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Costco-外来的新超市要想在中国念好经并不容易

大陆人口突破14亿

And with much smaller homes Chinese consumers may not be as open to the idea of one-gallon jars of mayonnaise and 36-packs of toilet paper.

大反轉 ……還記得網紅超市Costco開業的盛況嗎?

Via weibo网友表示:

沒想到過一個周末之後,來了一個「劇情大反轉」 。消費者一改此前的瘋搶狀態,紛紛開始排隊退會員卡。

8月27日,美國超市巨頭開市客踏足中國市場的第一步,其開設在上海的超市,首個營業日吸引了眾多市民前去購物。

Costco's annual membership program, which accounts for the bulk of its profit, is also cheaper in China — it costs 299 yuan ($42) compared to $60 in the United States.

Via globaltimesnews

雖然Costco通過與中國電子商務公司阿里巴巴的合作在中國開展了五年的在線業務,但上海的新實體店也是它的一項新的重大投資。

Via CNN福布斯雜誌也對Costco的未來打了一個問號。

儘管上海實體店開業是聲勢浩大,這家美國零售商是否可以長期堅持下去有待時間的檢驗。它不僅要與沃爾瑪等全球競爭對手以及像阿里巴巴和京東這樣的中國大企業競爭,還要考慮到中國經濟的快速變化和不斷增長的線零售業。

Costco的年度會員計劃是Costco盈利的大頭。年費在中國也更便宜,為299元(42美元),而美國則為60美元。

Via 微博對於這個走向,CNN早就做出過"神預測"。

由於家庭規模小得多,一加侖(約等於3.8升)蛋黃醬和36包衛生紙可能不會吸引中國消費者。

US supermarket giant #Costco's first step into China attracts lots of residents during its first business day in #Shanghai on Aug 27. The checkout line surpassed 30m long.

@globaltimesnews

無論方向如何,將任何商業模式從一種文化轉移到另一種文化都很困難。儘管德國的超市Aldi和Lidl取得了成功,但從英國的樂購到日本高島屋的海外業務,再到家樂福,它們在進駐美國市場時都失敗了。

Taking any business model from one culture to another has been troublesome, no matter the direction. Overseas operations from Britain』s Tesco to Japan』s Takashimaya to, yes, Carrefour have all failed miserably when they』ve tried to launch U.S. operations—even as Germany』s Aldi and Lidl are having success here.

But despite the early buzz around its Shanghai store, the US retailer will have to prove it can stick around for the long haul. It has to contend not only with global rivals like Walmart (WMT) and big Chinese players like Alibaba and JD.com, but also with China's rapid economic changes and its growing online retail industry.

#Costco』s first Chinese mainland store has seen increasing numbers of customers returning their membership cards just days after it opened, as its discounts have been eased. Some customers have begun sharing membership cards to enjoy discounts.

【Costco來中國大陸的首個周末 茅台消失眾人排隊退會員卡】#costco會員排隊退卡#很明顯,來中國大陸三天後,以購物體驗好著稱的Costco就發生了一些變化,要進入Costco購物,你需要先辦一張299元的會員卡。 開業前三天售價為1498元一瓶的飛天茅台沒有了,原本售價32.9元的兩瓶裝味全冷藏牛奶,現在也調到了53.9元; 水井坊的特價酒賣完了,原本賣919元的五糧液也調價至1069元了 ——很多搶破頭的東西下架了,或者是調價了,優惠力度已經沒有之前那麼瘋狂了。

Global Times記者在超市裡看到,在結賬處,客流排成了長龍,結賬隊伍超過了30米 。顧客的購物車裡大多以農副產品為主,而排在末端的顧客預計需要3個多小時才能輪到結賬 。

While Costco has had an online presence in China for five years through a partnership with Chinese e-commerce firm Alibaba (BABA), the new brick-and-mortar store in Shanghai marks a significant investment.

Via Forbes圖文:微博、CNN、Forbes

Via CNN儘管有這些優勢,但是外來的新超市要想在中國念好經並不容易。早先已經有沃爾瑪、家樂福等外來超市佔據了市場。而中國的盒馬鮮生、永輝等本土超市形成的上線下新零售的業態,也是Costco的有力競爭者。

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