中美Costco对比报告:Costco在中国胜算几何?
财经作者: 36氪的朋友们
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摘要美国仓储超市Costco于8月27日在上海开出第一家中国大陆门店。
核心摘要
美国仓储超市Costco于8月27日在上海开出第一家中国大陆门店。为分析其未来发展趋势,我们从人口密度、家庭结构、饮食习惯等角度分析中美主要零售业态和商品结构的差异,对比中美两国零售业流通体系与竞争格局,并结合上海Costco门店的实地调研情况和Costco在亚洲其他地区的发展情况,对Costco在中国内地市场的发展作出展望。
报告摘要
中美人口分布与饮食习惯的区别导致两国主流零售业态不同。美国地广人稀,家庭人口相对较多,适合大批量采购;中国人口密集,家庭人口较少,单次采购量少;美国冷食消费占比较高,而中国人生鲜需求量大,购买频次高。因此美国大卖场和仓储超市业态市占率较高,而中国离消费者更近的小型零售业态较为发达。
中美零售行业流通体系与竞争格局存在较大差异。规模优势是Costco在美国的核心竞争力之一,而中国Costco尚不具备,且中国零售业流通环节较多,或较难获得品牌商的直接支持。此外,发达的电商行业亦将是Costco在中国所需面临的挑战。
Costco中国店调研:基本沿袭美国风格,标品价格优势明显。从我们草根调研的情况看,Costco上海店基本延续了美式的陈列布局与经营理念,开业期间多数商品价格亦有较明显优势。但考虑到开业促销因素,未来价格优势能否长期保持仍需观察。
Costco在亚洲其他地区的发展历程与成功经验。Costco在台湾和日本发展之初都曾遇冷,但Costco始终坚持大批量、厂家直供、会员制的经营模式,同时对商品积极进行本地化调整,最终在日韩台均取得了亮眼的业绩。借鉴Costco在亚洲的发展历程与成功经验,我们认为Costco亦有能力在中国内地市场占据一席之地。
报告正文
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