Costco终于想“开”了

微博财经-财道工作室07-30

来源：@经济观察报微博记者郑明珠进入中国大陆市场七年来，会员制仓储超市Costco开市客（下称“Costco”）迈出了关键一步——向全国消费者敞开了线上大门。7月22日，京东官方微信公众号“京东黑板报”发布消息称，Costco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。京东Costco官方旗舰店在售商品约700款，涵盖休闲零食、粮油调味、家清个护等核心品类。该旗舰店于今年5...

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href=\"https://finance.sina.com.cn/stock/wbstock/2026-07-30/doc-inikqupy9677660.shtml\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU0048580855.USD","symbol_name":"富达大中华区A","start_time":0,"source_url":"https://finance.sina.com.cn/stock/wbstock/2026-07-30/doc-inikqupy9677660.shtml","article_id":"2655872052","we_media_id":null,"thumbnails":[],"rights":null,"url":"https://stock-news.laohu8.com/highlight/detail?id=2655872052","pubTimestamp":1785412620,"columns":[],"sourceInfo":{"source_id":"sina","name":"sina"},"weMediaInfo":null,"summary":"非会员可直接下单购买Costco的商品，配送范围从门店周边扩展至全国。因此，此次向全国消费者敞开线上大门，被业内视为Costco的一次重要突破。Costco并未在北京开设线下门店。这也是罗恩·瓦克里斯自2024年上任Costco全球CEO以来首次到访中国。从全球来看，Costco的业绩依然稳健。截至2026年5月10日，Costco在全球运营928家仓库，中国大陆仅占7家。将视线拉回Costco的入华轨迹。转向正是这种差距，催生了Costco的“破冰”。但截至发稿，该消息并未得到Costco方面的确认。","collect":0,"end_time":0,"defaultTopTitle":"sina.com.cn","property":[],"viewcount":null,"language":"zh","relate_stocks":{"89618":"京东集团-SWR","LU0048580855.USD":"富达大中华区A","LU0307460666.USD":"EASTSPRING 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郑明珠进入中国大陆市场七年来，会员制仓储超市Costco开市客（下称“Costco”）迈出了关键一步——向全国消费者敞开了线上大门。7月22日，京东官方微信公众号“京东黑板报”发布消息称，Costco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。京东Costco官方旗舰店在售商品约700款，涵盖休闲零食、粮油调味、家清个护等核心品类。该旗舰店于今年5月上线试运营，目前店铺关注人数已超过27万。非会员可直接下单购买Costco的商品，配送范围从门店周边扩展至全国。前者打破了Costco坚持多年的付费会员入场规则，后者则让这家在中国大陆市场仅有7家线下门店的零售商将配送网络延伸到此前未覆盖的区域。Costco方面告诉经济观察报，借助京东，Costco将服务半径从门店周边拓展至全国；同时品牌认知与市场渗透获得进一步提升。作为Costco的合作伙伴，京东的超级供应链已成为其布局中国市场的重要支撑和销售增长的重要平台。与另一家会员制超市山姆的密集开店相比，Costco的拓展速度相对更慢。因此，此次向全国消费者敞开线上大门，被业内视为Costco的一次重要突破。未来，Costco能否借此缩小与山姆在中国市场的差距，也成为业内关注的焦点。合作此次合作的核心在于两个突破——一个指向“谁能买”，一个指向“哪里能送”。一是打破会员门槛。与线下必须办理299元年费会员才能进店消费的规则不同，京东Costco官方旗舰店对所有消费者开放，非会员也可直接下单。非会员需按高出会员价20%的价格结算。以该店内销量第一、已售超2万包的糯米锅巴为例，非会员售价为59.88元，会员价为49.9元；销量第二的开心果非会员价和会员价分别为143.88元和119.9元。会员店的购物模式向来是“先交会员费，后入场购物”。对于此番松动付费会员模式的探索，Costco方面告诉经济观察报，通过开放非会员购买入口并实行双档定价机制，Costco能够让更多消费者先体验商品与服务，再根据自身需求选择是否加入会员体系。这种“体验—认可—办卡—复购”的转化路径，既保障了会员的专属权益，也为品牌打开了更广阔的用户增量空间。二是打破地域限制。Costco方面告诉经济观察报，该公司联合京东物流，配送已覆盖全国逾2800个区县。根据京东方面的介绍，Costco商品配送已覆盖中国大陆地区，部分城市最快可实现当日达，即使偏远的新疆、西藏等地区也能实现配送。不过，“覆盖全国”在实际体验中仍有快慢之分。7月29日晚间，记者随机设置北京的一处收货地址，页面显示京东物流配送，23:10前付款预计次日送达；而将收货地址改为贵阳、长沙等地后，均显示8月1日才能送达。Costco官方旗舰店客服告诉经济观察报：“我们从广州、北京、上海的仓库发货，系统按收货地址就近分配，不支持自选仓库。”Costco并未在北京开设线下门店。截至目前，其7家线下门店多分布在长三角地区，仅有1家位于深圳。京东黑板报发布的消息称，未来双方将继续以用户需求为核心，逐步扩展商品品类，并在供应链协同、定制化商品开发、会员权益互通等方面持续深化合作。为何在此时？Costco与京东的合作落定中，一个细节值得被关注。在小红书等社交平台上，有多位网友分享了Costco全球CEO罗恩·瓦克里斯（Ron Vachris）于六月下旬至七月上旬在Costco深圳、南京等门店巡店的照片。这也是罗恩·瓦克里斯自2024年上任Costco全球CEO以来首次到访中国。CEO亲自巡店的背后，是中国零售行业竞争的白热化。当前中国零售市场正处于转型升级的阶段——业态分化明显，仓储会员店、折扣店等业态加速扩张，传统大卖场持续收缩；商品策略也从大而全转向精选聚焦，自有品牌成为竞争焦点。零售行业的比拼，已从过去单纯的门店规模，转向了商品力与供应链效率的深层较量。今年5月，另一国际零售巨头沃尔玛CEO约翰·弗纳也访华，随后山姆中国经历董事长换人、首席采购官辞职等调整。从高管密集访华也可窥见各公司对中国市场的密切关注。Costco为何在此时选择“破冰”？这和它在中国的发展阶段有关。从全球来看，Costco的业绩依然稳健。其5月28日公布的2026财年第三季度（2026年2月16日至5月10日）财报显示，总营收为705.3亿美元（约合人民币5078亿元），同比增长12%，净利润为21.9亿美元（约合人民币157.7亿元），同比增长15%。截至2026年5月10日，Costco在全球运营928家仓库，中国大陆仅占7家。将视线拉回Costco的入华轨迹。2019年Costco进入中国大陆，上海闵行首店开业当天因人流量过大提前闭店；2024年深圳龙华店开业，14万张会员卡被抢购一空，创下全球单日开卡纪录。不过，开业盛况的另一面是地域分布的局限——7家门店中，6家位于长三角，仅1家在深圳。根据中国连锁经营协会(CCFA)发布的“2026年中国超市Top100”榜单，Costco中国2025年销售额为100亿元，同比增长14.9%。但与山姆相比差距明显——2025年山姆中国新开门店10家，总门店数达63家，全渠道销售额突破1400亿元，付费会员超1070万。转向正是这种差距，催生了Costco的“破冰”。线下扩张难以在短期内缩小与山姆的差距，与京东的合作被视为Costco从“线下重资产慢扩张”转向“线上轻资产快突围”的信号。十年前，山姆会员商店官方旗舰店率先入驻京东；如今，Costco也将唯一官方电商合作伙伴的重任交给了京东。对于选择京东，而非自建渠道或另寻平台，Costco方面表示，京东平台沉淀了海量偏好理性品质消费的中产客群，其中逾3000万PLUS会员的消费特征与Costco核心用户画像高度契合。关于线下扩张，据行业媒体小食代近日报道，去年年底该公司曾分享开店目标，计划在2026至2030财年于中国大陆新增九家门店——5家开在华南，4家开在华东。但截至发稿，该消息并未得到Costco方面的确认。如果把时间拉长来看，Costco目前的发展路径与山姆早期在中国的发展路径有相似之处。山姆1996年进入中国，在深圳开出首店，前20年仅开出12家门店，年均新增不足1家。Costco首席财务官加里·米勒奇普（Gary Millerchip）在2026财年第二季度财报电话会上谈及中国市场时表示，Costco在中国开设第一家仓储式门店的方式，与该公司进入其他任何国家时的做法一致。“我们进入市场，开设几家门店，了解当地文化，学习在该国开展业务的模式。然后，我们会在此基础上进入一个良好且稳定的增长轨道。我们对目前的业务状况和增长势头感到满意，就像我们在国际市场上所做的那样，我们有信心与中国境内的任何竞争对手抗衡。我对中国市场的未来持乐观态度，但我们的增长将遵循我们在全球范围内的常规模式。”罗恩·瓦克里斯在2026财年第三季度财报电话会上提到：“在亚洲，我们知道在中国、韩国和日本仍然有巨大的机会。”","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 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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