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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