“会员制”松动？ Costco中国战略主动换挡

中国经营网08-01

近日，全球会员制仓储零售巨头Costco（开市客）正式官宣与京东达成深度合作，京东成为Costco在中国市场的唯一官方电商合作伙伴。　　这一消息迅速引发行业关注，入华七年以来始终以“慢”著称的Costco，终于在中国市场迈出了线上化的关键一步。同时，京东旗舰店向非会员开放购物，打破了Costco延续多年的会员准入门槛。　　2019年，Costco进入中国内地市场，场面一度十分火爆。而外界也经常将其...

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Costco China Strategy Active Shifting","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"COTG":0.6,"COST":1.98,"09618":1.91,"RTH":0.6,"FSTA":0.6,"XLP":0.6,"COSW":0.6,"JD":1.91,"TRUO":0.6,"KJD":0.6,"UGE":0.6},"content_text":"近日，全球会员制仓储零售巨头Costco（开市客）正式官宣与京东达成深度合作，京东成为Costco在中国市场的唯一官方电商合作伙伴。　　这一消息迅速引发行业关注，入华七年以来始终以“慢”著称的Costco，终于在中国市场迈出了线上化的关键一步。同时，京东旗舰店向非会员开放购物，打破了Costco延续多年的会员准入门槛。　　2019年，Costco进入中国内地市场，场面一度十分火爆。而外界也经常将其与山姆进行比较。然而，Costco并未如山姆一样加速扩张，截至目前共开设7家门店，并且多分布于长三角区域，北方市场仍是空白。对于Costco开辟线上渠道、扩张规划等问题，记者联系对方进行采访，但截至发稿未收到回复。　　Costco中国的“慢”　　2019年，Costco在中国内地的首家门店在上海闵行区开业。当天，停车场爆满、排队数小时、商品被抢购一空。　　然而七年过去，Costco在中国内地的门店数量停留在了7家，其中上海2家，苏州、杭州、宁波、南京、深圳各1家，第8家门店预计将落地福建泉州。与之形成对比的是，目前山姆会员店在中国已超过60家门店，2025年全年新开10家，创入华29年来年度开店新高。　　实际上，这与Costco的全球扩张节奏相符。过去10年，Costco门店从686家增长到914家，净增228家，年均新增约23家，扩张节奏始终维持在2.7%~3.5%。　　不过，慢节奏使得Costco在中国市场尤其是线上布局上稍显落后。据了解，初期，Costco的线上配送仅限门店周边约8公里，且299元起送、另付运费。这显然并不符合中国消费者的习惯。　　而相对比之下，即时零售已然在中国市场高速狂飙，“线上下单、周边门店发货、30 分钟内送货上门”已经成为不少商超的标配。　　在和君咨询合伙人、连锁经营负责人文志宏看来，Costco仍需要加强对中国市场的理解，不能简单地把美国模式搬过来。“举个例子，当年Costco开业时引发轰动的商品之一是茅台，这种商品在美国不可能有这样的热度。这说明中国市场有其独特的需求逻辑，需要时间理解和搭建适合本土的供应链体系。”文志宏表示，“本土化供应链并不等于所有商品都是本土生产，像科克兰坚果这类就属于全球供应链商品。但很多在中国市场热销的商品，未必是美国市场卖得好的。这需要对中国消费者的需求有深入理解，这个过程需要时间。”　　正如文志宏所说，公开信息显示，Costco在中国核心品类高度依赖进口，进口牛肉、坚果等商品需承担15%以上的关税及高昂运输费用，售价往往比具备本土供应链的同类商品高出10%～20%。　　上海尚益咨询创始人胡春才也提到，Costco在一定程度上还坚持美国市场的经验，认为美国消费者的行为模式是先进的，搬到中国来应该同样有效，没有完全入乡随俗；同时，门店少、线上布局慢，导致触达顾客的面太窄。很多新产品开发需要靠量来平衡，体量太小就不会有很好的效果。　　寻求线上超车？　　显然，Costco经营的“慢”哲学，遇到了“快”时代。在此背景下，Costco选择“借力打力”。记者了解到，2026年5月，Costco就已经入驻京东。记者在京东方面获悉，试运营1个月以来，京东Costco开市客官方旗舰店店铺关注量增至约20万，访客量超3000万人次。　　而依托京东超级供应链，Costco商品配送突破了过去同城购物的服务范围，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、西藏等地区也可以实现配送。　　胡春才认为，京东体量巨大，能够为Costco导入大量流量。国内相当一部分消费者了解山姆，对Costco也并不陌生，只是此前触达渠道太窄。借助京东平台，Costco的销售规模有望放大，一旦体量上来了，采购成本就能降低，商品利润空间也会改善。　　文志宏告诉记者，Costco选择入驻京东，而非自建平台，是合理的路径。Costco入驻京东有几方面的意义：第一，能够进一步激活现有会员的复购率和续卡率。开放线上渠道后，即便距离较远，消费者也可以通过线上购买商品，这对复购和续卡是有帮助的。第二，京东本身是一个巨大的流量入口，有利于Costco拓展新会员。第三，线上布局对Costco未来的门店拓展也有参考价值。通过线上销售数据，可以了解不同区域的市场需求，为其后续门店选址和布局提供依据。　　京东方面告诉记者，消费者无需注册会员，也可以在Costco开市客官方旗舰店内直接购买产品。不过，该店客服告诉记者，开通会员后，全场商品比非会员优惠20%左右。　　记者在店铺内看到，以热卖的“科克兰特选综合坚果袋装1.13kg”产品为例，售价119.88元，但开通会员后售价99.9元。年卡会员299元一年，消费者可以在该店铺绑定已有的会员卡。　　“非会员可购买”也引发了外界对于是否会动摇Costco会员制模式的讨论。　　对此，中国连锁经营协会客座顾问、零售电商行业专家庄帅认为，打破先办卡将从根本上动摇其以会员费预支利润、筛选高净值用户并指导采购的核心商业模式，短期拉新效应如果不及长期对用户黏性与成本结构的破坏，那将是弊远大于利。　　胡春才则认为，此举对Costco的会员制会有一定影响，但Costco通过线上渠道占领更大的市场，这个代价是值得的。“线上实行会员价和非会员价双轨制，会员价格更低。中国人有算账的习惯，消费者购买之后会自己衡量——全年购买下来，省下的钱能不能覆盖会员费。所以这种价格区分在一定程度上对会员转化也是有帮助的。”　　另外值得注意的是，京东Costco开市客官方旗舰店仅上架了约700款商品，涵盖Costco自有品牌科克兰及多个优质合作品牌，覆盖零食、粮油米面、个护美妆、家清纸品、营养保健等核心品类。　　对此，文志宏认为：“仅上线约700个SKU（最小存货单位），主要是复购率较高的标品和差异化明显的商品。这种‘精选再精选’的策略，是合理的。”他提到，Costco没有必要把所有商品都搬到线上。如果线上商品与线下完全一致，反而会削弱门店的吸引力。保持一定的线上线下差异，让消费者感觉“有些东西只能在线下买到”，反而有助于为门店引流。所以选择复购率高、差异化强、对会员和非会员都有吸引力的商品上线，是当前阶段最合理的策略。　　巨头之争关键仍是“本土化”　　随着Costco与京东合作的尘埃落定，也在一定程度上表明中国会员制仓储超市赛道的战火不仅仅局限在线下门店规模，也烧到了线上全域覆盖与履约效率领域。　　不过，两大巨头在选择路径上却并不相同。山姆进行的是“重资产”投入。山姆在中国已自建大约500个前置仓，成功跑通“门店+云仓”的店仓一体模式，线上销售占比已超过50%。这套网络让山姆能够做到“一小时极速达”，将会员嵌入日常消费场景。　　而Costco则是将物流履约全盘交给京东，借后者的全国仓配网络实现“轻资产”线上化。　　“在美国，Costco是绝对的老大。但在中国，情况完全反过来了。”胡春才表示，山姆进入早，对中国消费者的了解、对管理团队的本土化，都比Costco做得更彻底。山姆本质上是美国企业，但现在基本上是中国的团队在运作，对中国人的口味、消费习惯的洞察，比Costco来得敏锐和迅速。　　胡春才认为，更深层的问题在于经营理念。Costco要想真正改变现状，还需要在商品开发上尊重当地消费者的习惯，蹲下身子来听中国消费者的声音、听中国管理团队的声音。这个转变可能需要时间。　　文志宏则提到，本土化商品的开发主要有两个方向：一是自有品牌商品开发，二是与已有的知名品牌合作开发定制化商品。比如Costco早年与茅台达成深度合作，能以1499元的价格拿到茅台，这就是一种典型的品牌合作。这类商品虽然数量有限，但极具吸引力。　　“零售商可以与知名品牌合作推出特供款或定制款商品，也可以自行开发自有品牌商品。食品始终是这类超市最核心的品类，也是最能引发消费者关注的部分。未来在本土化食品开发上，Costco仍有很大的优化空间。”文志宏表示。　　而尽管二者是竞争关系，但庄帅直言：“山姆在本土化选品、前置仓即时零售及数字化会员运营上的深度实践，或许是Costco最需借鉴的成熟运营经验。”（文章来源：中国经营网）","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; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"isLaohu8Offline":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.44.1","shortVersion":"4.44.1","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2656992283","isCrawlerRequest":true}