order
Lower average selling price
Unfavorable safes mix
Lower share of Premium, higher share of Budget
Fulfillment & Service Factors (Delivery operations)
More late deliveries
Delays at specific process stages
Slower confirmation/paking
Slower pickup/out-for-delivery
Slower actual delivery
Geography specific operational issues
Issues concentrated in certain Regions/States
Returns Factors
Higher return rates
Return reason deterioration
Slower confirmation/packing
Slower pickup/out-for-delivery
Slower actual delivery
Returns concentrated in specific segments
By category/tier/region/shipping partner/type
External Partner Factors
Shipping partner performance issues
worse on-time delivery
more returns
How
Comarative Analysis
Compare June vs July performance (Revenue, Orders, AOV)
Contrast performance across product categories and value tiers
Contrast performance across regions and states
Contrast performance across payment methods
Contrast performance across shipping partners and shipping types
Order Journey Analysis (Order → Delivery)
Map the full timeline from Order to Actual Delivery
Measure stage durations to locate bottlenecks
Delivery Performance Metrics
Track on-time vs late delivery rate over time
Compare delivery performance by Partner, Type, and Region/State
Customer Experience Analysis
Track rating and sentiment trend over time
Compare experience by Category/Tier, Region, and Shipping Partner
Hypothesis tree
Internal Issues
Pricing/ Commercial Changes
Discounts increased in July → Net revenue per order decreased
Average selling price declined in key categories
Product mix shifted from Premium Smartphones/Laptops to Budget Products/Accessories
Fulfillment/Delivery Operations
Late delivery rate increased → Fewer purchases and more returns
Bottleneck emerged in a specific fulfillment stage(Confirm/Packing/Pickup/Last Mile Delivery) ==>
Delivery issues were concentrated in certain regions/states
Returns/ Quantity Control
Return rate increased significantly
Product quality issues surged
Defective
Damaged
Wrong Item
Return-related revenue loss increased
External Issues
Customer/ Demand
Customer mix shifted toward lower-spending segments
Customers traded down to budget products and accessories
Customer ratings and sentiment deteriorated
Repeat purchase rate declined
External Partner
Logistics Partner
A shipping partner experienced service degradation
Delivery times increased significantly
Payment Partner
A payment channel experienced disruption
Completed orders declined due to payment failures