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<p>在上个月接受《财富》杂志采访时，Costco 首席执行官 Ron Vachris 强调，Costco 商业模式的核心不仅在于货架上琳琅满目的产品，还在于顾客们随身携带的会员卡。</p>
<h2>Costco 繁荣的会员基础</h2>
<p>Costco 的会员已成为公司的重要收入来源。拥有 1.3 亿会员，每年会员费在 60 美元至 120 美元之间，仅会员费去年就为公司带来 46 亿美元的收入。</p>
<p>公司提供两种会员制度：每年 60 美元的金星会员和每年 120 美元的高管会员，高管会员还包括 2% 的购物返现激励。</p>
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<p>我们认为我们销售的最重要的物品是会员卡。</p>
<h2>Costco 以会员为驱动的商业模式</h2>
<p>自 2016 年以来，Costco 的会员基数增长了 50%，这清楚地证明了其成功的商业策略。公司拥有 90% 的续费率，反映了会员的强大忠诚度。</p>
<p>Costco 仓库的设计，如价格实惠的汽油和战略性放置的烤鸡等热门商品，确保会员觉得他们的会员费是合理的，并继续光顾商店。</p>
<p>Vachris 强调，“我们所做的一切都支持这笔交易”，指出店铺运营与会员满意度的一致性。</p>
<h2>计算 Costco 会员的价值</h2>
<p>对于考虑金星会员和高管会员之间选择的潜在会员，简单的计算可以帮助。</p>
<p>高管会员提供 2% 的返现，每年在 Costco 消费 3000 美元将获得 60 美元返现，有效地将会员费降至金星会员的水平。如果您的年度消费可能低于 3000 美元，金星会员是更好的选择。</p>
<h2>通过会员制度产生收入</h2>
<p>Costco 对会员费的强调在其财务健康中起着至关重要的作用。通过这些费用产生的重要收入，使公司能够保持产品的低价，进一步推动客户满意度和忠诚度。</p>
<p>商店内物品和服务的战略布局旨在增强购物体验，最大限度地提高会员的感知价值。</p>
<h2>通过会员参与实现持续增长</h2>
<p>会员数量稳步增长和高续费率是 Costco 有效参与策略的指标。通过确保会员感到受重视并提供切实利益，Costco 创造了一个忠诚的客户群体，不太可能转向竞争对手。</p>
<p>这种以会员为中心的方法使 Costco 能够在零售市场中保持强劲地位，尽管经济波动和竞争压力不断。</p>
<h2>Costco 会员模式的未来</h2>
<p>随着 Costco 不断完善和扩大其会员策略，重点仍然是提供价值并确保客户满意度。</p>
<p>公司在适应消费者需求变化的同时，保持忠诚会员群体将对其持续成功至关重要。</p>
<p>凭借建立在会员费和战略客户参与基础上的坚实基础，Costco 在竞争激烈的零售市场中处于良好位置。</p>
<p>该文章首发于 Invezz，Costco 首席执行官 Ron Vachris 表示这是商店中最重要的物品。</p>

开市客

<p>Costco 首席执行官 Ron Vachris 强调会员卡在公司商业模式中的重要性。拥有 1.3 亿会员，仅会员费就为 Costco 带来 46 亿美元的收入，Costco 基于会员的策略取得了成功。公司专注于客户满意度和忠诚度，以及适应消费者需求变化的能力，使得 Costco 在竞争激烈的零售市场中蓬勃发展</p>

<p><img src="https://imageproxy.pbkrs.com/https://invezz.com/wp-content/uploads/2024/06/228941935_l_normal_none-scaled.jpg" alt="" original-src="https://invezz.com/wp-content/uploads/2024/06/228941935_l_normal_none-scaled.jpg"/></p>
<p>In an interview with Fortune last month, Costco CEO Ron Vachris highlighted that the core of Costco’s business model is not just the wide array of products on their shelves, but the membership cards that shoppers carry in their wallets.</p>
<div class="lb-trans"><p>在上个月接受《财富》杂志采访时，Costco 首席执行官 Ron Vachris 强调，Costco 商业模式的核心不仅在于货架上琳琅满目的产品，还在于顾客们随身携带的会员卡。</p>
</div><h2>Costco’s thriving membership base</h2>
<div class="lb-trans"><h2>Costco 繁荣的会员基础</h2>
</div><p>Costco’s membership has become a significant revenue generator for the company. With 130 million members paying between $60 and $120 annually, membership fees alone generated $4.6 billion in revenue last year.</p>
<div class="lb-trans"><p>Costco 的会员已成为公司的重要收入来源。拥有 1.3 亿会员，每年会员费在 60 美元至 120 美元之间，仅会员费去年就为公司带来 46 亿美元的收入。</p>
</div><p>The company offers two tiers of membership: the Gold Star membership at $60 per year and the Executive Membership at $120 per year, which includes a 2% cash back incentive on purchases.</p>
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<div class="lb-trans"><p>公司提供两种会员制度：每年 60 美元的金星会员和每年 120 美元的高管会员，高管会员还包括 2% 的购物返现激励。</p>
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</div><p>We believe the most important item we sell is the membership card.</p>
<div class="lb-trans"><p>我们认为我们销售的最重要的物品是会员卡。</p>
</div><h2>Costco’s membership-driven business model</h2>
<div class="lb-trans"><h2>Costco 以会员为驱动的商业模式</h2>
</div><p>Since 2016, Costco has seen a 50% increase in its membership base, a clear testament to its successful business strategy. The company boasts a 90% renewal rate, reflecting strong member loyalty.</p>
<div class="lb-trans"><p>自 2016 年以来，Costco 的会员基数增长了 50%，这清楚地证明了其成功的商业策略。公司拥有 90% 的续费率，反映了会员的强大忠诚度。</p>
</div><p>The design of Costco warehouses, with features like affordably-priced gasoline and strategically placed popular items such as rotisserie chicken, ensures that members feel their membership fees are justified and keep returning to the stores.</p>
<div class="lb-trans"><p>Costco 仓库的设计，如价格实惠的汽油和战略性放置的烤鸡等热门商品，确保会员觉得他们的会员费是合理的，并继续光顾商店。</p>
</div><p>“Everything we do supports that transaction,” Vachris emphasized, pointing out the alignment of store operations and member satisfaction.</p>
<div class="lb-trans"><p>Vachris 强调，“我们所做的一切都支持这笔交易”，指出店铺运营与会员满意度的一致性。</p>
</div><h2>Calculating the value of a Costco membership</h2>
<div class="lb-trans"><h2>计算 Costco 会员的价值</h2>
</div><p>For potential members deciding between the Gold Star and Executive memberships, a simple calculation can help.</p>
<div class="lb-trans"><p>对于考虑金星会员和高管会员之间选择的潜在会员，简单的计算可以帮助。</p>
</div><p>With the Executive Membership offering 2% cash back, spending $3,000 annually at Costco will result in $60 cash back, effectively reducing the membership fee to the same as the Gold Star membership. If your annual spending is likely to be less than $3,000, the Gold Star membership is the better choice.</p>
<div class="lb-trans"><p>高管会员提供 2% 的返现，每年在 Costco 消费 3000 美元将获得 60 美元返现，有效地将会员费降至金星会员的水平。如果您的年度消费可能低于 3000 美元，金星会员是更好的选择。</p>
</div><h2>Revenue generation through memberships</h2>
<div class="lb-trans"><h2>通过会员制度产生收入</h2>
</div><p>Costco’s emphasis on membership fees plays a crucial role in its financial health. With significant revenue generated from these fees, the company can maintain low prices on products, further driving customer satisfaction and loyalty.</p>
<div class="lb-trans"><p>Costco 对会员费的强调在其财务健康中起着至关重要的作用。通过这些费用产生的重要收入，使公司能够保持产品的低价，进一步推动客户满意度和忠诚度。</p>
</div><p>The strategic placement of items and services within stores is designed to enhance the shopping experience and maximize the perceived value of membership.</p>
<div class="lb-trans"><p>商店内物品和服务的战略布局旨在增强购物体验，最大限度地提高会员的感知价值。</p>
</div><h2>Sustained growth through member engagement</h2>
<div class="lb-trans"><h2>通过会员参与实现持续增长</h2>
</div><p>The steady increase in membership and high renewal rates are indicators of Costco’s effective engagement strategy. By ensuring that members feel valued and providing tangible benefits, Costco creates a loyal customer base that is less likely to switch to competitors.</p>
<div class="lb-trans"><p>会员数量稳步增长和高续费率是 Costco 有效参与策略的指标。通过确保会员感到受重视并提供切实利益，Costco 创造了一个忠诚的客户群体，不太可能转向竞争对手。</p>
</div><p>This membership-centric approach has allowed Costco to maintain a strong position in the retail market, despite economic fluctuations and competitive pressures.</p>
<div class="lb-trans"><p>这种以会员为中心的方法使 Costco 能够在零售市场中保持强劲地位，尽管经济波动和竞争压力不断。</p>
</div><h2>The future of Costco’s membership model</h2>
<div class="lb-trans"><h2>Costco 会员模式的未来</h2>
</div><p>As Costco continues to refine and expand its membership strategy, the focus remains on providing value and ensuring customer satisfaction.</p>
<div class="lb-trans"><p>随着 Costco 不断完善和扩大其会员策略，重点仍然是提供价值并确保客户满意度。</p>
</div><p>The company’s ability to adapt to changing consumer needs while maintaining a loyal member base will be critical to its ongoing success.</p>
<div class="lb-trans"><p>公司在适应消费者需求变化的同时，保持忠诚会员群体将对其持续成功至关重要。</p>
</div><p>With a strong foundation built on membership fees and strategic customer engagement, Costco is well-positioned to continue thriving in the competitive retail landscape.</p>
<div class="lb-trans"><p>凭借建立在会员费和战略客户参与基础上的坚实基础，Costco 在竞争激烈的零售市场中处于良好位置。</p>
</div><p>The post Costco CEO Ron Vachris says this is the most important item to sell at stores appeared first on Invezz</p>
<div class="lb-trans"><p>该文章首发于 Invezz，Costco 首席执行官 Ron Vachris 表示这是商店中最重要的物品。</p>
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开市客 CEO Ron Vachris 表示这是商店中最重要的商品