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。
微信
留言列表（706条）
I just added this website to my feed reader, excellent stuff. Can not get enough!
Oh my goodness! a tremendous article dude. Thank you Nonetheless I am experiencing challenge with ur rss . Don?t know why Unable to subscribe to it. Is there anybody getting similar rss drawback? Anyone who is aware of kindly respond. Thnkx
One thing I want to say is before buying more laptop memory, check out the machine in which it will be installed. If the machine is running Windows XP, for instance, the memory limit is 3.25GB. Installing more than this would simply constitute any waste. Make certain that one’s motherboard can handle the particular upgrade amount, as well. Interesting blog post.
At this time it seems like WordPress is the best blogging platform out there right now. (from what I’ve read) Is that what you are using on your blog?
These days of austerity in addition to relative anxiousness about incurring debt, many individuals balk about the idea of employing a credit card to make acquisition of merchandise as well as pay for a vacation, preferring, instead just to rely on this tried as well as trusted means of making payment – raw cash. However, if you possess the cash available to make the purchase completely, then, paradoxically, that’s the best time to be able to use the cards for several reasons.
Its like you read my mind! You seem to know so much about this, like you wrote the book in it or something. I think that you could do with some pics to drive the message home a bit, but other than that, this is wonderful blog. A fantastic read. I will definitely be back.
fantastic issues altogether, you simply won a logo new reader. What would you recommend in regards to your publish that you just made some days in the past? Any sure?
Hmm is anyone else encountering problems with the pictures on this blog loading? I’m trying to figure out if its a problem on my end or if it’s the blog. Any suggestions would be greatly appreciated.
Thanks , I’ve just been searching for information about this subject for ages and yours is the greatest I’ve discovered so far. But, what about the bottom line? Are you sure about the source?
I?m not sure where you are getting your information, but great topic. I needs to spend some time learning much more or understanding more. Thanks for great info I was looking for this information for my mission.
I have been browsing online more than three hours today, yet I never found any interesting article like yours. It is pretty worth enough for me. In my opinion, if all site owners and bloggers made good content as you did, the web will be much more useful than ever before.
One other thing I would like to express is that rather than trying to suit all your online degree classes on days and nights that you complete work (since most people are fatigued when they return), try to obtain most of your lessons on the weekends and only one or two courses in weekdays, even if it means a little time away from your weekend. This pays off because on the saturdays and sundays, you will be far more rested and concentrated upon school work. Thanks a lot for the different points I have realized from your website.
Whoa! This blog looks exactly like my old one! It’s on a entirely different subject but it has pretty much the same layout and design. Superb choice of colors!
Howdy just wanted to give you a quick heads up. The text in your post seem to be running off the screen in Opera. I’m not sure if this is a format issue or something to do with web browser compatibility but I figured I’d post to let you know. The style and design look great though! Hope you get the issue fixed soon. Cheers
Hi, i think that i saw you visited my website so i came to ?return the favor?.I am attempting to find things to enhance my website!I suppose its ok to use some of your ideas!!
The next time I learn a blog, I hope that it doesnt disappoint me as a lot as this one. I mean, I do know it was my option to learn, but I actually thought youd have one thing interesting to say. All I hear is a bunch of whining about one thing that you possibly can repair should you werent too busy searching for attention.
you are really a good webmaster. The site loading speed is amazing. It seems that you’re doing any unique trick. Furthermore, The contents are masterpiece. you’ve done a great job on this topic!
Hello! Do you use Twitter? I’d like to follow you if that would be ok. I’m undoubtedly enjoying your blog and look forward to new posts.
I would like to thank you for the efforts you’ve put in writing this web site. I am hoping the same high-grade web site post from you in the upcoming as well. Actually your creative writing skills has encouraged me to get my own website now. Actually the blogging is spreading its wings fast. Your write up is a great example of it.
I like what you guys are up also. Such smart work and reporting! Carry on the excellent works guys I?ve incorporated you guys to my blogroll. I think it will improve the value of my web site 🙂
It’s my belief that mesothelioma is actually the most lethal cancer. It has unusual traits. The more I really look at it a lot more I am sure it does not react like a true solid human cancer. If mesothelioma is usually a rogue viral infection, in that case there is the probability of developing a vaccine as well as offering vaccination for asbestos open people who are open to high risk with developing potential asbestos relevant malignancies. Thanks for giving your ideas about this important health issue.
One thing I’ve noticed is that there are plenty of common myths regarding the banking institutions intentions if talking about foreclosed. One fable in particular is always that the bank would like your house. The lender wants your hard earned money, not the house. They want the amount of money they gave you with interest. Staying away from the bank will simply draw the foreclosed summary. Thanks for your post.
Simply want to say your article is as surprising. The clearness in your post is simply excellent and i could assume you’re an expert on this subject. Fine with your permission allow me to grab your RSS feed to keep up to date with forthcoming post. Thanks a million and please continue the rewarding work.
Hey there, You’ve done a fantastic job. I?ll certainly digg it and personally recommend to my friends. I am confident they will be benefited from this web site.
What?s Happening i’m new to this, I stumbled upon this I have found It positively useful and it has helped me out loads. I hope to contribute & aid other users like its helped me. Good job.
I’ve discovered a treasure trove of knowledge in your blog. Your unwavering dedication to offering trustworthy information is truly commendable. Each visit leaves me more enlightened, and I deeply appreciate your consistent reliability.
Your positivity and enthusiasm are undeniably contagious! This article brightened my day and left me feeling inspired. Thank you for sharing your uplifting message and spreading positivity among your readers.
I wanted to take a moment to express my gratitude for the wealth of valuable information you provide in your articles. Your blog has become a go-to resource for me, and I always come away with new knowledge and fresh perspectives. I’m excited to continue learning from your future posts.
Almanya’nın en iyi medyumu haluk hoca sayesinde sizlerde güven içerisinde çalışmalar yaptırabilirsiniz, 40 yıllık uzmanlık ve tecrübesi ile sizlere en iyi medyumluk hizmeti sunuyoruz.
Your storytelling prowess is nothing short of extraordinary. Reading this article felt like embarking on an adventure of its own. The vivid descriptions and engaging narrative transported me, and I eagerly await to see where your next story takes us. Thank you for sharing your experiences in such a captivating manner.
fake cbd
Your enthusiasm for the subject matter shines through every word of this article; it’s infectious! Your commitment to delivering valuable insights is greatly valued, and I eagerly anticipate more of your captivating content. Keep up the exceptional work!
Hi there! This is my first comment here so I just wanted to give a quick shout out and say I really enjoy reading through your posts. Can you recommend any other blogs/websites/forums that go over the same topics? Thanks for your time!
Your writing style effortlessly draws me in, and I find it nearly impossible to stop reading until I’ve reached the end of your articles. Your ability to make complex subjects engaging is indeed a rare gift. Thank you for sharing your expertise!
Your unique approach to tackling challenging subjects is a breath of fresh air. Your articles stand out with their clarity and grace, making them a joy to read. Your blog is now my go-to for insightful content.
Your blog is a true gem in the vast expanse of the online world. Your consistent delivery of high-quality content is truly commendable. Thank you for consistently going above and beyond in providing valuable insights. Keep up the fantastic work!
Excellent blog here! Also your site loads up very fast! What web host are you using? Can I get your affiliate link to your host? I wish my site loaded up as fast as yours lol
I’d like to express my heartfelt appreciation for this enlightening article. Your distinct perspective and meticulously researched content bring a fresh depth to the subject matter. It’s evident that you’ve invested a great deal of thought into this, and your ability to articulate complex ideas in such a clear and comprehensible manner is truly commendable. Thank you for generously sharing your knowledge and making the process of learning so enjoyable.
I couldn’t agree more with the insightful points you’ve made in this article. Your depth of knowledge on the subject is evident, and your unique perspective adds an invaluable layer to the discussion. This is a must-read for anyone interested in this topic.
Your enthusiasm for the subject matter shines through in every word of this article. It’s infectious! Your dedication to delivering valuable insights is greatly appreciated, and I’m looking forward to more of your captivating content. Keep up the excellent work!
Your storytelling prowess is nothing short of extraordinary. Reading this article felt like embarking on an adventure of its own. The vivid descriptions and engaging narrative transported me, and I eagerly await to see where your next story takes us. Thank you for sharing your experiences in such a captivating manner.
Your positivity and enthusiasm are truly infectious! This article brightened my day and left me feeling inspired. Thank you for sharing your uplifting message and spreading positivity to your readers.
Your unique approach to addressing challenging subjects is like a breath of fresh air. Your articles stand out with their clarity and grace, making them a pure joy to read. Your blog has now become my go-to source for insightful content.
Your writing style effortlessly draws me in, and I find it difficult to stop reading until I reach the end of your articles. Your ability to make complex subjects engaging is a true gift. Thank you for sharing your expertise!
Your dedication to sharing knowledge is unmistakable, and your writing style is captivating. Your articles are a pleasure to read, and I consistently come away feeling enriched. Thank you for being a dependable source of inspiration and information.
Your positivity and enthusiasm are undeniably contagious! This article brightened my day and left me feeling inspired. Thank you for sharing your uplifting message and spreading positivity among your readers.
I couldn’t agree more with the insightful points you’ve articulated in this article. Your profound knowledge on the subject is evident, and your unique perspective adds an invaluable dimension to the discourse. This is a must-read for anyone interested in this topic.
Your storytelling abilities are nothing short of incredible. Reading this article felt like embarking on an adventure of its own. The vivid descriptions and engaging narrative transported me, and I can’t wait to see where your next story takes us. Thank you for sharing your experiences in such a captivating way.
Your blog has rapidly become my trusted source of inspiration and knowledge. I genuinely appreciate the effort you invest in crafting each article. Your dedication to delivering high-quality content is apparent, and I eagerly await every new post.
Your passion and dedication to your craft radiate through every article. Your positive energy is infectious, and it’s evident that you genuinely care about your readers’ experience. Your blog brightens my day!