最快当日达、非会员也能买 Costco入驻京东：零售本土化背后的供应链“超级协同”

每日经济新闻07-23

Costco（开市客）全球CEO罗恩·瓦奇里斯在南京、深圳的门店巡访后不久，这家全球仓储零售巨头便在中国市场投下一枚“重磅炸弹”。　　7月22日，Costco宣布与京东达成合作，京东成为Costco在中国的唯一官方电商合作伙伴。《每日经济新闻》记者注意到，Costco京东店进一步降低消费门槛，非会员也可直接购物。　　Costco选择入驻京东其实不难理解。两家公司都以零售供应链效率为护城河，品牌调性...

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　　图片来源：每经媒资库　　每经记者从京东方面了解到，Costco在京东平台试运营1个月，店铺关注量增至约20万，累计访客量超过3000万人次。目前，京东Costco开市客官方旗舰店上架约700款商品，涵盖Costco自有品牌科克兰及多个合作品牌，覆盖零食、粮油、个护、保健等核心品类。　　其中，科克兰坚果多次售罄，销量破万件。此外，依托京东的仓配体系，Costco商品配送覆盖全国，突破了过去仅限同城购物的服务范围，部分城市最快可实现当日达，即使偏远的新疆、西藏等地区也可以实现配送。此外，消费者无需注册会员也可在线上购买产品，进一步降低购买门槛。　　对Costco来说，此次合作绝非单纯的线上渠道扩容。除覆盖全国的仓储物流网络可提供强力支撑外，京东庞大的用户底盘同样极具价值。　　财报显示，截至今年一季度，京东年度活跃用户突破7.4亿。京东数据显示，2025年，京东PLUS会员人均消费金额是非会员的9倍，年度人均下单次数是非会员的6倍。而且，京东PLUS会员主要集中在北京、上海、广东等地，家庭用户、一二线城市用户占比均超过一半。对Costco而言，这无疑是十分优质的客源。　　对京东而言，拿下Costco的战略价值同样清晰。十年前，山姆会员商店官方旗舰店在京东上线，如今，Costco把在华唯一官方电商合作伙伴的位置也交给了京东，成为了全球两大会员制巨头的线上渠道入口。　　零售电商行业专家、百联咨询创始人庄帅在接受每经记者采访时表示，Costco入华七年仅开7家店，年销售额与对手相差悬殊，线下重资产扩张难以追赶，因此选择借道京东的全国仓配网络和数亿用户，以轻资产方式打破门店辐射半径，实现从区域性商超向全国品牌的转型。　　“选择京东看重的是其覆盖全国的物流基建、与Costco目标客群高度重合的PLUS付费会员体系，以及山姆已在此验证近十年的会员制商超电商化路径。”庄帅告诉每经记者。　　山姆向左，Costco向右：一“轻”一“重”殊途同归 　　山姆和Costco在国内市场争抢的用户，可能都在京东。　　山姆与Costco的目标客群高度重合，都是愿意为省钱先付年费的一二线城市的家庭用户，两巨头的商品结构、品牌调性以及爆品逻辑也相对接近。　　但在线上化路径上，两家却截然不同。山姆选择了一条相对更“重”的路：通过持续投入，跑通“店仓一体”模式；Costco则选择了“轻”，充分利用京东成熟的供应链体系实现物流履约。对于Costco而言，这可能是更高效的“战略换挡”方式。　　不过，Costco在国内面临的可能并不只是山姆一个竞争对手。国内的仓储会员店赛道，早已从蓝海变红海。　　庄帅告诉每经记者，国内仓储制会员超市市场呈现“山姆一超多强”的格局，真正能与山姆同梯队竞争的仅剩Costco、麦德龙和大润发M会员店，竞争焦点正从线下门店密度转向线上全域覆盖与即时履约能力的全面较量。　　“对Costco而言，此次合作是其首次开放非会员线上购买，用低门槛触达增量用户并为会员体系蓄水，同时依托京东实现全国配送和品牌认知的快速扩张；对京东而言，则是在已有山姆的基础上拿下Costco独家合作，一举聚齐全球两大会员制巨头，显著强化其中高端即时零售供给生态和付费会员权益的吸引力。”庄帅补充解释。　　不过，Costco后续能否在借力京东的同时保持自身品牌调性与会员体系的独特价值，如何在开放与非开放之间找到平衡，仍是待解命题。这场换道超车能不能帮助Costco缩小与山姆的差距，也成为了接下来中国会员零售赛道最大的悬念。（文章来源：每日经济新闻）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"editions":null,"column":"","sentiment":"0","news_tag":"","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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