好市多的商業模式

好市多的商業模式

楊惟雯

 

一、靠著產品高性價比及實體消費經驗崛起

 

零售巨擘好市多(Costco),在全球銷售金額僅次於沃爾瑪(Walmart),以及亞馬遜(Amazon),也是股神巴菲特創業夥伴查理蒙格(Charlie Munger)想帶進墳墓的公司。

 

嚴選展店位置,僅以3千多樣商品加上低價旗幟,綜合強大會員支持的好市多(Costco),幾近無人能敵的在實體通路大殺四方。

 

在Costco的爆買產品經常成為網路上的熱門討論話題,而其獨特的營運模式也是其他同業,以及電商業者研究的重要對象。有人說,Costco可能心裡暗想:「我表面上雖然是超市,但其實是你無法拒絕的仲介」。

 

一、Costco成功背後的10大商業模式

 

以下是整理網路上Costco成功背後的10大商業模式﹕

1.每天思考怎麼少賺錢

全世界老闆都追求毛利,只有Costco在想如何少賺一點。Costco平均毛利率只有10%,高於14%需經過執行長批准。

 

2.隨時、隨地、隨性地退貨

Costco退貨從不問原因、不限時間,只要不滿意隨時可退換!對Costco來說,退貨多並不糟糕,反而因此讓供應商有壓力退貨更注重品質。

 

3.暢銷東西要藏起來

Costco很多熱賣商品銷量太大,一不小心就賣完了,因此會特別藏起來,擺在最不起眼的角落,這樣才能細水長流。

 

4.會員卡可當身份證用

Costco將會員的照片與姓名印在會員卡上,並與北美政府部門合作,拿到符合TSA允許乘客提供除了護照以外的其他證件來證明自己身份的許可。因此會員卡在加拿大邊境管理或美國海關,都可當身份證使用。

 

5.怕顧客不佔便宜而哭

Costco規定試吃的份量要夠大,不要怕客人吃,只要舉辦試吃活動,當天商品的銷售額能大幅成長2到3倍。

 

6.超市竟然不是大而全

在Costco只有「爆款」商品才會上架,單品備貨規模大就能從供應商那裡爭取更大議價空間。事實上,Costco進貨價遠低於其他批發商,賣給消費者的價格就更低。

 

7.免費醫療

Costco會員可以在內部醫療中心Costco’s Hearing Aid Centers做免費檢查,不收任何費用(目前只限於耳科)。如果顧客醫療保險不包含所有藥品,在Costco買藥的價格遠低於市價。

 

8.讓家電裝修工沒事做

在Costco買家電,如果不會安裝或不知怎麼使用,Costco可以提供免費的技術支援,幫顧客解決所有問題,讓販賣家電公司的裝修工人沒事可做。

 

9.不只賣車還有終身服務

Costco業務範圍非常廣泛,去年賣出46.5萬輛車,是全美第2大汽車經銷商,並承諾顧客在這換胎,可終身享受免費打氣及輪胎矯正服務。

 

10.員工滿意度直逼谷歌

Costco員工待遇超過很多矽谷頂級公司,離職率僅5%,在美國員工滿意度調查中,高居第2的不是蘋果或是臉書、英特爾,而是Costco,僅次於谷歌。

 

二、Costco如何面對電商的巨大挑戰

 

在在其聰明的商業模式之下,好市多彷彿做什麼都能成功。但是,事實上是如此嗎?在現代人忙碌的生活型態下,叫外賣、網路購物直送到家,才是更符合潮流的生活狀態。因此,在線下叱吒風雲的好市多,究竟在網路購物世界裡表現如何?未來,好市多的線下展店策略又將面臨哪些巨大挑戰?

 

1.線上拓展選擇走自己的路

相對於亞馬遜在1995年就開始在網路上銷售書籍,開拓電子商務模式。在1996年創立的好市多,一開始就鎖定實體通路,並且以精準的商業模式(展店位置、價格、會員制等等),持續寫下不錯的戰績。直到2014年10月,好市多選擇在天貓(TMall)上開設海外旗艦店,才開始試著將戰線擴大到網路。然而,相對於在線下的風光,好市多在線上的表現仍舊緩慢。

 

在線上購物起步後,好市多最先受到抨擊的,就是線上商店的品項跟線下商店不一;不僅內容不一致,品項數量也少很多(根據2016年資訊,台灣的好市多實體店面有4000種品項,購物網站上則有1500種品項)。

其次,雖然有提供會員生活雜誌(The Costco Connection)線上版(也提供實體印刷),但是卻沒有跟銷售扯上邊,例如在提供食譜的頁面中,沒有提供連結(Link)可直接跳轉後在線上購買等。此外,線上訂購後送貨的選項也相當稀少。

 

在許多對手(包含Amazon、Wal-Mart、Target、Box)都在線上大舉投資、傾城掠地的情況下,雖然好市多早就提供線上購物的服務,但成長速度遠不及對手。

此外,好市多線上服務的內容,也缺乏社群行銷元素以及線上訂購、到店取貨的服務。《彭博社》認為,好市多在線上布局太過緩慢的策略,長期來看是個危險遊戲。

 

2017財年Q2財報公布後,好市多線上銷售額達到總營業額4%,成長12%(Q2營收291.3億美元),看起來似乎表現不錯,但若要歸咎原因,成長動力更多是來自更多人傾向於網路上購物,而非好市多的線上策略奏效。

 

雖然在線上布局緩慢,Costco線上購物服務優化之處還是不少,最顯著之處應屬送貨服務。在今年,Costco在美國地區選擇跟Google Express,可提供一至三天的到貨服務,另外也跟Instacart合作,拓展線上購物品項至服裝、家電等品項。十月初,也在美國地區推出CostcoGrocery服務,提供訂購不易腐爛的雜貨,訂單滿75美元就可免費送貨。

 

2.商業模式遭模仿,亞馬遜來勢洶洶

說到好市多,最為知名也最為成功的商業模式,就屬會員制度。然而,學習從模仿而來,好的商業模式對手不可能不學。在會員制度上,好市多起碼就面臨了Walmart(會員制度Sam’s Club)以及亞馬遜(Amazon Prime)的極大挑戰。

 

根據《Robin Report》(17/7/19)報導,美國家庭擁有Amazon Prime會員資格的比例從4年前的7.1%提升至13%;但美國家庭擁有好市多會員資格的比例從4年前的14.9%下滑到9.8%。不僅如此,,Kantar Retail (零售諮詢公司)指出,好市多更應該擔憂的是,有一半會到好市多的購物的消費者都是Amazon Prime會員,這比例相比五年前增長了14%。

 

Amazon Prime提供會員音樂串流、觀看線上電影、Kindle用戶還可租借電子書,此外還可使用Alexa。這些都是好市多所沒有觸及的領域,此外Amazon Prime還針對主要商品提供兩天內到貨的服務,整年運費全免(Amazon Prime年費79美元,好市多會員卡年費最低60美元)。

 

3.線下布局積極,挑戰仍舊難以忽視

相對於在線上緩慢發展,好市多在線下的布局才稱得上積極,也將首度進軍上海展店,展現了相當的企圖心。但是,好市多的商業模式,保證能在中國大陸吃得開嗎?

 

相對於美國家戶習慣的大量購物模式,還有相對更大的家居空間,好市多主打的購物模式,對習慣「淘寶式」小量購物、且購物次數頻繁的中國消費者來說,能否適應仍舊是問題。對住家空間不夠大的中國消費者來說,大量購物對於生活空間也帶來負面影響。

另外,好市多在大陸首選的展店位置在上海。地窄人稠的人口密度,還有繁忙的交通,也是好市多線下實體店面必須要克服的營運問題。

 

此外,好市多堅持的低價策略,在中國還能奏效嗎?在中國地區,不僅網購盛行,跨境電商發展也相當蓬勃。在天貓等對手早在中國建立起良好的物流服務,並可提供多元化、有價格優勢商品的前提下,好市多不僅產品價格勢必將被放大檢視,能否在地化符合當地人的需求,也是挑戰之一。

 

另外,好市多子品牌Kirkland Signature(科克蘭)在天貓以及其他電商平台也能夠買得到。而且註冊天貓會員並不需要付出任何費用。好市多相當仰賴的會員制,以及高昂年費,能否為中國消費者所接受,也面臨考驗。

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