开市客Costco入驻京东破局丨聚焦618

21世纪经济报道05-27 09:45

21世纪经济报道唐唯珂　　618大促前夕，全球会员制仓储零售巨头开市客（Costco Wholesale Corp.）悄然在京东上线官方旗舰店，这也是其进入中国内地市场七年来，首次在第三方电商平台开设官方直营店铺。　　该店铺于5月22日正式上线，由开市客（苏州）贸易有限公司运营，精选休闲零食、粮油调味、家清个护、酒水、乳品、保健品等标品，并重点上架自有品牌“Kirkland Signature（...

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Club）已跑通的“门店+云仓+极速达”闭环，坚持美式大店模型、线上布局保守的Costco，终于开始正视中国家庭“高频+快送”的日常消费需求。　　Costco开市客开始发力　　开市客2019年首店落子上海闵行，截至2026年一季度在中国内地仅开出7家门店，集中分布于长三角（上海2家、苏州、杭州、宁波、南京）及大湾区（深圳），待开业规划仅泉州1家，扩张策略极为审慎。　　直接竞对山姆会员店则呈现另一番景象：2025年山姆中国销售额突破1400亿元，同比增长约40%；付费会员数突破1070万，卓越会员续卡率约92%；截至2026年4月底门店总数达63家，5月中旬已增至67家，2026年计划新开13家，推进至北京、天津、石家庄、青岛、广州、佛山等城市，并向江阴、汕头等百强县下沉。山姆在2020年便启动“极速达”云仓战略，目前前置仓/云仓数量接近500个，线上销售额（含全城配与1小时达）占比已超50%，部分城市线上与线下平分秋色甚至超越。　　会员黏性数据亦折射差距：开市客中国估算付费会员150万-200万，续卡率约60%-62%，显著低于其全球平均90%的水平，也远低于山姆在中国的续卡率。　　华南某零售行业从业者向21世纪经济报道记者表示，造成落差的主因除入华时间短外，更核心在于开市客线上履约半径受限——仅覆盖门店周边，无前置仓网络，难以满足城市家庭高频即时补货需求；而山姆通过“门店做体验+云仓做履约”已将会员嵌入日常消费场景。　　为什么是现在？全渠道短板与618流量卡位　　开市客中国区相关负责人早前曾公开表示，公司坚持全球统一的“大包装、少SKU、强精选”模型，线上业务以自有App和小程序为主，配合门店周边配送。但随着仓储会员店赛道从“开店竞赛”转向“商品力×履约力×会员运营力”的综合比拼，纯线下模型的局限性日益凸显——尤其当盒马X会员店已全面闭店、本土玩家（大润发M会员店仅6店，麦德龙PLUS以B端基因做C端）暂未构成实质威胁时，真正对开市客形成压制的是山姆已跑通的全渠道心智。　　“入驻京东不等于放弃自建，而是用最低时间成本触达最广谱的中产客群，同时为会员体系引流。”前述从业者指出，开市客此次保留了会员/非会员差异化定价，意在通过非会员“尝鲜—加会员—复购”的路径，把京东公域流量转化为私域会员资产，这与其全球“先收会费再卖货”的商业逻辑一脉相承。　　选择在618前夕上线，亦有借大促流量完成首轮用户教育的考量。京东超市近年持续强化进口标品、自有品牌与全球好物的供应链优势，与开市客Kirkland坚果、保健品、洗护等标品受众高度重叠，双方合作可实现“正品背书+物流体验+交叉引流”的互利。　　中国连锁经营协会数据显示，付费会员制已成为商超行业少数具确定性增长的细分赛道，但玩家分化明显。当前格局可概括为“一超（山姆）多强（Costco+麦德龙PLUS+大润发M会员店+奥乐齐硬折扣错位竞争）”。　　对于开市客而言，此番牵手京东是重要转折点：若能通过第三方平台积累足够线上会员、验证标品到家需求，不排除后续加速布局前置仓或深化本土电商合作；反之若仅作“品宣橱窗”而无实质履约网络跟进，其与山姆在全渠道会员渗透率上的差距仍难缩小。　　“开市客的全球成功靠极致精选与大店模型，但中国市场已被即时零售重新定义。单纯复制美式大店，难以满足‘今天要、明天到’甚至‘一小时达’的城市家庭预期。”前述从业者表示，此次线上破冰是必要一步，但是否能扭转续卡率与规模差距，还需观察后续SKU扩充、冷链能力导入及是否跟进城市云仓布局。　　随着京东旗舰店在618期间大促的展开，这场仓储会员店赛道的“线上暗战”，正式拉开新回合。（文章来源：21世纪经济报道）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"corporation","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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