雖然香港沒有Costco,但相信不少人都聽過它的大名。這裏簡單說下這家公司有多利害: 比Walmart遲了20幾年,但如今是全球第二大零售集團。 在亞馬遜電商衝擊的大背景下,股價10年漲了500%。 已經成為有機市場,紅酒,汽車等多個品類全美國最大的零售Channel。 旗下品牌Kirkland已經成為全美第一的健康品牌。 Costco的貨品價廉物美,價格就算不是最低,亦極具競爭性。但便宜是不是他吸引客人的賣點?是。但平賣是不是它的成功之道呢?不是!你想知道他如果在如此平價情況下亦能獲得優厚利潤, 股價節節上升嗎?(Costco總體毛利率一直保持在11%左右,當超過14%需要董事會批準) 上海分店開幕日,人山人海。 讓我們可以先理解他的商業模式及Costco如何利用大數據配合,成為優質的智慧零售企業,在競爭激烈的零售業中殺出重圍,獨佔鰲頭? 1. 創新的會員制 Costco 要求只有會員才可以憑卡到店內消費,會員卡年費一般為$60元美金,Executive Member 年費則為$120 (消費可獲2% Cash Rebate)。與此同時,會員也可以免費為其家人辦理一張附屬卡。持卡人也可以帶着非會員的親朋好友一同進店消費。觀察 Costco之2018 年財報,會費收入為 31.4 億美元,而淨利潤則是驚人的 31.3 億美元!
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