This is my 84th original article \

I am often asked how to write a report. Can you give me some report templates? What should I do if I don’t have an analysis report? I have the answer to all of these, but the ability to replicate is a very difficult thing to do. Simply summarize the methodology, in fact, there is not much use. Because data analysis is not like engineering, just take a set of templates and use them. There’s a lot of thought involved, and this is the killer. So I want to talk to you about how to write a report in a different way.

Another way to learn

The ancients cloud: reading broken volumes, such as god.

Ou Shen, the godfather of real estate, has a famous saying for buying a house: “Look at 200 houses before you consider buying a house.”

In fact, the vast majority of data analysts have never seen 200 data analysis reports, and then go around Shouting that they have no idea, can’t write. If you can write like this, you’ve seen the devil!

Does it take a long time to learn? Don’t need to! One week is enough to qualify you, one month is enough to make you excellent! In fact, the method has been mentioned before, that is, read! To quote! Sue!!!!!!

Of course, ah, have a method of reading, while reading, while summing up + deliberate practice. One week is enough for you to summarize, one month is enough for summary + practice. So I can conclude that “one week is enough to qualify you and one month is enough to make you excellent”.

Things to prepare:

1, to commonly used report download website (iresearch, 199it, discovery report, etc.) to download a report

2, computer + fully invested environment

3, mind maps

4, the word

Process:

1, look at the report directory, decomposition structure

2. Look at the report and dismember each section

3. Extract data sources, expression methods, presentation forms, arguments, arguments and other details

4. Analyze your reasons for doing so

5. Summarize writing routines

6. Try to reproduce

Above steps, as fast as half a day, as slow as a day. A comprehensive devotion, can at least 7 dissection, spare time can also be dissected 3. Getting started is enough.

“Roland Berger Global Auto parts Supplier” will be decomposed today, and “Essence Hong Kong Ant Group: the world’s leading fintech leader” and “Luckin Coffee: Muddy Waters Short Report” will be provided as an exercise. You can download three reports by answering “Report decomposition” backstage.

The structure of

Let’s first look at the structure of Roland Berger’s report: \

The big structure is very simple, first look at the current situation, then look at the future trend, then give strategic advice. This routine is so versatile that you can write it down in a notebook.

Then look at the structure of the “status quo” section:

When analyzing the current situation, it is composed of a conclusion + several supports, especially the performance difference, divided a lot. Write that down, too.

He starts by looking at the auto market for 2018 and 2019, then goes back up to the volume of vehicles produced in 2018, and then forward to the EBIT of auto parts suppliers. This is from the perspective of the market value chain to see the situation of auto parts suppliers, this routine can also be written down.

After that, it is to look at the valuation of auto parts suppliers, the valuation of oems and suppliers, which is to look at the oems and parts suppliers from the perspective of capital.

Finally, the performance of auto parts suppliers is analyzed from N perspectives, such as industry profit margin, different regions, different scales, different products, different business models and profitability.

Think about it, why do you do it this way? What are the benefits?

To sum up: The “current situation” part is structurally divided into three levels. The first level is observed from the upstream and downstream of the market value chain. The second level is from the perspective of capital; The third level is a more nuanced analysis of the performance of the entire auto parts supplier.

Combine this with my previous post on “What does business mean? The five levels of analysis. “What are these? There is business understanding, there is overview, there is performance, there is micro insight.

Ok, please follow this routine, the “future” and “strategy” structure is also analyzed.

See form

In the form of presentation, the report will not be limited to graphics, but also have pure words, such as: \

There are quantitative and qualitative analyses. Here, a classification + matrix structure is used to distinguish good and bad business according to the four major directions of region, company scale, product focus and business model. A matrix is formed to subdivide the performance of suppliers in different regions, different scales, different products and different business models. Again, this is a structure-aggregate structure.

In terms of graphic display, there is text interpretation on the right side, and the average line reference value will be set in the chart to assist readers to understand.

The report will select different graphics according to the data to be displayed:

When you open up the report, you can see that there are many of the same graphics in the report. There is no excessive use of gorgeous graphics, which means it is not presented for presentation’s sake.

Consider: why is this indicator shown in this graph?

To sum up, the display form includes text, tables and various graphics. For the same content with different dimensions, the same graphics will be used to facilitate horizontal comparison.

Please follow the above logic to sort out the presentation form of all graphics.

Look at the details

Take a look at each piece in detail:

Each page of the report has the same specification: a one-sentence conclusion at the top, a description of data sources at the bottom, and various quantitative and qualitative analyses supporting the conclusions in the report in the middle. Each analysis chart, table and text has a proper title.

There’s the status quo, there’s the prediction. The indicator selection of each chart is also very professional. Ebit is the core indicator to measure the actual profitability of the enterprise.

The report uses a lot of comparison methods, especially in terms of time, to see trends at a glance.

Think: why is this metric used for this content? Can we use other indicators? Why conclusion before argument? Why so many comments? Why do we get this conclusion?

To summarize: Each report has a fixed format, with conclusion in front, argument in the center, and data explanation at the end. Have qualitative, have quantitative, have contrast, have subdivision, have index contrast, have dimension contrast.

Please follow this logic to sort out the entire report.

conclusion

I just spent two hours combing through the report and came up with the following:

This is pure dissection, without adding business understanding and reporting mimicry. If you can follow this logic, a report you like repeatedly decompose – understand – summarize – imitate – find the difference – imitate – summarize. You need to be thorough and ask again and again why you’re doing this, why you’re doing this, why you’re doing this. That way, you just need to complete one, and you’ll understand immediately. Get seven, and you won’t run out of ideas for your report. Get 30, and you’re a good reporter.

Roland Berger Global Auto parts supplier, Anson Hong Kong Ant Group: The world’s leading fintech leader and Luckin Coffee: Muddy Waters Short Report can be downloaded.

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