background
it ariginated in Washington.It targets the middle class. It implements a paid membersip system.
The membershhip system has many effects including Incentive effect,Developing core members.
However,It took only a week to go from hot business to store depression.Many customers ask for a refund of their membership fees
原因
An interview with China Youth Daily showed that customers complained that the waiting time was too long, with long queues of three hours and the traffic is not convenient, and the goods are not cheap enough.
The Chairman of Hainan Three Vehicle Network Technology Co., Ltd,Liu Kuang said that there are inherent contradictions in the paid membership system.
New retail has promoted online and offline reforms, and consumers' shopping scenarios have become diversified, thus raising the sense of vigilance against the paid membership system in a single scenario. For example, when buying online memberships, offline purchases cannot enjoy benefits.
Becoming a paid member may not improve or significantly improve their user experience, which in turn is closely related to everyone's spending preferences and is difficult to predict.It cannot consistently meet user demand and present a cyclical decline in service.
At present, the membership system of major e-commerce companies is still based on the free membership system.Free membership will impact paid membership.
So is the paid membership really not suitable for China?Maybe,no.
Sam's club very successful in China
They all adopt membership in the Chinese market
Sam's Club is as old as Costco, and they both originated in the United States.
原因
China Economic Weekly Magazine
International Business Daily
They all found some reason
It brings the greatest benefit to consumers with the lowest price.It maximizes profitability to customers.Sam's dues are cheaper than Costco's
Sam, not only has there been free parking, but the driveway and parking spaces are spacious and easy to get in and out.
The bulk packaging of warehouse retailers is more in line with China's concept of household consumption.
Its service is attentive and customer-oriented.It communicates with consumers and understands their needs.
It is constantly exploring and innovating , establishing a modern management system such as online stores.
In short, his membership lives up to its name
Compare them and see that Sam is more focused on innovation and seizing opportunities but Costco is not.
The price of Sam`s goods has always been very low, but the discount of Costco`s goods is not enough.
Sam`s service was very attentive and Costco`s service was complained about by customers.
Sam has a variety of memberships, and Costco`s membership system is single
Titanium Media said so
Sam has an online store,It has cooperated with JD.com, Tmall, etc. to fully adapt to the habits of Chinese consumers. Costco has largely adopted the American model, and it hasn't made much of a difference.
So,it is interesting,Why is this happening.Costco is failed and Sam`Club is successful.
It is difficult to say whether the membership system is in the Chinese market, which depends on the active use of retailers.We can't just deny Costco's membership because it has suffered a setback. Judging from sam's success stories, as long as retailers flexibly use the membership system, it is suitable for China.
implications
The Chairman of Hainan Three Vehicle Network Technology Co., Ltd,Liu Kuang said that How to do a good job of paid membership system
Retailers must provide additional services that meet the diverse needs of consumers. Making prices look cheap is a weapon that captivates consumers.
Retailers must be adapt to consumer consumption habits.The business model should be localized
Retailers must maintain innovative thinking and seize opportunities such as the sales method should adopt a combination of online and offline methods.
They must raise awareness
Costco has also made some changes, and it has learned from the experience. It has achieved a great deal.
Now Costco
its product range has increased.
Its service is more attentive.
Its membership renewal rates are constantly increasing. Its sales are growing.
