<p><img src="https://imageproxy.pbkrs.com/https://invezz.com/wp-content/uploads/2024/06/228941935_l_normal_none-scaled.jpg?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" alt="" original-src="https://imageproxy.pbkrs.com/https://invezz.com/wp-content/uploads/2024/06/228941935_l_normal_none-scaled.jpg"/></p>
<p>在上個月接受《財富》雜誌採訪時，Costco 首席執行官 Ron Vachris 強調，Costco 商業模式的核心不僅在於貨架上琳琅滿目的產品，還在於顧客們隨身攜帶的會員卡。</p>
<h2>Costco 繁榮的會員基礎</h2>
<p>Costco 的會員已成為公司的重要收入來源。擁有 1.3 億會員，每年會員費在 60 美元至 120 美元之間，僅會員費去年就為公司帶來 46 億美元的收入。</p>
<p>公司提供兩種會員制度：每年 60 美元的金星會員和每年 120 美元的高管會員，高管會員還包括 2% 的購物返現激勵。</p>
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<p>我們認為我們銷售的最重要的物品是會員卡。</p>
<h2>Costco 以會員為驅動的商業模式</h2>
<p>自 2016 年以來，Costco 的會員基數增長了 50%，這清楚地證明了其成功的商業策略。公司擁有 90% 的續費率，反映了會員的強大忠誠度。</p>
<p>Costco 倉庫的設計，如價格實惠的汽油和戰略性放置的烤雞等熱門商品，確保會員覺得他們的會員費是合理的，並繼續光顧商店。</p>
<p>Vachris 強調，“我們所做的一切都支持這筆交易”，指出店鋪運營與會員滿意度的一致性。</p>
<h2>計算 Costco 會員的價值</h2>
<p>對於考慮金星會員和高管會員之間選擇的潛在會員，簡單的計算可以幫助。</p>
<p>高管會員提供 2% 的返現，每年在 Costco 消費 3000 美元將獲得 60 美元返現，有效地將會員費降至金星會員的水平。如果您的年度消費可能低於 3000 美元，金星會員是更好的選擇。</p>
<h2>通過會員制度產生收入</h2>
<p>Costco 對會員費的強調在其財務健康中起着至關重要的作用。通過這些費用產生的重要收入，使公司能夠保持產品的低價，進一步推動客户滿意度和忠誠度。</p>
<p>商店內物品和服務的戰略佈局旨在增強購物體驗，最大限度地提高會員的感知價值。</p>
<h2>通過會員參與實現持續增長</h2>
<p>會員數量穩步增長和高續費率是 Costco 有效參與策略的指標。通過確保會員感到受重視並提供切實利益，Costco 創造了一個忠誠的客户羣體，不太可能轉向競爭對手。</p>
<p>這種以會員為中心的方法使 Costco 能夠在零售市場中保持強勁地位，儘管經濟波動和競爭壓力不斷。</p>
<h2>Costco 會員模式的未來</h2>
<p>隨着 Costco 不斷完善和擴大其會員策略，重點仍然是提供價值並確保客户滿意度。</p>
<p>公司在適應消費者需求變化的同時，保持忠誠會員羣體將對其持續成功至關重要。</p>
<p>憑藉建立在會員費和戰略客户參與基礎上的堅實基礎，Costco 在競爭激烈的零售市場中處於良好位置。</p>
<p>該文章首發於 Invezz，Costco 首席執行官 Ron Vachris 表示這是商店中最重要的物品。</p>

開市客

<p>Costco 首席執行官 Ron Vachris 強調會員卡在公司商業模式中的重要性。擁有 1.3 億會員，僅會員費就為 Costco 帶來 46 億美元的收入，Costco 基於會員的策略取得了成功。公司專注於客户滿意度和忠誠度，以及適應消費者需求變化的能力，使得 Costco 在競爭激烈的零售市場中蓬勃發展</p>

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<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>在上個月接受《財富》雜誌採訪時，Costco 首席執行官 Ron Vachris 強調，Costco 商業模式的核心不僅在於貨架上琳琅滿目的產品，還在於顧客們隨身攜帶的會員卡。</p>
</div><h2>Costco’s thriving membership base</h2>
<div class="lb-trans"><h2>Costco 繁榮的會員基礎</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 的會員已成為公司的重要收入來源。擁有 1.3 億會員，每年會員費在 60 美元至 120 美元之間，僅會員費去年就為公司帶來 46 億美元的收入。</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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</blockquote>
<div class="lb-trans"><p>公司提供兩種會員制度：每年 60 美元的金星會員和每年 120 美元的高管會員，高管會員還包括 2% 的購物返現激勵。</p>
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</blockquote>
</div><p>We believe the most important item we sell is the membership card.</p>
<div class="lb-trans"><p>我們認為我們銷售的最重要的物品是會員卡。</p>
</div><h2>Costco’s membership-driven business model</h2>
<div class="lb-trans"><h2>Costco 以會員為驅動的商業模式</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 年以來，Costco 的會員基數增長了 50%，這清楚地證明了其成功的商業策略。公司擁有 90% 的續費率，反映了會員的強大忠誠度。</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 倉庫的設計，如價格實惠的汽油和戰略性放置的烤雞等熱門商品，確保會員覺得他們的會員費是合理的，並繼續光顧商店。</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 強調，“我們所做的一切都支持這筆交易”，指出店鋪運營與會員滿意度的一致性。</p>
</div><h2>Calculating the value of a Costco membership</h2>
<div class="lb-trans"><h2>計算 Costco 會員的價值</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>對於考慮金星會員和高管會員之間選擇的潛在會員，簡單的計算可以幫助。</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>高管會員提供 2% 的返現，每年在 Costco 消費 3000 美元將獲得 60 美元返現，有效地將會員費降至金星會員的水平。如果您的年度消費可能低於 3000 美元，金星會員是更好的選擇。</p>
</div><h2>Revenue generation through memberships</h2>
<div class="lb-trans"><h2>通過會員制度產生收入</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 對會員費的強調在其財務健康中起着至關重要的作用。通過這些費用產生的重要收入，使公司能夠保持產品的低價，進一步推動客户滿意度和忠誠度。</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>商店內物品和服務的戰略佈局旨在增強購物體驗，最大限度地提高會員的感知價值。</p>
</div><h2>Sustained growth through member engagement</h2>
<div class="lb-trans"><h2>通過會員參與實現持續增長</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>會員數量穩步增長和高續費率是 Costco 有效參與策略的指標。通過確保會員感到受重視並提供切實利益，Costco 創造了一個忠誠的客户羣體，不太可能轉向競爭對手。</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>這種以會員為中心的方法使 Costco 能夠在零售市場中保持強勁地位，儘管經濟波動和競爭壓力不斷。</p>
</div><h2>The future of Costco’s membership model</h2>
<div class="lb-trans"><h2>Costco 會員模式的未來</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>隨着 Costco 不斷完善和擴大其會員策略，重點仍然是提供價值並確保客户滿意度。</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>公司在適應消費者需求變化的同時，保持忠誠會員羣體將對其持續成功至關重要。</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>憑藉建立在會員費和戰略客户參與基礎上的堅實基礎，Costco 在競爭激烈的零售市場中處於良好位置。</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>該文章首發於 Invezz，Costco 首席執行官 Ron Vachris 表示這是商店中最重要的物品。</p>
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開市客 CEO Ron Vachris 表示這是商店中最重要的商品